Viator and Expedia Group report strong growth in Q2 2025, despite challenges in the American market
The second quarter of 2025 brought positive results for leading global OTA brands, with strong growth in bookings and revenue across tours, experiences, and accommodation segments. Viator, a brand of tours and activities owned by Tripadvisor, and Expedia Group They achieved solid financial results, although the American market continues to see weaker demand.
Viator: Arrival rates and record bookings for experiences
Viator achieved in Q2 2025 Revenue growth of 11% compared to the same period last year, reaching £270 million. The number of booked experiences has increased 15%, No 6.2 million, while gross value of bookings reached £1.3 billion (+13%).
Adjusted EBITDA amounted to £25,412,944 (12% revenue), which is three times higher compared to Q2 2024.
At the group level, Tripadvisor recorded Revenue growth of 7%, No USD 529 million, with a net profit of £36 million. CEO Matt Goldberg highlighted that the company is focusing on fastest growing markets and increased engagement via mobile app, including the Trip Cash rewards system.
Expedia Group: strong B2B segment and Asian market
Expedia Group recorded in the second quarter Growth in gross bookings of 5%, No £30.4 billion, to Revenue growth of 6%, No 3.8 billion USD. The biggest contribution came from B2B segment (+151% and advertising (+19%).
The number of reserved nights has increased 7%, No 105.5 million, largely thanks to strong results in international markets and growth of almost 30% in Asia.
Despite growth, the American market remains a challenge – demand for travel to the US has fallen, and noticeable Shorter booking periods and a higher percentage of cancellations. CEO Ariane Gorin highlighted that demand started to rise in early July, which is why the company raised annual projections.
Brands, AI and innovation
Expedia brand remains largest and fastest growing in the group, while Hotels.com and Vrbo imali mješovite rezultate. Hotels.com bilježi blagi pad rezervacija, ali i rast izravnog prometa nakon travanjskog relansiranja brenda. Vrbo se suočava s nižim prosječnim dnevnim cijenama i kraćim boravcima.
Gorin stressed, among other things, the growing role of artificial intelligence in personalising the user experience and collaborating with companies such as OpenAI and Google How brands can stay visible in AI searches. AI is also used internally, for faster and more efficient operations.
Common trend: focus on experiences and direct customer engagement
The results of Viator and Expedia Group confirm strengthening the experience segment and personalised travel their growing importance of mobile applications, loyalty, and direct traffic. While Viator capitalises on the growth in global demand for activities, Expedia is investing in B2B, international expansion, and technological innovation.
Sources Tripadvisor Q2 2025 Earnings Report, Expedia Group Q2 2025 Earnings Report,
