Should Attractions Partner with OTAs or Focus on Direct Sales?

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.