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Company > TripAdvisor: Business Model, SWOT Analysis, and Competitors 2023

TripAdvisor: Business Model, SWOT Analysis, and Competitors 2023

Published: Jul 09, 2023

Inside This Article


    TripAdvisor is a renowned online travel platform that allows users to find, research, and book various travel-related services. This blog article will delve into the business model of TripAdvisor, examining how it generates revenue and creates value for its users. Additionally, a SWOT analysis will be conducted to evaluate the company's strengths, weaknesses, opportunities, and threats in the dynamic travel industry. Furthermore, the article will shed light on TripAdvisor's key competitors in 2023, exploring how they stack up against this industry giant.

    What You Will Learn:

    • Who owns TripAdvisor and how its ownership structure impacts its operations and decision-making process.
    • The mission statement of TripAdvisor and how it guides the company's goals and strategies.
    • The various revenue streams and business models employed by TripAdvisor to generate profits and sustain its operations.
    • An in-depth understanding of the TripAdvisor Business Model Canvas and how its different elements contribute to the company's success.
    • A comprehensive overview of the key competitors in the market, their strengths, weaknesses, opportunities, and threats (SWOT) in comparison to TripAdvisor's position.

    Who owns TripAdvisor?

    Ownership of TripAdvisor

    TripAdvisor is a publicly traded company, which means it is owned by shareholders who hold shares of its stock. The company went public in 2011 and is listed on the NASDAQ stock exchange under the ticker symbol "TRIP."

    As of [current year], the ownership of TripAdvisor is distributed among a diverse group of institutional and individual investors. The largest shareholders include mutual funds, pension funds, and other investment firms. These institutional investors typically hold significant portions of the company's shares.

    Some of the notable institutional shareholders of TripAdvisor include [name of institution]. These institutions have a vested interest in the success and growth of the company and often play an influential role in its decision-making processes.

    In addition to institutional investors, individual investors also own shares of TripAdvisor. These individual shareholders can range from small retail investors to high-net-worth individuals who believe in the potential of the company.

    It is worth noting that the ownership of TripAdvisor can change over time as investors buy or sell shares in the market. The company's stock price and performance can influence the ownership structure as well. Major events, such as acquisitions or mergers, may also impact the ownership landscape of TripAdvisor.

    Overall, the ownership of TripAdvisor is spread among a diverse group of investors, both institutional and individual, who collectively shape the future of the company through their shareholdings.

    What is the mission statement of TripAdvisor?

    The Mission Statement of TripAdvisor: Empowering Travelers

    TripAdvisor, the world's largest travel platform, is driven by a clear and distinctive mission statement - to empower travelers. The company's aim is to assist travelers in uncovering the best experiences, accommodations, and attractions that suit their individual preferences and needs. By providing a platform for reviews, recommendations, and bookings, TripAdvisor enables travelers to make well-informed decisions and plan unforgettable trips.

    Enabling Informed Decisions through Reviews and Recommendations

    At the core of TripAdvisor's mission lies the belief that every traveler should have access to unbiased, reliable, and up-to-date information. Through its extensive database of user-generated content, TripAdvisor offers millions of reviews and opinions on hotels, restaurants, attractions, and destinations worldwide. This wealth of information allows travelers to gain insights into other visitors' experiences, helping them make informed decisions about where to stay, dine, and explore.

    Inspiring Exploration and Discovery

    TripAdvisor recognizes that travel is not just about ticking off destinations from a checklist but also about the transformative experiences and connections made along the way. The mission statement reflects the company's commitment to inspiring travelers to explore new horizons, discover hidden gems, and immerse themselves in diverse cultures. By providing a platform that showcases a wide range of travel options and itineraries, TripAdvisor encourages travelers to step outside their comfort zones and embark on unique journeys.

    Simplifying Travel Planning and Bookings

    In addition to providing valuable insights and inspiration, TripAdvisor aims to simplify the process of travel planning and bookings. The platform offers a comprehensive suite of tools and features, including price comparison, availability checks, and seamless booking options. By consolidating all the necessary information and resources in one place, TripAdvisor ensures that travelers can efficiently plan their trips and secure the best deals without the hassle of navigating multiple websites.

    Fostering a Community of Travelers

    The mission statement of TripAdvisor extends beyond being a mere travel resource; it aims to create a global community of travelers. Through its platform, users can connect with like-minded individuals, exchange travel advice, and share their own experiences. TripAdvisor actively encourages community engagement by allowing users to contribute their reviews, photos, and recommendations. By fostering this sense of community, the company strives to create a supportive and collaborative environment where travelers can learn from each other and build lasting connections.

