Posted: 1 Feb 2012

See all articles by Sunil Gupta

Sunil Gupta

Harvard University - Business School (HBS)

Kerry Herman

Harvard Business School

Date Written: April 14, 2011


By 2010, TripAdvisor was the largest travel site in the world operating in 24 countries and 16 languages, with listings for 455,000 hotels, 92,000 attractions and 564,000 restaurants in over 71,000 destinations worldwide. It had over 40 million reviews from 35 million unique monthly visitors who were contributing 21 new reviews every minute. Known for its hotel reviews, TA expanded into flights, vacation rentals and international markets like China. Each of these expansion paths provided unique opportunities as well as new challenges. In August 2010, Stephen Kaufer, CEO, was debating how to prioritize his growth plans for the company.

Learning Objective: To understand how user-generated content (UGC) can be leveraged and what are the challenges of replicating that model in different countries (e.g., China) and different categories (e.g., vacation rentals and flights).

Suggested Citation

Gupta, Sunil and Herman, Kerry, TripAdvisor (April 14, 2011). Harvard Business School Marketing Unit Case No. 511-004, Available at SSRN:

Sunil Gupta (Contact Author)

Harvard University - Business School (HBS) ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Kerry Herman

Harvard Business School ( email )

Cambridge, MA
United States

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