The impact of the Internet on consumer trip planning has grown steadily over the years. According to a July 2015 study by Destination Analysts, 45.5 percent of consumers utilize user-generated content to plan their leisure travel. That user-generated content includes reviews of hotels, destinations, restaurants and activities, and also travel itineraries or blogs.

With these statistics in mind, this persona seeks to offer a representative view of primary TripAdvisor.com users. This persona was created as a part of graduate coursework.