    In conclusion, the mission statement of TripAdvisor revolves around empowering travelers by providing them with comprehensive and reliable information, inspiring exploration, simplifying travel planning, and fostering a community of like-minded individuals. Through its dedication to these principles, TripAdvisor remains committed to making travel experiences more enjoyable, memorable, and accessible for all.

    How does TripAdvisor make money?

    Advertising Revenue

    One of the primary ways TripAdvisor generates revenue is through advertising. The platform offers various advertising solutions to businesses in the travel industry, including hotels, restaurants, and tour operators. These businesses can pay to have their listings featured prominently on TripAdvisor's search results and pages.

    TripAdvisor's advertising model operates on a cost-per-click (CPC) basis, where businesses are charged each time a user clicks on their advertisement. The CPC rates vary depending on factors such as the location and popularity of the listing. This advertising revenue contributes significantly to TripAdvisor's overall income.

    Hotel Booking Commission

    Another significant source of revenue for TripAdvisor is its hotel booking commission. Through its website and mobile app, TripAdvisor allows users to search for and book accommodations directly. When users make a hotel booking through TripAdvisor, the platform earns a commission on the transaction.

    TripAdvisor has partnerships with various online travel agencies (OTAs), such as Expedia, Booking.com, and Hotels.com. When users book a hotel through TripAdvisor, they are often redirected to one of these partner sites to complete the reservation. TripAdvisor earns a commission from the partnering OTA for each successful booking made through its platform.

    Non-Hotel Revenue

    In addition to hotels, TripAdvisor also generates revenue from other travel-related sectors. The platform offers advertising and booking options for restaurants, attractions, and vacation rentals. Similar to its hotel booking commission model, TripAdvisor earns a commission when users book these non-hotel services through its platform.

    Furthermore, TripAdvisor offers subscription-based services to businesses in the travel industry. For example, it provides a Business Advantage program that allows accommodation providers to enhance their listings with additional features, such as special offers and increased visibility. Businesses pay a subscription fee to access these premium services, contributing to TripAdvisor's revenue stream.

    Display and Sponsored Content

    TripAdvisor also monetizes its platform through display and sponsored content. The website features various ad placements, including banner ads, sponsored listings, and sponsored articles. Businesses can pay to have their content displayed to TripAdvisor users, increasing their visibility and brand exposure.

    Moreover, TripAdvisor partners with destination marketing organizations (DMOs) and tourism boards to promote specific destinations. These partnerships often involve sponsored content collaborations, where TripAdvisor showcases curated travel guides, articles, and recommendations for a particular location. These collaborations provide an additional source of revenue for TripAdvisor.

    In summary, TripAdvisor generates revenue through advertising, hotel booking commissions, non-hotel bookings, subscription services, and display/sponsored content. These diverse revenue streams enable the platform to maintain its operations, continue providing valuable travel resources, and offer a free user experience to its millions of users.

    TripAdvisor Business Model Canvas Explained

    Introduction to the Business Model Canvas

    The Business Model Canvas is a strategic management tool that helps visualize and analyze the key components of a business model. It provides a framework for understanding how different aspects of a business interact and contribute to its overall success. In this blog post, we will explore the TripAdvisor Business Model Canvas and shed light on its key elements.

    Key Partnerships

    One of the essential components of TripAdvisor's business model is its network of key partnerships. These partnerships play a vital role in enabling the platform to provide comprehensive and reliable information to its users. TripAdvisor collaborates with various stakeholders, including hotels, restaurants, airlines, and other travel-related businesses.

    By partnering with these entities, TripAdvisor gains access to a vast database of information, including hotel room availability, pricing, and customer reviews. These partnerships are mutually beneficial, as TripAdvisor offers increased visibility and exposure to its partner businesses, while also providing users with a one-stop platform for all their travel needs.

    Key Activities

    The key activities of TripAdvisor revolve around aggregating and curating travel-related information. The platform collects data from its partner businesses, including hotel and restaurant listings, user reviews, and ratings. TripAdvisor's team ensures the accuracy and reliability of this information through a rigorous verification process.

    In addition to data collection, TripAdvisor also invests significant resources in maintaining and improving its website and mobile applications. This includes developing user-friendly interfaces, enhancing search algorithms, and implementing features that enhance the overall user experience.

    Value Proposition

    TripAdvisor's primary value proposition lies in its ability to provide users with reliable and comprehensive travel information. By leveraging its extensive network of partnerships and user-generated content, TripAdvisor offers a platform where users can access and compare hotel prices, read reviews, and make informed decisions about their travel plans.

