Tripadvisor statistics at a glance
Tripadvisor is still a large-scale travel platform, but the latest numbers show a business that is increasingly defined by mix, margin, and cash generation rather than simple top-line growth.
The 2024 results show that Viator and TheFork grew faster than the core brand business, while the platform also finished the year with about $1.1 billion in cash and cash equivalents (Tripadvisor Q4 2024 earnings release). At the same time, the company reported a slimmer GAAP profit profile, more expensive marketing, and a year in which free cash flow moved sharply lower (Tripadvisor Q4 2024 earnings release).
For readers looking for the most useful Tripadvisor statistics, the story is not just revenue. It is how much of that revenue came from each segment, how efficiently the company turned traffic and bookings into cash, and how the broader travel marketplace kept producing user-generated content at scale (Tripadvisor 2024 Annual Report; Tripadvisor Transparency Report 2025).
Contents
- Tripadvisor revenue and profitability
- Quarter-by-quarter 2024 performance
- Segment mix and operating detail
- Scale, listings, and community activity
- Historical Tripadvisor milestones
- What the statistics suggest
Tripadvisor revenue and profitability
The headline number is straightforward: Tripadvisor reported full-year 2024 revenue of $1.835 billion, up 3% year over year (Tripadvisor Q4 2024 earnings release).
That growth rate matters, but the income statement tells a more layered story. Full-year 2024 adjusted EBITDA was $339 million, up 1% year over year and equal to 18% of revenue (Tripadvisor Q4 2024 earnings release). Full-year 2024 non-GAAP net income was $188 million, up 1% year over year, and non-GAAP diluted EPS was $1.30, also up 1% year over year (Tripadvisor Q4 2024 earnings release).
By contrast, full-year 2024 GAAP net income was only $5 million, down 50% year over year (Tripadvisor Q4 2024 earnings release). That gap between non-GAAP and GAAP results is one of the most important Tripadvisor statistics for anyone reading the company’s latest operating picture.
Fast facts from 2024
- Full-year 2024 revenue: $1.835 billion, up 3% year over year (Tripadvisor Q4 2024 earnings release)
- Full-year 2024 adjusted EBITDA: $339 million, up 1% year over year and 18% of revenue (Tripadvisor Q4 2024 earnings release)
- Full-year 2024 non-GAAP net income: $188 million, up 1% year over year (Tripadvisor Q4 2024 earnings release)
- Full-year 2024 GAAP net income: $5 million, down 50% year over year (Tripadvisor Q4 2024 earnings release)
- Ending cash and cash equivalents: approximately $1.1 billion (Tripadvisor Q4 2024 earnings release)
Revenue and profit snapshot
| Metric | 2024 value | Source label |
|---|---|---|
| Revenue | $1.835 billion | Tripadvisor Q4 2024 earnings release |
| Adjusted EBITDA | $339 million | Tripadvisor Q4 2024 earnings release |
| Adjusted EBITDA margin | 18% | Tripadvisor Q4 2024 earnings release |
| Non-GAAP net income | $188 million | Tripadvisor Q4 2024 earnings release |
| Non-GAAP diluted EPS | $1.30 | Tripadvisor Q4 2024 earnings release |
| GAAP net income | $5 million | Tripadvisor Q4 2024 earnings release |
| Cash and cash equivalents | Approximately $1.1 billion | Tripadvisor Q4 2024 earnings release |
Quarter-by-quarter 2024 performance
Tripadvisor’s quarterly pattern in 2024 shows a business with uneven profit progression but solid revenue momentum in parts of the portfolio.
Q1 2024 revenue was $395 million, up 6% year over year, and adjusted EBITDA was $47 million, up 42% year over year (Tripadvisor Q1 2024 earnings release). Q2 2024 revenue rose to $497 million, up 1% year over year, while adjusted EBITDA increased to $97 million, up 8% year over year (Tripadvisor Q2 2024 earnings release). Q3 2024 revenue reached $532 million, flat year over year, and adjusted EBITDA was $122 million, down 4% year over year (Tripadvisor Q3 2024 earnings release). Q4 2024 revenue was $411 million, up 5% year over year, and adjusted EBITDA was $73 million, down 13% year over year (Tripadvisor Q4 2024 earnings release).
