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

Tripadvisor is turning 25, and CEO Matt Goldberg joined Editor-in-Chief Sarah Kopit and Head of Research Seth Borko to discuss the company's evolution in this episode of the Skift Travel Podcast. Goldberg also offered his insights on the competitive landscape he sees, the role of AI in enhancing user experience, the importance of consumer trust in the travel industry, and more.

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Focus on Experiences as a Growth Driver: Viator, Tripadvisor’s platform for booking local experiences, has become the “strategic and financial center” of the company. Experiences now outpace hotels as the company's primary area of expansion.

Resilience of Travel Demand and Shift in Traveler Behavior: Despite economic uncertainty, travelers continue to prioritize experiences, showing strong discretionary spending resilience. Goldberg emphasizes a shift to more local, drive-to, and second-tier destinations (e.g., Lake George, the Adirondacks), which not only meets evolving traveler interests but also supports sustainability by dispersing tourism beyond major hotspots.

Airbnb’s Entry Validates the Market, Not a Threat: Goldberg said he isn't concerned about Airbnb's relaunched experiences product, adding that multiple players can thrive in the sector.

Viator's Advantage: Focused Marketplace + Strategic Partnerships: Viator benefits from its exclusive focus on experiences, deep supply penetration, and partnerships with major travel brands like Expedia, Amazon, and thousands of travel agents. These partnerships bring in incremental customers without high marketing costs, helping Viator scale profitably and globally.

AI is a Game-Changer for TripAdvisor and Viator: Tripadvisor is integrating AI across all its brands, using it for trip planning, review summarization, product listings, recommendations, and B2B tools. Goldberg says AI is seen as a foundational, transformative force that will optimize operations, enhance customer experience, and reshape the business model.

Tripadvisor CEO Matt Goldberg reflected on the company's journey from its humble beginnings during his chat with Editor-in-Chief Sarah Kopit and Head of Research Seth Borko. Goldberg explained how Tripadvisor was able to solve the challenge of finding trustworthy travel information, which sparked a revolution in democratizing travel advice.

Goldberg outlined how Tripadvisor has been able to build experiences marketplaces through brands like Viator and The Fork. He also expressed admiration for Airbnb for relaunching its experiences product. However, he said his company, with its deep category focus on experiences through Viator and Tripadvisor, is better positioned than horizontal platforms like Airbnb to thrive in the sector.

Goldberg also talked about what he calls a culture of experimentation and agility within Tripadvisor, likening the current moment to a startup era driven by a renewed sense of purpose and innovation.