Looking to expand your tour business? Viator, one of the world’s leading online tour marketplaces, connects you with millions of potential customers searching for unique experiences. Whether you’re offering city tours, outdoor adventures, or niche activities, Viator is a powerful platform to reach millions of tourists worldwide.
But how exactly can you start selling your tours on Viator?
This complete guide covers everything you need to know to become a Viator supplier and sell tours on the Viator platform. We’ll walk you through the process, from setting up listings to maximizing visibility, and explain key details like Viator’s commission, cancellation policies, and how TicketingHub simplifies everything in between.
Ready to take your tours and activities to the next level? Let’s get started.
What is Viator and Why Should You Sell Tours and Activities on It?
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Viator is one of the largest online travel agencies (OTAs), connecting tour operators with a massive global audience. A TripAdvisor company that broadens its visibility even more, allowing TripAdvisor users to book tours and activities directly without redirection.
Talking about selling tours in Viator, consider these …
- Huge Reach: Over 455 million monthly visitors across its network.
- Global Network: 3,000+ affiliates and 175,000 travel agents promote your tours and activities.
- Multilingual and Multicurrency: Supports 11 languages and 8 currencies to reach international travelers.
- Widespread Exposure: Covering 2,000+ destinations with 60,000+ activities listed.
- SEO Power: Viator’s high Domain Rating (DR) of 88 (as of Ahrefs) boosts your tour listings' search engine rankings, attracting more organic traffic.
With Viator’s global reach and SEO advantages, becoming a Viator supplier is a powerful way to grow your business and build trust with potential customers.
OUR ADVISE: Considering Viator as an OTA, weigh the pros and cons. Viator charges tour operators commission fees. Read on to learn more about Viator’s commission fees below.
Step-by-Step Guide: How to Sell Tours on Viator
Getting your tours and activities listed on Viator is straightforward. Here’s a quick guide to help you get a Viator account:
TIP: If you use TicketingHub booking software, we can help you set this up.
Sign Up as a Viator Supplier
Head to the Viator Supplier website and log in to create a Viator account. You’ll need to provide basic details about your business and the tours you offer. Connect your bank account for seamless payment transfers.
During the registration process, Viator may ask you about the amount of commission fee you're willing to accept and whether you have liability insurance or not.
Then, Viator will review your information and wait for your Viator supplier account approval.
Set Up Your Tour Listings
Once your Viator business account is approved, you can start creating tour listings in the Viator Management Center. Including a clear and detailed itinerary in your tour listings is crucial to enhance the traveler’s experience and boost sellability.
Be sure to include clear descriptions, attractive images, and accurate pricing. Make sure to highlight unique selling points to attract more bookings.
More of these listing strategies are detailed below. 👇
Optimize Your Listings for Maximum Visibility
High-quality pictures in your tour listings are crucial to attract potential customers and convey the experience accurately.
Encourage past customers to leave reviews and ensure your listing stands out by offering flexible cancellation policies and unique experiences.
PRO TIP: TicketingHub booking software has a customer review funnel that can help you boost online reviews.
Manage Bookings
Viator makes it easy to manage availability and bookings too. With it, Viator suppliers can track Viator reservations, make updates, and communicate with customers all in one place.
However, be sure to consider Viator commissions. OTAs take up to 25% of the sale. That’s why we highly recommend strategically selling OTA bookings and promoting direct bookings more.
And if you use an online booking software like TicketingHub, you can sync all your bookings in one place. This includes your Viator bookings, own website bookings, and offline bookings. Which makes it super easy to keep track of everything.
Understanding Viator Supplier Commission for Tour Bookings
When selling tours on Viator, it’s important to understand that Viator, as an online travel agency (OTA), takes a commission on every booking you make through the platform. Typically, this commission ranges between 20% to 30%, depending on the location, type of activity, and service agreement.
While this may seem high, it’s a trade-off for gaining access to Viator’s massive audience of travelers and the convenience of their booking platform. You also benefit from its global marketing reach, as it promotes your tours to hundreds of millions of users, helping you reach more potential bookers.
The key is to factor this into your pricing strategy so that you stay competitive, cover costs, and still earn a profit. Consider the following tips below.
Tips for Strategically Using OTAs:
- Only use Viator to fill extra tour capacity like last minute bookings, but don’t rely on it as your main sales channel.
