Viator, a TripAdvisor-owned powerhouse in online tours and activities, is strategically expanding its reach by directly engaging with travel agents through a dedicated platform. This move signifies Viator’s commitment to capturing a larger share of the burgeoning experiences market, acknowledging the vital role travel agents play in connecting travelers with memorable activities. This initiative, launched to streamline tour and activity bookings for agents, has garnered mixed reactions, highlighting both the opportunities and challenges within the evolving landscape of travel distribution.
Understanding Viator’s Travel Agent Platform
Viator’s Travel Agent Program is designed to provide travel professionals with a user-friendly platform distinct from the consumer-facing Viator website. Agents gain access to a comprehensive resource for booking tours and attractions globally, earning an 8 percent commission on each booking. The platform is engineered to simplify the booking process with features such as direct payment processing in multiple currencies and a resource hub offering agent training and destination-specific guides.
One of the key features is the ability for agents to curate personalized collections of experiences. Agents can create custom links featuring their recommended tours and activities, which they can then share with clients. When clients book through these links, the originating agent automatically earns commission, creating a seamless and trackable booking process. This functionality empowers agents to add value for their clients by offering tailored experience recommendations while efficiently managing bookings and commission.
Travel Agent Perspectives: A Balancing Act of Commission and Choice
The response from travel agents to Viator’s program has been varied, reflecting diverse priorities and business models within the travel industry. Michelle Bates, General Manager at Davisville Travel, acknowledges the slightly lower commission rate compared to some competitors, typically around 10 percent. However, she emphasizes the unparalleled breadth of Viator’s offerings as a significant advantage. “It is a little bit smaller commission, but they do have tons and tons of options — more than any of these other companies do,” Bates noted, highlighting the sheer volume of choices available on Viator’s platform. This vast selection, encompassing over 120,000 options, positions Viator as a go-to resource when agents seek a wide range of activities to meet diverse client interests. Furthermore, Bates appreciates the inclusion of customer reviews alongside each tour and activity, enhancing the agent’s ability to select quality experiences for their clientele.
Travel industry insights from Dennis Schaal on Viator's travel agent program
Conversely, Ed Postal of Luxe Travel Management expresses a less enthusiastic viewpoint. For agencies like Luxe Travel Management that specialize in high-end, customized travel planning, the 8 percent commission offered by Viator falls short. “We get up to 18 percent commission so when we are talking 8 percent it’s not worth our time there,” Postal stated, indicating that for agencies focused on luxury travel and higher commission structures, Viator’s program may not be financially compelling. Postal also points out that wholesalers often provide access to better pricing and exclusive amenities, which are crucial for serving his discerning clientele. He characterizes Viator’s offerings as “mass market stuff,” suggesting that while suitable for a broad audience, they may lack the bespoke and high-touch elements that luxury travel agents prioritize.
Viator’s Adaptive Approach in a Competitive Market
TripAdvisor’s spokeswoman, Laurel Greatrix, underscores that the Viator travel agent program is still in its early stages and is designed to be adaptable. “We’re early on in our growth journey. We’re constantly evaluating the market to fine-tune our offering, and we’ll act quickly should find a need for changes,” Greatrix explained. This indicates a willingness from Viator to listen to agent feedback and potentially adjust aspects like commission rates or program features as they gain more market insight.
Viator’s push into the travel agent sector occurs amidst significant growth in the experiences market. Airbnb’s aggressive expansion of its “Experiences” platform and Booking.com’s increasing focus on tours and activities demonstrate the industry-wide recognition of this sector’s potential. While Airbnb does not currently offer a travel agent commission program, Viator, along with companies like GetYourGuide, are leveraging agent partnerships as a strategic advantage. GetYourGuide, for instance, has operated a travel agent program for five years, boasting a substantial network of registered agents, including a growing presence in the U.S.
Ultimately, while travel agent programs might not be the sole determinant of market dominance in the tours and activities space, they represent a valuable supplementary strategy. Viator’s investment in a dedicated platform signals an understanding of travel agents as essential partners. As Greatrix concludes, “Travel agents are an integral part of our business and our suppliers’ businesses, and they deserve a platform designed specifically for their needs. While most booking sites are catered to the end user, or traveler, the Travel Agent Platform is built for agents.” This agent-centric approach positions Viator to strengthen its foothold in the dynamic and expanding market for travel experiences.
