How to Sell Tours on Viator – 10 Proven Strategies for More Visibility

You’ve listed your tour on Viator—great! But instead of a flood of eager travelers booking your experience, you’re met with… silence.

Why? Because simply being on Viator isn’t enough. With thousands of tours competing for attention, how do you sell tours on Viator and actually stand out?

Imagine having your tour consistently show up at the top of search results, grabbing eyeballs with an irresistible title, and converting casual browsers into excited buyers. Sounds great, right?

Good news: you don’t need luck—you just need strategy.

This guide breaks down 10 proven ways to optimize your Viator listing, improve visibility, and increase bookings.

Here’s what we’ll cover:

• How Viator’s ranking system works and why visibility matters
• Optimizing your listing with compelling descriptions, photos, and keywords
• Pricing strategies that make your tours irresistible
• How to use reviews and ratings to boost credibility
• Promotions, SEO, and smart marketing for better rankings
• Handling customer inquiries to secure more bookings

By the end, you’ll have the tools to turn your Viator listing into a booking machine. Let’s dive in! 🚀

1. Optimize Your Product Title to Grab Attention

Your tour title is one of the first things travelers see—and it plays a huge role in whether they click or keep scrolling. A weak, generic title? It’ll get lost. A strong, compelling title? It’ll stand out and rank higher in search results.

How to Write a High-Converting Tour Title

Use this formula:

[Tour Type] in [Location] with [Unique Feature]

• Bad Example: Boat Tour (Too vague—doesn’t tell travelers what to expect)
• Good Example: Guided Sunset Boat Tour in Santorini with Wine Tasting (Descriptive, compelling, and includes key details)

Pro Tips for Better Titles:

✅ Include your location—it helps with SEO and visibility.

✅ Highlight a unique feature—what makes your tour special?

✅ Avoid fluff—keep it clear and straight to the point.

2. Create a Clear & Engaging Itinerary

Your itinerary isn’t just a schedule—it’s a preview of the experience. The more structured and engaging it is, the more confident travelers feel about booking.

‍

‍

Sample Itinerary for a City Walking Tour 📝

⏰ 10:00 AM – Meet at the City Square

Kick off the adventure with a brief introduction and historical overview.

🏰 10:30 AM – Explore the Historic Cathedral with a Local Guide

Step inside a breathtaking 15th-century cathedral and uncover hidden stories.

🛍 11:15 AM – Stroll Through the Local Market

Immerse yourself in the sights, sounds, and flavors of the city.

📸 Noon – End at a Scenic Viewpoint

Snap postcard-worthy photos before the tour concludes.

Why a Detailed Itinerary Matters:

• Sets clear expectations (reduces customer hesitation).
• Builds trust—travelers want to know exactly what they’re paying for.
• Helps your listing rank higher (Viator prefers detailed descriptions).

3. Keep Your Calendar Updated for Future Availability

If your tour doesn’t show upcoming dates, Viator deprioritizes your listing, making it harder for travelers to find you.

Here’s How to Stay on Top of Availability:

• Regularly update your calendar—make sure future dates are visible.
• Use booking software (like TicketingHub) to automate updates.
• Offer flexible scheduling—allow last-minute bookings when possible.

🚨 Pro Tip: Tours with no future availability stop showing up in search results. Don’t let that happen!

4. Fill Out Every Product Detail (Don’t Skip Anything!)

Viator rewards complete and detailed listings with higher visibility. Missing details? You’ll rank lower—and lose bookings.

Viator Product Listing Checklist:

• Tour duration
• Group size limits
• Inclusions (meals, transport, equipment, etc.)
• Accessibility information
• Meeting points & start times

Pro Tip: If travelers can’t find the details they need, they’ll book elsewhere. Make your listing as informative as possible!

5. Use High-Quality Photos That Sell the Experience

Great visuals = more bookings. It’s that simple. Travelers rely on photos to imagine themselves in the experience—so give them a reason to say YES!

Ensure your photos are clear and well-lit, and showcase the best aspects of your tour.

Best Photo Types to Include:

• Action Shots: Show people enjoying the tour (e.g., kayaking, wine tasting).
• Scenic Views: Highlight landmarks or stunning landscapes.
• Unique Selling Points: Showcase exclusive access or special perks.

Pro Tip: Name your image files with keywords (e.g., “Rome-Walking-Tour-Viator.jpg”) to help with search rankings!

6. Keep a Low Cancellation Rate (Viator Rewards Reliability)

Tours with high cancellation rates rank lower and lose traveler trust.

How to Reduce Cancellations:

• Ensure availability is accurate (avoid overbooking).
• Offer rescheduling options instead of outright cancellations.
• Use TicketingHub’s “Change Ticket to Voucher” feature to allow guests to convert canceled bookings into vouchers instead.

🚨 Viator prioritizes tours with a supplier cancellation rate below 5%. Keep yours low!

7. Get More 5-Star Reviews (They Boost Rankings!)

Viator’s search algorithm favors highly rated tours—so the more positive reviews you have, the better your visibility.

How to Get More Reviews:

• Ask guests for feedback right after the tour.
• Use an automated review request system (TicketingHub can do this for you!).
• Reply to all reviews (even negative ones)—it shows professionalism.

🚨 Fact: Listings with a 3+ star rating perform significantly better than those with lower scores.

8. Use Keywords to Improve Search Visibility

Your tour description should include relevant keywords so it ranks higher in Viator searches.

