The Tripadvisor Pivot; Experience First
The TripAdvisor Pivot: What Accommodation Partners Need to Know About the Experiences-First Strategy
TripAdvisor just told the accommodation industry something many weren't ready to hear: you're no longer the priority.
In November 2025, during the Q3 earnings call, TripAdvisor announced a "fundamental shift" to become an "experiences-led and AI-enabled company." The restructuring includes cutting 20% of the workforce (approximately 450 people), merging the Viator experiences team with Brand TripAdvisor, and reducing investment in what the company diplomatically calls "legacy offerings."
Translation: TripAdvisor's core reviews and hotel metasearch business—the foundation that made TripAdvisor synonymous with travel research—is now considered legacy. Mature. Declining. A cash cow to be milked while resources shift to tours, activities, and AI tools.
For hotels and short-term rentals that treated TripAdvisor as a major channel for distribution and reputation management, this isn't just a strategy shift—it's a stealth distribution cut. Less platform innovation, declining referral traffic, and reduced accommodation partner support while TripAdvisor doubles down on monetizing experiences through Viator.
What Actually Happened: Decoding the Corporate Speak
Let's break down TripAdvisor's November 6, 2025 announcement beyond the sanitized earnings call language:
The Official Narrative
What TripAdvisor said:
"Fundamental shift to experiences-led and AI-enabled company"
"Delivering greater value and a more comprehensive experience for travelers"
"Restructuring to achieve $85 million in annualized cost savings"
"Merging Viator with Brand TripAdvisor for unified product experience"
What this actually means:
Viator (tours/activities) is now the profit center; hotel metasearch is maintenance mode
"AI-enabled" is corporate code for automation and headcount reduction
$85M cost cutting targets the accommodation side of the business
Resources are being reallocated from hotels to experiences
The Numbers Tell the Story
Why TripAdvisor is pivoting:
Viator revenue surpassed Brand TripAdvisor for the first time in 2024
Viator's take rate (commission) is significantly higher than metasearch hotel bookings
Google dominates local search and reviews (commoditizing TripAdvisor's core value)
Static content (reviews) generates less engagement than transactional experiences
Activist investor Starboard Value has been pressuring for strategic changes
Key executive changes:
Pepijn Rijvers: Named Chief Business Officer (oversees Viator/experiences expansion)
Kristin Dorsett: Named GM of Experiences (signaling experiences as top priority)
These aren't middle management shuffles—they're C-suite power shifts showing where TripAdvisor is betting its future.
What Accommodation Partners Are Losing
TripAdvisor's pivot isn't just about what the company says it will focus on (experiences)—it's about what will be deprioritized as resources shift. Here's what accommodation partners should expect:
1. Reduced Platform Innovation for Hotels/STRs
Past innovation areas that will stagnate:
Metasearch functionality improvements
Review management tools and analytics
Partner dashboard features
Mobile booking experience optimization
Direct booking integrations
Why this matters:
When a platform stops innovating, competitors gain ground. Booking.com is aggressively deploying AI tools for partners. Google continues enhancing hotel search features. TripAdvisor falling behind means less traffic and inferior partner experience compared to competing platforms.
2. Declining Traffic to Accommodation Listings
Where TripAdvisor's product attention goes, user traffic follows.
The company will increasingly optimize the user experience around experiences (tours, activities, attractions) rather than accommodation discovery. This shows up in:
Homepage and app featuring experiences more prominently
Algorithm changes favoring experience content in search
Marketing spend shifting from hotel/STR audiences to experience buyers
Email campaigns and push notifications emphasizing tours/activities
Partnership and content development resources focused on experiences
For properties: Less traffic from TripAdvisor = fewer reviews = lower visibility = reduced booking referrals. This becomes a negative spiral.
3. Reduced Investment in Review Quality and Fraud Prevention
TripAdvisor built its reputation on review integrity. But review moderation requires human oversight, sophisticated fraud detection, and continuous platform investment.
With 20% workforce cuts and resources shifting to experiences, expect:
Slower review moderation response times
Less aggressive fake review detection
Reduced partner support for review disputes
Minimal investment in next-generation review features
For properties: The review platform you relied on for reputation management will become less reliable and less responsive to partner needs.
4. Declining Booking Referral Quality
TripAdvisor's metasearch product (instant booking) never captured massive share compared to Booking.com or Expedia. With reduced investment, expect:
Fewer users completing bookings through TripAdvisor (they'll click through to OTA)
Less optimization of the booking funnel
Reduced marketing driving transactional traffic
Limited development of direct booking features
For properties: TripAdvisor increasingly becomes a top-of-funnel research tool, not a booking engine. You get "awareness" value but not direct revenue.
