Viator tips

GetYourGuide has been rolling out its largest brand advertising campaign in the online travel agency’s history, with plans to run national TV ads during the March Madness basketball tournament and the Academy Awards.

Viator drives the experience booking offering of its parent company, Tripadvisor, with a portfolio of over 300,000 offerings. Still, its market research shows that most leisure travelers are unaware of the brand.

Caesars Entertainment is adding an online travel agency business model, as it launches a new website that lets guests books flights as well as their accommodation.

Tripadvisor filled in the blanks, naming two executive appointments to flesh out a reorganization of its core business that the company disclosed during its fourth quarter earnings call a week ago.

It’s been eight years since Tripadvisor took over Viator. And while Tripadvisor at one point downplayed Viator as an acquired brand, Tripadvisor could now be changing tack with its current two-brand experiences strategy. 

The UK-based fintech app Revolut, which claims 30 million users, has added a in-app experiences marketplace, in partnership with Tripadvisor’s Viator.

Viator continues to be the star performer for Tripadvisor, accounting for 44% of the company’s total revenue in the second quarter of this year. But its parent company is spending nearly as much money as it generates to elevate Viator’s positioning as an experiences platform.

Tripadvisor reached an historic milestone: For the first time since acquiring Viator nearly a decade ago, revenue from this tours and activities brand in the second quarter surpassed that of what has traditionally been Tripadvisor’s foundational business, hotel metasearch.