Viator
- Company typePrivate
- Founded1997
- HeadquartersMiami Beach, United States
- Headcount251–500
- GTM typeB2C
- OfferingDigital Commerce or Content
What Viator does
Viator operates the world's largest online marketplace for travel experiences, offering more than 400,000 bookable tours, activities, and attractions to consumers in over 150 countries. The platform connects individual travelers with local tour operators and attraction providers through a direct-to-consumer website, iOS and Android mobile apps, and a suite of supporting surfaces including Viator Rewards (a booking-based loyalty program), curated persona collections, a content blog, and the annual Viator Experience Awards. Founded in 1997 and acquired by TripAdvisor in 2013, Viator is wholly-owned by TripAdvisor, Inc. (NASDAQ: TRIP) and represented approximately 46% of TripAdvisor's $1.8 billion 2024 group revenue at roughly $840 million.
The business generates revenue through three primary streams: marketplace commissions on consumer bookings (the dominant stream, with Viator acting as merchant of record on many transactions at gross margins above 50%), partner distribution revenue via affiliate-style integrations with TikTok GO, OTA platforms, and airline loyalty programs, and B2B API/merchant services revenue through the Viator Merchant API sold to banks, fintech products, and superapps. Distribution spans owned direct channels (web and mobile), embedded distribution on TikTok GO and AI assistants (Anthropic's Claude, Amazon's Alexa+), channel partnerships with airlines and hospitality loyalty programs (Frontier Airlines, Sonesta Hotels), and a dedicated travel-agent and affiliate partner network. The supplier side is operated through a separate supplier portal that onboards and manages tour operators.
Operationally, Viator employs 251–500 staff and is currently being reorganized inside TripAdvisor amid activist investor pressure, with the parent announcing a merger of core Tripadvisor and Viator operations, an approximately 20% workforce reduction, and exploration of a potential spin-off of the Viator unit. Leadership includes Pepijn Rijvers as President (appointed March 2025) and a dedicated VP of Data & AI, with the business accelerating bets on AI-powered trip planning and conversational booking surfaces as the next layer of demand generation.
Viator firmographics
Firmographics- Name
- Viator
- Legal name
- Viator, Inc.
- Website
- https://viator.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Viator industry classification
Industry- Product category
- Online Travel Experiences Marketplace
- NAICS
- Travel Agencies (561510), Tour Operators (561520), All Other Travel Arrangement and Reservation Services (561599)
- akta.pro primary industry
- Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)
- akta.pro secondary industries
- Travel Management & Booking Infrastructure (GDS/Channel Managers/Booking APIs) (BPAMAIAO), Travel, Hospitality & Local Discovery Recommendations (HDAAAGAG), B2B Agent/Partner Booking Portals (Extranet) (THALADAJ)
Keywords
Where Viator is headquartered
LocationHeadquarters
- HQ city
- Miami Beach
- HQ country
- United States
- HQ region
- North America
Markets served
Viator business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Marketplace Commission on Bookings: Viator earns revenue by taking a commission on each tour, activity, or attraction booking made through its platform. The company acts as the merchant of record for many bookings, with estimated gross margins above 50%.
- Partner Distribution Revenue: Revenue generated through distribution partnerships with TikTok GO, OTA platforms, and airline loyalty programs where Viator provides inventory to third-party booking surfaces.
- B2B API and Merchant Services: Viator offers its Merchant API to banks, loyalty programs, and superapps for integrating travel experiences into their platforms, generating revenue through B2B partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Individual experience bookings with variable pricing |
Go-to-market motion5 records
Distribution channels6 records
Marketing channels5 records
Viator product offering
Product offeringCore offering
Viator operates a global online and mobile marketplace where travelers can discover, research, and book more than 400,000 curated tours, activities, and attractions worldwide. The company earns revenue by taking a commission on each booking and by distributing its inventory through B2B partner channels including AI assistants, airline and hotel loyalty programs, social commerce platforms, and the Viator Merchant API. Viator also operates supplier and travel agent portals, a loyalty program (Viator Rewards), and white-label solutions for banks and superapps.
