Skift Take
Lots of talk about profitability but very little intention of going public. These are the emerging trends we're keeping an eye on for these three key tours and activities online platforms.
How will the largest of the tours-and-activities marketplaces — Viator, GetYourGuide, and Klook — grow and compete in 2024?
U.S.-headquartered Viator, Germany-based GetYourGuide, and Asia's Klook all made significant moves over the past year. Their biggest competitor was offline bookings, given that only 30% of the $1 trillion tours and activities market is sold online, according to Skift Research.
As these companies’ valuations and bookings soar, Skift notes their 2023 milestones below and also spotlight key developments we’re eyeing for 2024.
Viator Bets on ProfitTripadvisor has said its experiences brand, Viator, will hit full-year profitability on an adjusted EBITDA basis in 2024.
Viator’s growth in experience sales and Tripadvisor's AI-based experiences and dining planner have helped. CEO Matt Goldberg said Viator saw a 41% increase in revenue between June and September, accounting for nearly half of Tripadvisor's quarterly revenue.
Tripadvisor's AI-based trip planner Trips, launched in July, also led to higher customer engagement and revenue. Goldberg said that users who create “Trips itineraries” generate three times more revenue than those who don’t.
Tripadvisor and Viator offer 300,000 bookable experiences in 250,000 destinations between the two brands. Most o