TripAdvisor begins integrating Viator listings with tour comparisons
After acquiring Viator for $200 million earlier this year, TripAdvisor has begun to integrate Viator into its core platform.
The first integration is a direct comparison widget for specific attractions that allows Tripadvisor users to see tours and activites around one attraction. After viewing the tour options, users can click through to Viator to complete the purchase.
The idea here is to finally deliver conversion on the Attraction pages, where users are already engaging and exploring user reviews of attractions. The ability to book activities next to reviews is one of the biggest advantages of the Viator integration, as TripAdvisor users can now find bookable in-destination activities during the research phase.
Rather than try to integrate the complexity surrounding tour bookings – such as tour-specific inputs such as passenger weight for a helicopter tour – the user will be sent off to Viator to complete the booking.