Future of TripAdvisor: Can It Lead Again?

For over two decades, TripAdvisor has been the go-to source for travelers. But the travel landscape has shifted, and TripAdvisor is at a crossroads.

Feb 27, 2025

Industry Trends Reshaping Travel

Discovery is happening elsewhere. TikTok, Instagram, and YouTube have overtaken search engines as primary sources of travel inspiration. Over 40% of young travelers now plan trips via social media.
Google dominates search. Google Flights, Google Hotels, and Google Things to Do are funneling users away from aggregators like TripAdvisor. AI-driven search will only tighten Google’s grip.
Experiences are the new frontier. The tours and activities market is projected to hit $300B by 2030. Platforms like Viator and GetYourGuide are aggressively capitalizing on this shift.
Direct bookings are winning. Hotels, airlines, and OTAs are investing heavily in direct relationships, reducing their reliance on intermediaries like TripAdvisor.

TripAdvisor Today: Strengths, Weaknesses, and Untapped Potential

Strengths: ✔ One of the most recognized travel brands globally ✔ Largest repository of user-generated travel content and reviews ✔ Viator is growing rapidly and a key revenue driver

Weaknesses: ⚠️ Direct traffic is down, with visits at half the level of major OTAs ⚠️ Monetization is lagging; review volume and relevance are declining ⚠️ The U.S. market is eroding faster than expected, leading to missed opportunities

The Plan: Four Key Moves to Drive Growth

1. Transform TripAdvisor from a Static Content Repository into an Engagement Platform

Surface high-value content effectively. AI-driven personalization should ensure travelers quickly find relevant reviews and recommendations.
Turn the app into a real-time travel companion. Live itinerary management, location-based recommendations, and seamless booking can transform TripAdvisor into an interactive tool.
Strengthen trust. AI-powered verification of reviews is necessary to combat fake content and maintain credibility.

2. Fully Realize Viator’s Potential

Viator is quietly TripAdvisor’s most valuable asset, generating $270M in Q3 2024 alone. But long-term profitability remains a question. To accelerate growth:

Strengthen supply chains. Exclusive partnerships and preferential rates can secure premium experience providers.
Expand financial offerings. With over $1B in transactions, integrating flexible payment options, insurance, and financing solutions can drive conversion.
Enhance competitive positioning. Viator must differentiate by curating exclusive, high-quality experiences.
Prepare for IPO. Spinning off Viator could unlock capital for growth and allow it to scale independently.

Market Valuation Insight: GetYourGuide secured $194M in funding in June 2023, valuing it at ~$2B. Viator’s Q3 2024 revenue ($270M) and gross booking value ($1.1B) suggest it could command a valuation exceeding $2B.

3. The Fork: Strengthen or Sell

Operating separately from TripAdvisor, The Fork’s value proposition is unclear. To enhance its competitive position:

Diversify revenue streams. Subscription-based premium plans for restaurants can drive predictable income.
Leverage technology. AI-driven reservation management can reduce no-shows and optimize table availability.
Expand strategic partnerships. Collaborating with food delivery services or acquiring regional restaurant booking platforms could accelerate growth.
If it can’t scale effectively, divest. If The Fork can't be positioned as a high-growth asset, selling it to Booking Holdings (which owns OpenTable) may be the best move.

4. Fix the Advertising Business

TripAdvisor’s advertising potential remains underutilized.

Shift to native advertising. Sponsored content should enhance—not disrupt—the user experience.
Leverage influencer and creator-driven content. Strategic partnerships with TikTok, Instagram, and YouTube can drive engagement.
Expand off-platform monetization. TripAdvisor’s rich travel data is an underleveraged asset—data partnerships can unlock new revenue streams.

The Next Move: Two Strategic Paths

Scenario 1: Private Equity Buyout & Restructuring

Viator goes public.
The Fork is sold.
TripAdvisor is streamlined into a lean, high-margin engagement platform.

Scenario 2: Strategic Acquisition

A player like Booking Holdings, Expedia, or a media-tech firm acquires TripAdvisor for its brand, audience, and data assets.

A Fork in the Road

TripAdvisor isn’t just a travel site—it’s an iconic brand. But failure to adapt has eroded its influence. Without bold action, TripAdvisor risks fading into irrelevance. Incremental changes won’t cut it. The company must decide: lead, pivot, or get left behind.

The next move is crucial. Will TripAdvisor redefine its future, or become a cautionary tale?