Viator: Rod Cuthbert
2Digest
This episode of "How I Built This" features Rod Cuthbert, the founder of Viator, a travel company that simplifies booking day trips, cooking lessons, and hot air balloon rides for tourists. The episode traces Rod's journey from his early life in Tasmania to his decision to leave home at 17 and pursue his passion for travel. He shares his experiences as a table tennis player and his early career in computers, which led him to web design for travel agencies in Australia. Rod co-founded Fox Interactive with Peter Fox, specializing in building websites for travel companies. They recognized the potential of online travel transactions and saw an opportunity to create a platform for booking tours and activities. This led to the creation of Viator, initially as a Sabre project designed to help travel agents book tours online. However, when Sabre abandoned the project, Rod and his team decided to create a consumer website focused on tours, activities, and experiences. Viator's early growth was fueled by white label partnerships with Expedia and other travel companies. The 9/11 attacks had a significant impact on the travel industry, accelerating the shift towards online booking and benefiting companies like Viator that were already focused on the online space. In 2014, Viator was acquired by TripAdvisor for $200 million. Rod reflects on the journey, the challenges, and the importance of timing and luck in his success. He emphasizes the need to be open to opportunities, take risks, and be present in the world to capitalize on serendipitous moments.
Outlines
Building a Travel Empire: The Story of Viator
This episode tells the story of Rod Cuthbert, the founder of Viator, a travel company that simplifies booking day trips, cooking lessons, and hot air balloon rides for tourists. The episode traces Rod's journey from his early life in Tasmania to his decision to leave home at 17 and pursue his passion for travel. He shares his experiences as a table tennis player and his early career in computers, which led him to web design for travel agencies in Australia.
From Web Design to Viator: Recognizing the Potential of Online Travel
Rod co-founded Fox Interactive with Peter Fox, specializing in building websites for travel companies. They recognized the potential of online travel transactions and saw an opportunity to create a platform for booking tours and activities. This led to the creation of Viator, initially as a Sabre project designed to help travel agents book tours online. However, when Sabre abandoned the project, Rod and his team decided to create a consumer website focused on tours, activities, and experiences.
Viator's Growth and Acquisition: The Impact of 9/11 and TripAdvisor
Viator's early growth was fueled by white label partnerships with Expedia and other travel companies. The 9/11 attacks had a significant impact on the travel industry, accelerating the shift towards online booking and benefiting companies like Viator that were already focused on the online space. In 2014, Viator was acquired by TripAdvisor for $200 million. Rod reflects on the journey, the challenges, and the importance of timing and luck in his success. He emphasizes the need to be open to opportunities, take risks, and be present in the world to capitalize on serendipitous moments.
Keywords
Viator
Viator is a travel company that provides online booking services for tours, activities, and experiences worldwide. It was founded in 1997 and acquired by TripAdvisor in 2014.
Skip-the-line tours
A type of tour that allows travelers to bypass long lines at popular attractions, often at a premium price. Viator pioneered this concept, making it a popular option for time-conscious tourists.
Travel industry disruption
The travel industry has experienced significant disruptions over the years, including the 9/11 attacks and the COVID-19 pandemic. These events have accelerated the adoption of online booking and the demand for experiences over material possessions.
Serendipity
The occurrence of events by chance in a happy or beneficial way. Rod Cuthbert attributes his success to a combination of hard work and serendipity, emphasizing the importance of being open to opportunities and taking risks.
Online travel booking
The process of booking travel arrangements, such as flights, hotels, and tours, through online platforms. Viator's success is a testament to the growing popularity and convenience of online travel booking.
White label
A business model where a company provides a product or service to another company, which then rebrands and sells it under its own name. Viator initially used this model with Expedia and other travel companies.
Q&A
How did Rod Cuthbert's passion for travel lead to the creation of Viator?
Rod's lifelong desire to explore the world and his experience in web design for travel agencies led him to recognize the potential of online travel booking. He co-founded Fox Interactive, which specialized in building websites for travel companies, and eventually launched Viator as a standalone website focused on tours and activities.
What was the key innovation that helped Viator stand out in the travel industry?
Viator pioneered the concept of skip-the-line tours, allowing travelers to bypass long lines at popular attractions. This innovation, combined with their focus on small group tours and premium experiences, appealed to a growing segment of travelers seeking unique and time-efficient experiences.
How did 9/11 impact the travel industry and Viator's growth?
The 9/11 attacks disrupted the travel industry, forcing travelers to rely on online resources for information and booking. This accelerated the adoption of online travel booking, benefiting companies like Viator that were already focused on the online space.
What role did luck and timing play in Viator's success?
Rod acknowledges the importance of luck and timing in his success. He emphasizes the need to be open to opportunities, take risks, and be present in the world to capitalize on serendipitous moments. He also highlights the importance of finding the right investors who believe in your vision.
Show Notes
Clicking a button to book vacation tours might feel normal today, but Rod Cuthbert helped create that future through his company, Viator. Founded in the early days of the internet boom, Viator emerged almost by accident from a failed partnership with another company. As online booking grew, Rod correctly predicted that travel agents would become outmoded, and began working with local providers to help travelers book anything from skip-the-line tours of the Sistine Chapel to cooking lessons in a Thai kitchen. Viator was purchased in 2014 by Tripadvisor for $200 million–and remains a top virtual destination for anyone headed to a real one.
This episode was produced by Devan Schwartz with music composed by Ramtin Arablouei. This episode was edited by Neva Grant, with research by Olivia Rockeman. Our audio engineers were Robert Rodriguez and Gilly Moon.
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