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Tour & Activity Industry Terms

What is Viator?

Viator (now known as TripAdvisor Experiences) 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 was acquired in August 2014 by TripAdvisor for $200M.  The integration of Viator into TripAdvisor has given TripAdvisor the ability to add Book Now buttons on connected operator profiles that allow website visitors to book through Viator.

It is important to note that although TripAdvisor still lists the provider website on provider 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 provider.  As a result, provider’s should avoid sending direct website visitors and customers to TripAdvisor as this may result in loss of the direct customer.  Whenever possible, providers are encouraged to use Verified Guest Reviews in order to keep the customer on their own booking platform.

TripAdvisor has recently stated publicly that they will be giving preferential listing status to providers who use their recently acquired booking engine technology. This is another warning to providers to focus their efforts on building direct sales and avoid partnering with TripAdvisor.

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