TripAdvisor, Inc. operates as an online travel company. It operates in two segments, Hotels, Media & Platform; and Experiences & Dining. The company operates TripAdvisor-branded websites, including tripadvisor.com in the United States; and localized versions of the website in 40 markets and 20 languages. It also manages and operates other travel media brands that provide users the comprehensive travel-planning and trip-taking resources in the travel industry, such as bokun.io, cruisecritic.com, flipkey.com, thefork.com, helloreco.com, holidaylettings.co.uk, holidaywatchdog.com, housetrip.com, jetsetter.com, niumba.com, seatguru.com, singleplatform.com, vacationhomerentals.com, and viator.com. In addition, the company provides information and services for consumers to research and book restaurants reservation in travel destinations; and vacation and short-term rental properties, including full home, condominiums, villas, beach properties, cabins, and cottages. As of December 31, 2020, it featured 1 billion reviews and opinions on 1 billion hotels and other accommodations, restaurants, experiences, airlines, and cruises. TripAdvisor, Inc. was founded in 2000 and is headquartered in Needham, Massachusetts.
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Yelp for travel
Rotten Tomatoes for hotels and attractions
IMDb for travel destinations
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User Reviews & Ratings Platform: Provides a vast database of user-generated reviews, opinions, and photos for hotels, restaurants, and attractions worldwide.
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Hotel Booking Service: Enables users to search, compare prices, and book accommodations directly or through partner booking sites.
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Experiences & Tours Booking (Viator): Offers a marketplace to discover and book guided tours, activities, and attractions globally.
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Restaurant Reservations (TheFork): Facilitates finding restaurants, reading reviews, and making table reservations online.
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Vacation Rentals: Allows users to search and book private homes, apartments, and unique accommodations.
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Advertising & Business Solutions: Provides marketing and subscription services for travel and hospitality businesses to reach potential customers.
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Tripadvisor (symbol: TRIP) primarily sells its services and advertising solutions to **other businesses** within the travel and hospitality industry. These businesses leverage Tripadvisor's platform to reach its global audience of travelers, manage their online reputation, and drive bookings or traffic.
Its major customers include:
* **Online Travel Agencies (OTAs):** These companies pay Tripadvisor for referrals (click-based advertising) and display advertising to direct users to their booking platforms.
* Booking Holdings (symbol: BKNG)
* Expedia Group (symbol: EXPE)
* **Global Hotel Chains:** Major hotel brands and groups pay for advertising, enhanced business listings (e.g., Business Advantage subscriptions), and direct booking referrals.
* Marriott International (symbol: MAR)
* Hilton Worldwide Holdings (symbol: HLT)
* IHG Hotels & Resorts (symbol: IHG)
* **Independent Hotels, Restaurants, and Attractions:** A vast number of smaller and independent travel businesses subscribe to Tripadvisor's business products and advertise on the platform to increase their visibility and customer engagement. (These are numerous and not individually major customers, but collectively represent a significant customer base.)
* **Airlines, Cruise Lines, and Tour Operators:** These companies also purchase advertising and promotional placements on Tripadvisor to reach potential customers.
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Tripadvisor (symbol: TRIP) primarily sells its services and advertising solutions to other businesses within the travel and hospitality industry. These businesses leverage Tripadvisor's platform to reach its global audience of travelers, manage their online reputation, and drive bookings or traffic.
Its major customers include:
- Online Travel Agencies (OTAs): These companies pay Tripadvisor for referrals (click-based advertising) and display advertising to direct users to their booking platforms.
- Booking Holdings (symbol: BKNG)
- Expedia Group (symbol: EXPE)
- Global Hotel Chains: Major hotel brands and groups pay for advertising, enhanced business listings (e.g., Business Advantage subscriptions), and direct booking referrals.
- Marriott International (symbol: MAR)
- Hilton Worldwide Holdings (symbol: HLT)
- IHG Hotels & Resorts (symbol: IHG)
- Independent Hotels, Restaurants, and Attractions: A vast number of smaller and independent travel businesses subscribe to Tripadvisor's business products and advertise on the platform to increase their visibility and customer engagement. (These are numerous and not individually major customers, but collectively represent a significant customer base.)
- Airlines, Cruise Lines, and Tour Operators: These companies also purchase advertising and promotional placements on Tripadvisor to reach potential customers.
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- Booking Holdings (BKNG)
- Expedia Group (EXPE)
- Amazon.com, Inc. (AMZN)
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Generative AI tools and platforms
Generative AI platforms, including Google's Search Generative Experience (SGE), advanced versions of ChatGPT, and Microsoft Copilot, are increasingly capable of providing personalized travel recommendations, detailed itinerary planning, and direct booking links. These tools synthesize information from a wide array of sources to offer curated answers, potentially diminishing the need for users to visit traditional review and comparison sites like Tripadvisor for travel discovery, research, and booking. This development poses a direct threat to Tripadvisor's long-standing position as a primary source for travel insights and planning.