Late last year, it hired Lindsay Nelson, a media executive formerly with Vox, as president of core experience - in charge of marketing and platform experience. More recently, the brand tapped Christine Maguire as VP of advertising revenue, a new position, from Condé Nast.

“As an information platform, we know a whole lot about what travelers want,” says Nelson, noting details like income bracket, geography, demographics. “Our objective is to continue to build out a consumer experience that is deeply personalized,” she added, noting that such engagement can be monetized by a “premium advertising business.”