Why Viator Suppliers Are Losing Customers (And Don't Even Know It)
You run a great tour. The guest leaves a 5-star review. They tell their friends. Six months later, they're back in town and book again — through Viator. You pay another 20% commission on a customer you already earned.
That's the hidden cost of selling on OTAs: you never own the relationship.
The Data Problem
When someone books through Viator, their contact information goes to Viator — not to you. You can't add them to your mailing list. You can't send a post-trip offer. You can't retarget them next season.
GetYourGuide is even stricter: operators get a 7-day window to email booked customers. After that, the connection is gone.
As one industry analyst put it: "The guest's email goes to them, not you. You can't add that person to your mailing list, send a post-trip offer, or retarget them next season."
What This Actually Costs You
A repeat customer who books direct is worth 3-5x more than a first-time OTA booking:
- No commission on the second, third, fourth booking
- Word-of-mouth referrals from a loyal customer
- Higher lifetime value — they book premium experiences, bring friends, tip better
- Reviews on your terms — they'll review on Google, not just Viator
Now multiply that across every guest who loved your tour but will never hear from you again.
The Uncomfortable Truth
One industry observer described it perfectly: customer data loss turns operators into "more of an Uber driver than a tour business." You deliver the experience, someone else owns the customer.
What You Can Do
- Collect emails at the tour — A simple "join our mailing list for local tips" card at the end of every tour
- Create a post-tour touchpoint — A thank-you email with photos, a discount for direct rebooking, or a referral offer
- Track repeat guests — Know when someone books again so you can recognize them and offer VIP treatment
- Build your own channel — Every email address is a future direct booking you don't pay commission on
SupplierHQ helps you build guest profiles, track repeat visitors, and turn OTA one-timers into direct-booking regulars.