Travel isn’t what it used to be. Years ago most bookings happened in person or through travel agents. Now, most people plan and book their trips online. This shift is changing how travelers find, choose, and book experiences and what operators need to do to keep up.
Our latest research, on how Online Travel Agencies (OTAs) can be an advantage, gives us a clear look at these changes. Here’s what you need to know.
Thank you to our partners Bokun, Ventrata, and Fareharbor for their contributions to the research.
Travelers want easy online booking: Meet customers where they are
More and more travelers are booking experiences online. Our research shows that 70% of frequent travelers (we call them “Explorers”) prefer booking online instead of in person. If your business isn’t easy to find and book online, you’re missing out on a huge group of customers.
But it’s not just about having a website. Travelers use many different online tools to plan their trips – search engines, review sites, social media, and booking platforms. On average, people use 12 different online sources before they decide what to book!
What this means for you:
You need to be visible in as many places as possible. The more often travelers see your experience online, the more likely they are to book with you.
Being on OTAs helps all your sales: The Billboard Effect in action
It’s common to wonder if listing your experiences on booking platforms will take away from your direct sales. Our research shows the opposite: being on platforms like GetYourGuide actually helps you get more bookings overall—including on your own website.
This is called the “Billboard Effect.” When travelers see your experience on a trusted platform, it builds awareness and trust. Many will still come to your website to book, but they might never have found you otherwise.
The numbers:
- After joining GetYourGuide, partners saw their total revenue grow by 41% in a year.
- Direct bookings (on their own website) grew by 16% after joining.
- Smaller operators saw the biggest gains – some grew by over 100%!
What this means for you:
Think of booking platforms like us at GetYourGuide as a way to reach more people and grow your whole business.
A multi-channel strategy is key: Be everywhere your customers are
Travelers don’t just use one website or app to plan their trips. They look everywhere – search engines, social media, review sites, and booking platforms like GetYourGuide. If you only focus on one channel, you’re missing out.
Our research recommends a “multi-channel” approach. Listing your experiences on several platforms, keeping your own website up to date, and making sure your business shows up in search results and on social media can all help.
What this means for you:
- List your experiences on more than one platform.
- Keep your information (photos, descriptions, prices) up to date everywhere.
- Use social media and encourage happy customers to leave reviews.
Reviews are your new “trust currency”: Build trust with traveler feedback
Travelers trust other travelers. Verified reviews are more important than ever. People want to know what real guests thought before they book. The more positive reviews you have, the more likely someone is to choose your experience.
New technology – like AI and large language models – will make reviews even more important. Search engines and booking sites will use reviews to decide which experiences to show first.
What this means for you:
- Ask every guest to leave a review.
- Make it easy: Use QR codes, follow-up emails, or links.
- Show you care by responding to reviews, both good and bad.
Connect your systems: Save time and grow faster
Managing bookings across different channels can get messy. Our research suggests using a reservation management system. These tools help you keep your calendar, prices, and availability updated everywhere at once. They also give you helpful data to see what’s working.
What this means for you:
- If you’re not using a booking system, consider starting.
- Make sure your data is clean and complete – missing information can cost you bookings.
Know your audience: Reach the right travelers
Not all travelers are the same. Some plan everything in advance, some book last minute. Some travel with families, others solo. Our research highlights a group called “Explorers”—people who travel often and love booking experiences. Half of these travelers have booked with an online platform, and this number is growing.
What this means for you:
- Use photos and descriptions that appeal to different types of travelers.
- Test what works best on different platforms.
- Don’t just focus on one group – reach out to families, solo travelers, and groups.
Ready to grow your business?
Start by making your experiences easy to find and book online. Use these tips from our research to reach more travelers, earn more trust, and keep your business moving forward.
Get started.
Connect with travelers looking for exactly the kind of experience you offer by signing up today.
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