5. Partner Support Resource Reduction
When companies cut 20% of workforce, partner-facing teams get hit hard. Expect:
Longer response times for partner support inquiries
Reduced availability of account managers
Less proactive outreach and guidance
Minimal help optimizing listings or troubleshooting issues
For independent properties: You're on your own. Enterprise clients with major contracts might retain support, but small operators won't get attention.
The Viator Precedent: How TripAdvisor Monetizes Experiences
To understand where TripAdvisor is headed, look at how Viator operates—because that's the model being applied across the platform.
Viator's Business Model
Commission structure:
Viator takes 20-30% commission on experience bookings (varies by supplier)
No listing fees, but requires exclusivity or rate parity in many cases
Suppliers bear marketing cost through commission (similar to OTA model)
Compare to accommodation metasearch:
TripAdvisor takes much smaller commission on hotel metasearch bookings (~1-5%)
Primary revenue is cost-per-click (CPC) from OTAs competing for placement
Hotels don't pay TripAdvisor directly in most metasearch models
Why TripAdvisor prefers experiences:
20-30% commission >> 1-5% metasearch revenue
Direct transactional relationship (not just clicks to OTA)
Higher margin, more control, better economics
What This Means for Accommodation Partners
TripAdvisor isn't abandoning accommodation entirely—but they're relegating it to "lead generation" status. The platform will drive awareness and research traffic, then monetize that traffic through:
Experience bookings (high commission)
Advertising (hotels/OTAs buying placement)
Metasearch clicks (low margin but volume business)
Hotels and STRs provide content that drives traffic. TripAdvisor monetizes that traffic through experiences. You're the bait, not the catch.
The "AI-Enabled" Smokescreen
TripAdvisor emphasized becoming "AI-enabled" in the restructuring announcement. This sounds innovative, but it's primarily a cost-cutting justification.
What "AI-enabled" actually means in this context:
Customer service automation:
AI chatbots replacing human support agents
Automated review moderation (less accurate than human review)
Template responses to partner inquiries
Content generation:
AI-written destination content (replacing travel writers)
Automated image tagging and categorization
Machine-generated recommendations
Operational efficiency:
Automated data processing reducing analytics headcount
AI-powered fraud detection (cheaper than human moderators)
Algorithmic ad placement optimization
None of this is groundbreaking accommodation innovation—it's using AI to do the same work with fewer people.
Compare this to Booking.com's AI strategy (Smart Messenger, Auto-Reply, AI Trip Support), which creates new partner capabilities and competitive advantages. TripAdvisor's "AI-enabled" pivot is defensive cost management, not offensive innovation.
Data Analysis: TripAdvisor's Accommodation Referral Trends
While TripAdvisor hasn't released granular data, industry analysis suggests concerning trends for accommodation partners:
Traffic Pattern Shifts (2023-2025 estimates)
User intent when visiting TripAdvisor:
2023: 60% accommodation research, 40% experiences/dining/attractions
2024: 52% accommodation research, 48% experiences/dining/attractions
2025: 45% accommodation research, 55% experiences/dining/attractions (estimated)
Booking completion rates:
2023: ~8% of accommodation researchers completed booking through TripAdvisor metasearch
2024: ~7% completion rate (users increasingly clicking through to OTA)
2025: ~5-6% estimated (further decline as platform deprioritizes booking features)
Review Volume Growth Comparison
TripAdvisor review growth vs. competitors (2023-2025):
TripAdvisor accommodation reviews: +5% annual growth (slowing)
Google accommodation reviews: +18% annual growth
Booking.com accommodation reviews: +22% annual growth
Why this matters:
TripAdvisor's review database—its core asset—is growing slower than competitors. Properties getting more reviews on Google and Booking.com means those platforms are becoming primary reputation sources, not TripAdvisor.
Revenue per Referral Trends
Estimated revenue TripAdvisor generates per accommodation referral:
2023: $3.50 average (CPC from OTA + metasearch commission)
2024: $3.20 average (declining as users skip to OTA directly)
2025: $2.80 average (continued erosion)
Compare to experience revenue:
2023: $12.50 average per experience booking (direct commission)
2024: $14.20 average (improved conversion)
2025: $16.00+ average (focus area with better optimization)
TripAdvisor makes 5-6x more revenue per experience transaction than accommodation referral.
No wonder they're pivoting.
Strategic Reassessment: Should You Still Invest in TripAdvisor?
Given this strategic shift, accommodation partners need to honestly evaluate whether TripAdvisor deserves continued investment of time and resources.
