Viator Accelerate
Viator Accelerate is a program designed to help tour operators increase visibility and bookings by offering greater exposure in exchange for a higher commission rate. The program provides:
Increased exposure to highly targeted travellers through contextual ads.
Tools and insights to help operators stay competitive.
No upfront costs—operators only pay when bookings are made.
My Role: UX Design Lead
Team: Worked alongside Project Managers, Engineering teams and Stakeholders. Reported to Head of Design B2B.
Year
2022
The Challenge
I was the sole UX Design resource tasked with facilitating the launch of the revamped Viator Accelerate program. My goal was to improve the user experience based on real-world feedback and ensure the program met the needs of tour operators while driving business growth
Approach
To inform the next iteration of Viator Accelerate, I led user research efforts, analysing feedback from:
5,500+ tour operators who participated in the pilot program.
Targeted user interviews to gain deeper insights into operator needs and pain points.
The program was first rolled out as a pilot in North America and Europe in late 2021 where a pilot research study was completed. In 2022, I facilitated additional research to refine the offering based on direct user feedback, ensuring that the next iteration of Viator Accelerate would better align with operator goals and education.
Key Findings & UX Enhancements
Insights from the research led to several major improvements:
Increased traffic and control
Increased exposure for products with ad placement targeting travellers actively searching for similar experiences.
Improved Competitive Insights
Better tools to compare product performance against competitors.
Clearer data on what drives conversions and engagement.
More Detailed Performance Metrics
Operators received deeper analytics to track and optimize ad performance.
Greater transparency in how commission changes affected exposure and bookings.
Impact & Results
Impact & Results
The redesigned Viator Accelerate program played a critical role in Viator’s record-breaking growth in 2023:
41% increase in third-quarter growth.
$3 billion in gross bookings generated through the platform.
Created an experience aiming to provide more transparency and control to operators
Final Thoughts
This project reinforced the power of user-centered design in driving business success. By listening to our users, iterating on insights, and enhancing transparency, we created a program that empowered operators while significantly boosting platform engagement.