    The platform's value proposition extends beyond just information. TripAdvisor also offers a range of additional services, such as flight and hotel bookings, travel forums, and a personalized recommendation engine. These additional features aim to enhance the overall user experience and provide added convenience to travelers.

    Customer Relationships

    Building and maintaining strong customer relationships is crucial for TripAdvisor's success. The platform relies heavily on user-generated content, with millions of travelers sharing their experiences and opinions on hotels, restaurants, and attractions. This user engagement fosters a sense of community and trust among users, creating a valuable feedback loop that enhances the platform's reliability and credibility.

    Furthermore, TripAdvisor emphasizes the importance of customer support and engagement. The platform provides various channels for users to seek assistance or provide feedback, ensuring that their concerns are addressed promptly. By prioritizing customer satisfaction, TripAdvisor aims to foster long-term loyalty and repeat usage.


    The TripAdvisor Business Model Canvas provides a comprehensive overview of the key components that drive the platform's success. From its extensive network of partnerships to its focus on user-generated content and customer relationships, TripAdvisor has established itself as a leading platform for travel information and services. By continuously refining its business model and adapting to evolving user needs, TripAdvisor continues to thrive in the highly competitive travel industry.

    Which companies are the competitors of TripAdvisor?

    Expedia Group

    One of the main competitors of TripAdvisor is Expedia Group. As a global travel technology company, Expedia offers a wide range of online travel services, including hotel bookings, flight reservations, car rentals, and vacation packages. Expedia operates several popular travel booking platforms, such as Expedia.com, Hotels.com, Orbitz, and Travelocity.

    Booking Holdings

    Booking Holdings, formerly known as Priceline Group, is another significant competitor of TripAdvisor. It is a leading provider of online travel and related services, connecting travelers with various accommodation options, flights, rental cars, and more. Booking Holdings owns and operates popular travel websites like Booking.com, Agoda, Kayak, and Priceline.com, catering to different types of travelers and offering competitive deals.


    While not a traditional travel booking company, Airbnb has emerged as a strong competitor for TripAdvisor in the accommodation sector. Airbnb is an online marketplace that allows people to rent out their homes, apartments, or spare rooms to travelers looking for unique and personalized accommodations. With a vast inventory of diverse lodging options worldwide, Airbnb has gained popularity among travelers seeking a more authentic and local experience.


    Although not exclusively a travel company, Google has become a significant player in the online travel market, posing a competitive challenge to TripAdvisor. Through its Google Travel platform, Google provides users with various travel-related services, including flight and hotel search, travel guides, and personalized recommendations. With its extensive reach and integration into other Google products, such as Google Maps and Google Search, the company has the potential to capture a significant share of the travel planning market.


    Kayak, a subsidiary of Booking Holdings, is a travel search engine that helps users compare prices across multiple travel sites. It allows travelers to search for flights, hotels, rental cars, and vacation packages, providing a comprehensive overview of available options and prices. Kayak's user-friendly interface and advanced search features make it a popular choice for travelers looking for the best deals and convenient booking options.


    As a leading online travel platform, TripAdvisor faces fierce competition from various companies in the industry. Expedia Group, Booking Holdings, Airbnb, Google, and Kayak are just a few of the notable competitors vying for the attention and loyalty of travelers worldwide. With each company offering unique strengths and different approaches to travel planning, the competition among these players continues to shape and drive innovation within the travel industry.

    TripAdvisor SWOT Analysis


    1. Large User Base: One of the key strengths of TripAdvisor is its massive user base, which consists of millions of travelers from around the world. This extensive user base enables the platform to gather a vast amount of data and reviews, providing users with a comprehensive and diverse range of opinions and insights.

    2. Trusted Reviews: TripAdvisor has built a reputation for providing reliable and trustworthy reviews. Users can read authentic feedback from fellow travelers, helping them make informed decisions when planning their trips. This trust factor sets TripAdvisor apart from other review platforms and contributes to its strong brand loyalty.

    3. Global Presence: With a presence in over 49 markets and offering content in 28 languages, TripAdvisor has established itself as a global leader in the travel industry. Its extensive reach allows travelers to access information and reviews for destinations and accommodations worldwide, making it a go-to resource for planning trips across different countries and cultures.

    4. Diverse Offerings: In addition to user-generated reviews, TripAdvisor offers a wide range of features and services. These include flight and hotel bookings, vacation rentals, restaurant reservations, and travel forums. By providing a comprehensive suite of tools and resources, TripAdvisor aims to cater to all aspects of a traveler's journey, enhancing the overall user experience.


