Matthew Goldberg travel tips

Tripadvisor’s Viator has long been one of the largest online travel agencies for tours and activities. But to juice its revenue, it began letting tour operators spend more for better placement in Viator search results.

Viator drives the experience booking offering of its parent company, Tripadvisor, with a portfolio of over 300,000 offerings. Still, its market research shows that most leisure travelers are unaware of the brand.

If Viator turns profitable in 2024, would Tripadvisor consider a spinoff? Or would that be like giving up your favorite child?

Tripadvisor is overturning the management structure of its operational teams to address a lack of execution and product deficiencies in its core business, which includes click-based hotel advertising, subscriptions and display ads, experiences and dining.

Good morning from Skift. It’s Thursday, February 16. Here’s what you need to know about the business of travel today.

Can you imagine an easier application for generative AI than creating travel itineraries and in-destination tour plans, in particular? One way or another, Tripadvisor will have to deal with this emerging technology because it runs square into the company’s evolving turnaround strategy.

Tripadvisor reached an historic milestone: For the first time since acquiring Viator nearly a decade ago, revenue from this tours and activities brand in the second quarter surpassed that of what has traditionally been Tripadvisor’s foundational business, hotel metasearch.