During its earnings call, Tripadvisor introduced its new three-pronged strategy of content, community and commerce. The company’s chief marketing officer, John Boris, explains that the goal is to engage with travelers more deeply and use new content forms, including video and voice, to tap into new trends and emerging technology, such as social commerce and generative AI. Boris, who joined the company in 2022, brings to the table his experience in bringing together content, commerce, and community, which he applied to previous roles in companies such as Zagat, Lonely Planet, and Shutterfly. One of the big opportunities Tripadvisor is focused…

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