    1. Quality Control Challenges: While TripAdvisor's user-generated content is one of its strengths, it can also be a weakness. The platform heavily relies on the authenticity and accuracy of user reviews, leaving room for fraudulent or biased submissions. Despite implementing verification systems, fake reviews can still slip through, potentially misleading users and impacting their trust in the platform.

    2. Limited Control over Pricing: Although TripAdvisor allows users to compare prices and book accommodations and flights, it does not have direct control over the pricing set by hoteliers or airlines. This lack of control can result in inconsistencies and discrepancies in the prices displayed on the platform, potentially leading to dissatisfaction among users who expect accurate and up-to-date information.

    3. Overreliance on Online Advertising: TripAdvisor heavily relies on online advertising as a revenue source. This dependence on advertising revenue can be a weakness, as shifts in the online advertising landscape or changes in user behavior could impact the platform's financial performance. Additionally, excessive advertising could negatively affect the user experience, leading to frustration and a decline in user engagement.


    1. Mobile App Expansion: With the growing popularity of mobile devices, TripAdvisor has the opportunity to further expand its mobile app offerings. By enhancing the app's features and usability, the platform can tap into the increasing number of users who prefer to access travel information and make bookings on their smartphones. This expansion can help solidify TripAdvisor's position as a leading travel app and attract a wider audience.

    2. Partnerships with Travel Industry Players: TripAdvisor has the potential to form strategic partnerships with airlines, hotel chains, and other travel industry players. Collaborations could allow for seamless integration of booking services, exclusive offers, and enhanced user experiences. By leveraging these partnerships, TripAdvisor can extend its reach and provide added value to its users, ultimately driving more traffic and revenue to the platform.


    1. Competition from Other Review Platforms: TripAdvisor faces stiff competition from other review platforms, such as Google Reviews, Yelp, and Booking.com. These competitors offer similar functionality and have their own user bases, posing a threat to TripAdvisor's market share and user engagement. To stay ahead, TripAdvisor must continuously innovate and differentiate itself in terms of features, user experience, and reliability.

    2. Changing Travel Industry Landscape: The travel industry is constantly evolving, influenced by factors such as geopolitical events, economic downturns, and shifts in consumer behavior. These changes can have a significant impact on the demand for travel services and the way people plan and book their trips. TripAdvisor must remain adaptable and responsive to these shifts in order to stay relevant and competitive in the ever-changing travel landscape.

    Key Takeaways

    • TripAdvisor is owned by the Expedia Group, a leading online travel company.
    • The mission statement of TripAdvisor is to help people around the world plan and book the perfect trip.
    • TripAdvisor primarily generates revenue through advertising and partnerships with hotels, restaurants, and other travel-related businesses.
    • The Business Model Canvas of TripAdvisor involves providing a platform for users to share reviews, recommendations, and ratings, while also offering advertising opportunities for businesses.
    • The main competitors of TripAdvisor include platforms like Booking.com, Expedia, Google, and Yelp.

    In terms of SWOT analysis, the strengths of TripAdvisor lie in its extensive user-generated content and its strong brand recognition. However, weaknesses include the potential for biased or unreliable reviews. Opportunities for TripAdvisor include expanding into new markets and diversifying its revenue streams, while threats include increasing competition and potential regulatory challenges in the travel industry.


    In conclusion, TripAdvisor is a popular online travel platform that provides a wealth of information and reviews for travelers worldwide. While it is a publicly traded company, no single entity owns the majority of its shares. Its mission statement revolves around helping people plan and have the perfect trip, focusing on being the best travel companion.

    TripAdvisor primarily generates revenue through advertising and partnerships with hotels, restaurants, and other travel-related businesses. This is evident in their business model canvas, which highlights key activities such as content creation, advertising, and customer relationship management. By offering a free platform for users and charging businesses for exposure, TripAdvisor has found a successful way to monetize its services.

    Despite its dominance in the travel industry, TripAdvisor faces competition from other online travel agencies such as Expedia and Booking.com, as well as review platforms like Yelp and Google Reviews. These competitors constantly push TripAdvisor to improve its offerings and maintain its position as a trusted source for travel information.

    In terms of strengths, TripAdvisor benefits from its vast user-generated content, extensive global reach, and strong brand recognition. However, it also faces weaknesses such as the potential for biased or inaccurate reviews and its dependence on advertising revenue. Opportunities for growth lie in expanding into new markets and diversifying revenue streams, while threats include intense competition and potential disruptions in the travel industry.

