Since February 2000, TripAdvisor has grown at an astonishing rate. Now, the world’s largest travel site brings in over 170 million reviews related to hotels, vacation rentals, attractions and restaurants. Averaging nearly 280 million unique visitors each month, it’s safe to say a brand’s presence on the site is comparable to the importance of the way you dress for a job interview. A study of an online panel totalling 2 million people was completed by comScore for TripAdvisor. This case study revealed that 50% of travelers who book online visited TripAdvisor during their online journey. With this size segment of data, there is no argument that TripAdvisor plays a major role in the guest’s decision about where to stay. As a brand, what strategies are there to increase and sustain your presence on the site?