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 Booking.com
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 Hotels.com and Booking.com, 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.
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