Insight & strategy effectiveness studies as part of their campaign buy. Like virtually all operators in the travel industry, Tripadvisor is building back from an incredibly challenging time, as Gonzalez acknowledges. Now that were seeing a fuller recovery, the challenge continues to be the need to make sure were bringing the right insights to the right people, so that they can keep on growing their business A rising tide lifts all boats, as they say. Monitoring habits All through the pandemic, the company was still monitoring users travel habits to try to discover where their interest lay, whether that was safer road trips, camping, or outdoor destinations. Even at the peak of Covid, consumers were still engaging with us, posting on forums and saying, I miss travel, so the teams mission was to pivot on to the travel that was possible, says Gonzalez. Now the goal is to figure out how we Now that were seeing a fuller recovery, the challenge continues to be the need to make sure that were bringing the right insights to the right people, so that they can keep on growing their business partner with the right people and make sure we get back to where we were. The requirement to create custom insights can be demanding, as she recounts. Full credit to the analytics team, they have been able to build out a range of insight dashboards, which allows people in our organisation to access a variety of self-served data around specific destinations, regions and hotels, which is super helpful. But we still have to do a lot of custom work its exciting, but its not a one-size-fits-all approach. Gonzalez acknowledges that, while travel is evergreen, that is not always the case with insights. Sometimes, things we pulled last quarter, or even last month, might not be as relevant or might need additions, or something has shifted with time. The way we need to continuously update and rethink, or iterate, can be a challenge. Requests also come in all shapes and sizes, as Gonzalez points out. Because we have so many requests, it might be a video chat, it might involve a Slack conversation, or it could be an email thread. Now that life is returning to normal, live events have re-entered the mix and to good effect. One of our senior managers has started attending in-person conferences again; he recently presented the results of a study that we did around travel dining at a quick-service restaurant 36 Impact ISSUE 38 2022_pp34-37 I&S Tripadvisor.indd 36 22/06/2022 15:51