AI's Impact on Hotel Booking: Artificial intelligence is transforming hotel room searches and bookings, with platforms like DirectBooker providing AI agents real-time access to hotel rates and availability, while major online travel agencies like Booking Holdings and Expedia are well-positioned to leverage this technology.
Challenges in Aggregating Inventory: The hotel market is highly fragmented, making it difficult for AI platforms to aggregate inventory effectively, a challenge that established companies like Booking and Expedia have been addressing for years.
Monetization Strategies: AI monetization in hotel bookings is expected to follow paid search auction models, benefiting platforms with extensive listings and high conversion rates, with TripAdvisor also gaining from its content and brand trust.
Valuation Forecasts: Analyst Jake Fuller has set a 12-month price target of $6,250 for Booking Holdings and $275 for Expedia, reflecting their expected earnings growth and market positioning in the evolving landscape of AI-driven travel bookings.
Wall Street analysts forecast TRIP stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for TRIP is 16.17 USD with a low forecast of 12.50 USD and a high forecast of 20.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
10 Analyst Rating
Wall Street analysts forecast TRIP stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for TRIP is 16.17 USD with a low forecast of 12.50 USD and a high forecast of 20.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
1 Buy
6 Hold
3 Sell
Hold
Current: 13.210
Low
12.50
Averages
16.17
High
20.00
Current: 13.210
Low
12.50
Averages
16.17
High
20.00
Cantor Fitzgerald
Deepak Mathivanan
Underweight
downgrade
$15 -> $14
2026-01-08
Reason
Cantor Fitzgerald
Deepak Mathivanan
Price Target
$15 -> $14
AI Analysis
2026-01-08
downgrade
Underweight
Reason
Cantor Fitzgerald analyst Deepak Mathivanan lowered the firm's price target on TripAdvisor to $14 from $15 and keeps an Underweight rating on the shares. Despite lingering macro concerns, the outlook for Global Internet stocks into 2026 is increasingly positive as AI enters a "Synergy" phase that should drive accelerating revenue growth, improved value capture, and clearer long-term returns on capex, the analyst tells investors in a research note. With valuations still about 20% below medium-term ranges despite 2025 outperformance, the group is positioned to outperform in 2026 amid positive estimate revisions and improving sentiment, Cantor says.
Jefferies
John Colantuoni
Underperform
downgrade
$13
2025-12-11
Reason
Jefferies
John Colantuoni
Price Target
$13
2025-12-11
downgrade
Underperform
Reason
Jefferies analyst John Colantuoni lowered the firm's price target on TripAdvisor to $12.50 from $13 and keeps an Underperform rating on the shares. The firm recommends staying selective across Internet stocks, as incremental investments could limit margin expansion and concerns around AI disintermediation could limit multiple appreciation, the analyst tells investors in the firm's "2026 Internet Playbook" note.
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Mizuho
Lloyd Walmsley
Underperform -> Neutral
upgrade
$14 -> $17
2025-11-14
Reason
Mizuho
Lloyd Walmsley
Price Target
$14 -> $17
2025-11-14
upgrade
Underperform -> Neutral
Reason
Mizuho analyst Lloyd Walmsley upgraded TripAdvisor to Neutral from Underperform with a price target of $17, up from $14. The firm believes the company's traffic weakness is now better reflected in the shares. In addition, TripAdvisor has taken "direct and bold action" with an $85M cost reduction plan and has pivoted its entire structure to support its faster-growing Experiences segment, the analyst tells investors in a research note. As such, Mizuho now sees the stock's upside/downside risk as more balanced.
B. Riley
B. Riley
Neutral
downgrade
$21 -> $18
2025-11-10
Reason
B. Riley
B. Riley
Price Target
$21 -> $18
2025-11-10
downgrade
Neutral
Reason
B. Riley lowered the firm's price target on TripAdvisor to $18 from $21 and keeps a Neutral rating on the shares. TripAdvisor reported mixed Q3 results, with Brand TA underperforming amid ongoing secular pressure in the high-margin hotel segment, while Viator met expectations but lags competitors like GetYourGuide, the analyst tells investors in a research note. A reduced emphasis on the core hotel business may continue to pressure revenue, keeping the firm on the sidelines until the impact of the restructuring becomes clearer, B. Riley says.
About TRIP
Tripadvisor, Inc. is an online travel company. The Company leverages its brands, technology, and capabilities to connect its global audience with partners through content, travel guidance, and two-sided marketplaces for experiences, accommodations, restaurants, and other travel categories. The Company operates through three segments: Brand Tripadvisor, Viator, and TheFork. Its Brand Tripadvisor segment is engaged in providing an online global platform for travelers to discover, generate, and share authentic user-generated content (UGC) in the form of ratings and reviews for destinations, points-of-interest (POIs), experiences, accommodations, restaurants, and cruises. The Viator segment offers travelers a comprehensive online marketplace that provides access to over 400,000 experiences and more than 65,000 experience operators. TheFork segment offers an online marketplace that enables diners to discover and book online reservations at approximately 55,000 restaurants in 11 countries.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
