For many bike tour operators, OTAs are an essential part of doing business.

They bring visibility. They help travelers discover experiences they might not otherwise find. They can generate bookings from markets and audiences that would be difficult to reach independently.

For a small or independent operator, that can be incredibly valuable.

But there is a difference between using OTAs as part of your distribution strategy and depending on them as your distribution strategy.

And that difference can have a significant impact on the long-term health of your business.

The convenience comes at a cost

The most obvious cost of working with an OTA is the commission. But the real cost can be much bigger than the percentage you pay on each booking.

When most of your bookings come through third-party platforms, you are also giving up part of the relationship with your customer.

• The OTA controls the discovery process.
• The OTA controls much of the booking experience.
• The OTA owns the customer relationship.

And, in many cases, the OTA has access to valuable information about your customers that you don't. You may know that someone booked your tour. But the platform may know much more about how that customer found you, what else they considered, what other experiences they booked, and what they are likely to purchase next.

That's valuable information. And it isn't necessarily yours.

The problem isn't OTAs

Let's be clear: OTAs aren't inherently bad.

For many operators, they are an important and useful part of a healthy acquisition strategy.

• They can help fill capacity.
• They can introduce your business to international travelers.
• They can give a new operator visibility while they build their brand.
• They can also provide a level of convenience and reach that would be difficult to replicate alone.

The problem starts when an operator becomes dependent on them.

• If an OTA disappeared tomorrow, what would happen to your bookings?
• If its commission increased, would your margins still work?
• If your visibility in the platform's algorithm suddenly dropped, would customers still find you?
• If the platform changed its policies, would you have another way to reach your audience?

These are not hypothetical questions.

Any business that depends heavily on a third party is exposed to decisions it doesn't control.

Your direct channel is an asset

A direct booking is more than a booking without commission. It is an opportunity to build an asset that belongs to your business.

Your website is yours. Your email list is yours. Your customer database is yours. Your brand is yours. Your relationship with your customers is yours.

Every direct booking gives you an opportunity to strengthen those assets.

• You can learn more about your customers.
• You can communicate with them before their experience.
• You can follow up afterwards.
• You can encourage reviews.
• You can invite them to return.
• You can build loyalty.
• You can create referrals.

And, when they travel again, they may remember your business rather than the platform they used to find you.

That is the long-term value of direct bookings.

Direct bookings don't happen by accident

One of the biggest mistakes operators make is treating direct bookings as something that will happen naturally.

They won't.

A customer who finds you through Google, Instagram, a hotel recommendation, or word of mouth needs a clear and easy path to booking.

That means your direct channel needs attention.

Your website should make it obvious:

• What you offer.
• Who your experiences are for.
• Why customers should choose you.
• What makes your tours different.
• How much they cost.
• When they are available.
• How to book.

The booking process should be simple. The information should be easy to understand. And the customer should feel confident that they are making the right choice.

Every unnecessary step creates friction. Every unanswered question creates doubt. Every confusing page creates an opportunity for the customer to leave.

Your marketing should not end with the booking

A direct booking also gives you something that a third-party booking often doesn't:

• The opportunity to continue the relationship.

Think about what happens after someone books.

• Can you send them useful information before their tour?
• Can you recommend another experience?
• Can you encourage them to share their experience?
• Can you invite them to join your email list?
• Can you stay in touch after they leave?
• Can you make it easy for them to recommend you to a friend?

The customer journey doesn't end when the payment is processed.

In many ways, that's when the relationship begins.

Build a portfolio, not a single channel

A resilient acquisition strategy doesn't ask:

"Should I use OTAs or direct bookings?"

It asks:

"How can I build a healthy mix of channels?"

OTAs can be part of that mix.

So can:

• Organic search.
• Paid search.
• Social media.
• Email marketing.
• Local partnerships.
• Hotels and accommodation providers.
• Tourism organizations.
• Referrals.
• Repeat customers.
• Word of mouth.
• Your own website.

The goal is not to eliminate any one channel. The goal is to avoid being completely dependent on one.

Think of your acquisition strategy as a portfolio. The more diversified it is, the more resilient your business becomes.

Start small

You don't need to transform your business overnight. You can start by looking at your current numbers.

• What percentage of your bookings are direct?
• What percentage comes from OTAs?
• Which channels bring you the most profitable customers?
• How much are you spending to acquire those customers?
• How much commission are you paying?
• How many customers could potentially become repeat customers or referrers?

The answers will help you understand where you are today.

From there, choose one area to improve.

• Maybe it's your website.
• Maybe it's your Google Business Profile.
• Maybe it's your email follow-up.
• Maybe it's your relationships with local hotels.
• Maybe it's your Google Ads strategy.
• Maybe it's simply making sure every customer who books through an OTA knows how to find you directly next time.

Small improvements compound over time.

The goal isn't independence from OTAs

The goal is independence of choice. A strong business should be able to use OTAs when they make sense. It should also be able to generate bookings without them.

That difference matters.

When you have a strong direct channel, you have more control. You have more flexibility. You have more ownership of your customer relationships. And you have more options when the market changes.

The most resilient operators aren't necessarily the ones who avoid third-party platforms. They are the ones who make sure third-party platforms are part of their strategy—not the strategy itself.

Because ultimately, building a sustainable bike tour business means building something you control.

• Your brand.
• Your customer relationships.
• Your data.
• Your reputation.
• Your community.
• And your ability to attract the next customer.

That's what makes direct bookings so important. Not just the commission you save today.

But the business you build for tomorrow.