Tripadvisor Plus

Situation

In the summer of 2020, Tripadvisor planned to launch a new paid membership program. Its initial form would be similar to a classic rewards program, but they had an open-ended vision of what it could eventually become, especially in the wake of the ongoing COVID pandemic. To set this fledgling product on the right course, they needed a name that could work in the short term without limiting them in the long term as the offering evolved.

Creative Approach

I developed 275 names, and we came to a decision after the first round of creative. Some client favorites included:

Tripadvisor Pearl fit into the precious-gems-and-metals naming style of many other rewards programs, while setting up a story that “the world is your oyster.”

Tripadvisor Passport emphasized the idea of access with a travel-relevant metaphor..

Tripadvisor Latitude conveyed the idea of freedom and exploration while also staying true to the idea of travel

After several spirited rounds of discussion, validation, and prioritization, the team landed on a name they were all excited to move forward with.

Outcome

The team chose

Tripadvisor Plus

Ultimately, the need for immediate functional flexiblity won out over more evocative approaches that might need more explanation and time to grow. Plus conveyed the simplest message that the client was absolutely certain would be relevant over the lifetime of the program.

Tripadvisor Plus launched in June 2021, and survived for years as the company sought the right product-market fit, before finally ending its journey in early 2024.