Viator Supplier FAQs: What Tour Operators Need to Know

What’s stopping you from partnering with Viator and unlocking millions of potential customers? Is it confusion about the process? Uncertainty about fees? Or maybe you’re not sure how to make your tours stand out.

Whatever the case, this FAQ guide will clear the path for you to become a successful Viator supplier.

1. What is a Viator supplier and how does it work?

A Viator supplier is a tour or activity operator who lists their offerings on Viator, a top-tier online travel agency (OTA) specializing in experiences.

Acquired by TripAdvisor in 2014, Viator connects travelers with unique tours and activities worldwide. In turn, providing a platform for operators to showcase their offerings.

As a Viator supplier, you can gain visibility on both Viator and TripAdvisor, as the platforms work together. This means potential customers of both platforms can view your offers, check availability, and book directly without ever leaving the site.

Here’s how becoming a Viator supplier works:

1. You list your tours or activities on Viator with engaging descriptions, high-quality photos, and accurate availability.
2. Travelers discover your experiences through Viator’s user-friendly search and booking system.
3. Viator handles the booking process while you focus on delivering memorable experiences.

Viator isn’t just a platform for bookings; it’s a bridge that connects your business to a global audience, helping you attract travelers searching for authentic, local experiences.

2. What are the benefits of becoming a Viator supplier?

Partnering with Viator has many benefits that can elevate your tour business and expand your reach.

As one of the most recognizable names in the tours and activities space, Viator connects you with millions of travelers searching for unique experiences. Here’s what you stand to gain:

Boost Your Tour Brand’s Exposure to Millions of Travelers

Viator’s platform ranks highly on search engines, ensuring a global audience sees your tours.

By listing on Viator, you tap into their extensive advertising reach. Thus, making it easier for potential customers to discover your tour business.

Gain Credibility and Trust Through Viator and TripAdvisor

As a TripAdvisor company, Viator benefits from the credibility associated with the world’s largest travel review platform.

Being featured on Viator not only enhances your reputation but also makes customers more likely to trust and book your services.

Reach a Global Audience Across Multiple Markets

Viator operates in over 15 languages and 30 currencies, meaning your tours and activities can reach travelers from every corner of the world.

Whether it’s a local looking for a weekend activity or an international tourist planning a trip, Viator connects you with customers you might not reach otherwise.

Increase Bookings Effortlessly with Viator’s Support

With Viator handling bookings, payments, and customer support, you can focus on what you do best—delivering amazing experiences.

Their 24/7 customer service ensures your customers are supported at every step, increasing confidence and conversions.

Leverage Viator’s Powerful Marketing to Attract Customers

Viator invests heavily in marketing to ensure their platform remains a go-to for travelers.

When you partner with them, you benefit from their advertising budget, search engine dominance, and brand recognition.

By joining Viator, you’re not just listing your tours—you’re partnering with a platform that amplifies your visibility and drives bookings effortlessly.

3. How do I sign up and get started with Viator?

Getting started with Viator is straightforward, but the process requires attention to detail to set your business up for success. Follow these steps to become a Viator supplier:

Here's an in-depth guide on "How to sell tours on Viator".

Step 1: Register Your Business on the Viator Supplier Page

Head to the Viator supplier page and click on “Sign Up.” Registration is free, and you’ll need to provide the following details:

• Business name and contact details
• A valid email address
• High-quality photos of your tours or activities
• Detailed descriptions of your offerings, including itineraries, pricing, and highlights

Step 2: Complete Your Profile

Fill out all required fields in the “Company Information,” “Additional Information,” and “Contact Data” sections. This includes selecting your booking system (if applicable) and designating a point of contact for Viator to communicate with.

