TripAdvisor is a company that develops a travel guidance platform. It operates though three segments: Brand Tripadvisor, Viator, and TheFork. The Brand Tripadvisor segment offers an online platform for travelers to discover, generate, and share user-generated content (UGC) in the form of ratings and reviews for destinations, points-of-interest (POIs) alternative accommodation rentals, restaurants, etc. The Viator segment provides an online marketplace connecting travelers to bookable tours, activities, and attractions. The Fork segment offers an online marketplace that enables discovering and booking of online reservations.