Using OTAs to Grow Your Experience Business

Introduction

Running an experience business today is not just about what happens on the water, the mountain, or the trail. It is about where your experiences appear online and whether customers can find and book them in seconds.

For years, activity centres and tour operators relied on their own websites and loyal customer bases. However, the way people discover and book experiences has completely changed. Today, online travel agencies (OTAs) like GetYourGuide, Adventuro, Tripadvisor Experiences, and Google Things to Do drive the majority of new bookings across the sector. This makes a seamless OTA integration essential for modern growth.

The New Distribution Reality

Think of OTAs as the digital storefronts of the modern experience economy. Customers do not search for a sailing lesson at 10 am; they search for things to do near Brighton. Whoever controls that search result gets the booking.

OTAs now dominate these discovery moments, backed by deep SEO budgets and ad placements. By using booking software to connect to them strategically, operators can:

• Tap into global audiences who would never find them directly.

• Fill last-minute slots and smooth seasonal demand.

• Build social proof fast through verified reviews.

Yet not every platform fits every business. The goal is not to be everywhere. It is to be in the right places, with the right message, at the right price.

Picking the Right Partners

There are three broad categories worth thinking about when setting up your OTA integration:

1. Global Giants (Tripadvisor, GetYourGuide): Great for reach and credibility. These are ideal for high-volume, short duration activities.

2. Niche or Passion Platforms (Adventuro, Much Better Adventures): These provide smaller audiences but more qualified leads. They often align better with specialist experiences like sailing, climbing, or kitesurfing.

3. Meta Platforms (Google Things to Do): These connect search intent to live availability. This is becoming the default layer of discovery for local activities and is crucial for local SEO.

The best strategy blends all three: a core presence on global platforms, selective niche exposure, and visibility through Google’s ecosystem.

The Pitfalls to Avoid

Many operators rush into partnerships and end up losing control. Common traps include:

• Double bookings due to disconnected calendars.

• Misaligned pricing or accidental discounting.

• Brand dilution where customers book through the platform rather than with you.

That is why a technical OTA integration, rather than manual management, is the key. A good booking software system acts as your central source of truth, syncing availability, pricing, and guest data in real time. It keeps all of your customers in one place without you having to manage manual email threads.

Unit Economics: When an OTA Booking is a Great Booking

At first glance, commissions can look painful. A 20% fee on a £100 experience feels steep. However, most operators underestimate what it costs them to win a direct booking: the Facebook ad spend, the time writing posts, and the website maintenance.

The fee is a performance cost. You only pay it when you sell. If it brings new guests and fills slow weeks, it is a valuable channel. The key is knowing your numbers. Your booking software should help you track average booking value and repeat rates. If those guests rebook directly with you later, you have more than made your money back.

How Sailia Fits into the Picture

At Sailia, we have seen this shift up close. The most successful centres are everywhere a potential customer is looking. That is why Sailia offers direct OTA integration with leading platforms including Adventuro, Tripadvisor, and Google Things to Do.

Our booking software gives you the best of both worlds: full exposure and zero chaos. You can fill your sessions across multiple marketplaces, but every booking lands in one place: your Sailia dashboard. This means you never have to worry about double bookings or spiralling costs. The goal is to use these platforms as amplifiers while you keep the relationship and the brand.

To learn how Sailia can transform your daily operations, book a call now.