Is Tripadvisor losing its relevance for hotels?

Google can offer similar insights as TripAdvisor, and with its widespread usage through Google Maps, checking reviews on Google might be more convenient

Many investors believe that Tripadvisor is an outdated brand, as growth over the last three years has been quite meager and suggests its best days for growth are over. Yet, almost half its revenue now comes from one of the hottest growth platforms in the travel industry: Viator. TripAdvisor acquired the company nearly a decade ago, and it appears its time has finally arrived.

Key takeaways

• Viator has generated revenue of $576 million through the first three quarters of 2023, which is a 57% increase from the comparable period of 2022;
• Viator is more similar to Airbnb than it is to Tripadvisor. Third parties list bookable experiences on the Viator platform. Travelers then browse and book. Viator then collects the payment, pays the experience organizer, and keeps a cut for itself much in the same way that Airbnb does business;
• This is a different business model from Tripadvisor's. Tripadvisor has links for booking hotels on other platforms, and the company is paid per click. The platform also allows the display of ads for which it's paid for impressions (views).

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