--- title: "TripAdvisor Statistics 2026: Revenue, Reviews, Viator and TheFork Data" date: 2026-08-07 author: "Sofia Ramirez" featured_image: "https://sqmagazine.co.uk/wp-content/uploads/2026/06/tripadvisor-statistics.jpg" categories: - name: "Technology" url: "/technology.md" tags: - name: "Statistics" url: "/tag/statistics.md" --- # TripAdvisor Statistics 2026: Revenue, Reviews, Viator and TheFork Data Viator and TheFork represented **61%** of Tripadvisor revenue in full-year 2025, with Viator gross booking value exceeding **$4.7 billion**. The platform the public still associates with hotel reviews now earns most of its money from experience bookings, according to Tripadvisor’s full-year earnings release, with fraud figures drawn per the Transparency Report. ## Key Takeaways - Marketplace businesses Viator and TheFork represented **61%** of Tripadvisor revenue in FY2025. - Tripadvisor flagged and removed **214,000** AI-generated reviews in 2024. - Experiences bookings totaled **22.9 million** in FY2025, with Viator full-year gross booking value exceeding **$4.7 billion**. - TheFork revenue reached **$221,000,000** in 2025, up **22%**. - Total members exceeded **130 million**, and Monthly Active Members grew mid-single digits globally in 2024. - Nearly **50%** of travelers now use AI for trip planning, while fewer than **10%** complete bookings through [AI tools](https://sqmagazine.co.uk/ai-tools-usage-statistics/). - Hotels and Other segment revenue was **$750,000,000** in FY2025, down **8%**. ## Editor’s Choice - Tripadvisor’s full-year 2025 total consolidated revenue was **$1,900,000,000**, a **3%** increase year-over-year. - Viator full-year gross booking value exceeded **$4.7 billion** in FY2025. - Tripadvisor hosts over **1 billion** reviews and opinions and lists nearly **8 million** businesses on the platform. - Travelers shared nearly **80 million** contributions in 2024, including **31.1 million** reviews and **38.1 million** photos and videos. - Tripadvisor safeguarded travelers from **2.7 million** fraudulent reviews in 2024. - Total members exceeded **130 million**. - The Experiences supply base in core markets grew to **425,000+** products from over **70,000** suppliers. ## Recent Developments - **May 2026:** Q1 2026 consolidated revenue was **$382 million**, down **4%** year-over-year, with Experiences gross booking value of approximately **$1.2 billion**, up **13%**. - **February 2026:** Full-year 2025 consolidated revenue was **$1,900,000,000** and consolidated adjusted EBITDA was **$319,000,000**. - **November 2025:** Tripadvisor announced layoffs affecting approximately **20%** of its workforce, about **450 people**, targeting at least **$85 million** in annualized gross cost savings. - **March 2025:** Tripadvisor’s Transparency Report disclosed **2.7 million** blocked fraudulent reviews and **214,000** removed AI-generated reviews for 2024. - **March 2025:** Viator reported full-year profitability in 2024 as Tripadvisor sharpened its focus on experiences. ## TripAdvisor Revenue Statistics - Tripadvisor’s full-year 2025 total consolidated revenue was **$1,900,000,000**, a **3%** increase year-over-year. - Full-year 2024 total revenue was **$1.8 billion**. - Q4 2024 consolidated revenue grew **5%** to **$411 million**. - Q1 2025 revenue rose **1%** year-over-year to **$398 million**. - Q2 2025 revenue grew **7%** year-over-year to **$529 million**, with net income of **$36 million**. - Q3 2025 consolidated revenue was **$553 million**, up **4%**. - Q1 2026 consolidated revenue was **$382 million**, down **4%** year-over-year. Growth has slowed to low single digits according to Tripadvisor’s earnings releases, with a declining hotel business offset by Viator and TheFork bookings. | Period | Consolidated Revenue | YoY Change | |---|---|---| | Q4 2024 | $411 million | +5% | | Q1 2025 | $398 million | +1% | | Q2 2025 | $529 million | +7% | | Q3 2025 | $553 million | +4% | | FY 2024 | $1.8 billion | (full year) | | FY 2025 | $1,900,000,000 | +3% | | Q1 2026 | $382 million | -4% | *Source: Tripadvisor Inc. earnings releases* ## TripAdvisor Revenue by Segment - Marketplace businesses represented **61%** of group revenue and **35%** of adjusted