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.
Tripadvisor
Every type of traveler, every type of trip
Travel
2025
Challenge
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.
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.
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.





































