Tripadvisor Pivots to ‘Experiences-Led’ Strategy, Unifies Team
Photo Credit: Screenshot from 'Viator Makes a Roman Ruins Tour Action-Packed' Youtube/Viator
Skift Take
The perennial tug between Tripadvisor and Viator experiences, and the consequent market confusion, will seemingly persist under the new strategy as neither will be the lead experiences brand. Hotel metasearch will be downplayed but managed for profitability.
Tripadvisor announced Thursday that it was reseting its operating model to "an experiences-led growth strategy," and will consolidate "Viator and Tripadvisor experiences under one team, strategy, and roadmap."
Its core Tripadvisor brand, which has been profitable but shrinking, will pivot "to support experiences and data strategies, while simplifying its portfolio of legacy offerings to enhance profitability," the company said as part of its third quarter earnings announcement.
Tripadvisor announced internally on Wednesday that it’s laying off about 20% of staff across its core Tripadvisor brand, Viator experiences, and general and administrative teams, according to an email sent to employees.
The 20% figure includes employees and contractors.
Skift was first to report Tuesday that layoffs would be announced Wednesday, and that the company would restructure to merge the operations of its Tripadvisor brand and Viator.
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