Viator Launches Accelerate 2.0

Experiences are the beating heart of the travel industry. They’re the best part of vacations; the memories travelers will revisit for days, months, and years to come.

But despite their impact, it can be difficult for operators to stand out. Where travelers used to have one or two options for their tour or activity, they now have 10, 20, or maybe even 30 choices. Getting noticed is hard.

To address this problem, Viator launched the Viator Accelerate program in February 2022. The program:

• Helped operators reach a wider audience. In exchange for raising the commission above the minimum rate by as little as 1%, operators receive more exposure on Viator.

• That exposure came in the form of highly contextual ads, delivered to a highly targeted audience. These display ads appear as travelers shop for similar products nearby.

In the past two years, Viator has seen half of eligible products opt in. It drove significant visibility for these operators in front of highly qualified travelers, and played a critical role in Viator’s record-breaking growth.

After 18 months of studying the data and conducting interviews and focus groups with more than 5,500 operators, Viator has relaunched an improved Accelerate program with an unchanged mission: Viator Accelerate 2.0. The reimagined version allows operators to stand out in a crowded market while also delivering on what they’ve asked for: more transparency and more control.

Operators who opt into Accelerate 2.0 will gain more visibility into the ad impressions received for the commission given, and how that compares to their competitors. Specifically, users of the platform will:

• Have access to a newer, clearer user interface

• No longer see the visibility score; this has been replaced by ad impressions

• Have insight into specific competitive comparisons

A beta test was conducted over 3.5 months across 12 major markets, and the response was positive. Operators found the new user interface, including the incremental ad impression gains, easier to use and to understand. Additionally, operators found the competitive set insights valuable and insightful.

Viator is looking forward to seeing how the improved platform will continue to drive positive outcomes for its operators, and for the business. To learn more, visit the Viator Accelerate page and follow Viator on LinkedIn.