Product overview
Viator is a comprehensive travel experiences marketplace and platform ecosystem operated as a Tripadvisor subsidiary. The core Viator platform serves as a consumer marketplace for over 400,000 travel experiences including tours, activities, and attractions. The ecosystem includes Viator Rewards (loyalty program), the Viator Blog (travel inspiration), Curated Traveler Collections (persona-based experience curation), and the Viator Experience Awards (recognition program). B2B offerings include the Viator Merchant API for partner integrations, supplier and travel agent portals for distribution, and an affiliate program. The company also provides white-label solutions for banks and loyalty programs seeking to embed travel experiences.
Differentiator
Problem solved
Functional benefit
Products and services
- Viator Marketplace (Core Platform) The world's largest online travel experiences marketplace where individual travelers discover, research, and book over 400,000 tours, activities, and attractions worldwide. Includes search, reviews, booking, and free cancellation features for consumers.
- Viator Merchant API B2B booking API and white-label solution that enables banks, loyalty programs, fintech products, and superapps to integrate Viator's inventory of tours, activities, and attractions into their platforms with branded member journey capabilities.
- Viator Rewards Standalone loyalty program for Viator customers that lets travelers earn rewards on eligible bookings and redeem them toward future travel experiences, with rewards automatically applied at checkout.
- Viator Supplier Portal Dedicated B2B portal where tour and activity operators can sign up, list, and manage their tours, activities, and attractions inventory on the Viator marketplace, reaching a global audience of travelers.
- Viator Travel Agent Portal Dedicated B2B portal for travel agents to access and book Viator experiences on behalf of their clients, with commission opportunities for travel professionals.
Quantifiable outcome
- Viator grew from $55 million revenue in 2020 to $840 million in 2024, representing 15x growth over 4 years.
- +3 more outcomes
Companies that use Viator
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles3 records
Viator technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability3 records
Feature3 records
Viator partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- TikTokcoreViator serves as a launch partner for TikTok GO, enabling users to discover and book over 400,000 travel experiences directly within TikTok videos. The partnership allows content creators to earn commissions on bookings generated through their travel content, positioning TikTok as both a discovery and transaction platform for travel experiences.
- GetYourGuidecoreGetYourGuide is listed alongside Viator as launch partners for TikTok GO, both OTAs powering travel experiences inventory for TikTok's in-app booking feature.
- Booking.comcoreBooking.com partnered with TikTok GO as one of the travel booking launch partners, alongside Viator, Expedia, GetYourGuide, Tiqets, and Trip.com.
- ExpediacoreExpedia is a launch partner for TikTok GO, enabling users to book hotels, tours, and attractions through the TikTok platform alongside Viator and other OTAs.
- Like A Local ToursminorLike A Local Tours, an award-winning NYC tour company, launched its Ultimate NYC Pizza Tour through Viator's marketplace, designed to showcase small businesses and neighborhood storytelling.
- Anthropic (Claude)coreViator integrated its platform and experiences brand into Anthropic's Claude assistant, allowing users to receive curated travel recommendations including activity ideas and itinerary planning directly through conversational AI, with click-through booking capabilities.
- Amazon (Alexa+)coreViator expanded its existing relationship with Amazon's Alexa+ to deliver AI-powered hotel and experience recommendations. The integration allows travelers to receive personalized trip suggestions drawn from Viator's database of millions of reviews directly within Alexa conversations.
- Frontier AirlinescoreFrontier Airlines partnered with Viator enabling travelers to book over 425,000 activities and excursions through FlyFrontier.com. Frontier Miles members earn 4x miles for every dollar spent on experiences booked through the partnership, enhancing the airline's loyalty program offerings.
- Banking and Loyalty ProgramscoreViator offers its Merchant API to banks and loyalty programs for integrating tours, activities, and attractions into their platforms. This B2B offering is identified as a relevant option for loyalty apps, fintech products, and superapps seeking experiences inventory.
- Sonesta HotelsminorSonesta partnered with Viator to expand loyalty benefits for Sonesta Travel Pass members, unlocking access to 400,000+ travel experiences as part of the hotel loyalty program.
