BA in destination focus

British Airways has signed a new deal with Viator that will provide British Airways customers with direct access to nearly 3,000 sightseeing tours and activities. British Airways, as well as its subsidiary, BA Holidays, join a European network of more than 600 affiliates currently offering Viator’s destination activity content through seamless technology integration with their own branded websites.

“British Airways is focused on providing benefits to our customers through our own services and through innovative alliances and industry partnerships,” said Claire Bentley, Managing Director, BA Holidays. “Our affiliation with Viator provides our customers with access to tours and activities that maintain the same standards they have become accustomed to when booking flights, hotels and holiday packages with British Airways and BA Holidays.”

British Airways will be offering Viator’s destination activities to its customers through direct integration in the purchase path, as well as the popular website.  Through extensive research and actively managed relationships with local tour operators around the world, Viator maintains a portfolio of high quality traditional and off-the-beaten-path activities that ensure travelers truly experience their destination.

“As British Airways is focused on providing its customers with the best possible experience in air travel, Viator is dedicated to helping travelers get the most out of their journey by providing them with access to experiences they may not be able to find on their own,” said Rod Cuthbert, CEO and founder of Viator. “We are seeing first-hand the trend toward travelers booking their destination activities online in advance of travel, particularly in the UK and Europe, with our sales in the region up nearly 70 percent since 2005.  We are excited to be working with British Airways to bring this valuable service to their loyal worldwide customers.”

The trend toward purchasing travel online is continuing to grow internationally, with the UK alone representing 35 percent of the €25.2 billion European online travel market in 2005?. In addition, 44 percent of UK residents who traveled abroad (by air) in 2005, did so through packaged holidays?.  By recognizing that inclination for packaged holidays and enabling their customers to pre-book activities such as a Tuscan cooking class, a Parisian gastronomy excursion or a private tour of New York in a classic convertible, British Airways, through its affiliation with Viator, is helping its customers create activity itineraries that meet their needs and preferences, at the best possible prices, enabling them to save time at their destination for the excitement of exploration.


Viator, founded in 1995, is committed to building the most comprehensive selection of destination activities available online. Because of this dedicated focus, Viator’s affiliates - including airlines, hotel companies, car rental companies and online travel agencies - are able to provide their customers with direct access to a robust and reliable offering of tours and activities while maintaining focus on their core business.