EBITDA in FY2025. - Experiences segment revenue was **$924,000,000** in FY2025, reflecting **10%** growth. - TheFork revenue reached **$221,000,000** in FY2025, up **22%**. - Hotels and Other segment revenue was **$750,000,000** in FY2025, down **8%**. - In full year 2024, Brand Tripadvisor revenue was **$949 million**, down **8%**, while Viator reached **$840 million** and TheFork **$181 million**. - By Q1 2025, Brand Tripadvisor’s contribution had declined to **47%** of total revenue, while Viator had grown to **43%** and TheFork to **9%**. - By Q2 2025, Viator and TheFork together represented nearly **60%** of the company’s revenue, growing at an **18%** compound annual rate. The segment mix, reported per SEC filings, is the clearest version of the story: the hotel business keeps contracting while the marketplace segments compound. The same revenue-mix inversion that reshaped streaming appears in our [Netflix statistics](https://sqmagazine.co.uk/netflix-statistics/), where content economics rewired a once-stable model. | FY2025 Segment | Revenue | YoY Change | |---|---|---| | Experiences (Viator) | $924,000,000 | +10% | | Hotels and Other | $750,000,000 | -8% | | TheFork | $221,000,000 | +22% | *Source: Tripadvisor Inc. earnings release* > **By the numbers:** Tripadvisor’s full-year 2025 results show marketplace businesses at **61%** of group revenue, while the Hotels and Other segment declined **8%** to **$750,000,000**. Viator and TheFork together grow at an **18%** compound annual rate. The marketplace pivot now defines the company’s economics. ## TripAdvisor Adjusted EBITDA Statistics - Consolidated adjusted EBITDA for full year 2025 was **$319,000,000**, representing **17%** of revenue. - Marketplace businesses represented **35%** of adjusted EBITDA in FY2025. - Q2 2025 adjusted EBITDA was **$107 million**, representing a **20.2%** margin. - Viator’s Q3 2025 adjusted EBITDA was **$50 million**, a **17%** margin. - Viator’s Q2 2025 adjusted EBITDA more than tripled to **$32 million** from **$10 million** a year earlier. - Free cash flow for full year 2025 was **$163 million**. Profitability tracks the segment shift, with Viator’s adjusted EBITDA swing showing the experiences marketplace reaching durable positive unit economics. | Quarter | Adjusted EBITDA | Margin | |---|---|---| | Q2 2025 (group) | $107 million | 20.2% | | Q3 2025 (Viator) | $50 million | 17% | | FY2025 (group) | $319,000,000 | 17% | *Source: Tripadvisor Inc. earnings releases* ## Viator Statistics - Viator reported **$840 million** in revenue and approximately **$4.2 billion** in gross bookings value in 2024. - Viator full-year 2025 gross booking value exceeded **$4.7 billion**. - Experience bookings totaled **22.9 million** in FY2025. - Viator lists approximately **400,000** experiences worldwide and works with more than **65,000** operators. - The Experiences supply base in core markets grew to 425,000-plus products from over **70,000** suppliers. - Viator direct booking volume grew nearly **30%** for the full year 2024, with mobile app booking volume up more than **80%**. - Q3 2025 gross booking value rose **15%** to **$1.3 billion**, with experiences booked up **18%**. - Q1 2026 Experiences gross booking value was approximately **$1.2 billion**, up **13%**. Viator now anchors the entire group, its mobile-led, direct-booking growth showing the experiences category behaving like a maturing platform rather than an add-on. The same direct-versus-intermediated dynamic shapes accommodation booking, which our [Airbnb statistics](https://sqmagazine.co.uk/airbnb-statistics/) page tracks across hosts and listings. Quarter by Gross Booking Value GROSS BOOKING VALUE · Source: Source: Tripadvisor Inc. IR press releases and earnings call transcripts GROSS BOOKING VALUE · SQ MAGAZINE ANALYSIS Quarter by Gross Booking Value Gross booking value by quarter, USD Tripadvisor 5B 4B 3B 2B 1B 0 Q4 2024 (FY total): Q4 2024 (FY total) Q3 2025: Q3 2025 FY2025 (total): FY2025 (total) Q1 2026: Q1 2026 Q4 2024 (FY total) Q3 2025 FY2025 (total) Q1 2026 SOURCE Source: Tripadvisor Inc. IR press releases and earnings call transcripts ## TheFork Statistics - TheFork revenue reached **$221,000,000** in