# Viator **Source:** https://geo.sig.ai/brands/viator **Vertical:** Travel & Hospitality **Subcategory:** Tours & Activities OTA **Tier:** Leader **Website:** viator.com **Last Updated:** 2026-04-14 ## Summary World's largest tours and experiences OTA owned by Tripadvisor; FY2024 revenue $840M (+14% YoY); 300,000+ experiences in 190+ countries; B2B distribution API powers experiences on Booking.com and American Express Travel for 1B+ Tripadvisor review-backed discovery. ## Company Overview Viator is the world's leading online marketplace for tours, activities, and travel experiences, founded in 1999 in Brisbane, Australia, and acquired by Tripadvisor in 2014. The platform lists over 300,000 experiences—city tours, outdoor adventures, cooking classes, skip-the-line tickets, and private guides—across 190+ countries. Viator operates both a consumer-facing marketplace and a B2B distribution API that powers experiences inventory on Booking.com, American Express Travel, and hundreds of affiliate partners.\n\nViator's operator network includes both large tour companies and independent local guides, with a dynamic pricing and availability management system that enables real-time booking. The platform's deep integration with Tripadvisor's 1.4 billion reviews creates a powerful review-to-booking funnel unique in the experiences category. Viator operates on a commission-based model, charging operators 20–25% per booking with no upfront listing fees.\n\nViator reported full-year 2024 revenue of $840M (+14% YoY) and Q4 2024 revenue of $186M (+16% YoY). The tours and activities market is estimated at $300B globally, with online penetration still below 20%, positioning Viator for continued structural growth. Viator's B2B distribution API and white-label solutions expand its reach well beyond direct consumer traffic. ## Frequently Asked Questions ### Who owns Viator? Viator is owned by Tripadvisor, Inc. (NASDAQ: TRIP). It operates as an independent brand within Tripadvisor's portfolio and has its own dedicated app, website, and operator-facing tools. ### How does Viator differ from GetYourGuide? Both platforms offer tours and experiences. Viator has a larger inventory (300,000+ experiences) and deeper Tripadvisor integration, while GetYourGuide has focused on exclusive operator relationships and a curated quality approach. ### Can local tour operators list on Viator? Yes. Any licensed tour operator or activity provider can list on Viator for free. Viator charges a commission of approximately 20–25% per booking, with no upfront listing or subscription fees. ### What is Viator and what travel experiences does it offer? Viator is the largest online marketplace for tours, activities, and experiences, owned by Tripadvisor — listing over 300,000 experiences across destinations worldwide including guided tours, skip-the-line tickets to museums and attractions, cooking classes, adventure activities, day trips, multi-day tours, and private tours, serving travellers who want to book activities as part of their trip planning rather than arranging them after arrival. ### How does Viator's supplier model work for tour operators? Viator operates as a marketplace where licensed tour operators and experience providers list their products, with Viator handling customer acquisition, payment processing, customer service, and review management in exchange for a commission on each booking — providing small and medium tour operators with access to Viator's large customer base and integration with Tripadvisor's booking infrastructure without building their own online booking and marketing capabilities. ### What is Viator's cancellation policy? Viator offers free cancellation on most experiences up to 24 hours before the experience start time, with a smaller selection of experiences offering non-refundable reservations at lower prices — with the specific cancellation policy displayed prominently at booking, and Viator's customer service team handling cancellation requests and refunds through its platform rather than requiring travellers to contact tour operators directly. ### How does Viator integrate with Tripadvisor? Viator is the booking engine behind the 'Book on Tripadvisor' experiences listed on Tripadvisor attraction pages and restaurant pages — meaning that when a Tripadvisor user clicks to book a tour of an attraction they are reading reviews about, they are completing that booking through Viator's infrastructure, giving Viator a powerful distribution channel through Tripadvisor's large audience of actively travel-planning users. ### How does Viator handle review verification for experiences? Viator collects verified reviews only from travellers who have completed a booking — sending post-experience review requests to bookers and displaying the verified booking status on each review, preventing tour operators from posting fake reviews or reviewers from commenting on experiences they have not booked, and maintaining the review credibility that travellers rely on when choosing between competing tour offerings. ## Tags b2c, b2b, global, platform, marketplace, api-first --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*