TripAdvisor Statistics (2026)

Tripadvisor is two businesses wearing one brand. There is the review empire — more than a billion reviews and opinions built over two decades — and there is the money machine, which increasingly is not the reviews at all but the experiences booked through Viator and the tables reserved through TheFork. In 2025 the company crossed $1.89 billion in revenue with the core hotels business shrinking and its two younger segments carrying the growth. This page pulls the current, sourced figures together — reviews, users, revenue by segment, fraud enforcement, and listings — and derives the ratios the headline numbers hide.

How many reviews are on Tripadvisor in 2026?

Tripadvisor hosts more than 1 billion cumulative reviews and opinions — a total it officially passed on February 1, 2022. That made it, by its own account, the largest source of traveler-generated content in the world, and the count has only grown since because reviews accumulate and are never subtracted. The figure Tripadvisor carries into 2026 is comfortably north of a billion.

The pace of the milestones tells the story. Tripadvisor reached half a billion reviews and opinions in 2017 and doubled to 1 billion in just five years. At the moment it crossed the line, the company noted that 988 million of those were reviews specifically, with the remainder made up of other “opinions” such as ratings — an important definitional distinction we return to in the methodology section below.

How many new reviews does Tripadvisor get each year?

Travelers submitted 31.1 million reviews to Tripadvisor in 2024, part of nearly 80 million total contributions that also included 38.1 million photos and videos. That is according to Tripadvisor’s 2025 Transparency Report, its annual accounting of everything users posted and everything its Trust & Safety team caught. Reviews are only part of the firehose: photos and videos actually outnumbered written reviews last year.

Turning the annual review count into a rate makes the volume tangible: 31.1 million reviews a year is about 85,000 a day, roughly 3,550 an hour, or about 59 every single minute (Review42 analysis). And the content mix is shifting toward things to do — Tripadvisor reported a 45% jump in reviews of experiences, attractions and activities, mirroring where its revenue is now growing.

Content contributed in 2024	Volume
Reviews submitted	31.1M
Photos and videos uploaded	38.1M
Total contributions	~80M
Business-owner responses to reviews	11M
Forum posts published	2.6M

Source: Tripadvisor 2025 Transparency Report. Photos and videos made up roughly 48% of all contributions (Review42 analysis, 38.1M ÷ ~80M).

For how these volumes compare with other major platforms, see our online reviews statistics roundup and the Yelp statistics breakdown.

How much revenue does Tripadvisor make?

Tripadvisor generated record total revenue of $1,891 million in 2025, up 3% from $1,835 million in 2024, with net income of $40 million and adjusted EBITDA of $319 million (16.9% of revenue). The revenue record is real but the growth is slow — a low-single-digit expansion that masks a sharp divergence underneath, where fast-growing segments are offsetting a declining core.

The multi-year trajectory shows how violently the pandemic reset this business and how uneven the recovery has been.

Year	Total revenue	YoY change
2019	$1,560M	—
2020	$604M	−61%
2021	$902M	+49%
2022	$1,492M	+65%
2023	$1,788M	+20%
2024	$1,835M	+3%
2025	$1,891M	+3%

Source: Tripadvisor full-year results; StockAnalysis; company figures for 2019–2020. YoY percentages are Review42 calculations between reported endpoints.

Source: Tripadvisor full-year results; StockAnalysis

How fast has Tripadvisor’s revenue grown?

Tripadvisor’s revenue grew at a compound annual rate of about 20% from 2021 to 2025, but only about 3.3% across the full 2019–2025 span once the pandemic collapse is counted (Review42 analysis). The gap between those two numbers is the single most important thing to understand about Tripadvisor’s financials: the post-COVID recovery looked explosive, but measured from its pre-pandemic peak the company has barely grown.

The math runs between reported endpoints. From the 2021 trough of $902 million to the 2025 record of $1,891 million is a ~20% CAGR over four years — impressive in isolation. But 2020 revenue cratered 61% to $604 million, so from the 2019 peak of $1,560 million to 2025’s $1,891 million the compound rate is only about 3.3% a year. Six years of “recovery” produced roughly 21% cumulative growth over the pre-pandemic high (Review42 analysis).

Where does Tripadvisor’s revenue come from by segment?

Viator (the Experiences segment) generated $924 million in 2025 — about 49% of group revenue — while TheFork contributed $221 million (~12%) and the core Hotels & Other line fell to $750 million (~40%). In other words, the business that made Tripadvisor famous, hotel and media revenue, is now a minority of the company, and it is shrinking while the other two grow.

