48 Tripadvisor statistics (New 2026 data)

TripAdvisor plays a major role in how travelers plan trips. People use it to compare hotels, restaurants, tours, and attractions before they book. 

The platform has fully recovered from the pandemic and now reports record usage. 

The statistics below show how TripAdvisor affects traveler behavior and business results in 2026.

Quick highlight

• 400–460 million unique users visit TripAdvisor every month
• 1.4+ billion total visits happen each year
• 60–75% of all traffic comes from mobile devices
• 1+ billion reviews and ratings are published on the platform
• 31+ million new reviews are added in a single year
• 38+ million photos and videos are uploaded annually
• 8.8% of submitted reviews are identified as fake
• 2.7 million fraudulent reviews are removed in one year
• $1.84 billion reported annual revenue
• $60+ billion in travel spending is influenced each year

Key global user & Traffic metrics

This section gives a clear picture of how large TripAdvisor is and how often travelers rely on it. 

The numbers below show strong global reach, frequent repeat visits, and heavy use during trip planning.

Total users & Visits

This part explains how many people use TripAdvisor and how active they are over time. It shows both growth and recovery after the travel slowdown.

1. 400–460 million unique users visit TripAdvisor every month

2. 1.4+ billion total visits are generated each year

3. 490 million registered user accounts exist on the platform

4. 108 million monthly active users recorded in 2020 during travel shutdowns

5. 294 million monthly active users reached by 2023, the highest level so far

Website vs App usage

This part shows how travelers access TripAdvisor and how mobile behavior now leads usage.

Most users open TripAdvisor on their phones, especially while traveling. Desktop use continues to decline as mobile becomes the main way people search.

6. 60–75% of total traffic comes from mobile devices

7. 25–38% of traffic comes from desktop

8. 500+ million lifetime downloads of the TripAdvisor mobile app

9. Travelers aged 18–35 show the strongest mobile usage.

Geographic & Language spread.

This part explains where TripAdvisor users are located and which markets matter most.

Usage spans many countries, but a small number of regions drive most traffic and revenue.

10. 35% of total traffic comes from the United States

11. 10% of traffic comes from the United Kingdom

12. 5% of traffic comes from Canada

13. 4% of traffic comes from Australia

14. 4% of traffic comes from Germany

15. 4% of traffic comes from France

16. 29% of traffic comes from the rest of the world

17. 66% of total revenue comes from the US market

Review & Content statistics

TripAdvisor runs on user content. Reviews, photos, and videos shape how travelers compare options and decide where to stay, eat, or visit. 

The numbers below show both the scale of this content and how much travelers trust and use it.

Number of reviews & Contributors

TripAdvisor has built one of the largest travel review libraries in the market.

New content is added every minute, which keeps listings fresh and relevant for travelers.

18. 1+ billion total reviews and ratings published across all categories

19. 31+ million new reviews submitted in a single year

20. 38+ million photos and videos were uploaded in the same year

21. ~7,000 new contributions added every hour

22. 8 million businesses listed, including hotels, restaurants, attractions, tours, and rentals

23. 17+ million unique users contributing reviews in one year

24. 30+ million reviews posted by contributors in that year

Fake & Fraudulent review removal

Trust is critical for TripAdvisor. The platform invests heavily in detecting fake content before it reaches travelers.

25. 8.8% of submitted reviews were identified as fake or biased

26. 260%+ increase in fake review attempts over five years

27. 2.7 million fraudulent reviews removed before publication in one year

28. 200,000+ AI-generated reviews blocked during the same period

Review behaviour & Reader habits

Travelers depend on reviews to reduce risk and avoid bad experiences. Reading feedback is now a standard step before booking.

29. 96% of users read reviews before booking

30. 80% of travelers read 6–12 reviews before choosing a hotel

31. 58% read the same number of reviews before choosing a restaurant

32. 76% of users say traveler photos influence their decisions

These habits explain why reviews have such a strong impact on bookings and customer choices.

Business & Monetisation statistics

TripAdvisor earns money from ads, referrals, and bookings across travel categories. Growth now comes from tours, activities, and dining, not only hotels. 

The numbers below show how revenue is split and how the platform affects travel businesses.

