4 Ways to Make OTAs Work Harder for You

Key strategies to maximize the benefits of working with online travel agencies, from Bookable Tourism’s Meredith Rangel

Reading Time: 8 minutes 40 seconds

With online travel agencies (OTAs) becoming the fastest growing sales channel for tours, activities and attractions, OTA partnerships can be a valuable source of bookings and revenue for experience operators.

However, it’s no secret that many operators find the OTA relationship a challenging one. The OTA sessions are consistently among the highest-attended at Arival events, and often among the most heated as well. 

We’ve already discussed one of the most common concerns with OTAs — that of commission rates and profit margins — in how to set your net rates. We’ve also addressed a common question operators have in our latest article on how to optimize your listings on OTAs

To make the most of your OTA partnerships, though, there are a few more key steps you can take to ensure OTAs are working for you (rather than the other way around) and driving more bookings for your business.

Know your customer

Getting to know your customers is crucial for any business. Understanding your customers’ needs, preferences and behaviors can help you tailor your products and services to meet their specific requirements. This can lead to increased customer satisfaction, loyalty and — ultimately — increased revenue. 

This is especially true when working with OTAs. This ensures that you contract with the right OTAs who’s audience and customer aligns with yours. Which in turn, means that you have a higher chance of conversion.

Getting a clear view of who your customers are will help you identify the distribution partners that best fit your business | Photo: Tourism Australia

If you are unsure of who your target customer is, here are some simple steps you can take:

1. Market research: 

This involves collecting and analyzing data on your target audience, such as their demographics, buying habits, and preferences. You can conduct surveys of past customers to help gather this information, and look to Arival research on traveler trends, booking patterns and changing preferences. 

2. Ask your current customers: 

This can include collecting feedback through customer surveys, social media, and other forms of communication.

3. Check your analytics from your digital channels: 

Your website and social media platforms provide insights into how people are interacting with your website and brand. You can set up Google Analytics on the back of your website for free and gather data from there.

4. Review your booking system analytics: 

Most booking systems include reports covering demographics, booking lead times and booking sources. Learn more about booking systems here. 

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Know where the OTA sits within the consumer journey

Many OTAs sit in multiple stages within the consumer journey. There are many opportunities to sell to your ideal customer, and depending on their booking preferences and lead times, will help you determine how to best work with your chosen OTA. Here are some examples:

1. Strategies for customers who book well in advance of departure

For example, a multi-day tour company may discover that their ideal customers, whether domestic or international, prefer to book their entire itinerary well in advance of their departure. 

In this case, the OTA would focus on marketing the product in the customers’ source market, emphasizing the brand and meeting the customers’ needs during the dream phase of their consumer journey. The OTA would then nurture these potential customers through the booking process to convert them. 

In this example, the OTA would be open to using your brand name in paid search campaigns. This is when you can tap into the large marketing budgets of OTAs and leverage from their brand reach.

2. Strategies for customers who book one to two days before

Here’s another example: a walking tour company finds that their ideal customers usually book one to two days prior to the tour — both domestic and international visitors. Through customer research, they discover that their domestic customers prefer booking directly online. While they do receive some direct bookings from international visitors, they recognize the potential for growth by leveraging specific OTA channels. 

To tap into the international market, they contract these OTAs and ensure they run “in-destination” campaigns targeting international visitors. Moreover, they make sure to protect their direct domestic business by implementing a “no bidding on our business name” policy. Instead, they encourage the OTAs to bid on non-branded terms that align with traveler needs and effectively showcase the unique benefits of their tour product.

Shedding light on how, and how far in advance, your domestic and international customers book can help you refine your OTA partnership strategy | Photo: Tourism Australia

Finally, the consumer embarks on the trip, followed by the post-trip phase. Many OTAs encourage customers to reflect on their experience and share feedback. This allows for a customer feedback loop, helping you gain insights into your tours performance and formulating another data source for your ongoing customer research.

In addition to this, OTAs can provide data and analytics. Many OTAs offer insights into customer behavior and booking patterns, which you can use to ensure your customer research is up-to-date, optimize your pricing and marketing strategies. Many OTAs will send this information to you regularly. If they don’t, ask.