Revenue line (segment)	FY2024	FY2025	YoY
Experiences (Viator)	$840M	$924M	+10%
Hotels & Other (Brand Tripadvisor)	~$815M	$750M	−8%
TheFork	~$181M	$221M	+22%
Total	$1,835M	$1,891M	+3%

Source: Tripadvisor FY2025 earnings; Experiences 2024 per Business of Apps. Hotels & Other and TheFork 2024 figures are implied from the reported 2025 revenue and its year-over-year growth rate (Review42 analysis). Segment lines do not sum exactly to consolidated revenue because of inter-segment eliminations.

Experiences (Viator) 924$M

Hotels & Other 750$M

TheFork 221$M

Source: Tripadvisor FY2025 earnings

The concentration is striking. Viator alone is nearly half the company, and Viator plus TheFork — the experiences-and-dining engines — combine for about $1,145 million, or roughly 61% of total revenue (Review42 analysis). That share is rising every year because those two grew double digits while the hotels core declined 8%.

How big is Viator, and how fast is it growing?

Viator handled 22.9 million experience bookings in 2025, up from 19.8 million in 2024 — a 15.7% increase — and generated $924 million in revenue, up 10%. Viator is Tripadvisor’s tours-and-activities marketplace, and it is now the company’s growth center: nearly half of revenue and the fastest-scaling booking volume in the group.

The gap between the 15.7% booking growth and the 10% revenue growth is itself informative — it implies revenue per booking slipped modestly, consistent with a marketplace that is scaling volume faster than it is raising its take. On a simple basis, $924 million of Viator revenue across 22.9 million bookings is about $40 of revenue per experience booking (Review42 analysis) — Tripadvisor’s cut, not the full price travelers paid for the tour.

How is TheFork performing?

TheFork was Tripadvisor’s fastest-growing segment in 2025, with revenue up 22% to $221 million. TheFork is the company’s European restaurant-reservation platform — think OpenTable for France, Spain, Italy and neighboring markets — and while it is the smallest of the three segments at about 12% of revenue, it is compounding faster than either Viator or the hotels core.

That growth profile matters for the story of the whole company: two of Tripadvisor’s three segments (Viator at +10%, TheFork at +22%) are expanding at double-digit rates, and only the legacy Hotels & Other line is contracting. The blended 3% group growth is the arithmetic of a shrinking large segment being pulled forward by two smaller fast ones.

How many people use Tripadvisor each month?

Tripadvisor’s reported monthly reach ranges from hundreds of millions of unique visitors across its branded sites down to about 98 million visits to tripadvisor.com specifically in January 2026 (Similarweb). There is no single, always-current “monthly active users” figure the company publishes for the whole network, which is why estimates vary so widely — they measure different surfaces over different windows.

Treat these as a spread of reference points from different methodologies rather than one authoritative number:

Reach / usage metric	Figure	Basis
Peak monthly unique visitors (network)	~463M	2021, aggregator/Similarweb
Registered user accounts	~490M	Aggregators, cumulative
tripadvisor.com visits, Jan 2026	97.7M	Similarweb, single domain
Lifetime app downloads	500M+	Aggregators, cumulative
Businesses / travel listings	8–9M	Tripadvisor
Traffic from mobile devices	60–75%	Aggregator estimates

Sources: Similarweb; Tripadvisor; stat aggregators (Expanded Ramblings, WiserReview). The 463M and 500M+ figures are cumulative or peak numbers from third parties, not current monthly actives — see methodology.

Who reviews on Tripadvisor, and what do they review?

Restaurants draw the largest share of Tripadvisor reviews at about 45%, followed by hotels and accommodation at roughly 30% and attractions and experiences at about 20%. That distribution — heavy on dining — is a big part of why TheFork and Viator have become such natural extensions of the platform: the review base was already pointed at food and things to do.

Restaurants 45%

Hotels & lodging 30%

Attractions & experiences 20%

Vacation rentals 5%

Source: WiserReview aggregated Tripadvisor data

By geography, Tripadvisor’s traffic is concentrated in a handful of English-speaking and Western European markets, with the United States by far the largest — and even more dominant on the revenue side, where the U.S. alone accounts for roughly two-thirds of global revenue.

Country	Share of traffic
United States	~35%
United Kingdom	~10%
Canada	~5%
Australia	~4%
Germany	~4%
France	~4%
Rest of world	~28%

Source: WiserReview aggregated traffic data. The U.S. contributes about 66% of Tripadvisor’s revenue despite ~35% of traffic — a reminder that not all visits monetize equally.

How aggressively does Tripadvisor police fake reviews?

Tripadvisor removed 2.7 million fraudulent reviews in 2024 — up from 2.0 million in 2023 — which is about 8.7% of the 31.1 million reviews submitted that year (Review42 analysis). The rising count is not necessarily a sign the platform is getting dirtier; Tripadvisor attributes much of it to better detection, and it is one of the more transparent major platforms about the scale of the problem.

