Viator is a Tripadvisor company and was acquired by Tripadvisor in 2014.

The major tour and experiences company owned by Tripadvisor is Viator. Acquired in 2014, Viator is one of the world's leading marketplaces for travel activities, offering over 300,000 experiences ranging from Colosseum tours to Grand Canyon helicopter rides. In a major strategic shift in late 2025 and early 2026, Tripadvisor announced plans to merge more deeply with the Viator brand to streamline operations and improve profitability. This restructuring involves consolidating engineering and product teams to create a more unified user experience, as activist investors have pushed for the company to better "unlock" the value of its experiences sector. While Tripadvisor remains the primary platform for reviews and planning, Viator serves as the dedicated "booking engine" that powers the site's vast inventory of tours. Many travelers now find that booking a "Tripadvisor Recommended" tour often redirects them through the Viator checkout system.

Tripadvisor owns and operates Viator, which is one of the world’s largest marketplaces for booking tours, attractions, and experiences.

Key details:

• Acquisition: Tripadvisor acquired Viator in 2014 for approximately $200 million.
• Integration: Viator is deeply integrated into the Tripadvisor ecosystem. When you search for things to do on Tripadvisor, the booking options and many of the listings are powered by Viator.
• Branding: While it’s a Tripadvisor company, it operates under its own well-established brand name, Viator. You’ll often see it referred to as “Viator, a Tripadvisor company.”

So, when you book a tour or activity through Tripadvisor, you are most likely booking through their owned subsidiary, Viator.