Know how the OTA distributes product

When you think of an OTA, you probably think about their consumer-facing site or app. However, many OTAs extend their distribution far beyond these platforms. When entering into a contract with an OTA, it’s crucial to inquire about the other channels they serve. You might be surprised to discover that many OTAs distribute products to various entities, such as:

  • Other OTAs: For example, Viator and GetYourGuide provide products to Expedia.
  • Traditional trade: Some OTAs offer travel agent programs and supply products to Destination Management Companies (DMCs) and wholesalers.
  • Affiliate programs: Non-traditional tourism products such as retail chains, associations, influencers, bloggers and so on. A recent example is the Expedia agreement with Walmart.
  • Airlines and Hotels: This is becoming increasingly common as airlines and hotels seek to add experiences to their own offerings. 

Being aware of this expanded reach presents increased opportunities to showcase your product to your ideal customers. During meetings with the OTA, you can inquire about the steps needed to ensure your product appears on these various channels. 

Additionally, you can explore potential campaign opportunities in which you can participate. If they are distributing through traditional trade, you can discuss which of these businesses you could potentially visit and train their staff in selling your product.

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Build a meaningful relationship with your OTA

Building a meaningful relationship with your online travel agency (OTA) can lead to a more successful and profitable partnership. The great thing about the tourism industry is that it is filled with travel-passionate people. In addition to being honest and genuine, there are a few ways to help nurture this relationship, and in turn, help you get more bookings.

1. Communication is key 

Regularly communicate with your OTA representative to discuss any concerns or questions you may have. Share your goals and expectations with them and listen to their feedback.

2. Provide accurate information 

Ensure that the content on your OTA profile is up-to-date and accurate. This includes any relevant information about your experience, rates, inclusions, and availability. If there are any changes to the product, update them in a timely manner. If you have a deal on offer, be sure to offer it to them also. Remember, in these instances you can provide a different percentage level to protect profitability.

3. Participate in campaigns 

Remember you can value add. If you want to offer an exclusive discount, you can protect the rate from exposure by having it included in a package or bundle. This way, any other distributors will not be able to ask for a price match, therefore keeping the rate exclusive.

4. Meet often 

Try to meet with them at least twice a year (Arival events are a great opportunity for this!). Discuss performance metrics and identify areas for improvement. By working collaboratively with your OTA partner, you can maximize the benefits of the partnership and drive more bookings to your business.

5. Offer fam* rates for key OTA staff 

Either offer these as “comps” (complimentary) or FOC (free of charge), or at “industry” or “fam” rates (usually 50-60% discount). Fams both train them how to sell your product, understand your brand and key messaging and also help build more advocates about your business within the OTA.

*”Fam” or “famil” is industry shorthand for familiarization trips, which are free, “comped” or deeply discounted trips offered to travel industry professionals to educate them about a product or destination.

Offering “fam” trips to key OTA staff helps them understand your product and can also help build stronger relationships | Photo: Tourism New Zealand

Forming a successful OTA partnership requires a strategic approach and a deep understanding of your target customers. By knowing your customers’ preferences and behaviors, you can align your products and services with their needs which increases your chances of conversion. 

Identifying where the OTA sits within your ideal customer’s consumer journey enables you to tailor your strategies accordingly and leverage their brand reach for wider exposure. 

Furthermore, it is essential to familiarize yourself with the OTA’s distribution network beyond their consumer site or app. By exploring the various channels they serve, you can capitalize on expanded opportunities to reach your ideal customers.

The end result? A flourishing tour business with a strong bottom line, attracting precisely the right people to join your tours, and fostering an excellent working relationship with your chosen OTAs. By following these steps and nurturing your OTA partnerships, you can not only boost your bookings and revenue but also establish a long-lasting and successful partnership.

Learn More About Working With OTAs at Arival

Explore distribution strategies further with our recent articles on how to set your net rates, strengthening your business with a diverse sales mix, and how to optimize your listings on OTAs. Insider Pro Access members can also watch the latest OTA Town Hall from Arival Activate | Bangkok on-demand here.

Even better, join us at an upcoming Arival event to dig deeper into working with OTAs and other distribution channels, and connect in-person with representatives from OTAs like Viator, TUI, Headout, GetYourGuide, Klook and more. We hope to see you there!