Step 3: Provide Required Documentation

To get approved, you may need to submit:

• Proof of liability insurance (if requested by Viator)
• Accurate pricing details for your tours or activities
• Any other documentation required for compliance

For a detailed guide on licensing and regulations with Viator, check out this resource: Creating a Compliant Experience: Licensing, Regulations, and Liability Insurance Needed to Sell Tours and Activities Online

Step 4: Respond to Viator’s Follow-Up Email

Within 48 hours of signing up, a Viator representative will contact you to confirm details about your account, including:

• Your desired commission rate
• Clarifications about your offerings and business policies

Make sure to respond promptly to avoid delays in the approval process.

Step 5: Finalize Your Listings

Once your account is approved, it’s time to create your tour listings.

Add detailed descriptions, high-resolution images, and a compelling overview of your tours. Be sure to highlight unique selling points and include accurate availability to attract bookings.

Tip: The more effort you invest upfront in creating compelling listings, the better your chances of standing out and driving bookings.

4. What are the requirements and qualifications to create a Viator supplier account?

Becoming a Viator supplier is accessible for most tour and activity operators. However but there are specific requirements to ensure your business meets Viator’s standards. Here’s what you need to know:

1. Registration is Free

Signing up as a Viator supplier doesn’t cost you anything upfront. You can begin the process on the Viator supplier page and provide the necessary details to create your account.

2. High-Quality Photos and Descriptions

Viator prioritizes listings with professional, eye-catching images and well-written descriptions. You’ll need to include:

• High-resolution photos that showcase your tours or activities.
• Detailed descriptions highlighting unique features, itineraries, and pricing.

This ensures your listing appeals to travelers and meets Viator’s presentation standards.

3. Seamless Booking Integration

While not mandatory, integrating your booking software like TicketingHub with Viator through API is highly recommended.

This connection automates availability updates, manages bookings in real time, and minimizes manual input errors.

4. Business Credentials

Viator may require you to provide documentation such as:

• Proof of liability insurance
• Compliance with local regulations for operating tours or activities
• Clear cancellation and refund policies

Ensure your business is set up legally and that your offerings comply with local laws.

5. A Focus on Customer Experience

Viator values suppliers who prioritize excellent customer service. This includes providing accurate availability, timely responses to inquiries, and maintaining high ratings through positive reviews.

Meeting these requirements will not only help you get approved but also set you up for success on the platform.

A polished, professional listing builds trust with travelers and increases the likelihood of bookings.

5. What is the commission structure for Viator suppliers?

Understanding Viator’s commission structure is crucial to pricing your tours effectively and maximizing profits. Here’s what you need to know about how Viator handles commissions and fees:

1. Variable Commission Rates

Viator charges a commission of around 25% of the sale price for each booking made through their platform. The exact percentage may vary depending on the agreement you negotiate with Viator and the nature of your offerings.

2. No Upfront Costs

Viator’s commission-only model means you don’t pay anything unless you generate bookings. This can make it an attractive option for operators looking to gain exposure without an initial financial commitment.

3. Factor in Hidden Costs

While Viator’s commission may seem straightforward, there are additional considerations:

• Currency conversion fees: If you’re operating in a currency different from your customers, conversion fees may apply.
• Payment processing fees: These are often deducted alongside the commission.

Ensure you know all potential deductions to accurately calculate your net earnings.

4. Payment Terms and Conditions

Viator typically processes payments after the completion of the tour or activity. Familiarize yourself with their payment timeline and terms to manage your cash flow effectively.

TIP: Prioritize Direct Bookings

Viator’s commission structure means they retain a significant portion of your revenue per booking. To minimize costs:

• Promote direct booking options on your website or social media.
• Offer exclusive deals or incentives for customers who book directly.

Direct bookings allow you to avoid hefty commissions and retain more of your earnings.

By fully understanding Viator’s commission structure, you can develop a pricing strategy that balances profitability with competitive pricing.

6. How can I optimize my Viator listing to attract more bookings?

A well-optimized Viator listing is your key to standing out in a competitive marketplace and driving more bookings. Here’s how to make your tours irresistible to travelers:

1. Offer Real-Time Availability and Last-Minute Bookings

Travelers appreciate flexibility, especially when planning on the go. Ensure your listing provides:

• Up-to-date availability that reflects real-time changes.
• The ability for customers to make last-minute bookings.