    Overall, TripAdvisor has established itself as a key player in the travel industry and continues to evolve and adapt to the ever-changing needs of travelers. With its mission to provide valuable information and help people have unforgettable trips, TripAdvisor remains a go-to resource for travel enthusiasts worldwide.


    What is SWOT analysis in tourism industry?

    SWOT analysis is a strategic planning tool used in the tourism industry to evaluate the strengths, weaknesses, opportunities, and threats involved in a specific destination, tourism product, or tourism organization. It helps identify internal and external factors that can impact the success and competitiveness of the tourism industry.

    1. Strengths: These are the unique characteristics or resources that give a competitive advantage to a tourism destination or organization. It may include natural attractions, cultural heritage, infrastructure, skilled workforce, strong branding, or favorable government policies.

    2. Weaknesses: These are the internal factors that hinder the competitiveness or growth of a tourism destination or organization. It may include outdated infrastructure, lack of skilled workforce, limited marketing budget, poor customer service, or negative perception.

    3. Opportunities: These are the external factors that can be leveraged to enhance the tourism industry's performance. It may include emerging markets, changing consumer preferences, technological advancements, new transportation routes, or government initiatives to promote tourism.

    4. Threats: These are the external factors that pose challenges or risks to the tourism industry. It may include political instability, natural disasters, economic downturns, competition from other destinations, changing regulations, or negative media coverage.

    By conducting a SWOT analysis, tourism industry stakeholders can gain valuable insights into their current position, identify areas for improvement, and develop strategies to capitalize on opportunities and mitigate threats. It helps in making informed decisions, developing effective marketing campaigns, improving service quality, attracting investment, and fostering sustainable tourism development.

    What are the 4 quadrants of the SWOT analysis?

    The four quadrants of the SWOT analysis are:

    1. Strengths: Internal factors that give an advantage to an organization over its competitors. These can include resources, expertise, capabilities, brand reputation, and competitive advantages.

    2. Weaknesses: Internal factors that put an organization at a disadvantage compared to its competitors. These can include lack of resources, poor management, outdated technology, limited market presence, or any other internal limitation.

    3. Opportunities: External factors that could be favorable to an organization's growth or success. These can be new market trends, changes in legislation, emerging technologies, untapped customer segments, or any other external factor that could provide an advantage.

    4. Threats: External factors that could hinder an organization's growth or success. These can be new competitors entering the market, changing consumer preferences, economic downturns, regulatory changes, or any other external factor that poses a risk to the organization.

    What are 3 examples of opportunities in SWOT analysis?

    1. Market expansion: SWOT analysis can help identify opportunities for businesses to expand into new markets or target new customer segments. For example, a clothing retailer may identify an opportunity to expand into the online market and reach a wider customer base.

    2. Technological advancements: SWOT analysis can highlight opportunities arising from technological advancements. For instance, a software company may identify an opportunity to develop a new product or service utilizing emerging technologies such as artificial intelligence or blockchain.

    3. Changes in regulations or policies: SWOT analysis can help identify opportunities that arise from changes in regulations or policies. For example, a renewable energy company may identify an opportunity to expand its operations due to favorable government policies and incentives promoting clean energy sources.

    How can I find a SWOT analysis on a company?

    There are several ways you can find a SWOT analysis on a company:

    1. Company website: Start by checking the company's official website. Some companies publish their own SWOT analysis in their annual reports, investor presentations, or corporate responsibility sections.

    2. Business databases: Utilize business databases such as Bloomberg, Hoovers, or MarketResearch.com. These platforms often contain SWOT analyses or industry reports that include SWOT analysis for various companies.

    3. Financial websites: Websites like Yahoo Finance, MarketWatch, or Reuters often provide financial analysis of companies, which may include a SWOT analysis or discussions about the company's strengths, weaknesses, opportunities, and threats.

    4. Business news sources: Look for news articles or reports from reputable business news sources such as Forbes, Bloomberg, or CNBC. These sources often provide insights and analysis on various companies, which may include SWOT analysis.

    5. Academic journals and publications: Search academic databases like JSTOR, EBSCO, or Google Scholar for research papers, case studies, or academic publications that discuss the company you are interested in. These sources may include SWOT analysis as part of their analysis.

    6. Industry reports: Check industry-specific reports from consulting firms, market research companies, or industry associations. These reports often contain SWOT analysis for major companies within the industry.

    Remember, while searching for a SWOT analysis, it is important to consider multiple sources and ensure that the information is recent and reliable.

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