Become an Insider Pro Access member today and get access to the full library of Arival research, plus many other benefits such as free consulting sessions, special discounts and 20% off in-person events, starting from $179 per year.

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Arival Guide to OTAs & Digital Distributors

A comprehensive directory of OTAs and online resellers for operators of tours, activities and attractions Authors: Brittani England & Martin Harlow Edited by: Douglas Quinby & Janelle Visser

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WHAT'S THE DIFFERENCE BETWEEN ARIVAL | ACTIVATE EDINBURGH AND ARIVAL 360 | VALENCIA AND WHICH SHOULD I ATTEND?

Since 2019, Arival has hosted one major event in Europe each year. For 2024-2025, we’re thrilled to offer two exciting events: Arival 360 | Valencia and Arival | Activate Edinburgh. Here’s a quick comparison to help you decide which event to attend—or why you might want to come to both:

Arival 360 | Valencia (28-30 April 2025)
  • Scope: Flagship European Event with a global reach; up to 30% of attendees from outside Europe, including the U.S., Middle East, LATAM, and APAC.
  • Audience: Experience creators, tech and distribution companies, and industry professionals from around the world.
  • Arival Theater Content: Global topics including: over-tourism and sustainability, technology, distribution, European consumer and operator trends.
  • Breakout Sessions: In-depth workshops on operational best practices, product expansion, AI, channel management, marketing tech, a Spain-specific track and an Innovation Showcase highlighting the most tech-savvy companies in our industry.
  • Networking: Connect with leading OTAs and distribution companies, and build valuable partnerships.
  • Location: Valencia, a stunning coastal city offering rich cultural experiences.
  • Attendees: Approximately 800, providing extensive networking opportunities.
Arival | Activate Edinburgh (23-25 November 2024)
  • Scope: Regional focus on the UK, Ireland, and the Nordic regions.
  • Audience: Operators and industry professionals from the region.
  • Content: Gain insights on regional topics like technology, distribution strategies, and hear from top regional tourism leaders.
  • Breakout Sessions: Experience hands-on learning at Edinburgh’s top attractions and tours, with sessions on visitor experience, digital journeys and innovative tour development. In-depth sessions for companies at the beginning of their digital journey and more advanced sessions for people and companies looking to elevate their experience.
  • Networking: With a more intimate setting. you’ll have more time to build deeper connections and create more meaningful interactions with your current and future partners including distributors, tech companies, DMOs and more.
  • Location: Edinburgh, known for its stunning architecture and historic charm
  • Attendees: Approximately 400, fostering an intimate peer-to-peer learning and networking environment.
Key Differences:
  • Global vs. Regional Focus: Valencia is a global event with an international audience, while Edinburgh is a regional event focused on the UK, Ireland, and Nordic regions.
  • Event Size: Valencia hosts about 800 attendees, providing broad networking opportunities, whereas Edinburgh’s 400 attendees create a more intimate, focused environment.
  • Content and Sessions: Valencia features global themes and advanced topics, whereas Edinburgh provides region-specific insights and hands-on experiential learning.
  • Location Experience: Valencia providing a coastal escape and Edinburgh offering historic and iconic attractions.
  • Who Will Be There: The most valuable part of Arival Events is the connections you make and the partnerships you build to grow your business. At Arival | Activate Edinburgh, you’ll engage with key industry players in the UK, Ireland, and Nordic regions. If your business focus is on these areas, Edinburgh is where you need to be. For those targeting broader European or global markets, Arival 360 | Valencia offers the ideal platform to network with international leaders and innovators. 
Why attend both?

With limited opportunities for business development, learning, and networking in our industry, attending both events is a strategic move. By participating in both Edinburgh and Valencia, you maximize your exposure to diverse markets and influential contacts. 

However, if budget constraints or a specific regional focus dictate your decisions, choose the event that best aligns with your primary business goals. Join us in Edinburgh for regional insights or Valencia for global perspectives—or better yet, attend both to fully leverage the potential of Arival’s expansive network.

For service providers such as a restech or ticketing platform, distribution company, or other services including marketing, AI tools, etc., attending both gives you access to attendees from both markets to connect with your current customers and to meet new ones!

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