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TRAVEL EXPERIENCE TREND TRACKER | FALL 2025

tHE OtA ADVAntAGe

Find out how OTA-led distribution can 
drive growth, including direct bookings

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The travel industry has transformed

...to endless possibilities.
From limited access...
...to endless possibilities.

In today’s fast-changing online market, operators must adapt quickly to stay ahead. Those maximizing digital platforms will emerge on top.

In the past

Travel was exclusive, information scarce, and demand controlled by a few operators.

The world of today

A growing middle class is driving demand, information is free and short-lived, and operators are multiplying through digitization.

The world of tomorrow

LLMs (eg. ChatGPT) will power personalized planning, AI will favor authoritative sites, and verified reviews will drive trust.

The Myth

‘Online travel agents diminish bookings from direct channels’

The Truth

Our report shows partners' overall revenue grew by 41% on average

New GetYourGuide partners saw 41% revenue growth from combined direct and OTA bookings in the 12 months after joining. This incremental revenue shows OTAs enhance profitability, turning visibility into tangible gains.

Revenue before joining
GetYourGuide
Revenue after joining
GetYourGuide
41%
Uplift

Source: GetYourGuide proprietary research “Measuring the Billboard Effect: Impact on direct bookings by OTA listings”, 2025

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Supply partners of all sizes benefited, but...

Smaller operators saw the most growth

Small supply partners benefit most, as they access vast new audiences through GetYourGuide and other OTAs.

138%
Total revenue growth
Small
Operators with <$100k revenue
57%
Total revenue growth
Mid-Sized
Operators with $100k - $300k revenue
22%
Total revenue growth
Large
Operators with >$300k revenue

Source: GetYourGuide proprietary research “Measuring the Billboard Effect: Impact on direct bookings by OTA listings”, 2025

Adding GetYourGuide early maximizes visibility

Supply partners with fewer OTAs saw strongest direct growth...

Supply partners with 0, 1, 2, or 3 OTAs before joining GetYourGuide see the strongest direct booking boosts, as OTA exposure unlocks new audiences without over-saturation.

Source: GetYourGuide proprietary research “Measuring the Billboard Effect: Impact on direct bookings by OTA listings”, 2025

...but operators saw growth regardless of how many OTAs they had

Supply partners with existing OTAs (4+) before joining GetYourGuide still saw significant overall growth, as each OTA has its own audience that operators can tap into.

% Net Revenue YoY change after joining GetYourGuide

1 OTA
115%
2 OTAs
37%
3 OTAs
16%
4 OTAs
50%
5 OTAs
27%
6+ OTAs
14%

Source: GetYourGuide proprietary research “Measuring the Billboard Effect: Impact on direct bookings by OTA listings”, 2025 - (FareHarbor Only)

Experience Types

A wide range of experience types benefited from increased visibility

Net revenue growth from direct bookings by experience type

Bus, boat & vehicle cruises
8%
Workshops & niche activities
19%
Museums & Galleries
27%
Guided tours
Adventure, culinary, walking, guided museum tours etc.
27%
Day & multi-day trips
32%
Zoos & Aquariums
35%

Source: GetYourGuide proprietary research “Measuring the Billboard Effect: Impact on direct bookings by OTA listings”, 2025

Our Partners

Thanks to our trusted research partners

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