Steps to Reduce Reliance on OTAs and Increase Direct Bookings
For many tour operators, online travel agencies such as TripAdvisor, Viator, and GetYourGuide are both a blessing and a burden. They bring bookings and exposure, but they also take control, keep customer data, and charge high commissions. Over time, this creates a cycle of dependence that eats into profits and limits growth.
The goal is not to completely cut OTAs out of your business. They still have their place. The goal is to build a strong foundation that allows you to attract and manage more direct bookings on your own terms.
Below are the key steps to help you reduce your reliance on OTAs while building a steady flow of direct customers.
1. Start with a Website That Works
Your website is your digital storefront. It is often the very first impression someone gets of your business. If it loads slowly, looks outdated, or does not make it easy to book, visitors will quickly leave and go back to the OTA that feels familiar and safe.
Every tour you offer should have its own page. Treat each page like a small brochure that clearly explains what the experience includes, shows strong visuals, and makes the next step obvious. Whether you want people to book directly or send an enquiry, your call-to-action buttons should be visible without any scrolling.
If you already have a booking button, test it on a phone. The majority of travelers plan their trips on mobile, and a website that works smoothly on a small screen can make the difference between a booking and a bounce.
A well built and SEO optimised website is the first step to breaking free from third-party platforms. It becomes your 24-hour salesperson that works quietly in the background.
2. Integrate a Proper Booking System
If you are still handling reservations through email or paper notes, you are limiting how many people can book with you. An integrated system allows travelers to book instantly. For example, imagine someone browsing your site at midnight from another time zone. If you do not have online booking, they might move on. With a system in place, you secure that booking automatically while you sleep. A good booking platform also helps you manage your schedule, prevent double bookings, and collect valuable data. Choose one that connects with tools like Google Analytics, so you can see which tours perform best. This small step can transform how you do business and save hours every week.
3. Make Sure People Can Find You
Even a great website will not help if no one can find it. That is where SEO, Search Engine Optimisation, becomes important.
Think of SEO as making sure your business is easy to find on the main street instead of hidden down an alley. When someone searches for “kayak tours in Galway” or “walking tours in Dublin,” your website should appear near the top. Otherwise, OTAs will take that spot and the potential customer.
Start with the basics:
- Each tour page should have clear descriptions written in natural language.
- Use phrases that your customers actually search for, such as “private tour” or “day trip.”
- Keep your website quick to load and easy to navigate.
- Add a blog section with articles about your tours, destinations, or travel tips.
The idea is simple and effective. The more your website appears in search results, the more people book directly with you instead of going through an OTA.
4. Small Improvements That Increase Conversions
Getting visitors is not enough. The website must turn those visitors into paying customers. This is where small design and usability improvements matter.
Look at your homepage as if you were a customer seeing it for the first time. Is it clear what you offer? Is the booking button easy to spot? Can someone understand your tour options in just a few seconds?
A few practical ideas:
- Add a “Book Now” button that stays visible while users scroll.
- Show social proof such as customer reviews and awards.
- Highlight your best-selling tours near the top of the page.
- Keep booking forms short and simple.
Even a minor change in layout or wording can make a noticeable difference in conversions.
5. Stop Sending Visitors Back to OTAs
This is a very common mistake. Many operators proudly display their TripAdvisor rating on their homepage, but that link sends visitors straight back to TripAdvisor. Once there, they see your competitors and might never return.
Instead, keep people on your own site. You can embed reviews directly using tools that pull your Reviews into your pages. This still shows credibility but keeps potential customers with you.
After each tour, send a short thank-you email with a direct link where guests can leave a Google review. Over time, your collection of reviews on Google will grow, helping you appear higher in search results and build trust.
The goal is to use reviews to support your brand, not to send people elsewhere.
6. Google Business Profile
Your Google Business Profile (previously Google My Business) is one of the simplest and most effective tools for local visibility. It helps people find you when they search locally, and it plays a big part in building trust.
If someone searches for “boat tours near me” or “private tours in Killarney,” Google often shows a map with nearby businesses. That is where your profile appears. Having it properly set up can bring you direct enquiries and bookings before customers even visit your website.
To make the most of it:
- Choose the correct primary category, such as “Tour Operator.”
- Add secondary categories that describe what you do.
- Write a short, accurate description of your business using natural language that includes your location and type of tours.
- Keep your contact details and opening hours updated.
- Upload high-quality photos and short video clips.
- Regularly post updates or special offers to show you are active.
Encourage guests to leave reviews directly on Google. Each positive review helps your visibility and gives potential customers confidence. A well-maintained profile is often the first step in attracting people who are ready to book.
7. Strengthen Your Brand and Content
Once your website and profile are in place, the next step is to build recognition. People are more likely to book directly when they feel familiar with your brand.
Create content that tells your story. Share blog posts about local attractions, behind-the-scenes details, or useful travel advice. These are easy for people to relate to and also help with SEO.
For example, if you run walking tours, you could publish an article like “Five Hidden Gems You’ll See on Our Dublin Walking Tour.” This type of post not only showcases your expertise but also gives people a taste of the experience before they book.
Your tone should feel approachable, confident, and personal. Consistency matters too. Use the same colors, logo, and tone across your website, email, and social channels so customers recognise your brand wherever they see it.
8. Track What Works and Keep Improving
To see real progress, measure it. Start by looking at how many of your bookings come through your website versus OTAs. Then track changes month by month.
Google Analytics or similar tools can show you where your visitors come from, which pages they spend time on, and where they leave. These insights help you make better decisions.
If you notice that most visitors drop off before completing a booking, you might need to adjust your call to action or simplify the checkout form. If one blog post or page is bringing a lot of traffic, you can link from it to your top tours to guide more visitors toward booking.
Improvement is an ongoing process. The key is to keep testing small changes, learn what helps your customers, and build from there.
Key Takeaways
- Your website is your foundation.
A fast, modern, and mobile-friendly site gives customers the confidence to book directly. - Every tour deserves its own page.
Show clear details, strong visuals, and an easy-to-find booking button for each offering. - Integrate a reliable booking system.
Let customers book instantly without waiting for replies, saving time for both sides. - Be visible on Google.
Optimise pages and use blogs to appear in searches before OTAs do. - Focus on usability and conversions.
Simple design changes such as sticky booking buttons and short forms can increase sales. - Show reviews without losing visitors.
Embed Google Reviews on your site instead of linking to TripAdvisor or other OTAs. - Use your Google Business Profile.
Keep it active with updated information, photos, and customer reviews to boost visibility. - Build your brand with helpful content.
Blogs, stories, and guides make your business memorable and improve search rankings. - Track performance and adjust often.
Use analytics to see what works, refine weak points, and grow direct bookings month by month. - OTAs can still serve a purpose.
Use them strategically for exposure while gradually shifting customers to book with you directly.
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