Ben Drew, who served as president of Tripadvisor’s Viator brand for four years, recently announced his departure from the company on April 12 for a new opportunity in a different industry. During his time at Viator, Drew was able to lead the brand into its first-ever profits, with revenue reaching $737 million in 2023 and growing at a rate of 49% year-over-year. He also helped connect millions of people with memorable experiences and supported thousands of businesses in making a living. Despite these successes, Drew acknowledged that Viator only captured about 1% of the total experiences sold online and offline, highlighting the strong competition from companies such as GetYourGuide, Expedia, Airbnb, and Klook.
One of Drew’s notable achievements at Viator was the restructuring of the tool and process for suppliers to set their commission rates and adjust their listings in search results, improving the overall user experience and interface with the platform. Drew initially joined Tripadvisor in 2012 as the head of business development for vacation rentals and later oversaw Bokun, an Iceland-based software company acquired by Tripadvisor in 2018, which served the tours, attractions, and experiences industry. Prior to his time at Tripadvisor, Drew worked at Expedia and Deloitte, bringing a wealth of industry experience to his role.
Despite Drew’s departure, Tripadvisor has not yet made any public statements regarding the news. His exit comes at a critical time for Viator as it navigates increasing competition within the online travel space. Viator generated approximately $4 billion in gross bookings last year, signaling a strong presence in the market, but also highlighting the need to continue innovating and expanding its offerings to stay ahead of competitors.
While Drew’s departure may present challenges for Viator, his contributions to the brand and the industry as a whole are significant. He was able to lead Viator to profitability and growth, while also improving key aspects of the platform to better serve both users and suppliers. His involvement in Skift’s 2024 Megatrends presentation in New York City earlier this year further solidifies his impact on the industry and his role as a thought leader within the travel experiences space.
As Viator looks to the future without Drew at the helm, the brand will need to focus on maintaining its competitive edge, expanding its market share, and continuing to provide valuable experiences for customers around the world. Drew’s departure marks the end of an era for Viator, but also presents an opportunity for new leadership to build upon his successes and further establish the brand as a leader in the online travel experiences sector. Only time will tell how Viator will fare in this ever-evolving and competitive landscape.