- As a starting tour operator, you can promote your tours on Viator, but drive direct bookings by advertising your website for more revenue.
- Leverage OTAs like Viator during off-peak seasons to maintain income when demand is low.
Key takeaway: Use Viator to boost your online bookings, but focus on getting direct sales to maximize profits.
Viator Cancellation Policy: What Tour Operators Need to Know
When selling tours on Viator, you’re not locked into their cancellation policy— Viator lets you set your own cancellation terms. This means as a Viator supplier, you can offer flexibility to your customers while maintaining control over your booking rules.
If you choose not to include your own policy, then Viator’s default terms apply. This allows customers to cancel up to 24 hours before the tour for a full refund. Cancellations within 24 hours of the tour are non-refundable.
Why a Flexible Cancellation Policy Matters:
- Customize Your Terms: Including your own cancellation policy in your listing helps reduce no-shows and gives you more control.
- Boosts Bookings: Flexible policies make it easier for customers to cancel without penalty.
- Builds Trust: Offering clear and customer-friendly terms increases travelers' confidence.
- Viator Handles the Process: Viator manages cancellations for you, notifying customers and processing refunds.
A flexible and clear cancellation policy can improve your reviews, build trust, and attract more bookings to your tours.
Talking about attracting more bookings, now let's explore how you can make your listing ‘more attractive’. There are pro tips that you should keep in mind …
Tips for Optimizing Your Tour Listings on Viator for More Bookings
To attract more customers to your Viator tours, you should optimize your tour listing.
Anyone can be in Viator, and everyone can see your listing, but it’s about how you sell your tours that makes people want to book.
So we’ve gone through Viator listings and found these 9 proven strategies to work.
1. Optimize Your Product Titles
Your product title is one of the first things potential customers will see, so it needs to be clear and enticing.
A strong title should include key details like the location, the experience offered, and the unique selling point of your tour.
Here's a formula you can use:
[Tour Type] in [Location] with [Unique Feature]
Example: Guided Kayak Tour in Miami with Sunset Views
Example: Exclusive Wine Tasting Tour in Napa Valley with Private Vineyard Access
The goal is to make the title straightforward and descriptive. Highlighting what makes you unique is what makes you stand out from your competitors.
2. Clear Itinerary or Description
Your itinerary should outline what customers can expect at each stage of the tour. Include transportation, time stamps, and brief information about each stop. Also, include if you have local tour guides in your tour. This way, your guests can set clear expectations before the trip.
For example, here’s a sample itinerary:
Sample Itinerary for a City Walking Tour:
- 10:00 AM – Meet at the city square
Introduction and overview of the city’s history. - 10:30 AM – Visit the historic cathedral with a local tour guide
A guided tour inside, highlighting architectural features. - 11:15 AM – Stroll through the local market
Experience the local culture with a brief stop for snacks. - Noon – End at a scenic viewpoint
Capture panoramic views and photos before the tour concludes.
Your description should be detailed enough to cover all important aspects but also concise to maintain the reader's interest.
3. Ensure Future Availability
Always make sure your product listings show future availability. Tours with no upcoming availability get deprioritized in search results, causing missed bookings.
So make sure to regularly update your calendar so customers can check availability and book tours ahead.
4. Complete Product Details
Make sure your listing includes all relevant product details. Viator prefers product listings with all the information about pricing, contact details, duration, group size, and specific inclusions. Product listings lacking details may appear unprofessional and lead to fewer bookings.
5. High-Quality Photos
Attracting customers starts with great photos that tell the story of the experience.
Viator requires at least two high-quality images, but adding more can further increase your chances of converting viewers into buyers.
Ensure your photos are clear and well-lit, and showcase the best aspects of your tour.
Sample Photo Types:
- Activity in Action: Show participants enjoying the tour, such as a group kayaking or visiting a historic site.
- Scenic Views: Highlight key landmarks, natural landscapes, or panoramic city views included in the tour.
- Unique Selling Points: Feature special aspects of your tour, like exclusive locations or local travel experiences.
6. Maintain a Low Cancellation Rate
Viator prefers tours with a supplier cancellation rate of less than 5%. A high cancellation rate can hurt your rankings and reputation.
To avoid cancellations, ensure your availability is accurate, and communicate clearly with customers if there are any potential issues.
