Travel: TripAdvisor CMO Barbara Messing

Setting her brand apart—50 million reviews at a time

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Whether you’re looking for the most secluded B&B in the Adirondacks in New York or the best table in Campobasso, Italy, the Web offers a near-limitless number of user-generated travel review sites—which, of course, makes it nearly impossible for any one of them to be the definitive guide.

Except for TripAdvisor.

Separating this Expedia-owned site from a tangle of competition was the work of CMO Barbara Messing, for whom market differentiation comes down to a pretty basic ethos: Gain users’ trust, and they’ll keep coming back.

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