Hmm. I quite like their approach, using the ironic-birthday-card angle.
Flattery gets you everywhere and all that.
It might have been nice to back up all the flattery with a special offer or something though - to make 'we'll do whatever it takes to get you back' sound more like sincerity than a load of hot air. Or hot html.
Truth be told, I've been looking at tripadvisor more to book trips away recently, trusting the reviews first and the tempting deals second (whoever sells them).
How about a free holiday?
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