If you run a tour or activity business, choosing between TripAdvisor, Viator, and GetYourGuide - or using all three - depends on your audience, location, and goals. Here’s a quick breakdown:
Key Takeaways:
Quick Comparison:
| Platform | Best For | Traffic Focus | Commission | Listing Fees | Key Features |
|---|---|---|---|---|---|
| TripAdvisor | Reviews and discovery | U.S. (66–67%) | N/A | N/A | Review-driven visibility |
| Viator | Bookings and U.S. markets | U.S. (47–51%) | 20% | $29/product | Broad network, AI tools |
| GetYourGuide | Europe-focused experiences | Europe, U.S. (41%) | 20–30% | None | Curated listings, mobile-first |
Using multiple platforms increases visibility but requires tools like channel managers to handle bookings efficiently. Focus on platforms that align with your audience and can deliver consistent bookings.
TripAdvisor vs Viator vs GetYourGuide: Platform Comparison for Tour Operators
Understanding the features and benefits of each platform is essential when deciding which one aligns best with your tour business.
TripAdvisor operates as a review-driven discovery platform, making it a go-to resource for travelers researching their next adventure. With 8.7 million businesses listed and a staggering 463 million monthly visitors, it’s a starting point for many travelers. Users rely on reviews, compare options, and create shortlists. The platform’s "Popularity Index" ranks tours in search results based on factors like review quality, recency, and how quickly businesses respond.
TripAdvisor’s reach is impressive, with 66–67% of its traffic originating from the United States. Its "Things to Do" pages guide travelers from exploration to action, sparking interest in bookable experiences. While TripAdvisor generates interest, its booking arm, Viator, handles the actual reservations.
Viator acts as the booking engine for TripAdvisor’s travel experiences. When you list on Viator, your tours automatically appear on TripAdvisor, Booking.com, Expedia, and a network of over 175,000 travel agents, collectively reaching 455 million visitors.
"One Viator listing gives you access to millions of travelers around the world via Viator, Tripadvisor, and our vast network of partners."
- Matt Ellis, Viator
Viator offers over 354,000 experiences and charges a 20% commission per booking, along with a $29 one-time product quality review fee for each new listing. Its audience is primarily based in North America, with 47–51% of traffic coming from the U.S. and 6% from the U.K. The platform also provides tools like "Smart Creator" for AI-assisted listing creation and "Accelerate" to boost visibility.
The impact can be significant - Athens by Bike reported a 20-fold increase in bookings after joining Viator, thanks to its global reach and steady demand. For those aiming to tap into curated and international markets, GetYourGuide offers a tailored alternative.
GetYourGuide stands out as a curated marketplace with a strong foothold in Europe. Hosting over 75,000 activities from more than 16,000 operators, it has facilitated more than 80 million bookings since its launch in 2009. Unlike Viator, its traffic is more evenly distributed, with 41% coming from the U.S., 8% from the U.K., and 5% from Germany.
The platform specializes in mobile-friendly booking experiences and focuses on major attractions, skip-the-line tickets, and carefully curated activities. It supports optimized content in 14 languages and works with around 30,000 partner agents. Commission rates range between 20% and 30%, with the possibility of negotiation based on location and booking volume. Dedicated account managers are available to help operators refine their listings, and there are no upfront fees for creating a listing.
Viator has a strong foothold in North America, with 47% of its traffic coming from the United States and 6% from the United Kingdom. This makes it a go-to platform for operators focusing on North American travelers. On the other hand, GetYourGuide has a more balanced audience distribution, with 41% from the U.S., 8% from the U.K., and 5% from Germany. It has carved out a leading position in Europe, particularly for urban attractions and skip-the-line tickets.
In terms of financial growth, Viator generated $115 million in Q1 2023 - more than double its earnings from Q1 2022 - and reached an additional 14 million travelers during this period. Meanwhile, GetYourGuide reported booking volumes that were 300% higher than in Q1 2019.
GetYourGuide has embraced mobile-first booking by teaming up with airlines like EasyJet and KLM. Viator, however, benefits from a vast network of approximately 175,000 travel agents worldwide, dwarfing GetYourGuide's 30,000 partner agents.