FY2025, up **22%**. - TheFork reaches more than **20 million** monthly visits and has achieved more than **40 million** downloads of its app. - The platform hosts **20 million** reviews and connects diners with more than **55,000** restaurants across **11 countries**. - TheFork diners served exceeded **70 million** annually. - TheFork Pay has been adopted by over **20,000** restaurants in France, Italy, and Spain. - TheFork Q3 2025 revenue was **$63 million**, up **28%**, with bookings up approximately **11%** year-over-year. - TheFork Q1 2026 revenue was **$57 million**, up **23%**, with business-to-business revenue growing more than **50%**. TheFork is the smallest segment, but its downloads and business-to-business growth point to a payments-and-tools layer building on top of reservations. | Metric | Value | |---|---| | Monthly visits | 20 million | | App downloads | 40 million | | Reviews | 20 million | | Restaurants | 55,000 | | Countries | 11 | | FY2025 revenue | $221,000,000 | *Source: TheFork official about page, Tripadvisor Inc. earnings releases* ## TripAdvisor Reviews and Content Statistics - Tripadvisor hosts over **1 billion** reviews and opinions and lists nearly **8 million** businesses on the platform. - Travelers shared nearly **80 million** contributions in 2024, a **9%** increase from the last report. - The 2024 contributions included **31.1 million** reviews and **38.1 million** photos and videos. - Experience, attraction, and activity reviews increased by **45%** from the previous report. - Business owners responded to over **11 million** reviews. - Members responded to **257,000** traveler questions, and the community published almost **2.6 million** forum posts last year. - Hundreds of millions of people each month use Tripadvisor to find deals on accommodations, book experiences, and reserve tables at restaurants. Content volume remains Tripadvisor’s deepest moat, and the jump in experience reviews mirrors the revenue shift toward Viator. For a member-scale comparison, our [Spotify user statistics](https://sqmagazine.co.uk/spotify-user-statistics/) cover a platform at a similar membership tier. | 2024 Content Type | Volume | |---|---| | Total reviews and opinions | 1 billion+ | | New contributions in 2024 | 80 million | | New reviews | 31.1 million | | Photos and videos | 38.1 million | | Business responses | 11 million+ | | Forum posts | 2.6 million | *Source: Tripadvisor Transparency Report, Tripadvisor mediaroom* ## TripAdvisor Fraud Detection and Content Moderation Statistics - TripAdvisor successfully safeguarded travelers from **2.7 million** fraudulent reviews in 2024. - In 2024, **214,000** AI-generated reviews were flagged and removed. - Review boosting accounted for **54%** of total fraud in 2024. - Around **9,000** businesses were warned for using employee incentive programs to generate reviews. - The Trust and Safety team moderated **4.2 million** reviews, representing **13.5%** of all reviews. - Of all reviews submitted, **87.8%** met automation standards for posting. - **7.3%** of reviews were rejected through technological analysis, and **4.9%** were flagged for further human review. This marks the first time Tripadvisor has published a hard number on generative-AI review fraud. The figure connects directly to the integrity problems we track across [AI Overviews statistics](https://sqmagazine.co.uk/ai-overviews-statistics/), where synthetic content reshapes the trust layer of consumer search. Automated moderation cleared **87.8%** of reviews against automation standards in 2024. The fraud number is likely to climb as generation tools improve. 