If you're a tour operator wondering where to list your tours, the short answer is: online travel agencies (OTAs) are your best bet. These platforms act like the "Airbnb for tours", connecting travelers with experiences. Major players include:
- Viator: Largest platform for tours, owned by Tripadvisor. Reaches 350M+ monthly visitors and offers tools for managing bookings.
- GetYourGuide: Focuses on global visibility with 40M+ monthly users. No exclusive contracts and multilingual listings.
- Tripadvisor: Primarily a review platform, but integrates with Viator for bookings. Free to set up a profile.
- Airbnb Experiences: Great for smaller, local-led activities. Hosts keep 80% of earnings.
- Booking.com: Partners with Viator to offer tours alongside accommodations.
Each platform has strengths, from Viator's vast network to Airbnb's focus on personal experiences. To maximize bookings, many operators use multiple platforms and tools to manage listings efficiently.
Comparison of Top 5 Tour Listing Platforms for Tour Operators
1. Viator
Viator, owned by Tripadvisor, stands as the largest global platform for tours and activities. By listing on Viator, you tap into a massive audience of over 350 million monthly visitors, connecting with 65,000+ operators and showcasing 300,000+ unique experiences. This expansive reach benefits both seasoned travelers and tour operators looking to grow their business.
Target Audience
Viator caters to a broad spectrum of travelers, from those seeking simple city tours to thrill-seekers chasing extreme adventures. On the operator side, it brings value to tour companies, travel agents, and affiliates. Through its extensive network of 240,000 travel agents, Viator ensures that operators can maximize their exposure.
Product Focus
Viator places a heavy emphasis on B2B distribution, promoting your tours through a robust network that includes 4,000+ partners, 10,000+ affiliates and influencers, and 240,000 travel agents. This means your offerings won't just appear on Viator's site - they'll be marketed across multiple channels, giving you broader visibility.
Commission Structure
To list your experience, Viator charges a one-time $29 submission fee per experience. After that, commissions are only applied to completed bookings, with rates that vary by location. Payments are processed post-travel to account for cancellations. As Scott Byrne from Brazos Tours in Texas explains:
"It's like having a marketing team, but you only pay when you get results".
Operational Features
Viator goes beyond just distribution. The Viator Management Center offers tools to simplify your operations. You can manage availability (set it at least six months ahead), adjust booking cutoff times, and even lower them to four hours or less to capture more last-minute mobile bookings. To make your listing stand out, upload 6–9 high-quality photos, create detailed descriptions, and keep titles under 62 characters.
Another standout feature? Verified reviews. Viator automatically collects reviews from customers who’ve completed your tours, boosting credibility for future travelers. Plus, the platform provides 24/7 support and market-specific insights to help fine-tune your offerings.
2. GetYourGuide
GetYourGuide is a prominent online travel agency specializing in tours and activities. It connects operators with over 40 million monthly users and a network of more than 15,000 distribution partners. Listing on the platform is free, and commission is only charged when bookings are successful. Plus, there’s no requirement for exclusive contracts, so operators can list their experiences across multiple platforms simultaneously.
Target Audience
GetYourGuide caters to travelers seeking a variety of experiences, from cultural tours to adrenaline-filled adventures. With a global reach, the platform enables operators to connect with international audiences through listings available in more than a dozen languages [6, 18]. Marius Dampc, Museum Manager at the Polish Vodka Museum, shared:
"Partnering with GetYourGuide helped us overcome some of this and reach international markets and new guests. Being on GetYourGuide attracts visitors who might otherwise be unreachable, leveraging built-in brand trust. We also created more English tours to accommodate increased international bookings".
The platform’s multilingual approach ensures operators can tap into a diverse and global customer base.
Product Focus
GetYourGuide prioritizes worldwide visibility and distribution by integrating with over 250 reservation systems, making tour management more efficient. Xavier Duchemin, Responsable du développement commercial at La Cité du Vin, emphasized:
"GetYourGuide could provide the visibility we need to attract a global audience on a huge scale, so the partnership was crucial for our visitor numbers and overall success".
This seamless integration ensures that operators can manage their offerings while reaching a broader audience.
Operational Features
The platform provides tools to manage pricing, schedules, and capacities in real time, with instant updates through its dashboard [17, 18]. Secure payment processing is handled directly by GetYourGuide, with payouts offered monthly or bi-monthly, minus the commission [17, 18]. Roman Abicht, Managing Director of Rainer Abicht, described the convenience:
"The biggest advantage is managing everything by myself - pricing, schedules, capacities - all in one system. Our API connects flawlessly with GetYourGuide, which simplifies management".
