Viator, the world’s largest experiences marketplace, is entering a new phase of leadership and expansion, with Pepijn Rijvers appointed as President and Kristin Dorsett promoted to Chief Operating Officer. This strategic leadership shift aligns with Tripadvisor Group’s intensified focus on experiences, positioning Viator for further dominance in the sector.
With over 400,000 experiences worldwide and partnerships with more than 65,000 operators, Viator plays a pivotal role in transforming how travelers discover, book, and enjoy activities across the globe. The company reported $840 million in revenue and $4.2 billion in gross bookings in 2024, cementing its place as a market leader.
Why This Leadership Shift Matters
Matt Goldberg, President and CEO of Tripadvisor Group, emphasized that experiences are a central component of Tripadvisor’s long-term strategy, with Viator at the forefront of the industry’s digital transformation. The company is leveraging its extensive distribution network, powerful brand trust, and technological innovation to drive sustained growth.
- Pepijn Rijvers brings expertise in scaling global travel platforms, having spent 12+ years at Booking.com in executive roles, including Chief Marketing Officer and SVP of Global Hotels and Accommodations.
- Kristin Dorsett, a longtime Viator executive, has led the company’s product, engineering, and supply divisions, ensuring operational efficiency and continued platform innovation.
Together, Rijvers and Dorsett will oversee Viator’s next stage of expansion, ensuring the company remains the leading force in the experiences category.
Transforming the Travel Experiences Industry
Viator’s leadership transition comes as the travel experiences sector undergoes a major shift from offline to online platforms. The company is uniquely positioned to capitalize on this transformation, leveraging Tripadvisor Group’s vast ecosystem.
Key advantages driving Viator’s continued success:
- The world’s largest inventory of curated travel experiences spanning adventure, cultural, and exclusive activities.
- A seamless digital booking experience enhanced by AI-driven recommendations and customer insights.
- A powerful B2B ecosystem powering experiences storefronts for major travel platforms.
- Global expansion strategies focused on increasing partnerships and enhancing mobile-first user experiences.
Viator’s Competitive Edge in 2025 and Beyond
With experiences becoming a major revenue driver in online travel, Viator is well-positioned to lead the sector, thanks to:
- Deep integration with Tripadvisor’s trusted review system, influencing millions of bookings.
- AI-powered dynamic pricing and personalization, increasing customer satisfaction and conversions.
- Strategic partnerships with major airlines, hotels, and OTAs, expanding its global footprint.
Viator’s success in balancing marketplace growth, operational excellence, and customer trust makes it a dominant player in the industry, and the leadership of Rijvers and Dorsett is set to accelerate this trajectory.
The Future of Online Travel Experiences
With new leadership, record-breaking revenue, and aggressive expansion plans, Viator is shaping the next generation of travel experiences. Under Tripadvisor Group’s vision, Viator will continue to:
- Expand its inventory of premium and exclusive experiences.
- Enhance AI-driven personalization for seamless traveler recommendations.
- Strengthen operator partnerships, ensuring high-quality customer experiences.
- Push for greater innovation in mobile and last-minute bookings.
As Viator strengthens its leadership team, it remains at the forefront of the fast-growing travel experiences industry, setting new standards for digital transformation, customer engagement, and marketplace innovation.
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