Viator revenue increased $25 million and $79 million during the three and nine months ended September 30, 2024, respectively, when compared to the same periods in 2023, driven by consumer demand for experiences across all geographies, driving growth in bookings, partially offset by some deceleration in revenue growth in the Brand Tripadvisor point-of-sale during the second and third quarters of 2024, as noted above. Tripadvisor continues to believe that Viator is also benefiting from a larger macro trend, as the large global market in which it operates continues to grow and migrate online from traditional offline sources.
TheFork revenue increased $7 million and $18 million during the three and nine months ended September 30, 2024, respectively, when compared to the same periods in 2023, driven by increased consumer demand for dining in Europe, including increased bookings and pricing. In addition, Tripadvisor estimates this segment’s revenue growth rate was positively impacted by foreign currency fluctuations of approximately 2% during both the three and nine months ended September 30, 2024 when compared to the same periods in 2023.
Operating expense. Operating expense increased $8 million and $26 million for the three and nine months ended September 30, 2024, respectively, when compared to the same periods in 2023, primarily due to cost of revenue increases of $4 million and $15 million, respectively. The increase in cost of revenue during the three months ended September 30, 2024, when compared to the same period in 2023, was primarily due to increased direct costs from credit card payment processing fees and other revenue-related transaction costs in the Viator segment in direct correlation with an increase in revenue, as Viator serves as the merchant of record for the significant majority of its experience booking transactions. The increase in cost of revenue during the nine months ended September 30, 2024, when compared to the same period in 2023, was primarily due to increased direct costs from credit card payment processing fees and other revenue-related transaction costs in the Viator segment, as noted above, as well as increased direct revenue generation costs related to data center costs and media production costs in the Brand Tripadvisor segment. Additionally, technology and content costs increased $4 million and $11 million, during the three and nine months ended September 30, 2024, respectively, when compared to the same periods in 2023, primarily due to higher personnel and overhead costs in the Brand Tripadvisor and Viator segments, in support of product development, and in addition, increased licensing costs.
Selling, general and administrative. Selling, general and administrative expense decreased $2 million and remained flat for the three and nine months ended September 30, 2024, respectively, when compared to the same periods in the prior year. The decrease for the three months ended September 30, 2024, compared to the same period in the prior year, was primarily driven by an $8 million decrease in Brand Tripadvisor’s overall marketing costs, partially offset by a $4 million increase in overall marketing costs in the Viator segment, in order to capture consumer demand, including increased investment within the Viator segment to focus on growing market share, acquiring new customers, and driving brand awareness.
For the nine months ended September 30, 2024, when compared to the same period in the prior year, a $28 million decrease in overall marketing costs in the Brand Tripadvisor segment was offset by a $21 million increase in overall marketing costs in the Viator segment, and a $10 million accrual for the potential settlement of a regulatory related matter during the first quarter of 2024 (as discussed in note 8 to the accompanying condensed consolidated financial statements).
Operating Income (Loss). Operating income increased $1,031 million and $1,023 million during the three and nine months ended September 30, 2024, respectively, when compared to the same periods in the prior year, due to the impairments recorded to goodwill and intangible assets during the three months ended September 30, 2023, as well as the above explanations.
Adjusted OIBDA. To provide investors with additional information regarding our financial results, we also disclose Adjusted OIBDA, which is a non-GAAP financial measure. We define Adjusted OIBDA as Operating income (loss) plus depreciation and amortization, stock-based compensation, separately reported litigation settlements, restructuring, acquisition and other related costs and impairment charges. Our chief operating decision maker and management team use this measure of performance in conjunction with other measures to evaluate our business and make decisions about our resources. We believe this is an important indicator of the operational strength and performance of our businesses by identifying those items that are not directly a reflection of each business’ performance or indicative of ongoing business trends. In addition, this measure allows us to view operating results, perform analytical comparisons and benchmarking between businesses and identify strategies to improve performance. Accordingly, Adjusted OIBDA should be considered