Skift Take
Viator is one of the most prominent players in selling tours and activities online. Still, most consumers remain unaware of its extensive offering, underscoring the opportunity for the experience economy in 2024.
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.
"Most of them don't know it even exists, never mind the name Viator. So that is the challenge," said Ben Drew, Viator's President. Drew joined Skift Head of Research Seth Borko Tuesday to unpack the experiences sector at Skift's 2024 MegaTrends reveal in New York.
For Drew, changing that perception is crucial, even if it means working with competitor platforms like Google and other online travel agencies.
"They certainly send us a lot of traffic and they are very good at presenting our product options," said Drew. "On the other hand, they're also somewhat competitive to us because we also are a search a