Insight & strategy Performance reviewed Tripadvisor uses professional insights to better understand prevailing travel trends and find out what consumers really want when they visit a particular destination. Editor Colette Doyle speaks to research and insights lead Tatiana Gonzalez to find out more O ne billion thats a heck of a big number by anybodys standards, but thats the number of reviews that Tripadvisor had clocked up from its users by February this year. The travel guidance site, which was founded 22 years ago, says it hit the milestone through a combination of reviews, tips, photographs, likes, comments and posts. We were very excited to get there, notes Tatiana Gonzalez, research and insights lead at the Massachusettsheadquartered company. Gonzalez heads up the professional insights team that sits within the TAPS organisation Tripadvisor Advertising and Partner Solutions. Although the focus for her six-strong team has traditionally been media, she works cross-functionally with other departments, such as communications, enterprise and hospitality, as well as operating hand in hand with analytics. We have, in fact, just hired for a role that will not be media-focused; its remit will instead be to work closely with other groups within the organisation, providing them with more ready access to insights and research, she explains. Having spent most of her career in New York, Gonzalez is currently enjoying a change of scene and working remotely 34 Impact ISSUE 38 2022_pp34-37 I&S Tripadvisor.indd 34 22/06/2022 15:51