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Tripadvisor is a travel guidance and planning platform where people research places to stay, things to do, and restaurants—powered by user-generated reviews, photos, and forum discussions. Unlike a pure booking site, Tripadvisor’s core value is helping travelers make decisions with real-world context: what’s worth it, what to skip, what’s changed, and how a place actually feels on the ground.
Tripadvisor also operates major travel marketplaces, including Viator (tours, activities, and attractions) and TheFork (restaurant reservations). That mix of content + marketplace is central to how the company grows: trusted guidance drives high-intent traffic, and that traffic can convert into bookings.
Answer box: Tripadvisor.com had an estimated 97.7M visits in January 2026 (Similarweb). Tripadvisor reported $1.891B revenue in 2025 and $1.835B in 2024. In 2024, travelers posted 31.1M reviews on Tripadvisor, and the company reported removing or preventing 2.7M fraudulent reviews.
Tripadvisor Key Metrics (Latest Available)
| Metric | Latest figure (with year) | Source |
|---|---|---|
| Estimated visits to Tripadvisor.com | 97.7M total visits (Jan 2026 estimate) | Similarweb (Tripadvisor.com) |
| Total revenue | $1.891B (FY 2025) / $1.835B (FY 2024) | Tripadvisor FY2025 earnings release (SEC Exhibit 99.1) |
| GAAP net income | $40M (FY 2025) / $5M (FY 2024) | Tripadvisor FY2025 earnings release (SEC Exhibit 99.1) |
| Adjusted EBITDA | $319M (FY 2025) / $339M (FY 2024) | Tripadvisor FY2025 earnings release (SEC Exhibit 99.1) |
| Experiences segment revenue | $924M (FY 2025) / $840M (FY 2024) | Tripadvisor FY2025 earnings release (SEC Exhibit 99.1) |
| Experience bookings (Viator marketplace) | 22.9M bookings (FY 2025) / 19.8M bookings (FY 2024) | Tripadvisor FY2025 earnings release (SEC Exhibit 99.1) |
| Reviews submitted in a year | 31.1M reviews submitted (2024) | Tripadvisor Transparency Report 2025 (press release) |
| Total contributions in a year | ~80M contributions (2024) | Tripadvisor Transparency Report 2025 (press release) |
| Fraudulent reviews blocked/removed | 2.7M fraudulent reviews (2024) | Tripadvisor Transparency Report 2025 (press release) |
| Listings across travel categories | 8.7M accommodations, restaurants & attractions (2021) | Tripadvisor IR press release (2021) |
What Tripadvisor Is Used For
Most people use Tripadvisor in “high-stakes” moments—when the wrong choice costs money or ruins a day. Common use cases include:
- Hotel research: compare properties using real traveler feedback, photos, and location context.
- Restaurant discovery: find top-rated spots nearby and make reservations (market-dependent).
- Things to do: browse and book tours, activities, and attractions through Viator-powered experiences.
- Trip planning: use forums to ask questions and get advice from travelers who’ve been there.
How Tripadvisor Makes Money
Tripadvisor generates revenue primarily through a combination of marketplace bookings and performance-based advertising and referral models. In its current reporting, Tripadvisor highlights three main segments:
- Experiences: tours, activities, and attractions (primarily driven by Viator and Tripadvisor experiences).
- Hotels and Other: includes “legacy” areas such as hotel-related monetization and other offerings.
- TheFork: restaurant reservations platform (primarily Europe-focused), which Tripadvisor has said it is exploring strategic alternatives for.
Source: Tripadvisor FY2025 earnings release (SEC Exhibit 99.1)
Content Trust and Moderation (Why It Matters)
Tripadvisor’s usefulness depends on trust. In its 2025 Transparency Report (covering 2024 activity), Tripadvisor said:
- Travelers shared nearly 80M contributions in 2024, including 31.1M reviews and 38.1M photos/videos.
- Tripadvisor blocked/removed 2.7M fraudulent reviews in 2024.
- Tripadvisor also flagged and removed 214,000 AI-generated reviews in 2024.
Source: Tripadvisor Transparency Report 2025 (press release)
Tripadvisor Revenue (Annual, With Year Labels)
| Year | Revenue | GAAP net income | Source |
|---|---|---|---|
| 2025 | $1.891B | $40M | FY2025 earnings release (SEC) |
| 2024 | $1.835B | $5M | FY2025 earnings release (SEC, includes FY2024 comparison) |
| 2023 | $1.788B | $10M | FY2023 earnings release (SEC) |
Notable Historical Tripadvisor Stat
- Unique visitors: 463M unique visitors (2021) — Tripadvisor IR (historical)
- Listings: 8.7M accommodations, restaurants & attractions (2021) — Tripadvisor IR
- Destinations: 136,000 destinations (2016) — Tripadvisor Fact Sheet
- Employees: 2,691 employees (2022) — Tripadvisor annual report materials
FAQ
How many people use Tripadvisor?
Tripadvisor does not publish a single always-current “monthly active users” figure for the entire network. For a current traffic snapshot, Similarweb estimates 97.7M visits to Tripadvisor.com in January 2026 (estimated data). Tripadvisor previously reported 463M unique visitors in 2021 as a historical snapshot.
Source: Similarweb
|
Source: Tripadvisor IR (historical)
How many reviews are on Tripadvisor?
Tripadvisor describes its platform as having more than a billion reviews and contributions. In 2024 alone, travelers submitted 31.1M reviews and uploaded 38.1M photos/videos.
Source: Tripadvisor Transparency Report 2025 (press release)
How many fake reviews does Tripadvisor remove?
Tripadvisor reported it safeguarded travelers from 2.7M fraudulent reviews in 2024 and also flagged/removed 214,000 AI-generated reviews that year.
Source: Tripadvisor Transparency Report 2025 (press release)
How much revenue does Tripadvisor make?
Tripadvisor reported $1.891B in revenue for FY 2025 and $1.835B for FY 2024.
Source: Tripadvisor FY2025 earnings release (SEC Exhibit 99.1)
How big is Viator (Tripadvisor Experiences)?
Tripadvisor reported 22.9M experience bookings in FY 2025 (up from ~19.8M in FY 2024) and $924M in Experiences segment revenue in FY 2025.
Source: Tripadvisor FY2025 earnings release (SEC Exhibit 99.1)
How many listings does Tripadvisor have?
Tripadvisor previously reported 8.7M accommodations, restaurants, and attractions on the platform (2021). Newer public “one-number” listing totals are not always updated in older fact sheets, so this post uses the last clearly sourced platform figure and labels it by year.
