OTAs are both storefronts and search engines. They aggregate demand and deliver trust at the top of the funnel, but commission hit margins and can divert traffic from your direct channels. In 2025, the winning tour operator treats OTAs as a performance channel with rules, not a destiny. This guide shows how to pick the right products, maintain rate integrity, optimize listings, and measure incrementality so OTAs grow your pie rather than slice your profits.

Decide what belongs on OTAs. Your signature, high-service itineraries with complex customization should remain primarily direct, where your team sells on value, not price. Put bookable, well-defined experiences on OTAs: day tours, short breaks, and modular extensions of longer trips. If a multi-day trip is listed, use a “lite” version with fewer options. Keep your most differentiated elements (exclusive access, hosted dinners) as value adds for direct or loyalty customers, and reference them in your brand story rather than making them bookable through intermediaries.

Build a channel architecture. Map your OTAs by audience and category: mainstream, premium, niche (adventure, culinary, wildlife), and regional specialists. Assign each product to one to three OTAs that best match its audience; more is not always better. Concentrate volume to climb ranking faster. Stagger launches to learn and avoid data noise. Maintain a single source of truth for descriptions, inclusions, and terms so updates flow to all channels consistently through your connectivity partner or manual workflows.

Preserve pricing integrity without being rigid. Rate parity should be a principle, not a trap. Set a rack rate that reflects your brand and costs. Package value for direct (priority support, flexible deposit, or an extra add-on) rather than undercut the OTAs on price. Conversely, avoid offering lower net rates to OTAs that would cause the platform to undercut your direct site after commission. Negotiate with your account manager for marketing boosts (email features or on-site banners) instead of simply raising base commission.

Create OTA-specific product naming and imagery. Users don’t read; they scan. Begin names with outcome and location (“Sunrise Summit Hike, Cusco”) and place key hooks in the first 60 characters. Use a strong hero image with people experiencing the moment, plus a mix of detail shots and logistics visuals (transport, gear). Include one image that shows scale or accessibility (staircases, boat type) to reduce mismatched expectations and cancellations.

Listing copy must sell and pre-qualify. The first paragraph should promise the transformation—what guests feel and gain. The next should disqualify gently: fitness level, early starts, or weather dependency. Bullet “What’s included” and “Know before you go” with ultra-clarity. Add a short “Why us” section that speaks to safety, local expertise, and sustainability. Your cancellation and rescheduling policies should be transparent and aligned with your operational reality; this reduces support tickets and negative reviews.

Rankings on OTAs are math plus momentum. Core inputs: conversion rate, availability, review volume and score, responsiveness, and cancellation ratio. Improve conversion with clear pricing, instant confirmation, and ample availability. Keep your cut-off times realistic—if you can handle bookings up to 12 hours out, do it. Proactively ask for reviews within 48 hours of the experience through the platform’s tools. Reply to messages within set SLAs; responsiveness often unlocks extra exposure in search.

Coupons and promotions are tools, not a strategy. Use targeted promotions for soft periods or new product launches, with tight windows and caps. Avoid training guests to wait for discounts. When testing price elasticity, run A/B tests on a single OTA to isolate impact, and track gross margin after commission, not just top-line bookings. Consider adding a “Best Value Week” banner instead of cutting price—anchoring drives action without racing to the bottom.

Connectivity and availability mapping matter. If you use a reservation system, connect via a certified API to prevent oversells and keep pricing synced. If you push inventory manually, establish a daily update routine and a pre-peak review. Keep a small buffer for capacity to handle late direct demand or VIP opportunities. Set alerts for any listing errors, broken images, or policy mismatches after platform updates; small glitches can quietly tank conversion.

Measure incrementality. Tag OTA referrals in your analytics and CRM with UTM rules and booking source fields. Look beyond last-click: how many OTA visitors later book direct within 60 days? Run clean tests by turning off a product on one OTA for two weeks in a shoulder period; did direct bookings rise, or did overall volume drop? The goal is clarity: if an OTA primarily intercepts branded searchers, it may be cannibalizing. If it introduces new geographies or demographics, it’s additive.

Negotiate with data. Come to quarterly reviews with conversion by device, cancellation causes, review insights, and seasonality. Ask for merchandising placements tied to your plan—homepage modules in low months or category features for new launches. Commit to availability and a response SLA in exchange. Treat the account manager as a partner; platforms move levers for operators who help them hit their own metrics.

The payoff for a disciplined OTA program is reach without regret. By selecting the right products, honoring your brand in pricing, optimizing content, and measuring incrementality, you’ll earn traffic that complements your direct engine. Commission becomes an investment, not a tax.