- KissFromItalyminorKissFromItaly, a private tour provider across Italy, celebrates its 10-year partnership anniversary with Viator, having expanded its tour portfolio significantly since 2016 to serve global clientele.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Viator competitors and assessment
Company assessmentDirect peers
- GetYourGuide: GetYourGuide is the most direct competitor to Viator, operating a global online marketplace for tours, activities, and attractions. Both are launch partners on TikTok GO and compete for the same travelers, suppliers, and B2B distribution channels.
- Klook: Klook is a leading travel activities and experiences booking platform with strong APAC presence and growing global footprint. It directly competes with Viator on attraction ticketing, tours, and B2B distribution in Asia and beyond.
- Tiqets: Tiqets is a digital ticketing platform for museums, attractions, and tours across Europe and globally. It directly competes with Viator in the attractions ticketing category and is also a launch partner on TikTok GO.
- Airbnb Experiences: Airbnb Experiences is a curated marketplace of host-led activities and tours integrated into Airbnb's accommodation platform. It competes directly with Viator for in-destination experience bookings, with strong brand and a large built-in traveler base.
Broad incumbents
- Booking.com: Booking.com is a global OTA leader in accommodation that has expanded aggressively into attractions, tours, and experiences. It is a TikTok GO launch partner alongside Viator and benefits from cross-sell with its dominant hotel booking funnel.
- Expedia: Expedia is a global OTA group with growing investment in attractions and experiences via its Viator competitor and broader platforms. It competes indirectly with Viator via cross-sell from flights and hotels.
- Trip.com Group: Trip.com is a large Asia-based OTA group that has expanded into tours and attractions globally. It is also a TikTok GO launch partner and competes with Viator in both APAC and inbound Western traveler segments.
Emerging players
- Musement: Musement is a tours, activities, and attractions platform with strong European coverage that was acquired by TUI. It competes with Viator on supplier inventory and increasingly on B2B API distribution.
- Peek: Peek is a software-led tours and activities platform serving operators, OTAs, and resellers with inventory and booking technology. It is a partial competitor to Viator on supply-side technology and white-label distribution.
Others
- TheFork: TheFork is a TripAdvisor-owned restaurant reservation platform, illustrating the parent's portfolio approach. It is thematically related as a sister experiences marketplace but does not directly compete in tours and activities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Viator social profiles
Digital presenceViator financial estimates
Financial estimateRevenue estimate
Valuation estimate
Viator leadership team
Management profileNumber of profiles
Profiles13 records
Viator funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Viator M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Viator
What does Viator do?
Viator operates a global online and mobile marketplace where travelers can discover, research, and book more than 400,000 curated tours, activities, and attractions worldwide. The company earns revenue by taking a commission on each booking and by distributing its inventory through B2B partner channels including AI assistants, airline and hotel loyalty programs, social commerce platforms, and the Viator Merchant API. Viator also operates supplier and travel agent portals, a loyalty program (Viator Rewards), and white-label solutions for banks and superapps.
Is Viator a public or private company?
Viator is a private company. It is classified as corporate owned and is currently operating.
When was Viator founded?
Viator was founded in 1997. It employs 251 to 500 people.
Where is Viator based?
Viator is headquartered in Miami Beach, United States, in the North America region.
How does Viator make money?
Three revenue lines are on record. Marketplace Commission on Bookings are the primary driver. The others are partner Distribution Revenue and B2B API and Merchant Services.
Who are Viator's main competitors?
Direct peers on record are GetYourGuide, Klook, Tiqets and Airbnb Experiences. Broad incumbents are Booking.com, Expedia and Trip.com Group. Emerging players are Musement and Peek. TheFork is listed as an others.
Does Viator have an API?
Yes. Viator offers booking APIs and white-label solutions for B2B partners including loyalty apps, banks, fintech products, and superapps. The Viator Merchant API enables partners to integrate tours and attractions inventory into their platforms. The company positions these APIs as relevant options for banks and loyalty programs seeking branded member journeys and loyalty integration.
What industry is Viator in?
Viator's product category is Online Travel Experiences Marketplace. Its primary akta.pro industry code is THALAMAA, Online Booking & Reservation Platforms (B2B/B2C), with a secondary code of BPAMAIAO, Travel Management & Booking Infrastructure (GDS/Channel Managers/Booking APIs). Its NAICS code is 561510.