Most operators don’t need to “pick one”. The smart approach is to use OTAs for discovery and build direct bookings as the long-term profit engine.
What OTAs are good for
- Discovery: customers browsing destinations
- Filling gaps: shoulder season or last-minute seats
- Inbound traffic: especially for new operators
What OTAs cost you (beyond commission)
- Margin compression: commission reduces profit per seat
- Commoditisation: you compete on price and reviews
- Customer relationship loss: repeat business becomes harder
- Platform risk: algorithm changes or listing issues can reduce bookings overnight
What direct bookings give you
- Higher margin per booking
- Control: pricing, policies, availability
- Repeat business: you can email/remarket to customers
- Brand strength: customers remember you, not the platform
The practical strategy: “OTA for discovery, direct for growth”
A workable model for most operators:
- List on a limited set of OTAs initially (avoid spreading too thin)
- Simultaneously build your direct booking channel
- Over time, shift promotions and loyalty toward direct bookings
- Use OTAs to fill specific low-demand periods (not as the core channel)
How to shift customers from OTA to direct (legitimately)
- Deliver an excellent experience, then encourage “book direct next time”
- Offer direct-only perks (priority time slots, small extras)
- Make direct booking link easy to find everywhere
- Partner with hotels/accommodation providers using your direct link
Where software matters
Direct bookings only work if you remove friction and run smoothly:
- Mobile booking flow
- Real-time availability + capacity
- Clear policies at checkout
- QR tickets + fast check-in
AddTransit for direct tour bookings
AddTransit is designed to build direct bookings with operational tools behind it:
- Schedule-based capacity control
- Online booking + payments
- QR tickets + validation
- Passenger manifests for staff
