How Working with OTAs Can Grow Your Bookings in a Measurable and Easy Way
Some operators see OTAs (Online Travel Agents) as necessary evils due to the commission costs. But smart operators understand that when used strategically, OTAs can become one of the most powerful tools for scaling their business. Instead of perceiving online travel agents as ‘evil’ start thinking about them as a marketing investment that can put your product in front of millions of customers, and you only pay for bookings that come through the door!
Why OTAs Matter
Platforms like Viator, GetYourGuide, Klook, and Airbnb Experiences offer:
Global reach: These platforms offer ‘always on’ marketing solutions that enable your products to be seen by international customers in every part of the globe. Working strategically with different online travel agents to access their core source markets can assist you in accessing your desired markets, without having to invest in travelling to individual countries and connect with travel agents in person.
Multi-channel marketing strategies: Operators often can perceive OTA’s as just competing with their own website for direct bookings, but this isn’t the case in 2025. Of course Online Travel Agents show up in large search engines such as Google and Bing, but they have multi-channel marketing opportunities that ensure your experiences are being shown to unique customers during their research & shopping experience. Working with OTA’s means you gain access to Mobile App bookings, Social Media, Campaigns and The Partnership Network of each platform, and again, you only pay for bookings that walk through the door - whilst having access to these marketing channels!
Trusted platforms for instant bookings: As OTA’s continue to scale, they are doing a lot of work to build trust with their customers and become recognisable brands that people will return to every time they travel. The ability to book all your experiences in one place, know the cancellation policies and have access to customer service in multiple languages makes OTA’s a very desirable place to book their tours. If you are not online with an OTA, you are missing out on customers who know, trust and love using their platform.
These benefits are hard to match with your own marketing alone.
It’s Not Just About OTA Bookings
A listing on a well-known OTA can boost your:
Direct website traffic: Customers are getting smarter, and we know they don’t only consult one platform when researching a destination. Being online with OTA’s can direct customers to your own website where they may choose to convert.
Google visibility: OTA’s have deep pockets when it comes to marketing spend, the more visible you are on OTA’s the more access you have to Google listings.
Brand trust and recognition: Customers trust that if a product has been accepted on an OTA & it has great reviews, it must be an amazing experience. By listing with OTA’s you are building your own brand and aligning yourself with iconic global organisations.
Many travellers research on OTAs before booking directly - a phenomenon known as the "billboard effect."
Measurable Results
With clear dashboards, booking reports, and payout tracking, OTAs make it easy to see how much business they're driving. Compared to pouring money into ads with uncertain returns, OTA fees are performance-based: you only pay when you earn.
Our Tips for OTA Success
Optimise your listings: It’s not enough to just be online with OTA’s, you have to show up in the best way and compete with all other experiences in your destination. Ensuring you have great photos, strong headlines, content optimised for language translations and detailed itineraries will put you ahead of your competition.
Sync your availability: Use a reservation system to avoid double bookings.
Respond to reviews: Customer feedback boosts your credibility and conversions.
Final Thoughts
When used smartly, OTAs aren’t just another sales channel - they’re your global sales reps that can increase your reach into markets that you couldn’t access previously.
Reframe your mindset on OTA’s competing with you, and try to think about them as a marketing tool.
Need help getting started with OTAs or optimising your listings? Let Optimised Consulting show you how to grow your bookings the smart way.
