Viator
Last updated: January 31, 2026 Recently updated
Viator is a leading online platform for booking tours, activities, and travel experiences worldwide, founded in 1995 by Rod Cuthbert in San Francisco, California. The company’s origin stemmed from Cuthbert’s frustration while trying to book a ferry in Greece, inspiring him to create a service that simplifies reservations for tours and activities. Initially developed through a contract with Sabre in the late 1990s to build a database for travel agents to book sightseeing tours, hop-on-hop-off buses, and attractions, Viator launched its own website to connect local tour operators directly with global travelers. Named after the Latin word for ‘traveler,’ it grew by curating high-quality, vetted experiences supported by user reviews, photos, and videos.[1][2][3] In 2014, Viator was acquired by TripAdvisor for approximately $200 million, enhancing its reach through TripAdvisor’s vast user base and content ecosystem. Headquartered in San Francisco with offices in Sydney, London, and Las Vegas, Viator now offers thousands of diverse activities in over 1,500 destinations, including guided tours, helicopter rides, kayak adventures, shore excursions, museum tickets, and exclusive VIP experiences like after-hours Vatican visits or skip-the-line Louvre access.[4][5]
Viator’s business model acts as a seamless bridge between local operators and travelers, providing a one-stop shop with detailed multilingual descriptions, secure bookings, 24/7 customer support, last-minute availability, and a low-price guarantee. It emphasizes quality through pre-screening operators, over 800,000 verified reviews, and unique offerings from more than 10,000 private guides. Shoppers choose Viator for its trustworthiness, variety—from adrenaline-pumping adventures to cultural immersions—and time-saving features that eliminate extensive research. As part of TripAdvisor, it benefits from synergies in travel planning, making it ideal for creating memorable trips with confidence in value and service.[1][2][4][5]
Travelers shop at Viator to access trusted, diverse experiences worldwide without hassle, backed by technology and expert curation. Its growth from a startup solving personal travel pains to a global titan reflects a commitment to innovation in the experiences sector.
How to Save More at Viator
- Check user reviews and photos extensively, as Viator provides over 800,000 verified reviews to ensure quality and match expectations for tours and activities.
- Look for Viator VIP ‘Exclusives’ like skip-the-line access or after-hours tours, which are unique offerings not available elsewhere.
- Book last-minute options when available, as Viator specializes in real-time availability for spontaneous travel plans.
- Compare prices confidently with the low-price guarantee, and utilize 24/7 customer service for any pre- or post-booking support.
Best Times to Shop at Viator
No specific seasonal sales data available; best times likely align with off-peak travel seasons or last-minute deals for popular destinations, leveraging Viator’s real-time availability.
Viator Loyalty Program
No loyalty or rewards program details found in available sources.
Viator Coupon Policy
- Stacking: No information available on combining coupons.
- Exclusions: No specific exclusions detailed in available sources.
- Price Adjustments: Viator offers a low-price guarantee, but no details on post-purchase price adjustments.
Evergreen Viator Discounts
Beyond promo codes, Viator offers these year-round discount programs:
🎖️ Military & Veteran Discount
Viator offers a military discount for active-duty service members, veterans, and military families. Verify your status through ID.me or SheerID to unlock savings. This discount is typically available online and in-store.
- Typical discount: 10-15%
- Verification: ID.me, SheerID, or military ID
- Eligible: Active duty, veterans, reserves, National Guard, military spouses
🎓 Student Discount
Students can save at Viator by verifying their enrollment. Use UNiDAYS, Student Beans, or your .edu email address to unlock exclusive student pricing.
- Typical discount: 10-20%
- Verification: UNiDAYS, Student Beans, .edu email
- Eligible: Currently enrolled college and university students
📚 Teacher & Educator Discount
Teachers and educators receive special discounts at Viator. Verify your teaching credentials through ID.me to access savings.
- Typical discount: 10-15%
- Verification: ID.me, school ID
- Eligible: PreK-12 teachers, college professors, school administrators
🚒 First Responder Discount
First responders can save at Viator. Police officers, firefighters, EMTs, and other emergency personnel can verify through ID.me or GovX.
- Typical discount: 10-25%
- Verification: ID.me, GovX
- Eligible: Police, firefighters, EMTs, paramedics, 911 dispatchers
How to Save More at Viator
Maximize your savings with these insider tips:
- Sign up for the email newsletter to get $10-50 off off your first order.
- Download the Viator app for exclusive mobile-only deals and early access to sales.
- Check the clearance or sale section first - items are often marked down 50-70% off.
- Stack manufacturer coupons with store coupons for maximum savings.
- Shop during major sale events like Black Friday, Cyber Monday, and Presidents Day.
- Follow Viator on social media for flash sales and exclusive promo codes.
- Sign up for the loyalty program to earn points on every purchase.
- Use a cashback browser extension like Rakuten or Honey for additional savings.
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Viator Savings Tips
- Book tours in advance, check for last-minute deals, and use the Tripadvisor integration for reviews.
- Sign up for email newsletters for exclusive subscriber discounts
- Use cashback sites like Rakuten for additional savings
- Compare prices and check for price match policies