Skift Take
Booking.com, with its vast audience, is becoming a significant player in attractions, tours and activities. However, it will have to share the revenue with its growing roster of distribution partners, which now include Tripadvisor and TUI.
Following its partnership with TUI's Musement brand last year, Booking.com added a major tours and activities partner, Tripadvisor's Viator, to its growing attractions business.
In their first partnership in the sector, Booking and Viator announced Wednesday that thousands of Viator's attractions, tours and activities would soon be available for travelers on Booking.com. The companies said that the integration process would initially focus on experiences in major destinations in North America and Europe "with additional locations and inventory to follow over the coming months."
In a related development as major players maneuver to advantage, Viator rival GetYourGuide acquired Guidatours,