That sequence matters because it shows how growth and profitability did not move in lockstep.
Quarterly comparison table
| Quarter | Revenue | Revenue change | Adjusted EBITDA | EBITDA change | Source label |
|---|---|---|---|---|---|
| Q1 2024 | $395 million | Up 6% | $47 million | Up 42% | Tripadvisor Q1 2024 earnings release |
| Q2 2024 | $497 million | Up 1% | $97 million | Up 8% | Tripadvisor Q2 2024 earnings release |
| Q3 2024 | $532 million | Flat | $122 million | Down 4% | Tripadvisor Q3 2024 earnings release |
| Q4 2024 | $411 million | Up 5% | $73 million | Down 13% | Tripadvisor Q4 2024 earnings release |
The best way to read the table is to compare the revenue trend against the EBITDA trend. Revenue stayed positive or stable in every quarter listed, but profitability became less consistent late in the year (Tripadvisor Q1 2024 earnings release; Tripadvisor Q2 2024 earnings release; Tripadvisor Q3 2024 earnings release; Tripadvisor Q4 2024 earnings release).
Cash flow angle
Cash flow tells a different part of the story. Full-year 2024 cash flow from operating activities was $144 million, down 39% year over year, while full-year free cash flow was $70 million, down 59% year over year (Tripadvisor Q4 2024 earnings release).
In the fourth quarter specifically, cash flow from operating activities was negative $2 million, versus negative $19 million a year earlier, and free cash flow was negative $25 million, versus negative $35 million a year earlier (Tripadvisor Q4 2024 earnings release).
That combination is useful because it shows a business that still generated positive operating cash over the full year, but not at the same scale as before. For a statistics reader, that is one of the clearest indicators of where pressure showed up in 2024.
Segment mix and operating detail
Tripadvisor no longer looks like a single-line business. The latest statistics show three major operating pieces: Brand Tripadvisor, Viator, and TheFork (Tripadvisor Q4 2024 earnings release).
Full-year 2024 Brand Tripadvisor revenue was $949 million, down 8% year over year (Tripadvisor Q4 2024 earnings release). Viator full-year 2024 revenue was $840 million, up 14% year over year, and TheFork full-year 2024 revenue was $181 million, up 18% year over year (Tripadvisor Q4 2024 earnings release).
The mix matters. Brand Tripadvisor remained the largest revenue contributor, but it was the only major segment that declined on a full-year basis. Viator and TheFork both expanded at faster rates, which helped offset weakness in the core brand business (Tripadvisor Q4 2024 earnings release).
Segment revenue and EBITDA table
| Segment | Full-year 2024 revenue | Revenue change | Full-year 2024 adjusted EBITDA | EBITDA note | Source label |
|---|---|---|---|---|---|
| Brand Tripadvisor | $949 million | Down 8% | $301 million | 32% of revenue | Tripadvisor Q4 2024 earnings release |
| Viator | $840 million | Up 14% | $33 million | Positive for the year | Tripadvisor Q4 2024 earnings release |
| TheFork | $181 million | Up 18% | $5 million | Positive for the year | Tripadvisor Q4 2024 earnings release |
The Brand Tripadvisor segment also breaks down further. Full-year 2024 branded hotels revenue was $585 million, media and advertising revenue was $150 million, experiences and dining revenue was $169 million, and other revenue was $45 million (Tripadvisor Q4 2024 earnings release).
That internal mix is valuable because it shows how the brand segment is not dependent on one revenue source alone. Branded hotels was the largest category, but experiences and dining and media and advertising were also meaningful contributors (Tripadvisor Q4 2024 earnings release).
