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12 ways tour operators can get more bookings on Viator and Tripadvisor

By Mengistu Alemayehu · Updated November 8, 2026 · 8 minute read

Tours you list on Viator also appear on Tripadvisor and on Viator's partner sites, so one strong listing can reach travelers in dozens of places at once. But travelers compare several tours side by side in a few seconds. These 12 fixes are the ones we check first in every BookingCEO listing audit.

Get found

1. Write a title travelers actually search for

Lead with the place and the experience, then the hook. Compare "Amazing Adventure Day" with "Addis Ababa Layover Tour: Lucy, Coffee Ceremony and City Views". The second tells travelers where, what and why in one line.

2. Choose the right category and tags

A private walking tour listed as a "transfer" will never appear when travelers filter for tours. Pick the most accurate type, and add every relevant tag the platform offers.

3. Keep your availability open and far ahead

Travelers plan weeks or months in advance. If your calendar is empty for the dates they search, your tour simply does not appear. Open availability at least 6 to 12 months ahead and close only the dates you truly cannot run.

Win the click

4. Lead with a real photo of guests enjoying the experience

Your first photo is your shop window. Use bright, real photos of real guests and places, never stock images or AI pictures, which platforms reject. Aim for 20 or more photos per tour.

5. Make inclusions and exclusions impossible to misread

List exactly what is included (guide, transport, entry fees, meals) and what is not. Surprises at the end of a tour turn into bad reviews.

6. Give a meeting point a stranger could find

Add the exact address, a map pin, a photo of the spot and what your guide will be wearing or holding. Lost guests are one of the most common causes of complaints.

Turn views into bookings

7. Offer free cancellation up to 24 hours before

Travelers book more readily when they know they can change their plans. A 24-hour free cancellation window is the standard most of them expect.

8. Shorten your booking cutoff

Many travelers book the day before or the same day. A cutoff of 24 or 48 hours loses those bookings. Viator has said its top "Excellent" tier will reward a short booking cutoff or a connected booking system.

9. Price for commission from the start

Viator takes about 25% of the price. Work out the net amount you need per guest, then set your price so you still earn it. Under Viator's updated operator agreement, operators provide net and recommended retail prices, and Viator and its partners can set the final price travelers see, so always check that your net rate covers your costs.

Keep ranking higher

10. Ask every guest for a review, and reply to every review

Reviews are the strongest ranking and trust signal you have. Ask at the end of every tour, and reply to every review, good or bad, within a few days. A calm, helpful reply to a negative review often wins more bookings than a perfect score.

11. Protect your cancellation rate

Every booking you cancel hurts your ranking. Viator has said listings need an operator cancellation rate below 15% to meet its basic standards. Only open dates you can deliver.

12. Keep every channel consistent

Your Viator, Tripadvisor, Google and GetYourGuide listings should share the same name, photos, prices and details. Consistency builds trust, and a connected booking system prevents double bookings across channels.

What to avoid

• Fake or paid reviews. They break platform rules and can get your listing removed.
• Copying another operator's photos or descriptions.
• Prices that differ wildly between channels.
• Listing tours you cannot reliably run.

Sources: Arival on Viator product standards and listing fees · Skift on Viator's updated operator agreement (August 2026) · Peek Pro Viator supplier guide. Platform rules change; check the latest terms in your supplier account.

Frequently asked questions