Viator has introduced a revised global supplier agreement for tour operators, granting “channel partners”—which include online travel agencies (OTAs), airlines, vacation packagers, and banks—the ability to determine the retail pricing of experiences. This change, part of an update rolled out by Viator this month, signifies a shift towards allowing these partners more control over consumer price display.
A summary of the new agreement underlines that Viator and its partners now have the autonomy to decide the final retail price shown to consumers. Although Viator did not make a public announcement, the updated terms were made available on a resource site for operators, a move speculated to increase transparency according to a source familiar with both Tripadvisor and Airbnb.
The source suggested that Viator might be preparing for major partners to offer discounts or use tours strategically as loss leaders. The revised agreement impacts several significant partners, including Booking.com, Expedia, Costco, and Airbnb, with the latter recently joining as a Tripadvisor experiences partner. Viator, being a subdivision of Tripadvisor, seems poised to leverage these agreements to boost collaboration with substantial partners.
Other aspects of the updates include improvements in insurance and fee transparency, which might also offer advantages to partners like Airbnb by setting clearer operational frameworks. These changes aim to enhance the partnership dynamics for Viator and its associates, fostering an ecosystem that benefits both suppliers and consumers in the travel experience market.
Reporting based on coverage first published by skift.com.