Other features include an AI-powered content creator, analytics dashboards, and "Likely to Sell Out" insights to help operators optimize their listings. Additionally, the platform allows for the creation of limited-time discount offers to attract more bookings.
3. Tripadvisor
Tripadvisor functions primarily as a platform for reviews and discovery, where tour operators can set up free profiles to showcase their offerings. These profiles allow businesses to include essential details like their website, contact information, operating hours, and photos to improve visibility. To enable instant bookings, operators can list their tours and activities through Viator, Tripadvisor's booking engine. This setup not only boosts credibility but also helps operators reach more customers organically.
Target Audience
Tripadvisor appeals to travelers who are drawn to cultural experiences such as walking tours, visits to specialty museums, and explorations of iconic landmarks. Through Viator, the platform offers a wide range of bookable options, including day tours, tickets, rentals, guided activities, transportation, and skip-the-line admissions at popular attractions. Its audience primarily consists of travelers looking for immersive experiences that connect them with local traditions and customs. This focus on authentic travel experiences builds trust among users and aligns seamlessly with its straightforward commission model.
Commission Structure
Creating a business profile on Tripadvisor is completely free. Viator, however, operates on a commission-based system, charging 25% per completed booking. There are no upfront costs, listing fees, or subscription charges for operators. Businesses only pay after a successful booking, offering a low-risk way to test new markets or expand their reach.
Operational Features
Tripadvisor's partnership with Viator creates a seamless review ecosystem. Reviews collected on Tripadvisor automatically appear on the corresponding Viator listings. High review scores improve visibility in Tripadvisor's "Discover" section, helping businesses attract new customers. Additionally, the platform offers 24/7 customer support to assist tour operators. This combination of features makes Tripadvisor a valuable tool for businesses aiming to grow their presence in the travel industry.
4. Airbnb Experiences
Airbnb Experiences is a marketplace where local hosts can share a variety of activities with guests. From cooking classes and guided tours to wine tastings, private chef dinners, and wellness sessions, the platform offers a broad selection of unique experiences tailored to different interests.
Product Focus
The platform prioritizes showcasing local expertise. To ensure quality, hosts are required to have formal training or relevant experience in their field. Activities are thoughtfully crafted to highlight the essence of a city, whether through hands-on workshops or photography tours. Hosts are also expected to maintain professional standards, providing safe and clean environments for participants. This commitment to quality resonates with travelers looking for meaningful, immersive activities.
Target Audience
Airbnb Experiences caters to travelers who want more than just sightseeing - they’re seeking deeper connections and authentic interactions. Whether it’s a personalized photography session or a private culinary event, these offerings appeal to those craving unique and tailored experiences. For safety-conscious guests, the platform enforces strict measures like identity verification and, in some cases, criminal background checks.
Commission Structure
Hosts can list their experiences on Airbnb for free. However, the platform takes a 20% service fee from each booking, allowing hosts to keep 80% of their earnings. This fee helps cover operational support, including round-the-clock customer service for both hosts and guests.
Operational Features
Once an experience is approved, guests can book directly through the platform. Hosts receive booking details via email and gain access to a group thread for easy communication with participants. They can also share visual attachments to provide additional information or privately message individual guests. For group bookings, the primary guest must verify their ID within three days to confirm the reservation; otherwise, it’s automatically canceled.
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5. Booking.com
Booking.com is widely recognized for its vast selection of accommodations. When it comes to tours and activities, the platform uses its partnership with Viator to handle bookings.
Product Focus
Instead of hosting direct tour listings, Booking.com taps into Viator's massive inventory of over 300,000 experiences worldwide. This collaboration allows Booking.com to offer travelers a wide range of activities while relying on Viator's established network.
Target Audience
Thanks to its partnership with Viator, Booking.com attracts millions of travelers who initially visit the platform to secure accommodations but also explore tours and activities. These users appreciate trusted reviews, smooth booking processes, and diverse options. Since Viator powers the tours, the audience includes travelers looking for everything from top attractions to off-the-beaten-path experiences.
Commission Structure
Tour operators pay commissions exclusively to Viator for bookings made through Booking.com. There’s no need for a separate commission agreement with Booking.com for experiences.
Operational Features
To reach Booking.com’s audience, tour operators must focus on optimizing their Viator listings. Strategies include setting availability up to six months in advance, reducing booking cutoff times to four hours or less, and uploading 6–9 high-quality photos. Detailed itineraries, accurate categorization, and actively collecting reviews are also essential - 87% of travelers rely on reviews when choosing activities. By fine-tuning Viator listings, operators can maximize their visibility on Booking.com and tap into its extensive travel audience.