Trust & Safety action (2024)	Figure
Fraudulent reviews removed	2.7M (up from 2.0M in 2023)
Fake share of submitted reviews	~8.7% (2.7M ÷ 31.1M) — Review42 analysis
AI-generated reviews flagged & removed	214,000
Reviews meeting automation standards	87.8%
Reviews moderated by Trust & Safety team	4.2M (13.5% of all)
“Review boosting” share of detected fraud	54%
Businesses warned for incentivized reviews	9,000

Source: Tripadvisor 2025 Transparency Report. “Review boosting” — owners, staff or affiliates posting positive reviews of their own business — was the single biggest fraud category, followed by member fraud (~39%), vandalism (~4.8%) and paid reviews (~2.1%).

The composition matters: because the majority of fraud is businesses inflating their own ratings rather than random spam, the integrity problem on Tripadvisor is fundamentally a conflict-of-interest problem. For businesses on the other side of this, our guide to online reputation management statistics covers how firms respond to and recover from review issues.

How many businesses and listings are on Tripadvisor?

Tripadvisor lists roughly 8 to 9 million businesses and travel entries — hotels, restaurants, attractions, experiences and vacation rentals combined. When it announced its billionth review in 2022 it cited “nearly 8 million businesses,” and more recent company materials reference over nine million travel-related listings, so the true figure sits in that band depending on how entries are counted.

Set against the review base, the depth of coverage is the real moat: more than 1 billion reviews and opinions spread across ~8–9 million listings averages well over 100 reviews per listing platform-wide — though in practice that content is heavily concentrated on popular hotels, restaurants and attractions while a long tail of listings carries only a handful. Compared with location-first directories such as those in our Foursquare statistics analysis, Tripadvisor’s advantage is review density on travel-intent listings rather than raw place count.

Methodology: why do Tripadvisor statistics disagree?

Tripadvisor figures conflict mainly because of four definitional traps — “reviews and opinions” versus reviews, network reach versus single-domain visits, segment names versus category names, and pre- versus post-pandemic baselines. Compare two sources without checking which definition each used and you can be off by hundreds of millions of reviews, tens of millions of visitors, or an entire segment of revenue. Here is how to reconcile them.

1. “Reviews and opinions” vs. reviews only. Tripadvisor’s headline billion is a count of reviews and opinions — it bundles written reviews together with other rating-style contributions. When the company crossed 1 billion in February 2022, it noted that 988 million of those were reviews specifically. So a source saying “1 billion+ reviews” and a source saying “988 million reviews” are not contradicting each other; one is using the combined metric and the other the narrower one. Separately, “reviews” (31.1M in 2024) should never be confused with “contributions” (~80M in 2024), which also counts photos and videos.

2. Users: network reach vs. single-domain visits vs. registered accounts. Tripadvisor does not publish one always-current monthly-active-users number for its whole network. Third parties variously report peak network unique visitors in the hundreds of millions (a figure like ~463M is a 2021 peak, not a live monthly number), cumulative registered accounts (~490M ever created), or single-domain visits to tripadvisor.com (about 98 million in January 2026 per Similarweb). These measure different things — reach across all branded sites, lifetime signups, and one website’s traffic — so stacking them or comparing one against another produces false contradictions. App downloads (500M+) are likewise cumulative and lifetime, not monthly.

3. Segment names vs. category names, and inter-segment eliminations. Tripadvisor’s three operating segments are Brand Tripadvisor, Viator and TheFork, but earnings materials also present revenue by category — Experiences, Hotels & Other, and TheFork. “Experiences” maps closely to the Viator segment and “Hotels & Other” to the Brand Tripadvisor core, but they are not identical labels, and the segment lines do not sum exactly to consolidated revenue because inter-segment transactions are eliminated. That is why $924M + $750M + $221M ($1,895M) does not perfectly match the $1,891M group total. We anchor every segment figure to Tripadvisor’s FY2025 earnings and flag any 2024 back-calculation as our analysis.

4. Pre- vs. post-pandemic baselines. Revenue growth looks wildly different depending on the start year. Measured from the 2021 trough, Tripadvisor compounded at ~20% a year; measured from the 2019 pre-COVID peak, it compounded at only ~3.3%. Neither is wrong, but an article quoting one without the other tells half the story. We report both and label the derivation.

Our rule for this page: every figure is sourced to Tripadvisor’s press releases, its 2025 Transparency Report, its FY2025 earnings summary, or a named third party (Similarweb, StockAnalysis, and stat aggregators). Derived statistics — CAGRs, reviews per minute, the fake-review rate, revenue-per-booking, and segment shares — are computed only between two sourced numbers and labeled “(Review42 analysis).” We never invent a data point.