Articles tagged “thefork”

The emergence of AI platforms such as Perplexity, ChatGPT and others could see the travel industry redirect a huge chunk of marketing spend away from Google. Although Google has its own entrant, Gemini.

It's another downsizing at Tripadvisor as it gets ready to acquire its controlling shareholder and make some moves.

Tripadvisor officials are doing their jobs in that they are trying to grow the company in the event no strategic transaction takes place. But eventually there has to be one.

Tripadvisor has been brand-building in the past year, both for its Viator and Tripadvisor brands. Can it do both?

Google has made frequent changes to its search results pages over the years, and Tripadvisor has often suffered as Google has its own competing businesses. Recent changes appear to have hit Tripadvisor particularly hard.

There will be a lot of moving pieces over the next few months if indeed a sale of Tripadvisor gets done.

As Tripadvisor's decade-old bet on Viator is paying off, Tripadvisor has become less reliant on advertising from Expedia and Booking.com.

A potential buyer could decide to break up Tripadvisor's parts, including Viator, TheFork, and metasearch, under the theory that the parts are worth more than the whole.

You can see Tripadvisor's priorities crystal clear in where its restructuring occurred. The Tripadvisor Core segment took the heaviest hit, and Viator was impacted the least.

Viator's growth as a tours and activities platform both lifts and exhausts Tripadvisor's revenue, in a seemingly relentless pursuit of brand strength through performance marketing spend.