Viator charges a flat 20% commission on every booking and imposes a $29 product quality review fee for each new listing. In contrast, GetYourGuide offers negotiable commission rates, typically falling between 20% and 30%, depending on factors like location, booking volume, and activity type. Operators with higher booking volumes often have more room to negotiate lower rates.
Both platforms enforce price parity, meaning you cannot offer a lower price on your own website. Viator also features an "Accelerate" program, allowing operators to voluntarily increase their commission rate in exchange for more advertising impressions and better search placement. As Sarah Dines, Chief Commercial Officer at Viator, explained in November 2023:
"This reimagined version delivers what operators asked us for: a clearer view of what you get for what you give. We'll show you the ad impressions you can expect to receive for the commission you're offering."
She highlighted that an operator paying a 26% commission might receive 60 ad impressions per month, while a 31% commission could result in 180 impressions. GetYourGuide, on the other hand, does not charge listing fees and includes free content optimization and translation services to help operators reach a global audience.
Beyond fees, the breadth of tours available and the usability of the platforms further set them apart.
Viator boasts a massive inventory of 354,000 experiences - nearly five times the 75,000 listed on GetYourGuide. Operators manage their listings through Viator's Management Center, a centralized tool for adding products, handling bookings, and communicating with customers. GetYourGuide, by contrast, focuses on a curated selection of major attractions and skip-the-line tickets, with dedicated account managers available to assist operators in refining their listings.
Cancellation policies also differ between the two platforms. GetYourGuide generally enforces a 24-hour full-refund policy, which can sometimes make revenue streams less predictable. Viator provides more flexibility, offering options like "all sales final", moderate (4-day), and strict (7-day) cancellation policies, though it typically recommends a 24-hour policy for a better customer experience.
Both platforms are embracing AI to improve user discovery. TripAdvisor has introduced "Trips", an AI-powered itinerary builder, while GetYourGuide is training language models on customer data to enhance the discoverability of its tours.
Choosing the right platform - or a mix of platforms - depends on several factors: your target audience, financial considerations, and operational bandwidth. For example, if your business primarily caters to U.S. travelers, Viator's extensive presence and established agent network make it a compelling choice. On the other hand, GetYourGuide's strong foothold in European markets like Germany and the U.K. may better suit businesses targeting European travelers.
Budget is another critical factor. Viator charges a flat 20% commission along with a $29 listing fee per product. GetYourGuide, however, operates on a commission model that ranges from 20% to 30%, with room for negotiation if you generate a high booking volume. The question to ask yourself is whether the additional exposure justifies these costs - and whether your team has the capacity to manage multiple accounts effectively.
Operational capacity is equally crucial. Travelers typically use an average of 12 online sources before booking, meaning your offerings are likely to appear across different platforms. While this increases visibility, juggling multiple dashboards, responding to reviews, and syncing availability can quickly become overwhelming, especially for smaller teams. Without the resources to manage these tasks, spreading yourself too thin could do more harm than good.
Now, let’s break down the advantages and challenges of listing on multiple platforms.
One major benefit of being on multiple platforms is the "Billboard Effect." Some operators have reported a 16% boost in direct website bookings after joining GetYourGuide, with overall revenue climbing by 41% within a year. Beyond increasing bookings on the platforms themselves, this strategy enhances your brand visibility, potentially driving more traffic to your own website.
Another advantage is risk diversification. Relying on one platform leaves you vulnerable to algorithm changes or policy updates. For instance, Viator tends to attract Baby Boomer and Gen X travelers, while GetYourGuide appeals to younger "Explorer" travelers, with 70% preferring to book online. By listing on multiple platforms, you can target distinct demographics and reduce dependence on any single channel.
However, there are downsides. Managing multiple platforms introduces complexity. Each platform has its own dashboard, customer service protocols, and policies - such as GetYourGuide's stricter refund requirements compared to Viator's more flexible options. Staying competitive often requires responding to inquiries and reviews within 24 hours. Without a streamlined system, you risk overbookings, missed messages, and inconsistent pricing.
To mitigate these challenges, it’s essential to adopt strategies for efficient multi-platform management.
