Tripadvisor Is Turning 25. Here’s What Its CEO Says About Its Future

Jun 12, 2025

Join Matt Goldberg, CEO of Tripadvisor and expert in travel experiences, as he shares insights on the platform's 25-year journey from a small idea to a global powerhouse. He discusses the shifting focus towards immersive local experiences and the vital role of AI in enhancing user engagement. Goldberg highlights the importance of consumer trust in the travel industry and how Tripadvisor is adapting to remain competitive against giants like Airbnb. Explore trends of sustainable travel and the company's exciting marketplace growth strategy!

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INSIGHT

Tripadvisor Democratized Travel Data

TripAdvisor democratized travel information by enabling travelers to share authentic opinions.
This shifted travel content production and consumption from marketers to real travelers.

ANECDOTE

Hiking Inca Trail Before Tripadvisor

Matt Goldberg shared his personal story of planning a trip to hike the Inca Trail in Machu Picchu before TripAdvisor existed.
He used traditional methods like guidebooks and local outfitters, highlighting the difficulty of arranging travel experiences then.

INSIGHT

Experience-Centered Growth Strategy

TripAdvisor's growth strategy focuses on experiences with marketplaces like Viator driving both revenue and profitability.
AI and cross-category engagement underpin their long-term transformation from media to a marketplace-based model.

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Travel review brand Tripadvisor is turning 25. So for today's episode of the Skift Travel Podcast, Sarah Kopit and Seth Borko host Tripadvisor CEO Matt Goldberg. They discuss the evolution of Tripadvisor from its humble beginnings above a pizza shop to becoming a leading travel resource for at least a generation.

Goldberg shares insights on the competitive landscape, the role of AI in enhancing user experience, and the importance of consumer trust in the travel industry. The conversation highlights the resilience of travel and the shifting trends towards local and immersive experiences. Goldberg walks through the evolution of Viator and Tripadvisor, emphasizing the importance of travel agents and the tools provided to them. He addresses market dynamics, particularly in relation to competitors like Airbnb, and highlights the role of AI in shaping the future of travel.

Takeaways

Tripadvisor has evolved from a modest idea to a global travel resource.
The democratization of travel information has transformed how travelers plan trips.
Experiences are becoming the central focus of Tripadvisor's growth strategy.
The company is leveraging AI to enhance user experience and recommendations.
Tripadvisor's marketplace is seeing significant growth and profitability.
The travel industry is resilient, with consumers prioritizing experiences over material goods.
Summer travel trends indicate a shift towards local and drive-to destinations.
The competitive landscape includes major players like Airbnb, validating the market opportunity.
Tripadvisor's partnerships enhance its reach without heavy marketing costs.
The future of travel is centered around unique experiences and consumer trust. Viator provides tools for travel agents to enhance bookings.
Travel agents play a crucial role in the cruise booking market.
Scale is essential for a successful marketplace.
AI is a transformative technology for the travel industry.
Trust and authenticity are vital in an AI-driven world.
AI will not replace human jobs but enhance them.
Travel fosters human connections and empathy.
The future of travel relies on understanding consumer needs.
AI can streamline operations and improve customer experiences.
Travel experiences can break down societal barriers.

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