Tripadvisor launches marketing services for travel and non-travel brands

Tripadvisor is launching an in-house creative and content studio to help brands of all types reach travel shoppers, both on and off the Tripadvisor platform.

Named Wanderlab, the division is headquartered in New York and will develop campaigns including sponsored brand and editorial content on Tripadvisor, influencer and social-first activations, interactive video and voice experiences and more.

Wanderlab will be led by Christine Maguire, vice president and general manager of Tripadvisor Media and will operate as an independent studio that makes use of Tripadvisor’s first-party data, company resources and talent.

“Tripadvisor’s wealth of traveler insights sits at the heart of Wanderlab,” Maguire says.

“No one knows the world's experience seekers like we do. We see an opportunity to create a more efficient media marketplace where we connect the right advertisers with the right consumers through inspiring and relevant creative, powered by global insights.”

The company says Wanderlab is “the fulfillment of an idea set in motion pre-pandemic” to expand its advertising offerings.

In conjunction with the launch, Tripadvisor is announcing the San Diego Tourism Authority as its first client and a mini-documentary about Gen Z travelers, Lost & Found, as its first creative output.

In 2021, Kayak launched a similar creative advertising division, K Media, which creates comprehensive campaigns including influencer activations and digital advertising.