Tourify

OTA commission rates 2026: What tour operators and hotels really pay

James Frazer — Thu, 15 Oct 2026 14:36:58 +0000

Most tours and activities OTAs take between 20% and 35% of the retail price per booking. Viator, GetYourGuide, Klook, Musement and Headout all negotiate rates by destination, category and volume, while Airbnb charges experience hosts a typical 20%. Accommodation OTAs usually sit lower, at roughly 15% to 25%. Google Things to Do free booking links […]

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Your bookings close on a call. Google Ads only ever sees the enquiry.

James Frazer — Thu, 15 Oct 2026 13:31:00 +0000

A couple fill in your “plan your trip” form in March. Google Ads records a conversion that afternoon. Five weeks and two calls with a consultant later, they pay a deposit. Google Ads never hears about the deposit. As far as Smart Bidding knows, that enquiry is worth exactly the same as one that went […]

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FareHarbor conversion tracking: How to track your bookings

James Frazer — Tue, 18 Aug 2026 08:00:00 +0000

If you take bookings through FareHarbor, your Google Ads reports may not be recording them all. Here's how to connect FareHarbor to GA4, import bookings into Google Ads and check it's working.

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Viator vs Google Ads: Which costs tour operators less?

James Frazer — Sun, 21 Jun 2026 08:00:00 +0000

Am I better off paying Viator commission or spending that money to win direct bookings?

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Your ads are missing bookings. Server-side tracking finds them.

James Frazer — Thu, 18 Jun 2026 08:00:00 +0000

Your booking platform confirms more bookings than your ad platforms ever see — and the gap is structural. What server-side tracking fixes, what it doesn't, and the three routes to implement it.

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Google Ads vs Facebook ads for travel: Which should you run first?

James Frazer — Tue, 16 Jun 2026 08:00:00 +0000

"Google Ads or Meta?" is the wrong question. Here's how each fits the travel booking funnel, when to use which, and why most tour operators need both working together.

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How much should a tour operator spend on marketing? Start with your OTA bill

James Frazer — Mon, 15 Jun 2026 08:00:00 +0000

The 10%-of-revenue rule isn't wrong — it's useless. Set your tour marketing budget from the OTA commission you already pay, with verified benchmarks, a worked example and a 15-minute method.

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Facebook ads for travel brands on $33 a day: The exact setup we run

James Frazer — Thu, 11 Jun 2026 08:00:00 +0000

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How tour operators reduce OTA commission and win more direct bookings

James Frazer — Tue, 09 Jun 2026 08:00:00 +0000

Every OTA booking costs you 20–25% commission. Here's how tour operators reduce that dependency and grow profitable direct bookings through paid search, SEO and accurate tracking.

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Is your tracking losing you bookings? 7 checks to find out

James Frazer — Sat, 06 Jun 2026 08:00:00 +0000

Do you actually trust your booking numbers? Work through this 7-point checklist in 20 minutes to find out whether your Google Ads and Meta conversion tracking is accurate — or quietly losing you bookings.

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