If you’re a tour operator, local attraction, or experiential travel provider, you probably already know that online reviews and recommendations passed via word-of-mouth can go a long way in helping you find potential customers and generate new business opportunities.
That’s why we’re asking you to turn your attention to travel reviews site TripAdvisor’s latest acquisition: San-Francisco-headquartered Viator, a provider of handpicked tours and travel activities and a resource for researching and booking destination activities around the world.
According to a company announcement, TripAdvisor has bought Viator for about $200 million, the latest in a string of acquisitions that includes Oyster, Vacation Home Rentals, LaFourchette, and Tripbod (see the recap here).
(Check out the award-winning software platform for tour operator review monitoring.)
This means that the popular travel reviews site will soon be able to leverage Viator’s database – which includes the best local tours and activity providers around the world (numbering 20,000+) as well as more than 600,000 verified online reviews and photos of these local businesses.
For business owners in the tours, travel, and attractions sector, the TripAdvisor-Viator deal means new opportunities to engage with information-seeking, TripAdvisor-using consumers who want to travel like insiders and who have money to spend.
“TripAdvisor’s scale combined with Viator’s strong network of global activities and attractions will allow us to help even more travelers plan and have the perfect trip,” said TripAdvisor chief executive Stephen Kaufer in a statement. “Along with the acquisition of online restaurant booking site LaFourchette earlier this summer, we’re eager to leverage these powerful booking assets to provide the most comprehensive travel-planning experience for our global community of millions of travelers, both online and via mobile.”