Simpleview and Viator Join Forces to Transform DMO Websites With the Largest Travel Experience Marketplace
September 29, 2023
Simpleview, a CRM, CMS and marketing solutions company for destination marketing organizations (DMOs), has teamed up with Viator, a subsidiary of Tripadvisor, to bring an online marketplace offering more than 300,000 tours, activities and attractions to destination websites.
Event organizers will have a new tool to help attendees and exhibitors book experiences in the host city before, during or after their meetings, trade shows and conventions. By offering Viator's trusted platform, DMOs can provide visitors with a secure and reliable booking experience.
"At Simpleview, our mission is to bridge visitors with unique local attractions,” said Simpleview Chief Revenue Officer Greg Evans. “Viator broadens horizons for 'out-of-market' or 'top-of-funnel' visitors and streamlines bookings for the 'in-market' users, embodying our dedication to transforming digital interactions into memorable journeys.
He continued, “This partnership will empower DMOs with tools for visitor growth while offering tailored content to fuel travel ambitions — we are excited to bring the capabilities of Viator’s offerings to Simpleview CMS."
TSNN wanted to know more about this partnership and how it can enhance the travel experience for event organizers, attendees and exhibitors.
What’s the value to the corporate event planners and trade show organizers?
This partnership enables corporate event planners and trade show organizers to provide attendees with all of the necessary information about the host destination via the DMO website. The Viator integration provides a listing for a greater number of activities and tours that can be booked directly from the DMO website for experiencing the destination before, during or after the event. Planners can also use this tool as a way to find tours they would like to offer as a part of their event.
How will it work?
The customer (DMOs) will work with Simpleview to connect their partners’ available offerings via Simpleview CRM and a simple supplier ID. This ID connects the DMO's partner listings to the already available supplier offerings on Viator.com. Simpleview has also supplied the account teams with a "new supplier" template for DMOs to use when partners want to sign up to be a supplier, so creating tours and activities is a piece of cake.
Once the supplier IDs have been matched to the DMO partners, the website listings display a "buy tickets" button that allows event planners, meeting and convention organizers and/or travelers to easily navigate any tour offerings available on Viator without leaving the DMO site. Once a user clicks on the tour or activity they wish to pursue, they are transported to Viator.com to complete their purchase. If a user is simply planning to book an event, meeting or convention, they are able to see what attractions and businesses are offering that could easily fit into their RFP and event plans.
Are any DMOs currently using or testing this?
Simpleview has completed a successful beta with New Orleans & Company. Its site is live with Viator offerings here.
How did the partnership come about?
We are always looking for ways to help connect our customers to their partners and local businesses and provide site visitors with the best experience possible. Since Viator is known around the world for being the largest marketplace for our client’s current offerings, it is a partnership we have always talked about pursuing. When Viator changed its API structure, we had deeper discussions that led to a one-of-a-kind partnership that offers a unique CRM integration. DMOs are not only able to provide even more value through referrals and click-throughs to their partners but also increase their website engagement with a licensed content feed of “things to do” for consumers.
What are some of your largest CVB and/or venue clients?
More than 95% of the top 50 meeting destinations in North America are Simpleview customers and include destinations such as Las Vegas, Orlando and Houston. We recently became the preferred website provider for venues managed by ASM Global, with dozens of websites in the process of being launched.
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Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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