With the growing number and diversity of global internet users who post reviews online, a majority of travelers are now using TripAdvisor to select vacation accommodation. The company is currently staffed with over three thousand employees worldwide and in 2017, generated revenue of over 1.5 billion U.S. dollars. The company operates on an advertising business model with revenue coming mostly from click-based and transactions in its hotel business segment. TripAdvisor Media Group operates several travel brands that include: Citymaps, Cruise Critic, BookingBuddy, Family Vacation Critic, and TravelPod. The company currently maintains a global online presence across the world, from Europe to the Pacific, with the majority of its revenue coming from North America.
TripAdvisor has been a subject of controversy in regards to the accuracy of its anonymous online reviews. However,a survey of 1,031 people carried out in October 2017, found that online customer reviews are still highly effectual in shaping people’s opinions of local businesses.