Viator to Operate Independently
TripAdvisor announced 200 layoffs around the world as part of the company’s reorganization, emphasizing on Viator as a separate tours and activities brand.
The statement letter reports that Dermot Halpin, TripAdvisor’s president of experiences and vacation rentals, is leaving the company, and that CEO and Co-Founder Stephen Kaufer will run the Experiences team for 90 days in the interim. Ben Drew, vice president of development and strategy, rentals and vacation for TripAdvisor, will become president of Viator.
The long-rumored changes of the online travel agency were expected following TripAdvisor’s challenging third quarter.
TripAdvisor’s new strategy is to focus on the product and booking experience. The TripAdvisor brand strategic part is to become relevant for millennial and Gen Z travellers whilst build Viator as separate brand.
What does it mean for the Operator?
The split between Viator and TripAdvisor raises remarkable questions for operators of tours, activities, attractions and experiences who rely on these platforms for bookings.
What is going to happen now? How listing on TripAdvisor will be affected?
And many more questions arise, however there are yet to be answered.
What the New Start-ups have to do with that split?
The increasing completion from the new start-ups who have already structured their companies around the millennial and the Gen Z travellers behaviour are taking away more and more sales from the traditional OTAs and TripAdvisor.
We will keep monitoring the changes and updating you with all the relevant business news on our sector.