This not only caters to a broader audience but also positions your business as traveler-friendly.

2. Add High-Quality Images

First impressions matter. Use high-resolution images that showcase the best aspects of your tours or activities. Ensure photos:

• Highlight unique experiences or landmarks.
• Feature happy, engaged participants to build trust and relatability.

3. Craft Detailed, Keyword-Optimized Descriptions

Your listing description should be clear, engaging, and optimized for search engines. Include:

• A compelling overview of what makes your tour unique, ensuring potential customers understand why your travel experiences stand out.
• Details about what travelers can expect, including itineraries, starting time, and special highlights that set your offering apart.
• Relevant keywords for SEO, such as “family-friendly tours in [city],” “adventure tours near [landmark],” and terms travelers commonly search for when looking for memorable travel experiences.

4. Utilize Viator’s Marketing Tools

Viator provides suppliers with tools to boost visibility and bookings, such as:

• Featured placements (or Accelerate): Increase your listing’s exposure by investing in promoted spots.
• Discounted deals: Offer promotions or seasonal discounts to attract price-sensitive travelers.

Know more about Viator Accelerate and what it means for you as tour operators.

5. Respond Promptly to Customer Inquiries

Quick responses to inquiries can make a big difference. Prompt communication builds trust and increases your chances of converting inquiries into bookings.

6. Prioritize Customer Reviews

Positive reviews not only boost your credibility but also influence search rankings. Encourage customers to leave reviews by:

• Sending follow-up messages after tours.
• Providing an exceptional experience they can’t help but rave about.

Online booking software like TicketingHub has a review funnel tool that helps you streamline sending follow-up messages after every tour either via SMS or email. This way, you grow your online reviews without you lifting a finger. Know more about TicketingHub's review funnel tool in a demo now.

7. Monitor and Adjust Your Strategy

Use Viator’s analytics to track your listing’s performance. Identify areas for improvement, such as:

• Adjusting pricing to stay competitive.
• Updating descriptions or images based on feedback.
• Experimenting with different keywords to improve visibility.

By optimizing your Viator listing with these strategies, you can attract more customers and stand out from competitors, ensuring your tours remain top of mind for travelers.

 7. How does Viator handle booking management and customer service for suppliers?

Managing bookings and providing excellent customer service are critical for building a successful presence on Viator.

Fortunately, the platform offers tools and features to simplify these processes for suppliers. Here’s how Viator supports you:

Centralized Booking Management

Viator’s Management Center serves as your hub for handling all booking details. Through this system, you can:

• View and manage upcoming reservations.
• Update availability and make adjustments in real time.
• Monitor payment statuses and transaction history.

Seamless Customer Communication

Viator facilitates direct communication between you and your customers. This ensures:

• Prompt answers to traveler questions.
• The ability to clarify booking information, such as meeting points or special requirements.

Timely and clear communication helps reduce no-shows and builds trust with travelers.

Flexible Cancellation Policies

Viator allows you to set your own cancellation and refund policies, giving you control over how to handle unexpected changes. Their platform makes it easy to:

• Communicate refund terms clearly on your listing.
• Process cancellations or refunds efficiently through the Management Center.

Customer Support on Demand

Viator offers 24/7 customer support, which benefits both you and your customers. Their team handles:

• Pre-booking inquiries and troubleshooting.
• Post-booking issues, such as cancellations or payment disputes.

This layer of support allows you to focus on delivering memorable experiences while Viator takes care of logistical concerns.

Performance Monitoring Tools

Through Viator’s dashboard, you can track key metrics like:

• Booking trends and seasonal demand.
• Customer reviews and feedback.
• Financial reports to analyze revenue and growth.

By leveraging Viator’s tools for booking management and customer service, you can ensure a smooth experience for both yourself and your customers, helping you maintain a professional and reliable reputation.

