OTAs Like Viator: Free Money or 30% Trap?
Everyone's got an opinion on OTAs. Some captains swear by them. Others refuse to touch them.
Here's what the numbers actually say—and when OTAs make sense (or don't) for your charter.
What We're Talking About
Online Travel Agencies (OTAs) like Viator, GetYourGuide, and TripAdvisor Experiences list tours and activities from operators worldwide. Customers search, compare, and book—all in one place.
The pitch to operators: "We'll send you customers you'd never find on your own."
The catch: They take 20-30% of every booking.
Typical OTA Fees
The Math Nobody Talks About
Let's run real numbers on a $600 half-day trip.
Direct booking (through your own site):
- Trip price: $600
- Credit card processing: ~$18 (3%)
- Your revenue: $582
OTA booking (at 25% commission):
- Trip price: $600
- OTA commission: $150
- Credit card fee on remainder: ~$13.50
- Your revenue: $436.50
On a $600 trip, the OTA takes nearly 25% of your revenue—not 25% of your profit. If your actual profit margin is 40%, they're taking more than half of your profit on that trip.
When OTAs Make Sense
Despite the fees, OTAs aren't always a bad deal. Here's when they work:
1. You Have Unsold Capacity
A smart approach: only list last-minute availability on Viator—trips you couldn't fill yourself. Getting 75% of something is better than 100% of nothing.
If you're regularly running at 60% capacity, OTAs can fill gaps. The marginal cost of an extra trip (fuel, bait) is much less than the OTA fee—so even at 75% revenue, you're making money.
2. You're Brand New
New charters have no reviews, no reputation, no search visibility. OTAs provide instant exposure to thousands of potential customers who've never heard of you.
Think of the commission as a marketing expense. Once those customers have fished with you, get their contact info and market to them directly next time.
3. You're in a Tourist-Heavy Area
In places like Miami, San Diego, or the Virgin Islands, many customers only search OTAs. They're not Googling "charter fishing [city]"—they're on Viator looking for activities.
If your customer base is primarily tourists who plan trips through OTAs, being absent costs you more than the commission.
When OTAs Don't Make Sense
1. You're Already Fully Booked
If you're turning away customers, why would you give up 25% to get more?
The Full Calendar Problem
2. Your Repeat Business Is Strong
Loyal customers who fish with you 2-3x per year are gold. If most of your business comes from referrals and repeat customers, OTAs aren't adding value—they're just adding cost.
3. You Can't Compete on Price
OTA customers compare listings side-by-side. If your $700 trip is next to a $400 trip, you'll struggle for bookings regardless of quality. OTAs favor volume operators who can compete on price.
The Hidden Costs
Beyond the commission, consider:
You don't own the customer relationship. OTAs often restrict your ability to market to customers who book through them. You can't easily build your email list or encourage rebooking.
Review dependency. Your OTA ranking depends heavily on reviews. A few bad ones can tank your visibility—even if you have 500 great reviews elsewhere.
Price parity clauses. Some OTAs require you to offer them your best price. You can't charge more on Viator to offset the commission—and you might have to match that price on your own site.
A Balanced Approach
Most successful operators use OTAs strategically:
List Selectively
Price for the Fee
Capture Customer Info
Track Your Numbers
The Direct Booking Alternative
Here's what the math looks like if you invest OTA fees into marketing instead:
| Scenario | Annual Cost | Expected Bookings | Net Revenue |
|---|---|---|---|
| OTA (30 trips/year) | $4,500 in fees | 30 trips | $13,095 |
| Direct + $200/mo marketing | $2,400 | 25-35 trips | $14,550-$20,370 |
Even modest marketing—Google My Business optimization, a few Facebook ads, asking customers for reviews—can generate direct bookings at a fraction of OTA costs.
The shift from OTA-dependent to direct-booking-dominant is possible. It takes investment in your website, reviews, and email list—but operators who make the shift often report making more money on fewer trips.
The Verdict
OTAs aren't evil. They're a tool—and like any tool, they work when used correctly.
Use OTAs if:
- You have consistent unsold capacity
- You're building initial visibility
- Your market is heavily tourist-driven
Avoid OTAs if:
- You're already full
- Your business is repeat/referral-heavy
- You can't compete on price comparisons
For everyone else: Use them strategically for specific gaps, but invest in building your direct booking channel for long-term profitability.
Want to build a direct booking presence that doesn't rely on OTAs? See how Guidewinds helps captains get direct bookings.