Tripadvisor Is Rolling Out a Safety Filter for Traveler Searches

Businesses can list their own sanitation policies and travelers will verify

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Business owners can now add their own safety measures and sanitization procedures on the site. Tripadvisor
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Tripadvisor, the online review and booking site, has added filters to let travelers search destinations based on safety and sanitization.

The filters allow business owners (who advertise on the platform) the ability to add their own safety measures and sanitization procedures, like whether mask policies are enforced, and ask travelers to validate their own personal experience at the establishment. The option is now available in every market Tripadvisor operates in.

“If we want to get the world traveling again, the safety needs of consumers must be appreciated and recognized as the biggest hurdle to closing the confidence gap created by this pandemic,” said Lindsay Nelson, Tripadvisor’s chief experience and brand officer. “As always, by submitting reviews, our hundreds of millions of members will be the best check and balance to ensure these businesses are responsibly abiding by their policies.”

The introduction of the new tools, called Travel Safe, should come as no surprise. Survey after survey shows that travelers are concerned about safety more than ever, but those worries haven’t yet stalled the showings of a recovery.

Earlier this month, Tripadvisor released its own findings from a monthslong study examining traveler sentiment during the pandemic.

According to the results, a vast majority (92%) said cleanliness will remain very important when selecting accommodations after Covid-19. Additionally, 79% said it was important to publicly display compliance with government safety standards.

To that effect, hotels including Hilton and Marriott have launched their own health and sanitization initiatives, and Hilton even began a partnership with Lysol. These sort of corporate alliances have become sought after in the Covid-19 era, but it isn’t always easy for a brand to find a public, co-branding partnership.

In April, Tripadvisor donated $1 million to Covid-19 relief efforts and launched an initiative to get people to continue supporting their beloved local haunts.


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@RyanBarwick ryan.barwick@adweek.com Ryan is a brand reporter covering travel, mobility and sports marketing.
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