Tripadvisor, Inc. - statistics & facts
From a small office opened in 2000 above a pizza shop in Massachusetts, Tripadvisor quickly grew to become one of the biggest players in the online travel market. The company’s free user reviews of travel-related content, tools for price comparisons, and online travel booking services made it one of the most visited travel and tourism websites worldwide in 2026.
What is Tripadvisor’s most profitable business segment?
Tripadvisor, Inc. breaks down its revenue into three business segments: Experiences, Hotels and Other, and TheFork. In 2025, the Experiences category was the company's most profitable business segment, accounting for nearly half of Tripadvisor, Inc.’s global revenue that year. This segment includes Viator, one of the leading online travel agencies (OTAs) in the experiential travel market, and Brand Tripadvisor’s points of sale for experiences.
What is Tripadvisor’s biggest market?
The United States is by far Tripadvisor’s most important market. A breakdown of Tripadvisor, Inc.’s global revenue by region in 2025 shows that the U.S. alone accounted for roughly two-thirds of the company’s total earnings. The United Kingdom is another key market for Tripadvisor, both in terms of profitability and online traffic. In 2026, the UK represented around five percent of total website visits to tripadvisor.com.
How popular is Tripadvisor?
Tripadvisor’s greatest strength lies in its websites. As of 2025, the company’s branded sites featured over nine million travel-related entries, with Tripadvisor’s total number of user reviews and ratings exceeding one billion. The online travel market, however, is extremely competitive. Companies like Booking Holdings, Expedia Group, and Airbnb dominate the online travel agency landscape, while GetYourGuide and Klook are fierce competitors in the experiential travel market, in which Viator operates.
While the United States is Tripadvisor’s biggest market, it is also where competition is most intense. In a Statista’s Consumer Insights Global survey on hotel and private accommodation online bookings in the U.S. in 2025, over 30 percent of consumers surveyed relied on Expedia or Airbnb, while just above 10 percent used Tripadvisor.
Tripadvisor and AI: risks and opportunities
Tripadvisor’s huge database of user-generated content remains a benchmark for the global travel community. That said, the new challenges posed by the increasing use of artificial intelligence (AI) in the travel and tourism sector could represent both an opportunity and a threat for the platform. Due to AI, the number of fake reviews on Tripadvisor could grow dramatically, thus undermining the company’s reputation. On the other hand, a partnership announced in 2025 with Perplexity AI and an OpenAI initiative to integrate the Tripadvisor and TheFork apps into ChatGPT conversations show that the company is wasting no time in imagining how to remain a valuable guide for travelers in the years to come.