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 2016, generated revenue amounting to around 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 constant subject of controversy in regards to the veracity of its anonymous online reviews. Undermining the prevalent suspicions of fake reviews on such web-based review sites, a survey of 1,062 people carried out in November 2016, found that online customer reviews are still highly effectual in shaping people’s opinions of local businesses.