10/07/2026
Should Tour Operators Use Online Travel Agencies Like Viator and GetYourGuide?
The tourism industry has changed dramatically over the last two decades. What once depended on printed brochures, travel fairs, and personal referrals has become a digital marketplace where travelers compare hundreds of tours with a few clicks. Platforms such as Viator, GetYourGuide, and other Online Travel Agencies (OTAs) have become major players, connecting millions of travelers with tour operators around the world.
For many local tour operators, the question is no longer whether these platforms exist, but whether they should become part of their sales strategy.
There is no simple answer because the benefits and challenges are equally significant.
One of the biggest advantages of OTAs is their enormous marketing power. Keeping pace with today's digital world is not easy. Search engine optimization, social media marketing, paid advertising, mobile optimization, content creation, and now Artificial Intelligence require continuous investment. Most local tour operators simply do not have the budget or technical resources to compete on the same level as global travel platforms.
Large OTAs employ teams of software developers, digital marketers, data analysts, and customer support specialists. They invest millions in advertising across Google, social media, and travel websites. As a result, they often appear at the top of search results and are among the first names travelers encounter when planning a trip.
Another important factor is trust. Travelers who have never visited a destination may feel more comfortable booking through a globally recognized platform than through a local company they have never heard of. Well-known brands, customer reviews, secure payment systems, and familiar booking processes help build confidence, especially for first-time visitors.
For a small or medium-sized tour operator, joining an OTA can provide immediate access to a global audience that might otherwise take years to reach.
However, these benefits come at a cost.
Commission rates charged by many OTAs can significantly reduce profit margins. For operators already working with competitive pricing and rising operating costs, these commissions can make it difficult to maintain profitability while still delivering high-quality experiences.
Another concern raised by many operators is communication. While these platforms provide extensive support systems, smaller suppliers sometimes feel that their individual concerns receive limited attention. Response times can be slow, and resolving operational issues may not always be straightforward. Since these companies work with thousands of suppliers worldwide, personalized support is not always possible.
Competition is another major challenge.
When you list a tour on an OTA, you are rarely competing alone. Your tour may appear alongside dozens—or even hundreds—of similar experiences. Travelers compare prices, ratings, photos, and reviews within seconds. Even if your service is excellent, standing out among so many similar products can be difficult.
This intense competition often encourages operators to lower prices in an effort to win bookings. While this may increase sales in the short term, it can also reduce profitability and make it harder to invest in better services and staff.
Despite these challenges, ignoring OTAs altogether may not be the best strategy.
Instead, tour operators should view them as one component of a broader marketing approach.
A balanced strategy might include:
Using OTAs to gain international exposure and attract first-time customers.
Building a professional website with direct booking capability.
Investing consistently in search engine optimization and destination-focused content.
Maintaining an active presence on social media to build brand recognition.
Encouraging satisfied guests to book directly for future trips and recommend the company to friends and family.
Developing unique experiences that distinguish your company from competitors instead of competing on price alone.
Artificial Intelligence is also reshaping the tourism industry. AI tools can now assist operators with content creation, itinerary planning, customer support, translations, marketing, and market analysis. While technology cannot replace local expertise and genuine hospitality, it can help smaller companies operate more efficiently and compete more effectively in a crowded marketplace.
Ultimately, OTAs should not be viewed as competitors or saviors. They are business partners that can generate valuable bookings, but they should never become the only source of customers. Relying entirely on any single platform leaves a business vulnerable to changes in commission structures, search rankings, or platform policies.
The strongest tourism companies are those that diversify their marketing channels, invest in their own brand, and build direct relationships with travelers. OTAs can open doors to new markets, but long-term success comes from creating a trusted brand that travelers actively seek out.
In an increasingly digital world, technology should support your business—not define it. The future belongs to tour operators who combine global distribution through platforms with strong direct marketing, authentic local expertise, and exceptional customer service.
What has been your experience with OTAs such as Viator, GetYourGuide, or similar platforms? Have they helped your business grow, or do the challenges outweigh the benefits? I would love to hear your perspective.
By Jamal Panhwar at Travel & Culture Services Pakistan www.travel-culture.com