Advantages and Disadvantages
Now that we've covered the features of each platform, let's dive into their key strengths and challenges. These factors can play a big role in shaping decisions for your tour business.
Viator connects you to a vast global network, boasting over 4,000 partners and 240,000 travel agents. In Q3 2024, the platform hit $1.1 billion in gross booking value, marking a 9% growth. However, one drawback is the lack of transparency around commission rates, making it tricky to predict your profit margins upfront.
GetYourGuide stands out with clear pricing, offering commissions typically between 20% and 30%. High-volume suppliers can even negotiate lower rates. In May 2023, the platform raised $194 million at a $2 billion valuation, significantly expanding its reach. That said, the onboarding process can take up to two weeks, and the commission structure might be less appealing for smaller operators.
Tripadvisor benefits from its strong brand reputation and massive user base. However, without integration with Viator, listings on Tripadvisor aren't instantly bookable, which could deter customers looking for immediate confirmations. On the plus side, its focus on reviews helps build trust with travelers.
Airbnb Experiences appeals to a niche audience seeking unique, visually engaging, and local-led activities. While it offers a competitive commission model, its focus on smaller, intimate experiences might not work well for operators managing traditional or large-group tours.
Conclusion
No single platform meets the needs of every traveler, as each caters to different preferences. For example, Viator appeals to U.S. travelers through its network of over 240,000 travel agents. Meanwhile, GetYourGuide has carved out a strong presence in European markets, with commission rates typically ranging from 20% to 30% per booking. Airbnb Experiences draws those looking for local, one-of-a-kind activities, while Tripadvisor leverages its vast review system to foster trust. These distinct strengths showcase why adopting a multi-platform strategy can be a smart move.
By tapping into the unique advantages of each platform, a multi-platform approach not only increases your visibility but also expands your market reach and helps fill last-minute openings. Travel expert Carla Vianna from Xola emphasizes this point:
"While direct bookings are still important, OTAs can certainly help extend your reach and fill your capacity".
To simplify managing listings across multiple platforms, consider using integrated booking and channel management tools. These tools allow you to oversee inventory, availability, and reservations in real time from one dashboard. This helps reduce the risk of overbooking and ensures smoother operations.
The key is to align your offerings with the right platforms. For instance, day trips might perform well on Viator, attraction-based experiences could thrive on GetYourGuide, and intimate, locally-driven activities are a natural fit for Airbnb Experiences. In today’s competitive travel market, diversifying your listings is not just smart - it’s essential.
FAQs
Where can tour companies list their tours to attract customers? Is there a platform like Airbnb for tours?
Many tour operators rely on specialized platforms to promote their tours and connect with travelers. Think of these platforms as marketplaces for experiences, much like Airbnb is for accommodations. Well-known names in this space include Viator, GetYourGuide, and Airbnb Experiences, all designed to help operators tap into a global market.
These platforms come with tools to streamline bookings, enhance visibility, and engage with customers effectively. Since each platform caters to different needs, it’s important to dive into their features, target demographics, and commission models to determine which aligns best with your business goals. Listing your tours on these platforms can significantly boost your reach and bring in more bookings.
What are the benefits of listing tours on multiple platforms?
Listing your tours on multiple platforms is a smart way to expand your reach and increase bookings. Each platform attracts a distinct audience, which means diversifying your listings can connect you with a broader range of travelers. For instance, one platform might appeal to thrill-seekers, while another focuses on history buffs or family-friendly adventures.
Beyond expanding your audience, using multiple platforms also safeguards your business. Relying on a single source for bookings can be risky - changes in fees, algorithms, or website traffic can impact your revenue. Diversifying helps spread that risk. Plus, many platforms offer tools like analytics, marketing features, and inventory management. These features can help you fine-tune pricing and enhance the overall customer experience. By tapping into the unique strengths of each platform, you can grow your business, reach more travelers, and keep your revenue steady.
How can tour operators efficiently manage their listings on multiple platforms?
Tour operators can streamline their listing management by leveraging a centralized, cloud-based system. These platforms allow operators to sync inventory, pricing, and availability across multiple channels. When changes are made in one system, they’re automatically reflected on marketplaces like Viator and GetYourGuide. This not only saves time but also minimizes errors such as double bookings.
Beyond convenience, these systems offer valuable data insights. Operators can analyze booking trends, revenue performance, and customer feedback to fine-tune their strategies. For instance, they can adjust pricing, enhance listings with engaging descriptions and high-quality images, and prioritize the platforms that drive the most bookings. Regularly reviewing and updating content - especially during seasonal shifts or peak demand - ensures accuracy and keeps listings competitive, helping operators attract more customers.