Revenue & Business segments

Revenue is spread across several business lines, with strong growth outside hotels.

33. $1.84 billion total annual revenue reported

34. ~$900 million generated by the core TripAdvisor platform (ads and hotel media)

35. ~$750 million generated by Viator (tours and experiences)

36.  Restaurant services and other products contribute around 10–15% of total revenue.

37. 50%+ of total revenue now comes from non-hotel segments for the first time

This shift shows TripAdvisor is no longer only a hotel-focused platform.

Market share & Competitive position

TripAdvisor guides decisions more than it processes payments.

38. 12% of US travelers book hotels directly through TripAdvisor

39.  Larger booking platforms capture 30%+ of direct bookings, compared to about 12% for TripAdvisor.

40. $60+ billion in travel spending is influenced each year through TripAdvisor research and referrals

TripAdvisor plays a strong role in the research stage, even when bookings happen elsewhere.

Impact for hotels/tours/restaurants

Review volume shows which businesses benefit most from TripAdvisor traffic.

41. 45% of all reviews are for restaurants

42. 30% of reviews are for hotels and accommodations

43. 20% of reviews are for attractions and experiences

44. 5% of reviews are for vacation rentals

Restaurants generate the most reviews by volume. Tours and experiences show the fastest growth, driven by traveler demand for activities beyond hotels.

Traveller behaviour & Booking trends via TripAdvisor

Travelers mainly use TripAdvisor to research and compare options before they book.

Reviews, photos, and recent feedback shape most decisions, even when the final booking happens on another site.

Research & Booking patterns

Most travelers open TripAdvisor during the research stage. They compare ratings, read recent reviews, and look at real photos before deciding where to stay, eat, or visit.

45. Destination and city pages receive 10 million searches each year, with large cities attracting the closest attention. 

Users usually check several listings before making a final choice, which makes TripAdvisor a strong decision-driving platform.

Mobile & App adoption in travellers

Mobile usage now defines how travelers use TripAdvisor. A majority of searches happen on smartphones, especially during trips. 

Travelers often look up restaurants and attractions while they are already at the destination. 

46. Younger travelers, especially those aged 18–35, rely almost entirely on mobile devices. 

This behavior explains why TripAdvisor continues to prioritize mobile-first features.

Influence of reviews on decision making

Reviews directly affect traveler choices. Higher ratings build confidence and increase clicks. 

Recent reviews matter more than older ones because travelers want current information. Business replies also improve trust and visibility.

47. 11+ million reviews received business responses in a single year

Active engagement helps listings stand out and builds credibility.

Emerging themes & Future outlook

TripAdvisor continues to evolve as travel behavior changes. Growth is shifting toward experiences, mobile tools, and stronger trust systems.

Experiences & Activities as a growth driver

Experiences are growing faster than hotels. Travelers now review tours, attractions, and activities as much as accommodations.

48. Reviews for tours and activities grew by ~45% year over year.

More travelers now leave feedback for the full trip experience, not just where they stayed.

Tech & Mobile innovations

TripAdvisor is investing in smarter tools to speed up planning. AI-based trip planning features are being added to help users find relevant places faster. 

Personalized feeds reduce browsing time, and mobile improvements make planning easier while on the move. 

These updates help TripAdvisor stay useful for modern travelers.

Sustainability, authenticity & Trust

Trust remains a top priority. TripAdvisor publishes transparency reports, invests heavily in review moderation, and focuses on recent and detailed feedback. 

Strong trust controls help protect the platform’s credibility and long-term use.

What businesses should do in response?

Businesses need to stay active on TripAdvisor. Responding to reviews improves visibility and trust. Encouraging fresh reviews helps convince new visitors.

Adding photos increases engagement, and mobile-friendly listings perform better in search results. 

A strong TripAdvisor presence directly affects traffic and bookings.

Conclusion

TripAdvisor still plays a key role in how people plan trips. Travelers use it to compare options and read real-world experiences before making a decision.

The platform works best for research. Mobile use, activity listings, and trusted reviews shape how people decide.

For businesses, TripAdvisor still matters. Active profiles, honest reviews, and quick replies help build trust when travelers are ready to choose.

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