How to Use OTAs Without Letting Them Run Your Business with Rhees Jackson

Why OTAs can help tour operators grow but shouldn’t be the only marketing channel.

Why Many Tour Operators Feel Dependent on OTAs

Many tour operators begin their growth journey by listing their experiences on OTAs because these platforms simplify customer acquisition. OTAs already have established traffic, strong domain authority, and global brand recognition, making them a reliable source of early bookings. For new operators without SEO visibility or paid advertising campaigns, OTAs provide immediate exposure and a faster path to generating initial revenue.

This convenience often creates dependency. When a large percentage of bookings come from one marketplace, the business becomes vulnerable to changes in platform policies, pricing pressures, or algorithm shifts. Operators may also feel limited in their ability to build direct relationships with customers because communication is often controlled by the OTA platform.

OTAs can play an important role in early growth, but long-term sustainability usually requires diversified demand sources that provide more control over margins, branding, and customer experience.

Why OTAs Can Be Valuable — Especially Early On

For many operators, OTAs serve as an effective starting point that helps validate demand and build initial credibility. Rhees Jackson shared that early bookings from TripAdvisor helped establish traction when Expedition Kanab first launched. During the early stages of a business, OTAs can provide valuable exposure to travelers who are actively searching for things to do in a destination.

OTAs also help generate early reviews, which contribute to social proof and influence traveler decision-making. Positive reviews can support future direct bookings by reinforcing trust and demonstrating experience quality. In this way, OTAs can function as both a booking channel and a credibility-building tool.

When used strategically, OTAs can complement broader marketing efforts rather than replace them. They help operators gain visibility while building the marketing infrastructure needed to generate direct demand.

The Hidden Risk of Relying Too Heavily on OTAs

Over-reliance on OTAs often creates margin pressure because commission rates can significantly reduce revenue per booking. Operators may also have limited access to customer data, making it more difficult to build long-term relationships or nurture repeat business through email marketing and loyalty strategies.

Another challenge is reduced control over the guest journey. Communication policies and booking processes are defined by the platform, which can limit opportunities to personalize the experience or create stronger brand recognition. Businesses that rely heavily on a single channel may also experience fluctuations in demand if platform visibility changes.

Diversifying acquisition channels helps reduce risk and creates more predictable revenue over time.

How Expedition Kanab Reduced OTA Dependency to Less Than 5%

Expedition Kanab initially used OTAs to generate early bookings and build brand awareness. Over time, the company invested in SEO, Google Ads, social media content, and email marketing to increase direct bookings and build stronger relationships with customers.

Today, less than five percent of bookings come from OTAs, but listings remain active because they still contribute visibility and discovery. Some travelers find the business through OTAs and later book directly through the website after researching the brand further.

This approach allows the business to maintain omnipresence while prioritizing channels that provide higher margins and stronger customer relationships.

The Right Way to Use OTAs in a Healthy Growth Strategy

OTAs perform best when positioned as one component of a larger marketing system. They can support discovery by helping travelers explore available experiences within a destination. They also provide credibility through reviews and ratings that reinforce trust.

OTAs can contribute incremental demand during slower seasons or help test new experiences before investing heavily in direct promotion. When integrated into a broader Growth Engine strategy, OTAs can complement SEO, paid media, and content marketing rather than compete with them.

The key is maintaining balance between marketplace visibility and direct brand growth.

Why Direct Bookings Create More Sustainable Growth

Direct bookings allow operators to maintain stronger control over pricing, communication, and customer experience. Businesses can build relationships with guests through email marketing, loyalty campaigns, and personalized messaging that encourages repeat bookings and referrals.

Direct demand also supports brand equity by increasing recognition and trust over time. When customers remember the brand rather than the marketplace, the business becomes less dependent on third-party platforms for visibility.

Higher margins from direct bookings also provide more flexibility to invest in marketing strategies that generate long-term growth.

How SEO, Paid Ads, and Content Reduce OTA Dependency

SEO allows tour operators to capture discovery-stage demand when travelers search for experiences online. Paid advertising increases visibility during the planning stage when travelers are comparing options and evaluating providers. Content marketing builds trust by answering questions and helping travelers feel confident in their decisions before booking.

Implementing proven tourism marketing strategies allows operators to diversify acquisition channels and build more predictable demand beyond third-party platforms.

Together, these channels create a consistent presence throughout the customer journey. When travelers encounter a brand multiple times across search, social media, and content, they are more likely to book directly.

A diversified marketing strategy reduces reliance on any single source of bookings.

The Role of Booking Systems in Increasing Direct Conversions

Conversion-focused booking systems help ensure that direct traffic results in completed bookings. A smooth booking experience reduces friction and supports higher conversion rates, making it easier for visitors to move from research to purchase.

Integrated systems also improve reporting visibility, allowing operators to better understand customer behavior, track performance by channel, and identify opportunities for optimization.

Owning the booking experience provides greater control over data and customer relationships.

Understanding Your Numbers: The Key to Channel Balance

One of the most important insights shared in this episode is the importance of understanding marketing performance metrics. Operators benefit from tracking cost per acquisition, conversion rates, and lifetime customer value across channels.

When businesses understand how each channel contributes to revenue, they can make more informed decisions about where to invest time and budget. OTAs become easier to evaluate when compared to other acquisition strategies.

Measuring performance allows operators to build a more balanced and resilient Growth Engine.

How OTAs Fit Into the Growth Engine Framework

Within the Growth Engine framework, OTAs primarily support the Dreaming stage by helping travelers discover experiences in a destination. However, long-term growth requires visibility across multiple stages of the customer journey.

SEO and content marketing influence the planning stage by providing helpful information and building trust. Paid media increases awareness and supports demand generation. Conversion optimization ensures that visitors who reach the website complete their booking.

Understanding and mapping the tourism buyer’s journey helps operators identify where OTAs influence discovery and where direct channels can strengthen long-term customer relationships.

A healthy Growth Engine includes multiple touchpoints that guide travelers from discovery to booking.

Signs Your Business May Be Too Dependent on OTAs

Businesses that rely heavily on a single OTA may experience limited brand recognition and lower repeat booking rates. A small email database and minimal direct traffic can indicate overdependence on third-party platforms.

Operators may also notice reduced flexibility in pricing and limited ability to build long-term customer relationships.

Diversifying booking channels helps reduce risk and improve long-term growth stability.

How Tour Operators Can Gradually Shift Toward Direct Bookings

Transitioning toward more direct bookings does not require removing OTA listings immediately. Many operators maintain OTA visibility while gradually investing in SEO, paid media, content creation, and email marketing.

Improving website conversion experiences and developing lead magnets can help capture visitor information and support nurture campaigns that encourage direct bookings over time.

Consistent investment in brand visibility and customer relationships creates stronger long-term growth potential.

Key Takeaway From This Episode

OTAs are valuable tools when used strategically, but they should not control the direction of your business. A balanced marketing strategy that includes SEO, paid media, content, and conversion optimization creates more predictable demand and stronger long-term brand growth.

Operators who invest in diversified acquisition channels build more resilient businesses and maintain greater control over customer relationships.

Frequently Asked Questions