TripAdvisor ramps up attractions strategy, shows why it splashed out $200 million on Viator
TripAdvisor is embarking on a major strategy to woo providers of tours and activities to the platform, with promises of direct sales to consumers.
Existing operators that are members of TripAdvisor For Business programme have been invited to join the Viator Marketplace in order to “turn your TripAdvisor views into paying customers”.
The reality is that the “direct sales” element of the pitch is actually making sure operators sign up to Viator – the intermediary bought for $200 million last summer – and feature their products there.
Still, any existing TripAdvisor listing for an attraction that signs up for the programme will now find themselves with a “Book Now” button on the site, leading to a redirect to the relevant Viator landing page.