NEW YORK, Oct 21 (Reuters) - Starboard Value CEO Jeff

Smith said Tuesday Tripadvisor should consider selling

its restaurant booking platform TheFork and possibly the entire

company.

Smith, speaking at the annual 13D Monitor Active Passive

Investment Summit in New York, said Tripadvisor ( TRIP ) has an "amazing"

brand, but "there is a huge opportunity to transform and

reimagine the user experience to improve revenue growth."

The company allows customers to find and review hotels. Its

Viator unit lets users book and review tours and other

experiences, while TheFork offers restaurant reservation

services.

"We believe TheFork, the most easily separable and

least-integrated of the three businesses, could be sold at an

attractive multiple," Smith said. At the end of the

presentation, he said there may even be an opportunity to sell

the entire company.

"There are standalone opportunities for value creation at

each of the Tripadvisor ( TRIP ) three businesses as well as opportunity

to potentially sell TheFork or the entire company."

Starboard has been engaging with Tripadvisor ( TRIP ) for several

weeks and this was the first time Smith has discussed his team's

thesis publicly.

His hedge fund is pressing for change at the travel booking

site after building a 9% stake in the company earlier this year.

"TripAdvisor ( TRIP ) is too cheap for a company that is growing," he

said.

He said Viator's performance should improve meaningfully, noting

that booking experiences is the fastest-growing segment in the

travel industry.

To transform Tripadvisor ( TRIP ), Smith said, "we believe there is

a substantial cost savings opportunity at Brand Tripadvisor,

especially if revenue growth does not accelerate."