The acquisition of Viator by TripAdvisor in 2014 for $200 million was part of a strategic shift at the company to give visitors more than just hotel reviews and product search.
That focus on tours and activities increased further in 2018 when Bokun, a reservation system and tech provider for the sector, was bought for an undisclosed fee (coming the same week as Booking Holdings and its deal to buy rival platform FareHarbor).
Almost a year on, TripAdvisor's mission to connect as many suppliers as it can to online bookings continues apace.
The company also has grand plans to personalize the experience on the site to make finding any product in the travel sphere a better and more valuable for consumers.
PhocusWire spoke with Ben Drew, vice president of business development and strategy at TripAdvisor, during the recent Arival Europe 2019 event.
TripAdvisor on connecting tours and activities in many ways