TripAdvisor Roadmap: How it Wants to Own the Travel Cycle – Skift.

According to Kaufer Stephen TripAdvisor CEO TA is only serving about 10% or 11% of travelers who are online monthly so that is 90% who aren’t visiting TripAdvisor. TA has a lot of room to grow!
Smartphones a major grown area.

“When you think of how smartphones are changing the way we do things, it’s that device, it’s that computer in your pocket, it’s that map in your pocket, and we think it [TripAdvisor] will be the personal travel assistant in your pocket in part for planning, but very much so in-market,” Kaufer says.