Tripadvisor Hotel Search Business in Decline as Viator Continues Growth

Tripadvisor's hotel search business is in decline, falling 21 percent to $163.3 million in Q2, while its Viator experiences marketplace keeps growing.

The company reported a weaker second quarter, with total revenue dropping 7 percent to $441.9 million and net income decreasing 38 percent to $22.8 million.

This decline is largely attributed to the structural problem of Google AI Overviews eroding organic search traffic that hotels advertising on Tripadvisor's platform pay to reach.

Tripadvisor acknowledged this issue publicly in Q4 2025, and CFO Mike Noonan said in February that organic search engine optimization would account for less than 10 percent of the Experiences segment's gross booking volumes by the end of 2026.