Article originally posted 10 June 2025, updated 7 July 2025
While commission increases went into effect yesterday for many operators who list products on online travel agency (OTA) GetYourGuide’s platform, some operators were successful in having the commission increase reversed.
On June 3rd, an undisclosed number of operators who list products on GetYourGuide received notifications that their commission would be increasing in a month’s time.
According to the message from GetYourGuide, the increase is intended “to ensure fairness and reflect current market conditions.” Operators have shared rate increases reaching or surpassing 30%.
Several operators reached out to Arival to express concerns about the short notice, the timing (in the middle of peak season for many), and the lack of opportunity for discussion and negotiation.
According to one operator, speaking confidentially, the notice has prompted a re-evaluation of their partnership. They are considering whether to de-list with GetYourGuide, or to only offer availability on the platform in slower, off-season months.
“This targeted commission adjustment affects a small number of supply partners, and we’re committed to working directly with them to address specific concerns as noted in our ongoing communications,” a GetYourGuide spokesperson shared with Arival.
Operators who feel the increase is unfair or unmanageable should contact operator support through the link included in their email.
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Some Operators Consider Withdrawing
A number of operators reached out to Arival to express concerns about the short notice, the timing (in the middle of peak season for many), and the lack of opportunity for discussion and negotiation.
Several operators told Arival the commission increase has prompted a re-evaluation of their partnership. Operators are considering a range of options, starting with raising prices and/or limiting availability on the platform.
“In the Australian market, 29% is really high,” said Justin Steele, Founder of Local Sauce Tours. He shared that raising prices is difficult in the Australian market because customer awareness (and therefore demand) for food tours is very low, compared to other markets like Europe and North America. “Having said that, we’re the only Chinatown tour, so if I limit availability, what are they going to do?”
Others are considering de-listing their products from GetYourGuide entirely.
“We need to feel valued as a customer of theirs and I need to make a certain bottom line to pay my expenses,” said Erik Stein, owner operator of Extended Horizons Scuba. “The human touch has been discontinued with them and I no longer have a personal relationship with anybody over there.”
Operator Responses Prompt GetYourGuide to Reverse Some Increases
However, some operators, including both Stein and Steele, have had success with GetYourGuide’s operator support, and have received follow-up notifications that their commission will not be increased.
“We continuously listen to supply partner feedback when updating our processes,” said a spokesperson from GetYourGuide. “We look forward to continuing to work together to serve travelers, drive sustainable growth and adapt to an evolving market.”
While GetYourGuide has since cancelled the commission increase for his company, Stein is still concerned about the lack of human connection. “Details of that back and forth still did not put me in touch with a ‘person’,” he said, “but at least we arrived at a good conclusion.”
Re-evaluating Your OTA Relationships
For operators who are evaluating whether to accept a commission increase, it’s helpful to look at it in context of the bigger picture. “When considering the role of OTAs, we must look beyond the commission factor, and instead focus on making them earn that commission,” writes distribution strategy expert Martin Harlow in his Essential OTA Checklist for Experience Operators.
Proponents of OTAs often say the commission is akin to a marketing expense. Online travel agencies can put your product offerings in front of customers who may not otherwise find you, and your strategy and pricing should reflect that. With OTAs, “you only pay the sales and marketing costs when you get the booking,” explains technology and distribution expert Meredith Rangel in How to Set Net Rates for Tours, Activities and Attractions.
“We think that it is an understandable step,” said Judit Holp from Absolute Tours Budapest, “considering that Viator’s basic commission rate is 27% and proper visibility costs even more.”
However, for some operators, GetYourGuide’s commission increase pushes the “marketing expense” beyond what they consider reasonable and above what they’re paying with other OTAs.
“It makes no sense to pay more,” one Thailand-based operator concluded. “If GetYourGuide wants to make more, they just need to sell more. If we’re going to invest more in marketing, it would be to get more direct sales.”
Working With OTAs: Insights for Operators
Working with online travel agencies and other resellers is frequently cited as a top issue by operators at Arival events and in operator surveys. According to Arival’s latest report on Operators and OTAs, based on survey data from more than 7000 operators worldwide, OTAs captured one third (33%) of tour and activity bookings in 2024, up from 24% in 2019.
Proponents of OTAs often say the commission is akin to a marketing expense. Online travel agencies can put your product offerings in front of customers who may not otherwise find you, and your strategy and pricing should reflect that. Whether or not your company was a recipient of the “commission increase” email from GetYourGuide, regular reevaluation of your reseller partnerships should be a part of your routine. Here are a few resources to help you:
- Arival Guide to OTAs & Digital Distributors
- 7 Alternative Distribution Methods Beyond OTAs
- 5 Key Ways to Master OTA Relationships in 2025
- 4 Ways to Make OTA Relationships Work Harder for Your Business
- OTAs vs. Direct Bookings: It’s About Marketing
Join us at an upcoming Arival event to learn more about distribution strategy and working with OTAs, and connect in-person with representatives of the many OTAs that are present at Arival events.
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Header photo: Pexels / Yan Krukau
