In today’s travel landscape, online visibility is everything — and Online Travel Agencies (OTAs) are leading the charge. With over two-thirds of travel bookings happening online and OTAs accounting for 40% of the global travel market, these platforms aren’t just sales channels anymore — they’re full-fledged marketing machines.
For tour operators, OTAs offer more than a place to list inventory. They can serve as a launchpad for growing brand awareness, driving year-round bookings, and staying top-of-mind for travelers actively planning their next adventure. But to get the most out of them, you need to treat OTAs like a strategic partner — not just a booking engine.
Why OTAs matter in your marketing strategy
OTAs like Viator, GetYourGuide, and Expedia have massive marketing budgets and SEO clout. Their listings dominate search results, flood social media, and appear in travelers’ inboxes through highly targeted campaigns.
By listing your tours on these platforms, you’re tapping into that power — gaining exposure to millions of travelers you might never reach through your own channels. Think of it as paid marketing that you only pay for after the booking happens.
Boost your reach through OTA visibility
Let’s face it: OTAs know how to play the search engine game. Their content ranks high because they invest in paid ads, SEO-rich copy, and data-driven personalization. When travelers Google “best kayaking tour in Kauaʻi” or “top ghost walks in Savannah,” chances are, an OTA listing is at the top.
By partnering with these platforms, your tours can show up in those results, too. The key is to optimize your listings:
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Use keyword-rich descriptions
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Upload high-quality photos
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Include recent reviews
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Add clear cancellation policies and flexible options
This helps your tours surface in OTA search filters and gives travelers confidence to book.
Fill gaps in slow seasons
During off-peak times, when direct bookings may drop, OTAs can keep your schedule active. These platforms often promote off-season specials and last-minute deals with high visibility, especially to flexible travelers seeking bargains.
Use this to your advantage by:
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Offering limited-time discounts
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Creating seasonal experiences
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Promoting flexible or private tours that stand out from your competition
Tap into OTA advertising and promotion
Many OTAs offer paid marketing programs — like sponsored listings or homepage features — that boost visibility even more. If you’ve got a tour you want to push, especially during competitive seasons, investing in these placements can drive high returns.
Some tips for strategic promotion:
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Time campaigns around school breaks, holidays, or local festivals
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Promote your highest-rated or most-reviewed tours
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Use targeted regions based on past traveler demographics
Partner smarter, not just more
When it comes to OTAs and affiliate channels, success isn’t about being listed everywhere — it’s about being listed strategically. Focus on partnerships that align with your business goals and help you reach the right audiences at the right time.
Use Affiliate Partnerships to Expand Your Reach
Affiliate relationships allow you to sell your tours through other businesses, giving you access to broader customer bases. While these bookings typically come with a commission fee — often determined by the affiliate — they can drive meaningful growth when used wisely.
Low-investment affiliates are a great place to start:
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FareHarbor Distribution Network (FHDN): This built-in affiliate network connects you to a wide range of regional and global OTAs, plus other tour operators, allowing you to expand your reach without heavy lifting. Best of all, it’s easy to activate right within FareHarbor.
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Local partners: Connect with other operators, hotels, or businesses in your area. These referral-based relationships build a stronger local tourism ecosystem while driving more direct and affiliate bookings your way.
High-investment affiliates should be approached more strategically:
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Major OTAs and larger partnerships (like those with big hotel chains or attractions) offer powerful reach, but often require higher commissions and ongoing relationship management. Treat them like part of your broader marketing plan — not your primary sales driver. Use these channels to fill inventory gaps or reach audiences you might not capture through direct bookings.
By balancing low- and high-investment partners, you can maximize your inventory without over-relying on one source — keeping your revenue streams diversified and your brand in control.
OTAs are a marketing channel — treat them like one
To make the most of OTAs, don’t just treat them as a sales outlet. Fold them into your overall marketing strategy. That means:
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Tracking ROI and conversions
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Aligning your OTA listings with your brand voice
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Using OTA data (like popular tour times or customer demographics) to inform your own marketing
When you approach OTAs as marketing partners, you can extend your reach, optimize slow seasons, and build brand awareness — all while growing your bottom line.
Ready to turn your OTA presence into a marketing advantage? With FareHarbor, you can seamlessly manage OTA partnerships, simplify your booking process, and grow your tour business — all in one place. Book a free demo today.