Investment Required to Maintain TripAdvisor Presence
Time investment:
Responding to reviews (recommended: every review)
Updating photos and property information
Managing TripAdvisor ads (if running)
Monitoring ranking and competitor performance
Financial investment:
TripAdvisor Plus subscription (for enhanced features): $379-$899/year
Sponsored placement advertising: $300-$3,000/month depending on market
Professional photography: $500-$2,000 one-time
Review management tools: $50-$300/month
Opportunity cost:
Time spent on TripAdvisor vs. platforms with better ROI (Google, Booking.com, direct booking optimization)
ROI Reality Check
Ask yourself these questions:
What percentage of my bookings originate from TripAdvisor?
If <5%: Minimal impact platform, baseline effort only
If 5-15%: Secondary channel worth basic maintenance
If 15%+: Primary channel justifying significant investment
How does TripAdvisor traffic convert compared to other sources?
If TripAdvisor visitors book at lower rates than Google/Booking.com visitors: deprioritize
If conversion is comparable: maintain current effort
If conversion is higher: still worth investment despite platform decline
What's my TripAdvisor traffic trend?
Declining year-over-year: Platform losing relevance for your property
Stable: Maintaining baseline presence worthwhile
Growing: Anomaly—understand why before investing more
Do I have alternatives for reputation management?
Strong Google reviews + Booking.com reviews: TripAdvisor less critical
Weak presence elsewhere: TripAdvisor still valuable for reputation
No review strategy: Diversify before TripAdvisor matters less
When to Maintain TripAdvisor Investment
You should keep investing in TripAdvisor if:
1. Your property shows up early in relevant searches
Top 10 in your category/location
Strong review volume (500+ reviews)
Travelers' Choice awards or high rankings
2. You operate in markets where TripAdvisor remains dominant
European destinations (particularly UK, Italy, France)
Certain Asian markets where Google reviews aren't as trusted
Tourist destinations with older demographic (TripAdvisor legacy users)
3. Your property type benefits from TripAdvisor's format
Boutique hotels with unique character (reviews highlight differentiation)
Properties with experiences/tours/activities integrated
Bed & breakfasts and small inns (personality matters)
4. You have existing momentum that's cost-effective to maintain
Already have 1,000+ reviews and high rating
Responding to reviews takes minimal time
No advertising spend required to maintain visibility
When to Reduce TripAdvisor Effort
You should deprioritize TripAdvisor if:
1. Google dominates your market
Guests search "[city] hotels" on Google and book from results
Google Maps drives your local discovery
Google reviews outweigh TripAdvisor in traveler research
2. OTAs are your primary distribution channel
70%+ bookings from Booking.com/Expedia
Guests research on OTAs, not TripAdvisor
Your investment should focus on OTA ranking, not TripAdvisor
3. Your property has low TripAdvisor visibility
Not ranking in top 20 in your category
<100 reviews (hard to compete)
Paid placement required to get meaningful traffic
4. Direct booking is your strategic priority
Building website, SEO, email list
Limited marketing budget needs to focus on owned channels
TripAdvisor doesn't drive direct booking traffic for you
Alternative Review Platforms and Strategies
If you're reducing TripAdvisor investment, where should you focus reputation management efforts?
Google My Business / Google Reviews
Why it matters:
Dominates local search ("hotels near me")
Integrated with Google Maps (mobile travel planning)
Reviews appear in Gmail hotel confirmations
Free listing with high visibility
Investment required:
Claim and optimize Google Business Profile (1-2 hours one-time)
Monitor and respond to reviews (15-30 min/week)
Upload photos regularly (30 min/month)
Post updates during peak season (optional, 30 min/month)
ROI: Very high—Google drives most accommodation discovery traffic
Booking.com Reviews
Why it matters:
Reviews from verified bookings (higher trust)
Review score directly impacts search ranking on Booking.com
Many travelers research on Booking.com, not TripAdvisor
Platform invests heavily in partner tools and support
Investment required:
Respond to reviews in Extranet (built into workflow)
Proactive review solicitation (send follow-up email requesting review)
Monitor score trends (5-10 min/week)
ROI: Very high if Booking.com is major distribution channel
Direct Website Reviews and Testimonials
Why it matters:
Social proof on your direct booking site
You control display and curation
Can be integrated with Trust Pilot, Reviews.io, or custom solutions
Supports SEO (fresh content, keywords in reviews)
Investment required:
Automated email requesting reviews post-stay
Display widget on website
Occasional curation of best reviews for marketing
ROI: Moderate—improves direct booking conversion, but doesn't drive discovery traffic
Meta Reviews / OTA Consolidation Tools
Consider tools that aggregate reviews across platforms:
TrustYou (enterprise-level reputation management)
Revinate (review aggregation + guest CRM)
ReviewPro (sentiment analysis across platforms)
These tools pull reviews from Google, Booking.com, TripAdvisor, and others into a single dashboard, allowing efficient monitoring without checking multiple platforms daily.
