A month ago Tnooz reported that Kayak would soon create a tours and activities channel.
That day has arrived, with inventory now appearing on the Priceline Group-owned metasearch brand's various international websites. The positioning and prominence varies by country. On the US site, you have to click "More" to see the option. On German Kayak.de, on the other hand, it Aktivitäten is listed on the homepage, side-by-side with flights, hotels, and other staples of travel booking.
As of publication time, tours-and-activites were not featured on Kayak's mobile app.
When Tnooz first reported the news, a Kayak official confirmed that tours-and-activities platforms Viator (owned by TripAdvisor) and GetYourGuide were among the suppliers it would tap.
As of today, in random tests, only GetYourGuide inventory is present.
UPDATE: June 2: Viator content is in the Kayak mix, on select domains and in a slice of its traffic.
The addition of an activities channel is a bit of a homecoming from GetYourGuide. Years ago, it had a partner deal with Kayak to provide the metasearch giant's mobile app with supply. But Kayak discontinued the contract after the feature did not resonate with users.
The return of tours and activities to metasearch shows how there have been shifts in how consumers are using booking tools and how many show a growing willingness to book in-destination experiences in advance of their arrivals.
For more context on the move, see Tnooz's original report.