Given the complexities involved, streamlining your operations is key to managing multiple platforms effectively. One solution is to use a channel manager. Tools like Checkfront, PeekPro, or TrekkSoft sync your availability across platforms in real time. This automation minimizes the risk of overbooking and eliminates the need for constant manual updates.
Customizing your content for each platform is another way to maximize visibility while conserving resources. For instance, listings with at least 15 high-quality photos tend to generate 23% more bookings. Tailoring your descriptions and visuals to fit each platform’s audience can improve both search rankings and engagement.
Finally, regularly evaluate your performance across platforms. Focus your efforts on the channels that consistently deliver bookings, while maintaining a basic presence on others to avoid spreading your resources too thin. This targeted approach helps ensure you’re getting the most return on your investment without overextending your team.
Deciding between TripAdvisor, Viator, and GetYourGuide isn’t about finding the “best” platform - it’s about choosing the one (or ones) that align with your business goals. If your primary audience is U.S.-based travelers and you’re looking for broad exposure with minimal effort, Viator offers strong visibility in that market, making it a solid choice. On the other hand, for operators focusing on European travelers, GetYourGuide’s regional influence and flexible commission structure might yield better results.
The type of tours you offer is just as important as the location. For tours centered around major attractions or historical sites, GetYourGuide often performs well. Viator tends to work better for longer, multi-day tours, while TripAdvisor’s review-driven platform can help niche experiences stand out. Understanding these nuances can help you craft a more effective sales strategy.
"A sales strategy usually includes experimentation and optimization to see what works, so you can always try them both out to see which is a better fit for your brand." – Lucas Ennis, Sales Team Lead, WeTravel
Managing multiple platforms can feel overwhelming, but testing and refining your approach is essential. Just remember that juggling several platforms requires operational bandwidth - whether that’s through channel management tools or dedicated team members. Prompt responses and synchronized availability are critical to maintaining your reputation and ensuring a seamless experience for your customers.
Choosing the best platform for your business starts with understanding your audience and goals. If your primary customers are U.S.-based travelers who value trusted reviews and a seamless booking process, Viator (part of TripAdvisor) is a solid option. On the other hand, if you cater to travelers looking for premium or one-of-a-kind experiences, GetYourGuide is well-regarded for its curated tours and appeals to those willing to invest in quality. For businesses focused on building credibility and visibility, TripAdvisor is a great choice, especially for high-volume, short-duration activities where reviews play a big role.
Each platform has its strengths. Viator tends to attract U.S. travelers planning their trips in advance, while GetYourGuide has a strong foothold in European and Asian markets, drawing customers interested in detailed and curated itineraries. If your goal is to reach a wider audience, listing on both platforms can help increase exposure and capture more last-minute bookings.
Begin with the platform that best matches your target audience and monitor key metrics like conversion rates and commission fees. Based on your performance, you can expand to other platforms to connect with new customer segments and broaden your reach.
The price differences between Viator and GetYourGuide are typically minimal. Viator often comes out as the slightly cheaper option, which appeals to travelers looking to save. On the other hand, GetYourGuide tends to charge a bit more but is often chosen for its premium or one-of-a-kind experiences.
For tour operators, both platforms charge a commission ranging from 20% to 30% per booking. This commission is already factored into the prices customers see, which is why booking through these platforms can sometimes be more expensive than going directly through the operator.
In short, Viator is often viewed as the more budget-friendly choice, while GetYourGuide positions itself as the go-to for higher-end offerings. Both platforms, however, share a similar commission model for operators.
Managing bookings on platforms like TripAdvisor, Viator, and GetYourGuide can feel overwhelming, but a channel manager can make it much easier. This tool connects all your accounts and pulls reservations into a single dashboard, cutting out the hassle of manual updates and minimizing errors.
With real-time calendar synchronization, you can rest assured that when a tour is booked on one platform, the availability automatically updates across the others. This helps avoid overbooking headaches. On top of that, automated pricing and cancellation rules ensure consistent policies are applied everywhere, saving you time and effort.
A unified inbox for guest communication and booking confirmations is another game-changer. It simplifies managing inquiries and ensures you can respond quickly and efficiently. These tools not only keep your operations organized but also free up your time to focus on what really matters - growing your business.