The first is undoubtedly the purchase of Viator by TripAdvisor, signalling a pivotal moment in the tours and activities landscape. The purchase put tours and activities on the radar in a big way.
Even though Viator is a popular brand, it is no where near as popular as TripAdvisor. The brand influence of TripAdvisor has added a much needed shot in the arm for excursions, tours and activities worldwide.
The subsequent shift from a closed curated marketplace to an open marketplace will also add pressure on small businesses to take the leap online and connect to Viator and TripAdvisor. This will mean access to more inventory for everyone in the market.
