TripAdvisor will begin the global roll-out of its new website this week with a test version for the UK market.

The new site is said to be “clean, simple and organised” and will mark a different approach for TripAdvisor, which has been criticised by some – including chief executive Steve Kaufer – for its increasingly cluttered homepage and navigation.

TripAdvisor said the UK had been chosen for the test site due to its critical importance as an individual market and to enable users to offer feedback before the wider launch of the site in all markets.

TripAdvisor has become the largest user review site in the world in little over seven years, boasting around 25 million unique users each month and over 10 mlllion hotel reviews.

The site was bought by Expedia in 2004 but is still run by co-founder Kaufer. London-based Marc Charron runs European operations.