Before Tripadvisor, travel advice mostly came from glossy brochures, travel agents, or guidebooks that already felt outdated by the time you picked them up. Frustrated by the lack of candid opinions while planning a family trip, Stephen Kaufer—together with Langley Steinert, Nick Shanny, and Thomas Palka—set out to change that. In February 2000, they launched Tripadvisor with early backing from Flagship Ventures and the Bollard Group. Their simple goal: make authentic traveler reviews the foundation of travel planning.

It worked. Tripadvisor quickly became the place where real voices—not marketing slogans—guided millions. Reviews, photos, and unfiltered experiences reshaped how people planned trips, moving influence from industry insiders to everyday travelers.

Fast-forward 25 years, and Tripadvisor has become a trusted companion for travelers everywhere. With more than a billion reviews (yes, a billion), it remains the go-to source before booking that long-awaited getaway. But the travel world has shifted. Influencers, algorithms, and quick-fix hacks crowd the space. Tripadvisor had to ask: how do you stay relevant when attention spans keep shrinking?

To mark its 25th anniversary, Tripadvisor partnered with Koto Studio for a fresh identity. The focus is back on what makes the brand unique: its community. The rebrand celebrates travelers’ stories, photos, and lived experiences. “Ollie,” the familiar owl, was updated—no longer locked in a circle, but free, curious, and expressive. A brighter “Trip Green” leads the new palette, supported by warmer tones and a custom typeface that feels both modern and approachable.

The message is simple: Tripadvisor isn’t just a site, it’s a collective of explorers sharing real advice and honest stories. Because the best tips don’t come from an algorithm—they come from someone who’s been there.

And as the brand steps into its next chapter, Ollie is still watching, still guiding, and ready for the journeys ahead.