Merkle was tasked with an RFP for Tripadvisor, which we won. This goal was to transform its fragmented CRM ecosystem into a modern, intelligence‑driven travel advisory platform. Grounded in unified identity, enriched first‑party insights, and real‑time behavioral signals, this initiative will enable Tripadvisor to deliver hyper‑personalized, loyalty‑led experiences at every stage of the traveler journey.

Our approach combines modular creative templates, dynamic content personalization, and journey‑based messaging to support diverse traveler personas—from families planning seasonal getaways to Gen Z experience‑seekers anchoring trips around events. By aligning Tripadvisor’s marketing goals with robust segmentation, contextual signals, and a scalable design system, we helped Tripadvisor create meaningful, connected experiences that guide travelers from dreaming to planning to booking and sharing—ultimately strengthening loyalty, conversion, and long‑term customer value.
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Developed in collaboration with the Merkle Creative Team.