Tripadvisor Execs Suggest Viator and Hotel Auction Will Be Key to New Strategy

Further investments in Tripadvisor's Viator tours and activities brand, as well as making Tripadvisor's core hotel price-comparison feature more relevant to travelers will likely be key elements of the company's turnaround strategy, executives hinted, although they plan on first laying out their complete vision to investors in 2023.

That was one of the takeaways of Tripadvisor's third quarter earnings call Tuesday.

Tripadvisor invested in Viator brand advertising in social media and podcasts during the third quarter and is continuing to do so in the fourth quarter, as Viator was clearly the top performer in Tripadvisor's portfolio of brands.

Outgoing chief financial officer Ernst Teunissen told financial analysts that Viator "has been on a spectacular path this year" with improved conversion and retention rates, as well as travelers booking more experiences before and during trips. Given Viator's large supply of attractions, and the fact that 80 percent of the sector is still offline, there is tremendous upside, he said.

New Tripadvisor Chief Financial Officer Mike Noonan, who's been on the job for a week or so, likewise said the company thinks it has an attractive opportunity to take advantage of a growing travel and experiences market. Teunnissen will stay on in a transitional role through the end