TripAdvisor debuted its new homepage at the end of last year with the hope of making the platform more relevant to users and, presumably, helping it make more money in the process.

The change represented yet another shift in the way the company sees itself. Competition from both Google, with its growing travel business, and online travel agencies like Booking.com, continues to impact TripAdvisor.

TripAdvisor CEO Stephen Kaufer is wary of the threat from Google, particularly in the restaurant sector, but rather than competing directly with search engines, he said that he saw TripAdvisor as more of an Amazon.