Tripadvisor

Every type of traveler, every type of trip

Travel

2025

For 25 years, Tripadvisor has been the world’s travel companion, with real reviews, real advice, straight from real people. But in a race to compete with booking engines and comparison sites on price and capacity, the brand risked losing its edge. We set out to refocus on what makes Tripadvisor unique: its community of real travelers, and their real reviews.

Strategy

We brought travelers back to the center. Their words, photos, and stories became the brand’s foundation, proof that Tripadvisor is built on lived experience, not algorithms. The idea was simple: celebrate the wisdom and excitement of travelers everywhere, and remind the world that authentic advice still matters.

Identity

The new system showcases travelers at every turn. Review dots, not stars, remain the badge of trust. Trip Green gets brighter, bolder. And Ollie, the owl mascot, breaks out of its circle, peeking out with more curiosity and personality than ever. A brand refreshed, without losing its roots.

A woman smiles at a dining table as two giraffes stretch their necks through a window to eat from the table, surrounded by other diners. The image has Tripadvisor branding and a social media handle.

TripAdvisor tours and sightseeing attractions shown as digital cards.

Tourists stand near the Pyramids of Giza in Egypt, with large white text reading “Book here. Go there.” and a green search bar for travel options overlaid on the image.

Three people in scuba gear take an underwater selfie, surrounded by blue water. They wear masks and wetsuits, with bubbles visible. The image has a bright pink border featuring social media and Tripadvisor branding.

Couple smiling for a selfie at a restaurant window; Tripadvisor campaign graphic features the Naked Cowboy playing guitar outside, with a review saying ‘Food was great! Waiter was great, too!'

A graphic with a bright yellow background features large text: “Fantastic tour with Ari who made us laugh all day.” Next to it is a photo of tourists smiling with a monkey in a lush, tropical setting.

Application

User-generated content takes the spotlight across product and marketing. Photos, quotes, and stories sit at the heart of the design system, framed by Tripadvisor’s distinctive assets. The result: a brand experience that feels modern, vibrant, and unmistakably Tripadvisor, wherever the journey begins.

A collage of vibrant travel photos featuring people snorkeling, lounging on water, hiking, and posing at landmarks, with Instagram-like tags on each image.

A smartphone displaying a bright green review screen with the text "Tell us how you really feel" is shown in front of a desert scene with a person in a headscarf and sunglasses beside a smiling camel.

Tripadvisor collage of postcards, one showing parasailing with text ‘Get out there,’ others with notes and travel imagery.

A screenshot of the Tripadvisor website header.

Tripadvisor ‘Seeing the Real View’ campaign: A child in a pink dress, sunglasses, and a cat-eared hat smiles while holding a large fake bone on a grassy field with giant bones and fossil props at Kualoa Ranch, Kaneohe.

A blue billboard on a street reads: RULES? Its a friggin pizza joint! with attribution to a TripAdvisor review, surrounded by red columns and ornate decorative trim.

Outcome

The rebrand reasserted Tripadvisor’s difference in a crowded category. It gave the platform a bold new look, grounded in what only it can claim: over a billion real reviews and the community that powers them. Tripadvisor now shows up as the travel brand built on truth, trust and travelers.