TripAdvisor will launch a test version of its new site in the UK before proceeding with a global launch. The review site, which is currently the largest of its kind in the world, is owned by Expedia is expected to be integrated into the US in the next couple of months.
The newer "clean, simple and organised" TripAdvisor site will hope to move away from its previously cluttered site which had been heavily criticized in some quarters. TripAdvisor hope that by launching initially in the UK, invaluable feedback could be learnt from users before a wider launch of the site in all markets. A TripAdvisor statement said: "The research patterns and site behaviour of travellers from the UK are representative of our overall audience...our site is really created by our travellers, not by us, so we were keenly focused on keeping TripAdvisor an unbiased and neutral forum throughout the redesign process. TripAdvisor is still all about real advice from real travellers."
TripAdvisor is currently has approximately 25 million unique users every month and features over ten million hotel reviews.