Quarter details that matter
Q4 2024 gives a compact snapshot of segment movement. Brand Tripadvisor revenue was $204 million, down 6% year over year, while Viator revenue was $186 million, up 16% year over year, and TheFork revenue was $48 million, up 23% year over year (Tripadvisor Q4 2024 earnings release).
Adjusted EBITDA followed a similar shape: Brand Tripadvisor adjusted EBITDA was $53 million, down 23% year over year; Viator adjusted EBITDA was $20 million, up 33% year over year (Tripadvisor Q4 2024 earnings release).
The year also included a mixed cost profile. Q4 2024 total costs and expenses were about $411 million, up 14% year over year (Tripadvisor Q4 2024 earnings release). Marketing costs were $152 million, or 37% of consolidated revenue, personnel costs were $146 million, or 36% of consolidated revenue, technology costs were $24 million, or 6% of consolidated revenue, and general and administrative costs were $19 million, or 5% of consolidated revenue (Tripadvisor Q4 2024 earnings release).
For the full year, marketing costs were $729 million, or 40% of consolidated revenue; personnel costs were $595 million, or 32% of consolidated revenue; technology costs were $91 million, or 5% of consolidated revenue; and general and administrative costs were $91 million, or 5% of consolidated revenue (Tripadvisor Q4 2024 earnings release).
Expense mix in plain numbers
- Q4 2024 cost of sales: $27 million, or 7% of consolidated revenue (Tripadvisor Q4 2024 earnings release)
- Full-year 2024 cost of sales: $131 million, or 7% of consolidated revenue (Tripadvisor Q4 2024 earnings release)
- Q4 2024 marketing costs: $152 million, or 37% of consolidated revenue (Tripadvisor Q4 2024 earnings release)
- Full-year 2024 marketing costs: $729 million, or 40% of consolidated revenue (Tripadvisor Q4 2024 earnings release)
- Q4 2024 personnel costs: $146 million, or 36% of consolidated revenue (Tripadvisor Q4 2024 earnings release)
- Full-year 2024 personnel costs: $595 million, or 32% of consolidated revenue (Tripadvisor Q4 2024 earnings release)
Those expense ratios are important because they frame how Tripadvisor scales. A large part of revenue is still being reinvested into marketing and people, which helps explain why revenue can rise while some profit measures stay under pressure (Tripadvisor Q4 2024 earnings release).
Scale, listings, and community activity
The platform statistics help explain why Tripadvisor remains relevant even when financial results are uneven.
As of December 31, 2024, Tripadvisor said it offered more than 1 billion user-generated reviews and opinions on over 9 million experiences, accommodations, restaurants, airlines, and cruises (Tripadvisor 2024 Annual Report). It also operated in over 40 countries and more than 20 languages, and said its platform attracted hundreds of millions of visitors annually (Tripadvisor 2024 Annual Report).
Those are not just marketing claims. Tripadvisor’s Transparency Report 2025 adds a sharper operational view: the company had more than 12.46 million total business listings in 2024, the community shared 79.7 million contributions in 2024, and Tripadvisor collected 31.1 million reviews plus 38.1 million photos and videos in 2024 (Tripadvisor Transparency Report 2025).
Community and inventory scale
| Scale metric | 2024 figure | Source label |
|---|---|---|
| Total business listings | More than 12.46 million | Tripadvisor Transparency Report 2025 |
| Community contributions | 79.7 million | Tripadvisor Transparency Report 2025 |
| Reviews collected | 31.1 million | Tripadvisor Transparency Report 2025 |
| Photos and videos collected | 38.1 million | Tripadvisor Transparency Report 2025 |
| User-generated reviews and opinions | More than 1 billion | Tripadvisor 2024 Annual Report |
| Places covered by the content base | Over 9 million | Tripadvisor 2024 Annual Report |
The 2024 transparency report also says 2024 review submissions showed seasonal patterns across the year (Tripadvisor Transparency Report 2025). That matters because it reminds you that travel content generation is tied to travel behavior, not just platform scale.