2024 Review Disposition by Share SHARE · Review disposition by moderation outcome, share (2024) · Source: Source: Tripadvisor Transparency Report SHARE · SQ MAGAZINE ANALYSIS 2024 Review Disposition by Share Review disposition by moderation outcome, share (2024) Tripadvisor 88% MET AUTOMATION ST… Met automation standards 88% Rejected by technology 7% Flagged for human review 5% SOURCE Source: Tripadvisor Transparency Report > **Key finding:** Tripadvisor’s Transparency Report disclosed **214,000** AI-generated reviews flagged and removed in 2024, alongside **2.7 million** total fraudulent reviews blocked, with review boosting driving **54%** of fraud. Employee-incentivized fakes are the largest single category the platform polices. ## TripAdvisor Statistics: Users and Members - Total members exceeded **130 million**. - Monthly Active Members grew mid-single digits in 2024 globally. - TheFork diners served exceeded **70 million** annually. - TheFork reaches more than **20 million** monthly visits. - Hundreds of millions of people use the Tripadvisor platform each month. Tripadvisor’s total membership exceeded **130 million** members. Steady mid-single-digit member growth matters commercially, since deeper engagement lifts monetization per user. For a platform operating at a comparable hundreds-of-millions follower scale, our [Instagram follower statistics](https://sqmagazine.co.uk/instagram-followers-statistics/) offer a useful engagement benchmark. ## TripAdvisor AI Strategy Statistics - Nearly **50%** of travelers now use AI for trip planning. - Fewer than **10%** complete bookings through AI tools. - TripAdvisor launched an AI-native MVP in Q4 2025, with early results showing multiples higher engagement than the prior AI travel assistant. - Tripadvisor launched a Viator app within the OpenAI ChatGPT ecosystem as a proof of concept. - Technology costs reached **$99 million** for full-year 2025, up **8%**. - TripAdvisor point-of-sale conversion grew more than **20%** over the last two quarters. The planning-to-booking gap is both a defensible opportunity and a structural risk, since AI assistants threaten to insert themselves between Tripadvisor and the transaction. That dependency on search-and-discovery traffic is why our [Google search statistics](https://sqmagazine.co.uk/google-search-statistics/) matter to Tripadvisor’s funnel, as referral patterns shift toward AI answers. | AI Behavior | Share of Travelers | |---|---| | Use AI for trip planning | ~50% | | Complete bookings via AI | <10% | *Source: Tripadvisor Inc. earnings call* > **Why it matters:** Tripadvisor disclosed that nearly **50%** of travelers use AI for trip planning while fewer than **10%** complete bookings through AI tools, and its technology costs reached **$99 million** for full year 2025. Closing that gap is the stated goal behind its agentic-AI experiments. ## How many reviews does TripAdvisor have? Tripadvisor hosts over **1 billion** reviews and opinions and lists nearly **8 million** businesses on the platform. In 2024, travelers added **31.1 million** new reviews and **38.1 million** photos and videos, part of nearly **80 million** total contributions, a **9%** increase over the prior report. Experience, attraction, and activity reviews rose **45%** from the previous report. ## How much revenue does TripAdvisor make? Tripadvisor’s total consolidated revenue was **$1,900,000,000** in full-year 2025, a **3%** increase year-over-year. The Experiences segment contributed **$924,000,000**, Hotels and Other contributed **$750,000,000**, and TheFork contributed **$221,000,000**. Marketplace businesses represented **61%** of group revenue. ## Conclusion Tripadvisor’s **$1,900,000,000** in 2025 revenue came with marketplace businesses at **61%** of group revenue and Viator gross booking value exceeding **$4.7 billion**. The hotel-review platform now earns most of its money from Viator and TheFork. Experience reviews grew **45%** from the previous report, while the platform removed **214,000** AI-generated reviews in a single year. The platform’s next chapter hinges on whether Tripadvisor’s agentic-AI bets close the planning-to-booking gap before an outside assistant captures the booking. For investors and platform strategists, the key metric to watch is Viator’s direct-booking share: direct booking volume grew nearly **30%** in full-year 2024, and mobile app booking volume rose more than **80%**, reducing reliance on third-party distribution. TheFork’s B2B payments layer (adopted by over **20,000** restaurants in France, Italy, and Spain) signals a parallel shift toward owned monetization channels. Together, these structural moves suggest Tripadvisor is rebuilding its unit economics around proprietary booking surfaces rather than referral-driven hotel meta-search.