Pro Tip: TicketingHub has the change ticket to voucher feature that’s proven to reduce cancellation rates. With it, you give guests the option to reschedule or give the ticket as a gift (voucher) instead of canceling the sale.
7. Aim for High Reviews
A solid star rating (3+ average) is critical to the success of being a Viator supplier. Encourage satisfied customers to leave reviews and respond professionally to feedback.
Of this, TicketingHub is your go-to buddy. We have a customer review funnel tool that sets up automatic feedback requests after every tour. A great way to build your online reputation in no time! Know more about this feature with a free TicketingHub demo.
8. Use Keywords in Descriptions
Incorporating relevant keywords in your tour description helps improve search visibility. Use terms related to your tour type, location, and key features, but ensure they flow naturally within the text. If you have the extra budget, use keyword research tools to know exactly what users are searching for in search engines.
For example, if you offer a city walking tour, include phrases like “guided city walking tour” or “explore historic landmarks.”
9. Competitive Pricing
Finally, make sure your pricing is competitive within your market. Research similar tours in your area and adjust your pricing accordingly. Offering early bird discounts or group rates can also attract more bookings.
We hope these tips can supercharge your listing and make it complete, professional, and appealing. On the flip side, while selling tours in Viator is profitable, you will face some challenges. And here’s to giving you some heads up.
Common Challenges When Selling Tours on Viator and How to Overcome Them
Selling tours on Viator can be fun, but it can be tricky too. Here’s how to overcome them:
- Managing Multiple Bookings
Juggling bookings from different platforms can lead to double bookings and scheduling conflicts. That’s why using a centralized tool like TicketingHub helps prevent this by syncing availability across all sales channels, including Viator.
- Standing Out from the Competition
With thousands of tours available on Viator, it’s crucial to make your listings stand out. So keep in mind our listing tips mentioned above.
- Focus on using high-quality photos
- Add detailed descriptions
- Offer competitive pricing
- Encourage satisfied customers to leave reviews
- Handling Cancellations
Cancellations are inevitable, but a clear cancellation policy can help reduce last-minute changes. Viator handles refunds for you, so ensuring your policy is fair can build trust with customers and increase bookings.
- Pricing Strategy
Lastly, setting the right price can be tricky, especially with Viator’s commission. So factor in the commission when pricing your tours, but keep your rates competitive to attract more sales.
Yes, you will face challenges when selling in a highly competitive market like Viator. But proactive measures can help you stand out. We hope these tips will help you. 😉
How TicketingHub and Viator Work Together to Save You Time
TicketingHub booking software integrates with Viator to simplify booking management and boost sales. Here’s how TicketingHub + Viator works for tour operators:
- Centralized Calendar: Manage availability and all bookings—direct, on-site, and OTA (like Viator)—from one centralized calendar, so you don’t double-book or overbook.
- Booking Widgets: Sell directly from your website using TicketingHub’s booking widgets, promoting direct bookings more than OTA sales.
- Keep Everything Up-to-date: Keep prices and availability updated across Viator and other platforms, so customers always see accurate information.
- Channel Management: Connect to Viator and other OTAs, including GetYourGuide, Klook, Musement, and Booking.com, while managing everything from one TicketingHub dashboard.
- Customer Review Funnel: After each tour, TicketingHub automatically requests reviews via SMS or email, directing customers to Viator, TripAdvisor, or Google. Negative reviews are filtered and sent privately to your inbox, allowing you to handle them before they go public.
Rest your entire booking process with TicketingHub. Manage bookings from all sales channels and take control of your online reputation.
In Conclusion
Selling tours on Viator gives you access to millions of travelers worldwide, maximizing your visibility and bookings. While Viator charges a commission, the marketing reach and exposure make it a valuable tool for any tour operator looking to grow.
However, it’s important to strategically use OTAs like the Viator platform. They are excellent for filling tour capacities and generating sales during off-peak seasons but don’t rely on them entirely for your marketing. Promote direct bookings on your own website to keep 100% of the sale and maximize your revenue.
To simplify your operations, integrate with TicketingHub. It centralizes your bookings, updates availability in real-time, and connects you with multiple OTAs, allowing you to manage everything seamlessly while focusing on what you do best—delivering great tours.
There is more in store for you in TicketingHub. We’d love to show you how we can make your tour operator's life easier in a free booking software demo.
See you then!
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