Tripadvisor’s experiences segment made large Q4 gains

Experiences have become increasingly important to Tripadvisor, with Viator and TheFork each registering double-digit increases in revenue in the fourth quarter.

More than half of Tripadvisor’s revenue came from those segments, CEO Matt Goldberg said during Tripadvisor’s Q4 earnings call Thursday.

“The experiences category is increasingly becoming the strategic and financial center of gravity of the group as we continue to position our unique assets to extend our leadership in the large and fast-growing market,” Goldberg said.

Viator had a 16% increase in revenue, to $186 million, in the fourth quarter, while TheFork’s revenue was up 23%, to $48 million. Brand Tripadvisor had a 6% decrease in revenue, to $204 million. Total revenue was up 5%, to $411 million.

Viator and TheFork have been steadily growing over the years. In 2015, Viator accounted for 7% of the company’s revenue; in 2024, it was 43%. TheFork’s revenue was 3% of the company’s total in 2015, compared to 9% in 2024.

Meanwhile, brand Tripadvisor’s revenue share has decreased from 91% in 2015 to 48% in 2024.

For the full year, total revenue was up 3%, to $1.788 billion. Brand Tripadvisor’s revenue was down 8%, totaling $1.03 billion. Viator’s revenue was up 14%, to $737 million, and TheFork’s revenue was up 18%, to $154 million.
The company’s net income was $2 million, down 94% from $32 million in the fourth quarter of 2023. For the full year, Tripadvisor’s net income was $5 million, down 50% from 2023.

This year, Tripadvisor will increase marketing surrounding brand Tripadvisor and highlighting the benefits of membership.

Membership on Tripadvisor’s website is free, Goldberg said, unlike Tripadvisor Plus, the paid subscription service the company ended last year.

Members will increasingly have access to things like personalized offers and the ability to earn and redeem awards across bookings, according to Goldberg. He said he wants to give people who log in to use Tripadvisor “more value and more reasons to engage with us.”

According to the CEO, membership growth was strong in 2024, and he added that marketing the service would drive further growth.