Tripadvisor has dismantled a restructuring initiative implemented in November 2025 that had consolidated its “things to do” and Viator experiences operations into a single unified team. The company has reverted to a previous organizational structure with the two units operating as separate entities once again.
Following the reorganization reversal, Tripadvisor’s “things to do” business will maintain its own dedicated team. This division primarily functions to generate customer leads for Viator, the company’s primary experiences platform and the recipient of the organization’s strategic investment focus. Viator’s experiences operations will similarly operate under its own distinct team structure.
Tripadvisor President Kristen Dalton communicated details of the operational changes in an internal message to staff dated November 4, which followed an all-hands meeting where departing CEO Matt Goldberg unveiled the broader corporate restructuring. In her communication, Dalton outlined that the company’s experiences division would concentrate specifically on the Viator and Bokun brands with an emphasis on expansion. Bokun, owned by Tripadvisor, provides back-end reservation technology infrastructure for experiences operators in the market.
The reversal represents an acknowledgment by company leadership that the previous structural consolidation, which occurred roughly one year prior, did not deliver the anticipated strategic advantages that had been promoted during its implementation. This change occurred concurrent with additional personnel reductions affecting other divisions of the company, including significant staff cuts announced in the Cruise Critic segment.
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