8. How does Viator’s partnership with TripAdvisor affect suppliers?

Viator’s partnership with TripAdvisor is a game-changer for suppliers, significantly enhancing visibility and credibility. Here’s how this integration works to your advantage:

Enhances Your Listing Visibility

As a TripAdvisor company, Viator benefits from the massive traffic TripAdvisor generates.

So your Viator listings are also featured on TripAdvisor. Thus, exposing your tours to millions of travelers who trust the platform for reviews and recommendations.

• TripAdvisor’s reach: With over 463 million monthly users, TripAdvisor is one of the world’s largest travel websites. Your Viator listings appear seamlessly within relevant TripAdvisor pages, boosting your visibility to a global audience.

Leverages TripAdvisor Reviews

TripAdvisor reviews are a powerful trust signal for travelers.

When customers leave positive reviews on your TripAdvisor profile, they automatically enhance the credibility of your Viator listing. This creates a feedback loop that:

• Builds confidence in potential customers.
• Improves your ranking in both Viator and TripAdvisor search results.

Unifies the Customer Booking Experience

Viator and TripAdvisor work together to ensure a smooth booking process.

Customers browsing tours on TripAdvisor can book directly through Viator without leaving the platform. This reduces friction and makes it easier for travelers to commit to bookings.

Shared Marketing Power

Viator benefits from TripAdvisor’s advertising campaigns, further increasing exposure for suppliers.

Being associated with two trusted brands provides an additional layer of credibility for your business.

Competitive Edge

Many travelers begin their search on TripAdvisor, looking for recommendations and reviews before booking.

By having your Viator listings linked to TripAdvisor, you position yourself ahead of competitors who lack this integration.

In short, the Viator-TripAdvisor partnership amplifies your reach, builds customer trust, and provides a seamless booking experience for travelers. This collaboration ensures your business gets the visibility and credibility it deserves.

9. What are the common challenges of using Viator, and how can they be addressed?

While partnering with Viator offers significant benefits, there are also challenges that tour and activity operators may encounter. Understanding these obstacles and how to overcome them is key to making the most of the platform.

High Commission Rates

The Challenge: Viator’s commission fees, typically around 25%, can eat into your profit margins.

The Solution:

• Adjust your pricing to account for Viator’s commission while remaining competitive.
• Prioritize direct bookings on your own website or social media channels to reduce reliance on OTA platforms.
• Use TicketingHub’s booking software to drive direct bookings on your website and lower your commission expenses.

Intense Competition

The Challenge: With thousands of listings on Viator, standing out can be difficult, especially in competitive markets.

The Solution:

• Optimize your listing with high-quality images, detailed descriptions, and customer-centric highlights.
• Utilize Viator’s marketing tools, such as promotions and featured placements, to boost your visibility.
• Focus on delivering exceptional customer experiences to encourage positive reviews.

Strict Platform Rules

The Challenge: Viator has specific guidelines for listings, cancellations, and customer interactions. Non-compliance can lead to penalties or removal.

The Solution:

• Thoroughly read and understand Viator’s supplier agreement and terms and conditions.
• Keep your listings accurate and up to date to avoid discrepancies.
• Maintain clear and fair cancellation policies that align with Viator’s requirements.

Dependence on Viator for Bookings

The Challenge: Relying too heavily on Viator can make your business vulnerable to platform changes or policy shifts.

The Solution:

• Diversify your revenue streams by listing on other OTAs and promoting direct bookings.
• Build your brand through social media, email marketing, and a strong website presence.

Managing Reviews and Feedback

The Challenge: Negative reviews can impact your ranking and deter potential customers.

The Solution:

• Monitor reviews regularly and respond professionally to both positive and negative feedback.
• Use Viator’s customer feedback tools to identify areas for improvement.
• Deliver consistent, high-quality experiences to ensure customer satisfaction and encourage positive reviews.

By proactively addressing these challenges, you can navigate Viator’s platform with confidence and focus on growing your business.

