5 reasons to have more connections with OTAs
Have you always questioned whether it is really necessary to have more connections with online travel agencies, also called OTAs, for your travel and activities business, or whether you should rely only on direct bookings coming through your website? In case you decide for third party distribution channels, how many OTAs should you choose and why shouldn't you limit yourself to only 2-3 OTAs for your business?
OTA connections for your business: an overview
There are many OTAs in the tourism sector. Some of them are mainly location-specific, such as Civitatis, others are activity-specific, such as Adrenaline Hunter, and finally those that cover multiple activities and locations, such as Viator, GetYourGuide, among others. OTAs spend a significant amount on marketing and have a much larger reach to customers compared to a tour operator's website.
OTAs control approximately 2/3 of all online bookings. Therefore, it is difficult to get more bookings without having connections to OTAs for your business. But of course, along with OTAs, agents, resellers and even your website play a crucial role in increasing bookings. Many businesses are reluctant to work with these online distribution channels for fear of having to pay too high a commission and consequently not making enough profit margin.
There are different strategies you can follow when working with an OTA, including negotiating the commission you will be charged. However, when you are part of such a competitive industry, it is never a good idea to limit yourself to only 2-3 OTA connections. Instead, you can generate maximum revenue and reach more customers if your business is listed on multiple online distribution channels.
Suffice it to say that online travel agencies are a crucial factor for an ideal online distribution strategy. And if you limit yourself to a small number of OTAs, you are likely to lose more bookings and market reach.
Why should you have more OTA connections?
In the tourism sector: the more the better. When the ultimate goal of an entrepreneur is to offer the best experience to his customers, there is no denying that the experience starts from the moment the booking is made.
And as it becomes more accessible to your customers, it is only natural that you will get more OTA connections for your business. These are just a few of the many reasons to have more OTA connections:
- Increased exposure (visibility)Through OTAs you will gain greater exposure to travellers from all over the world. You will get more visibility by making yourself known to customers heading to your location on holiday.
- Increasing trafficBelieve it or not, OTAs can generate traffic to your website. Travellers browsing an online travel agency are often curious to visit the service provider's website and explore the level and quality of the product it offers.
- More reservationsThe more exposure your company has, the more bookings you will get. In addition, your ranking on OTAs will also play an important role here, ensuring that your customers will find you more easily.
- The right customersWhatever type of business you own, listing with multiple online travel agencies will attract the right kind of audience, allowing you to serve customers in the best possible way.
- Better ratings, better reviews:OTAs allow customers to check reviews and familiarise themselves with the services you offer, which encourages them to book with you. While a considerable number of customers check reviews before booking their holiday, positive reviews will make you more visible through better ratings on OTAs.
Considering the above points, it is not possible to get optimal performance from some OTAs. It is recommended to have a smart strategy for the online distribution of your business and look for more OTA connections as a result. Without proper distribution management, you are likely to miss great opportunities for revenue generation.
Now, how to handle more OTA connections easily?
Managing multiple OTA connections for your business becomes a difficult task, where you need to constantly monitor inventory availability. It seems that a smart decision would be to opt for an OTA management software that simplifies the distribution of your availability.
A Channel Manager will also reduce under- and over-booking issues with instant availability updates across all channels.
Even if you focus on getting more bookings from OTAs and therefore increase your visibility, do not ignore the fact that direct bookings are equally important. That is why you should work in parallel to get more direct bookings on the website.
What are the most important OTAs you should work with?
Here is our list of the most recognised OTAs you should work with to increase your bookings.
Viator
Viator is a TripAdvisor company - a leading global tours and activities provider for travellers, delivering online and mobile access to thousands of curated trip activities including tours, attractions, shore excursions and private guides, in more than 1,500 destinations worldwide.
Viator also offers tours and activities to more than 3,000 affiliated partners, including some of the world's leading airlines, hotels and online travel agencies. Viator is headquartered in San Francisco with regional offices in Sydney, London and Las Vegas. Viator: travel with insider information.
GetYourGuide
GetYourGuide collects and classifies all the things to do around the world so you can do less research and do more. From Africa to Oceania and back, we make it easy for you to find and book an activity that will make your trip or your day the best.
https://www.getyourguide.com/
Tiqets
Tiqets is an innovative ticketing platform that is revolutionising the way visitors discover, buy and use tickets for museums, shows and attractions. With instant and mobile ticketing, the company offers travellers hassle-free entry. Since its founding, the company has successfully connected the largest venues in major tourist destinations.
Musement
Musement is a multi-platform digital booking service that allows travellers to find and book activities, guided tours, museum and attraction tickets, city passes and more around the world.
Musement is active in 7 languages, with approximately 500,000 visits/month from 30 different countries, constantly increasingMusement is active in 7 languages, with approximately 500,000 visits/month from 30 different countries, constantly increasing