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Should Attractions Partner with OTAs or Focus on Direct Sales?

The smartest attractions aren’t picking sides between OTAs and direct sales—they’re building a strategy that pulls the best from both. Here’s why.


Written By - Keri Hanson

June 2025

As AirBnB relaunches its Experiences platform, attractions around the world are asking themselves a crucial question: Should we rely on online travel agencies (OTAs) to drive bookings - or focus on a direct-to-consumer (DTC) strategy instead? The answer isn’t black and white, which is why, here at Datafy, we believe in a mixed-media strategy to balance the broad reach of OTAs with the high-value and control of direct sales. 

You can’t deny the value of OTAs: The reach and visibility of OTAs like AirBnB Experiences, Viator and GetYourGuide offer attractions unmatched scale and exposure. Especially for small to mid-sized attractions, these platforms provide access to audiences that would otherwise be out of reach. However, the trade-offs are real: namely, much smaller margins for attractions once the OTAs have taken their commissions, and missing out on the collection of first-party data that can be strategically used to fuel future marketing.

Selling DTC still matters - now more than ever - for attractions. And with the right digital strategy, attractions can drive direct sales by target custom audiences in real-time. For example, they can send offers to visitors currently in-market, or re-engage locals who have been in the past but haven’t visited in the last six months. This approach not only boosts immediate sales, but also allows attractions to keep 100% of the ticket revenue. (Plus, it captures valuable first-party data that can be used to advertise more efficiently and nurture customer relationships during critical need periods.) 

Attractions need to strike the right balance, building a hybrid sales strategy that drives both scale and sustainability. Using OTAs to cast a wide net will increase reach and drive traffic; but it’s just as important to defend the value of direct sales, relationships, and first-party data. 

The bottom line? Don’t choose between OTAs and DTC - use them both, strategically, and you’ll do more than just fill seats

- you’ll drive growth, loyalty, and revenue. 

Datafy can help! Want to learn more about how Datafy can help attractions drive revenue, increase visitation, and enhance marketing effectiveness? Find out here.  

Authors

KH
Keri Hanson
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