Tripadvisor 2023 versus Tripadvisor 2013

The company's long-term investment in Viator is now paying off, reducing its reliance on advertising revenue from Expedia and

Feb 27, 2024

A decade ago, Tripadvisor faced criticism for relying too heavily on its top advertisers, Expedia and the Priceline Group, now known as Booking Holdings. These OTAs promote their hotel rates on metasearch platforms like Google Hotels, Tripadvisor, and Trivago to attract bookings.

Key takeaways

  • In 2013, advertisers like Expedia and Priceline, along with their brands such as and, contributed to 47% of Tripadvisor's revenue;
  • By 2023, Expedia Group and Booking Holdings accounted for only 25% of Tripadvisor's total revenue;
  • In 2022, these entities represented 35% of Tripadvisor's revenue, indicating a significant 10-percentage-point decrease in just one year.

Get the full story at Skift (subscription only)

Related must-reads


Get our Daily Brief in your inbox

Consumers are changing the face of hospitality - from online shopping to personalized guest journeys and digitalized guest experiences ...
we've got you covered.

By submitting this form, you agree to receive email communication from and its partners.