Why Your Attraction Needs to Look Beyond the OTA Giants: 5 Surprising Insights from OTA Experts

During our discussion on how to leverage emerging Online Travel Agencies (OTAs) to boost sales and reach new markets, we got to chat with Melanie White from Virgin Experience Gifts, Erik Roberts from Tiqets, and Jaz Cariola from Aquarium of the Bay.

Let's dive right into the top takeaways:

1. Diversify Your Distribution Channels

While major OTAs like Viator and GetYourGuide dominate the market, there's significant value in partnering with emerging platforms. Jaz shared that working with smaller OTAs has increased their visibility and opened doors to new customer segments.

"You have to see it from our point of view of accessibility. If the people are only seeing those smaller OTAs, or only the big OTAs, or they're not doing their due diligence and shopping for whatever city they're traveling to... It's, you know, it's always on the guest."

2. Tap into Niche Markets

Emerging OTAs often cater to specific regions or demographics. For example:

• Civitatis specializes in Spanish-speaking markets
• Klook focuses on the Asian market
• Veltra specializes specifically in the Japanese market

By partnering with these platforms, operators can access previously untapped customer bases. So when you're thinking about how you can expand your customer base, take a look at what the statistics say.

For example, New York's primary source of international visitors came from Europe, with the United Kingdom bringing over 1.03 million British travelers. That means you're going to be looking at OTAs that are strong in these markets.

Not sure where to start? We have a guide to help you get started with OTAs. Check it out here.

3. Consider the Gifting Market

Melanie highlighted an often-overlooked opportunity for tours and attractions: the gifting industry. This market allows operators to:

• Reach local customers who may become repeat visitors
• Capitalize on key gifting occasions like the winter holidays
• Tap into a growing trend, with 63% of American adults preferring to give experiences as gifts

She also shared:

"The virtuous circle of gifting experiences is this: once someone has been given a gift of an experience, they're more likely to buy into this idea of experience gifts and then gift them in the future - and the circle goes on."

With the holiday season coming right up, it's the perfect time to consider adding a gifting platform to your distribution strategy.

4. Balance Operational Challenges with Benefits

While managing multiple OTA partnerships can be operationally challenging, the benefits often outweigh the costs. Jaz shared that despite initial resistance from finance teams, the increased visibility and diverse customer base have proven valuable.

"When I first got into this business many years ago, it was always paper, and no one knew what an API was. When Viator grew, we wanted that API for an easy guest and staff experience, because I'm definitely on the operations side of all the companies I've worked for. It's been an interesting pattern for us, but our finance team understands. They're learning how that side of the organization and business works, and they're seeing the pathway forward to not cannibalizing ourselves as a product as the dollars come in."

5. Leverage Technology for Easier Management

Erik Roberts from Tiqets emphasized the importance of API connectivity and user-friendly platforms to streamline operations for both OTAs and operators.

"We're big on our merchandising, cross-selling, upselling, our CRM campaigns, a lot of that in-trip to really make a name for ourselves... It's adapt and adjust, right? If you rest on your laurels, you'll fail to grow and fall too far behind. Tiqets is looking at every different way for us to grow, especially with the power of AI now."

As our webinar guests shared, emerging OTAs offer unique advantages that can complement your existing distribution strategy. Staying ahead means embracing new opportunities and technologies.

By diversifying your partnerships, tapping into niche markets, and leveraging innovative platforms, you can expand your reach, attract new customer segments, and boost your sales year-round.

Remember, the key is to find the right balance that works for your business, always keeping an eye on both operational efficiency and growth potential.

You can watch the recording of the webinar here:

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