10. Are there alternative platforms to Viator, and how do they compare?

While Viator is a popular choice for tour and activity operators, exploring other platforms can help diversify your revenue streams and reduce dependence on a single OTA. Here are some alternative platforms to consider and how they stack up against Viator:

1. GetYourGuide

• Reach: Focuses heavily on European markets but has a growing presence globally.
• Commission: Similar to Viator, with commission rates around 20-25%.
• Unique Features: Offers a seamless mobile experience and strong customer support.
• Comparison to Viator: GetYourGuide is often praised for its user-friendly supplier interface but may lack the global reach Viator provides through its TripAdvisor partnership.

Know more about partnering with GetYourGuide.

2. Expedia Local Expert

• Reach: Tied to the Expedia ecosystem, giving access to customers booking flights, hotels, and cars.
• Commission: Typically 15-30%, on par with Viator.
• Unique Features: Integration with other Expedia services makes it appealing for bundled bookings.
• Comparison to Viator: Expedia offers strong cross-selling opportunities but may not have as robust a presence in the tours and activities space as Viator.

Know more: FAQS- How to work with Expedia Local Expert.

3. Klook

• Reach: Strong focus on Asian markets, particularly popular with younger travelers.
• Commission: Similar to Viator, with fees between 20-25%.
• Unique Features: Emphasis on mobile-first bookings and exclusive local experiences.
• Comparison to Viator: Klook excels in its target markets but may not provide the same level of exposure in Western markets.

4. Airbnb Experiences

• Reach: Offers access to a broad, international audience through Airbnb’s platform.
• Commission: Lower than traditional OTAs, around 20%.
• Unique Features: Focus on unique, local experiences that align with Airbnb’s travel philosophy.
• Comparison to Viator: Great for niche, personal experiences but lacks the search engine dominance of Viator.

Why Consider OTA Alternatives?

Exploring multiple platforms can:

• Reduce dependency on one OTA.
• Expand your reach to different audiences.
• Offer diverse pricing and commission structures that may better suit your business model.

By diversifying your listings, you can ensure broader visibility and reduce risks associated with changes to any single platform.

TicketingHub + Viator

Partnering with Viator becomes even more seamless and effective when integrated with TicketingHub’s online booking software. Here’s how TicketingHub enhances your experience as a Viator supplier:

1. Simplify Booking Management Across Channels

TicketingHub connects directly with Viator, allowing you to:

• Sync Availability: Automatically update your availability on Viator in real time, reducing manual updates and minimizing booking errors.
• Centralize Bookings: Manage all bookings—whether from Viator, your website, or other OTAs—in one platform.

2. Increase Direct Bookings

While Viator is a powerful tool for exposure, direct bookings help you save on commission fees. TicketingHub’s features, like customizable booking widgets, make it easy to:

• Embed a booking widget and accept bookings directly on your website.
• Attract customers who prefer to book directly, bypassing OTA fees.

3. Improve Customer Experience

TicketingHub’s user-friendly tools help streamline the booking process for your customers by:

• Offering multiple payment options.
• Providing automated confirmation emails and reminders.
• Ensuring a seamless and professional booking experience.

Additional resource: Know the different payment methods Viator offers.

4. Cost-Effective Pricing

With TicketingHub, you only pay 3% per booking, significantly lower than Viator’s 25% commission. This allows you to maximize your profits while still leveraging Viator’s wide reach for supplementary bookings.

5. How to Get Started with TicketingHub + Viator

Getting started is quick and easy:

1. Sign up for TicketingHub and connect your account to Viator using API integration.
2. Set up your tours, availability, and pricing within TicketingHub’s platform.
3. Let TicketingHub handle the heavy lifting—syncing availability, managing bookings, and integrating with Viator seamlessly.

Ready to Elevate Your Booking Game?

By combining Viator’s global audience with TicketingHub’s efficient booking software, you can streamline operations, increase direct bookings, and grow your business more effectively.

👉 Book a Free Demo with TicketingHub today and see how easy it is to integrate with Viator and other OTAs while taking control of your booking process.

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