Matt Goldberg, Tripadvisor's CEO, outlines the company's brands, including Viator, aiming to become the most reliable travel source through digital marketing.

Matt Goldberg, who has been chief executive officer of Tripadvisor for just over 18 months, says that the company's brands — which include the reviews website, Viator, theFork, and Cruise Critic — are all working toward the same objective of becoming the most reliable source for experiences and travel, through digital marketing.

Although Viator's financial results in previous quarters speak for themselves, Goldberg is more concerned with how the company integrates with Tripadvisor.

He gave an update on the company's three-pronged strategy, generative artificial intelligence development, and marketing initiatives during a center stage discussion at the Phocuswright Conference 2023.

According to Goldberg, if one can get an audience the size of Tripadvisor, with one-third of its users coming from experiences and the other two-thirds coming from hotels and restaurants in equal measure, that's a really beautiful, well-balanced portfolio of users. He went on to say that when the two collaborate extremely well, Viator may be extremely in-depth, while Tripadvisor can be wide and direct a visitor to any type of experience they wish to have.

Throughout the talk, Goldberg discussed why Viator's Plus paid subscription service — which was introduced in early 2021 — isn't as much of a priority and mentioned how a loyalty program might greatly increase repeat business.