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Travel & Tourism Industry Glossary  :  Viator

Viator is a marketplace for tours, activities, and attractions.  Founded in 1999, it is also one of the oldest on-line tours and activities businesses.  Viator works with hundreds of suppliers World wide to offer thousands of activities in over 1,500 destinations.    In addition to its own website and mobile apps, Viator works with an affiliate network of over 3,000 partners around the World including many airlines, hotel brands, and car rental companies.

Viator was acquired in August 2014 by TripAdvisor for $200M.  The integration of Viator into TripAdvisor has allowed for Book Now buttons on connected operator profiles that allow website visitors to book through Viator.

In November 2014, Viator announced the release of their supplier API, becoming the first major OTA to connect to tour and activity systems like Rezgo for availability and booking.  The integration with booking systems allows Viator to support the Book Now buttons on TripAdvisor profiles.

It is important to note that although TripAdvisor still lists the supplier website on supplier profile pages, the Book Now function is much more prominent and designed to entice visitors to book through the Viator channel as opposed to directly with the supplier.  As a result, supplier’s should use caution when sending direct website visitors and customers to TripAdvisor as this may result in loss of the direct customer.  Whenever possible, suppliers are encouraged to use Verified Guest Reviews in order to keep the customer on their own booking platform.

Written by

Stephen is the CEO and Co-Founder of Rezgo. He has been working as a travel & tourism technology consultant since 1995. Stephen is active in fostering tourism technology and is a Past Chair of the OpenTravel Alliance. He is also a regular contributor for Tnooz, a leading travel technology media site, and speaks regularly at conferences around the Globe on travel & tourism technology, messaging standards, and industry trends.

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