Rahul Todkar heads data and AI at Tripadvisor, diving into a massive ocean of opportunities. He’s not just managing different data functions like AI and engineering; he’s also figuring out how to turn all this data into revenue. When he joined in January 2023, he saw the potential right away.
“Tripadvisor is this fantastic, beloved travel brand. If anyone needs travel advice, they think Tripadvisor,” he says. With over 300 million users, a billion reviews, and 11 million businesses listed, there’s an incredible amount of data to work with. “The scale here is astounding. It creates so many possibilities to make a real impact through data.”
Todkar also stepped into a company ready for change. CEO Matt Goldberg aims to enhance travel experiences using data in unique ways. Now, almost two years in, Todkar embraces the challenge of leading in this space.
“When I came on board, I found exactly what I expected – tons of data and a clear path ahead,” he explains. And then, generative AI entered the picture, transforming everything. “The impact has been huge, and we’re doing amazing things in that area. I’m really enjoying this role.”
### Building the Framework
Before Tripadvisor, Todkar held key data positions at LinkedIn and Charles Schwab. One of his standout accomplishments has been developing a data strategy centered around three main pillars.
First up is the foundation, focusing on the technology that supports the data strategy. Next is driving growth, clearly measured by metrics. Lastly, embracing innovations for monetization comes into play.
“We’ve made great strides in all three areas,” he shares. A highlight has been moving to the cloud using Snowflake. Transitioning from on-premise data storage to a cloud environment has been revolutionary, he says.
Tripadvisor aimed to unify its enterprise datasets in one spot. With the Snowflake AI Data Cloud for Travel and Hospitality, the company ensures service redundancy and data protection, complying with privacy regulations like GDPR.
“Building solid data foundations with Snowflake has allowed us to innovate in customer services,” Todkar explains. The platform integrates data and analytics across various departments. With substantial data collection, having a single source of truth is essential for businesses like Tripadvisor.
“Companies often face significant data sprawl if they aren’t careful. We had a web of over 10,000 data pipelines and 30,000 to 40,000 datasets,” he points out. While the decision to partner with Snowflake predates his arrival, the company consistently evaluates the solutions available, using trials to select the best fit for its needs.
### Seizing New Possibilities
The technological groundwork his team is laying helps support measurable business growth, including the use of AI. “We’ve launched generative AI projects in production, which sets us apart from many others,” Todkar notes. While many firms still discuss AI as a potential, Tripadvisor is ahead of the curve.
Deloitte reports that most companies find it tough to move AI projects into production. Yet, at Tripadvisor, “We’ve had the Trip Planning tool in production for nine months, and user adoption has been impressive,” he says.
This tool leverages large language models and generative AI to offer tailored travel suggestions. The tech stack behind it combines securely held customer data from Snowflake, commercial models like OpenAI, and custom recommendation engines.
“We all want to travel, but planning a trip can be a hassle. That’s where the Trip Planning tool comes in. It reduces the stress and guides users through the process,” he explains.
Looking ahead, Todkar’s team is also exploring ways to summarize the text-based reviews on the site. “Users often lack the time to sift through all that information,” he adds. “We’ve done remarkable work over the past 18 months, and there’s more to come.”
### Enhancing User Experiences
As a forward-thinking data leader, Todkar is constantly searching for innovative applications of data. However, he knows these efforts must align with business objectives. He envisions significant advancements in the three pillars of data strategy: foundations, growth, and innovation.
“We’ve made strides in storage, compute, and access, but we need to focus more on MLOps and creating robust infrastructure for AI and machine learning applications,” he shares. He hopes to see solid progress in those areas within two years.
As his team refines the data platform, more growth and innovation are on the horizon. “I want the data team to leverage these exciting technologies while ensuring that innovation supports our goal of driving business growth,” he emphasizes. His longer-term vision includes creating interactive, multimodal user experiences.
“ChatGPT has changed how we think about user experience, making it more dynamic,” he says, noting that traditional search methods often feel one-dimensional. He thinks travel planning could benefit from this new interactivity as well.
### Clear Direction Ahead
A top challenge for many digital leaders is ensuring everyone in the organization understands the value of investing in new tech. Todkar has spent considerable time getting buy-in for data-driven change.
“To succeed, you need to focus on business outcomes. I always start with ‘Why?’” he explains. He encourages teams to clarify their motivations and fall in love with the problem rather than just the solution.
While it’s vital to focus on outcomes, Todkar warns against diving too deep into solutions without understanding the business benefits. “Teams might get excited about implementing the latest tech without asking what they hope to achieve,” he explains.
The silver lining is that once you connect the investment in technology to tangible business benefits, securing support becomes easier. “When you outline the business problem upfront, everything else falls into place,” he asserts, laying the groundwork for successful digital transformation.
When people understand the objectives and you involve the right stakeholders in the solution process, transforming the business becomes a collective effort.