Viator

Viator is an online marketplace for tours, activities, and experiences. It connects travelers with local operators to book experiences such as guided tours, day trips, and attractions. The platform aggregates listings across destinations and categories and provides user reviews, ratings, and booking tools to help users plan their itineraries.

Viator was founded in 1999 as an independent travel activities platform. In 2014, it was acquired by TripAdvisor for a reported sum in the hundreds of millions of dollars, expanding TripAdvisor’s reach in the experiences segment. Since the acquisition, Viator has operated as a brand within the TripAdvisor group, integrating its listings and booking functionality with TripAdvisor’s broader travel services.

Services and business model: Merchants list experiences on the marketplace, and travelers can search by destination, date, and interest. Bookings are processed through Viator, with payment handling and customer support provided by the platform. The site features reviews and ratings to help users compare options. Viator earns revenue by taking a commission on bookings from the listed experiences.

Global reach and impact: Viator offers experiences in numerous countries and cities, serving a global audience of travelers and suppliers. It plays a significant role in online distribution for tour operators and local guides, contributing to the visibility and accessibility of curated activities worldwide.

Etymology: Viator is a Latin word meaning traveler or wayfarer.