Just heard a speaker I have to blog about: Rod Cuthbert, CEO of Viator — an Aussie surfer who gave a really great talk (easily the best so far this first day). There’s a difference between the terms “tourist” and “traveler,” said Rod, who splits his time between Bondi Beach, Sydney, and his company’s US office in San Francisco. 
“Travelers want to experience their destination, not just visit it,” he said. “They want to understand the local culture.”
Rod’s firm (the name is Latin for traveler) was actually founded in 1995, so he’s been coming to this conference for many years. It fits — Aussies are some of the world’s biggest travelers. Viator raised an additional $6 million in Series B financing a year ago, led by Carlyle Venture Partners, with participation by Technology Venture Partners, putting the total the firm has raised at $10 million.
Rod said that most important thing when people travel is what they plan to do when they get there — destination activities — not the “mechanics” that so much of the travel industry is focused on (flights, hotel rooms, rental cars). “Teach your customers the ‘Art of Travel’,” he said, referring to the title of a book he recommends.
“Getting people hooked on travel is perfectly legal,” he said. “And true travelers will travel even when prices are high. They need to! They generate more revenue for you.” In the on-stage interview following (see photo), he talked about the “power of anticipation” and how travel sites need to appreciate this mentality of the true traveler. 
Viator is a comprehensive online resource for travelers to plan “the things you do when you get there,” featuring more than 4,500 destination activities in 450 cities in 75 countries. It helps travelers with a variety of tastes and preferences to research, plan, and book their trips. The company has 3,500 affiliates, including Priceline, Travelocity, Opodo.com, SideStep, Zuji, AirFrance.com, and Wyndham Hotels & Resorts, and is headquartered in San Francisco, with offices in Sydney and London.
Tags: online travel, PhocusWright, Travel 2.0, Viator
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