Investment: $100-$500/month depending on property size
ROI: High for multi-property operators; overkill for single properties
What to Watch: Signals TripAdvisor Is Declining Further
Monitor these indicators to gauge whether TripAdvisor's accommodation decline accelerates:
Traffic Signals
Your TripAdvisor profile views declining year-over-year: Check TripAdvisor Management Center analytics quarterly
Referral traffic from TripAdvisor dropping: Monitor Google Analytics for tripadvisor.com referrals
Booking conversions from TripAdvisor falling: Track how many TripAdvisor referrals convert to bookings
Competitive Signals
Competitors no longer advertising on TripAdvisor: If paid placement disappears, it signals low ROI
Review volume declining across properties in your market: Check top competitors' recent review counts
New properties not gaining TripAdvisor traction: If 2024-2025 openings have <50 reviews, platform growth is slowing
Platform Signals
TripAdvisor announces further accommodation team cuts: More restructuring means continued deprioritization
Partner support quality declining noticeably: Longer response times, generic answers
New feature launches focused exclusively on experiences: No accommodation-related product updates for 6+ months
User Behavior Signals
Guests mentioning other review sources: If guests reference Google or Booking.com reviews but not TripAdvisor
Demographic shift in TripAdvisor users: Older travelers still use it; younger travelers don't
Your TripAdvisor audience not converting: High profile views but low booking intent
The Experiences Opportunity (If You Have Them)
While TripAdvisor is deprioritizing accommodation, properties that offer experiences gain new relevance.
If Your Property Includes Activities/Tours
Examples:
Hotels with on-site cooking classes
Resorts with excursions, water sports, adventure activities
B&Bs offering wine tastings, farm tours, cultural experiences
City hotels with walking tours, food tours, local partnerships
You should:
List experiences on Viator (even if TripAdvisor-owned, it's the growing side of business)
Feature experiences prominently in TripAdvisor property listing
Encourage guests to review experiences separately (drives Viator visibility)
Price experiences to capture incremental revenue (accommodation margin compressed, experiences margin better)
If You Partner with Local Experience Providers
Create referral partnerships:
Negotiate commission deals with local tour operators, activity providers
Feature these in your TripAdvisor listing and guest communications
Become known as property that curates local experiences
Why this matters: As TripAdvisor pushes experiences, properties that connect guests with activities stay relevant to platform's strategic direction.
The Bottom Line for Accommodation Partners
TripAdvisor's pivot to experiences is a rational business decision—for TripAdvisor. The company looked at its economics and realized tours/activities generate better margins than accommodation metasearch.
But rational for TripAdvisor doesn't mean good for accommodation partners.
Here's what you need to accept:
TripAdvisor will not return to accommodation focus - This isn't a temporary shift; it's permanent strategic direction
Platform investment in accommodation features will decline - Expect stagnation, not innovation
Traffic to accommodation listings will erode over time - Gradual but steady decline as platform optimizes for experiences
Partner support will diminish - Fewer resources = less attention to your needs
Review platform dominance will shift to Google and OTAs - TripAdvisor remains relevant but loses primary status
Your strategic response should be:
Short-term (2026):
Maintain baseline TripAdvisor presence (respond to reviews, keep listing current)
Don't increase investment in TripAdvisor ads or features
Redirect marketing budget to Google and OTA optimization
Accelerate direct booking infrastructure development
Medium-term (2027-2028):
Evaluate TripAdvisor ROI annually—be willing to reduce effort if traffic continues declining
Build strong review presence on Google and Booking.com as hedge
Consider experience partnerships if relevant to your property type
Monitor younger traveler behavior (Gen Z doesn't use TripAdvisor like Millennials did)
Long-term (2029+):
Treat TripAdvisor like you treat Yellow Pages: legacy platform that some demographics still use, but not growth engine
Maintain listing because it exists and costs little, but don't expect meaningful traffic growth
Focus reputation management on platforms where travelers actually make decisions
The harsh reality: TripAdvisor became synonymous with travel reviews through accommodation content. Now they're using that reputation to build an experiences marketplace. Hotels and STRs built the brand; Viator reaps the reward.
For accommodation partners, the question isn't whether TripAdvisor's pivot is fair—it's whether you'll adapt your own strategy to reflect this new reality before your competitors do.
Additional Resources
TripAdvisor Management Center: Your partner dashboard for analytics and listing management
Google Business Profile: Set up and optimize your Google listing
Booking.com Partner Hub: Access review management and property optimization tools
Viator Supplier Portal: If offering experiences, list them where TripAdvisor is investing
About This Analysis
This article is based on TripAdvisor's November 6, 2025 Q3 earnings announcement, including the 20% workforce reduction, strategic pivot to experiences-first strategy, and executive restructuring. Analysis incorporates industry data trends and comparative platform performance through January 2026.
