TripAdvisor is relaunching its website as a personalised travel hub that will allow users to save recommendations, follow friends and influencers and create their own “inspiring” content.

Speaking on a press call today (17 September), CEO and co-founder Stephen Kaufer said the website is “going from the world’s largest travel site to the most personalised and connected travel community ever.”

The revised platform appears to work like a social network, with users given their own profile and feed where they can post updates, share photos and follow friends and brands.

The move follows research conducted by TripAdvisor into the most important elements to people when planning a trip. It found that although 66% of people said they read reviews, 62% said recommendations from friends and family were more…