OTA or Direct Booking?

As a tour operator, I look positively on any online reservations I receive. My goal is always to fill a tour to capacity, and we appreciate each and every person who chooses Cincinnati Food Tours. However, many of our guests don’t realize that some bookings are better than others.

We probably all use TripAdvisor and Google these days when traveling. I know I usually read reviews, check the number of stars, and scroll through recommendations before making plans. It’s so easy to do your online research and then just click to make a reservation. But for the sake of small local operators like me, please STOP. The large online tour agencies (OTAs) like TripAdvisor, Viator, Expedia, and others, routinely take 25-30% commission (or more!) from the tour operator for each reservation made through their platforms. In other words, if you purchase a ticket that costs $100 from an OTA like TripAdvisor, the big corporate platform gets at least $25 of that ticket while the little guy (me) gets $75.

I understand that these OTAs provide marketing, one-stop shopping for potential clients, and search engine optimization for small businesses like mine. But because of the high commissions, many suppliers actually raise their prices on these third-party platforms to cover the costs of the commissions. Even though the OTA may claim “lowest prices,” you might actually find a lower price directly through the operator’s website.

The best way to support the tourist industry is to make your reservations directly through a locally-owned hotel, restaurant, or tour company. Think before you click, and help your small local businesses to thrive.