Episode 8
How to Use OTAs Without Letting Them Run Your Business with Rhees Jackson
How tour operators can use OTAs strategically without becoming dependent on them.
Why OTAs can help tour operators grow but shouldn’t be the only marketing channel.
In this episode of the Tour Operator Growth Podcast, we talk with Rhees Jackson, founder of Expedition Kanab, about the role OTAs play in a healthy tour operator marketing strategy.
Like many tour operators, Rhees used OTAs early on to gain visibility, generate bookings, and build momentum for his business. But over time, he realized that relying too heavily on OTAs can limit growth, reduce margins, and make it harder to control the guest experience.
Today, less than 5% of Expedition Kanab’s bookings come from OTAs, but the company still keeps those listings active because they play an important role in discovery.
We explore why OTAs can be valuable when starting a tour business, why they often help travelers discover experiences even when guests eventually book directly, and how operators can gradually shift toward stronger direct marketing channels.
Rhees also shares how SEO, Google Ads, social media, lead magnets, and email marketing now drive the majority of Expedition Kanab’s bookings, and why understanding your numbers is one of the most important steps in building a sustainable tour business.
If you want to grow direct bookings while still benefiting from the visibility OTAs provide, this episode offers a practical look at how successful tour operators balance both.
Frequently Asked Questions
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What are OTAs in the tour industry?
Online Travel Agencies (OTAs) are platforms that allow travelers to discover and book tours and activities. Examples include TripAdvisor, Viator, and GetYourGuide.
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Why do many tour operators start with OTAs?
OTAs provide immediate visibility and access to travelers who are actively searching for things to do. For new operators, they can help generate early bookings and reviews while other marketing channels are still being built.
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Why do some tour operators reduce their reliance on OTAs over time?
While OTAs can drive bookings, they typically charge commissions that reduce profit margins. Many operators eventually focus more on direct marketing strategies like SEO, paid ads, social media, and email marketing.
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Can OTAs still help even if most bookings are direct?
Yes. Many travelers use OTAs to research activities and compare options before booking directly with a tour operator’s website.
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How can tour operators increase direct bookings?
Operators can grow direct bookings by investing in SEO, running targeted ads, building strong websites, using lead magnets, and nurturing potential customers through email marketing.
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Why is it important to understand your booking numbers?
Knowing your revenue per booking helps operators understand how much they can spend on marketing while still remaining profitable.
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How do OTAs fit into the Growth Engine?
OTAs primarily support the Dreaming stage by helping travelers discover tours and activities when they are researching destinations. Operators can then guide those travelers through the Planning and Booking stages with strong websites and marketing systems.