The company is currently staffed with over three thousand employees worldwide and in 2018, generated revenue of over 1.6 billion U.S. dollars. The revenue is generated through an advertising business model with revenue coming mostly from click-based advertising and transactions. 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 the United States.
With the growing number & diversity of global internet users who post reviews online, many modern travelers are now using TripAdvisor to select vacation accommodation. That being said, the company has been the subject of controversy in regards to the accuracy of its anonymous online reviews. However, a BrightLocal survey, found that online customer reviews are still highly effective in shaping people’s opinions of local businesses.