What the long-run numbers show
The historical figures show a platform that has steadily increased the size of its content base over time.
Tripadvisor had 760 million reviews and opinions across nearly 8 million businesses in 2019-era earnings materials, then 988 million reviews and opinions across nearly 8 million businesses in 2022-era brand copy (Tripadvisor Q1 2019 earnings release; Tripadvisor 2022 10-K).
Earlier milestones are even more revealing. Tripadvisor had 730 million reviews and opinions on approximately 8.1 million places in 2018 and 600 million reviews and opinions on approximately 7.5 million places in 2017 (Tripadvisor 2018 10-K; Tripadvisor 2017 10-K).
The broader takeaway is simple: the content base has been large for years, but the company keeps turning over more listings, reviews, and media assets, which supports the argument that it is still a major travel discovery platform (Tripadvisor 2017 10-K; Tripadvisor 2018 10-K; Tripadvisor 2022 10-K; Tripadvisor Transparency Report 2025).
Historical Tripadvisor milestones
Older milestone numbers help put the current statistics in context.
Tripadvisor reached 50 million reviews and opinions in 2009, after reaching 25 million in July 2009 and 10 million in June 2007 (Tripadvisor 50 Million Reviews milestone). It reached 100 million app downloads for its free iPhone and Android app in 2014 (Tripadvisor 100 Million App Downloads release). The community exceeded 90 million members worldwide in 2015 (Tripadvisor Community Awards release).
Those milestones show that Tripadvisor’s growth has happened in waves: content scale first, then app adoption, then broader community growth, and later a larger monetization mix across brand travel, experiences, and dining (Tripadvisor 50 Million Reviews milestone; Tripadvisor 100 Million App Downloads release; Tripadvisor Community Awards release; Tripadvisor Q4 2024 earnings release).
Selected milestone timeline
| Year or period | Milestone | Source label |
|---|---|---|
| June 2007 | 10 million reviews and opinions | Tripadvisor 50 Million Reviews milestone |
| July 2009 | 25 million reviews and opinions | Tripadvisor 50 Million Reviews milestone |
| 2009 | 50 million reviews and opinions | Tripadvisor 50 Million Reviews milestone |
| 2014 | 100 million app downloads | Tripadvisor 100 Million App Downloads release |
| 2015 | More than 90 million community members worldwide | Tripadvisor Community Awards release |
| 2017 | 600 million reviews and opinions on about 7.5 million places | Tripadvisor 2017 10-K |
| 2018 | 730 million reviews and opinions on about 8.1 million places | Tripadvisor 2018 10-K |
| 2019 | 760 million reviews and opinions across nearly 8 million businesses | Tripadvisor Q1 2019 earnings release |
| 2022 | 988 million reviews and opinions across nearly 8 million businesses | Tripadvisor 2022 10-K |
| 2024 | More than 1 billion user-generated reviews and opinions | Tripadvisor 2024 Annual Report |
What the statistics suggest
The latest Tripadvisor statistics point to a business that still has massive reach, but one whose financial profile depends heavily on segment mix and cost discipline.
Revenue rose modestly in 2024, Viator and TheFork both expanded faster than the group overall, and the company ended the year with substantial liquidity (Tripadvisor Q4 2024 earnings release). At the same time, GAAP earnings were thin, free cash flow fell, and marketing remained a very large share of revenue (Tripadvisor Q4 2024 earnings release).
For a reader scanning Tripadvisor statistics, the cleanest summary is this: Tripadvisor still operates a very large travel content and booking ecosystem, but the numbers show a company balancing growth across different businesses while working through a cost structure that is still heavy by revenue share (Tripadvisor 2024 Annual Report; Tripadvisor Transparency Report 2025; Tripadvisor Q4 2024 earnings release).