Tripadvisor Reverses Merger of Experiences Teams, Cuts Cruise Critic Staff 60%: Scoop

Photo Credit: Tripadvisor's Matt Goldberg was interviewed by Skift Research's Seth Borko at Skift Global Forum on September 19, 2024. Skift Tripadvisor has unwound a 2025 restructuring that combined its “things to do” and Viator experiences teams under one roof. The two businesses are back to separate teams, similar to how they were organized before the November 2025 changes, according to a source familiar with Tripadvisor’s operations. Under the new structure, Tripadvisor’s things to do business will have its own team. That business mainly generates leads for Viator, the company’s main experiences brand and the focus of its investment. Viator’s experiences operations will have a separate team. In a November 4 internal email to employees, sent after an all-hands meeting at which outgoing CEO Matt Goldberg announced a company-wide restructuring, Tripadvisor President Kristen Dalton wrote: “Experiences will be singularly focused on the Viator and Bokun brands with a focus on growth.” Bokun is Tripadvisor’s back-end reservations technology business for experiences operators, not a con