‍

For example, if you offer a city walking tour, include phrases like “guided city walking tour” or “explore historic landmarks.”

Where to Place Keywords:

• Title: “Exclusive Paris Food Tour with Local Chef”
• Description: “Join our expert guide on this unforgettable Paris food tour, where you’ll visit historic markets, taste artisanal cheeses, and sip world-class wines.”
• Tags & Categories: “Walking Tour, Local Experience, Food & Wine Tour”

🚨 Avoid keyword stuffing! Keep it natural and readable.

9. Price Your Tours Competitively (Psychology Matters!)

Pricing isn’t just about numbers—it’s about perceived value.

Smart Pricing Strategies:

• Competitive Benchmarking: Research similar tours and price accordingly.
• Psychological Pricing: $97 sounds cheaper than $100.
• Bundle Discounts: Offer deals like “Buy 2, Get 10% Off.”

Pro Tip: Limited-time offers create a sense of urgency and encourage faster bookings!

10. Leverage Promotions & Special Offers to Boost Bookings

Everyone loves a good deal! Promotions, discounts, and special offers not only attract more travelers but also improve your tour’s visibility on Viator.

Viator has a “Deals & Discounts” section, and tours with active promotions often get featured, increasing exposure.

Types of Promotions That Work:

• Early Bird Discounts – Reward travelers who book in advance.
• Limited-Time Offers – Create urgency by offering seasonal or time-sensitive deals.
• Last-Minute Discounts – Fill empty spots by offering discounts close to the tour date.
• Group & Family Deals – Offer special pricing for larger bookings.

Pro Tip: Highlight your promotions in your tour title and description (e.g., “Sunset Boat Tour in Miami – Limited-Time 20% Off!”).

Why Promotions Matter

🔥 Increases click-through rates – Travelers love a good deal!

🔥 Improves search rankings – Viator boosts listings with active discounts.

🔥 Encourages faster bookings – Urgency drives action.

If you’d like to learn more about Viator’s commission structure, the signup process, and the requirements for setting up your listing, check out this FAQ article on becoming a Viator supplier.

Final Thoughts: Turn Your Viator Listing into a Booking Magnet

Selling tours on Viator isn’t just about listing your experience and waiting for bookings to roll in. With thousands of operators competing for attention, standing out requires strategy, optimization, and a little marketing savvy.

By implementing these 10 proven strategies, you’ll increase your tour’s visibility, credibility, and booking potential—turning casual browsers into excited customers.

Quick Rundown: 10 Ways to Sell More Tours on Viator

1. Optimize Your Tour Title – Make it clear, compelling, and keyword-rich.
2. Create a Clear & Engaging Itinerary – Set traveler expectations with a well-structured itinerary, including transportation details.
3. Keep Your Calendar Updated – Ensure future availability to stay visible in search results.
4. Fill Out Every Product Detail – Provide complete and accurate information, including what’s included in the tour, such as transportation.
5. Use High-Quality Photos – Showcase the experience with professional, engaging pictures.
6. Keep a Low Cancellation Rate – Maintain a cancellation rate below 5% to improve rankings.
7. Get More 5-Star Reviews – Encourage happy customers to leave reviews to boost credibility.
8. Use Keywords in Descriptions – Improve search rankings with relevant, naturally placed keywords that help your listing appear in search engines.
9. Price Competitively – Research market rates and use psychological pricing tactics.
10. Leverage Promotions & Special Offers – Use discounts and deals to attract more bookings.

REMINDER: While Viator is a powerful platform, don’t rely solely on it. Building your own website can help you establish a direct booking channel and reduce commission fees over time. A well-optimized site can also improve visibility in search engines and attract more organic traffic.

What’s Next? Take Action and Watch Your Bookings Grow

Optimizing your Viator listing doesn’t just increase visibility—it directly impacts your revenue. Small tweaks like refining your title, updating pictures, and responding to reviews can make a big difference in how often travelers find and book your tours through search engines.

Now, it’s time to take action. Start optimizing your Viator listing today, ensure your account is fully updated, and apply these strategies to maximize your bookings and revenue.

Need a smarter way to manage your bookings, reviews, and availability? TicketingHub simplifies your tour operations so you can focus on growing your business. Here's how.

Less Hassle, More Bookings: How TicketingHub and Viator Work Together

Managing tour bookings across multiple platforms can be a hassle—but it doesn’t have to be. With TicketingHub’s seamless Viator integration, you can automate, simplify, and sell more without the stress.

What’s in it for you?

• 📅 Centralized Calendar – Manage all bookings—Viator, direct website sales, walk-ins, and OTAs—from one dashboard. No more double-bookings.
• 💻 Sell More Directly – Use TicketingHub’s booking widgets to drive bookings through your own website and reduce OTA commissions.
• 🔄 Always Up-to-Date – Sync pricing and availability across Viator and other platforms automatically.
• 🔗 One Dashboard, All OTAs – Manage Viator, TripAdvisor, GetYourGuide, Klook, Musement, and Booking.com without switching between accounts.
• ⭐ Get More 5-Star Reviews – Automatically request customer reviews after each tour. Negative feedback? It’s sent privately to your inbox first.
• ✔️ Less Work, More Growth – Spend less time managing bookings and more time running your business.

🚀 Ready to simplify your bookings and boost your sales? Get a FREE TicketingHub demo today!