Why Booking Direct Matters More Than Ever

I can’t believe I can say that I’ve been in the travel business for more than two decades now.

I started back in the early days of Tripadvisor, which at the time was just a small travel forum — long before automatic booking systems existed. Guests would post questions, and fellow travellers or local operators like me would respond. If someone wanted to join a wine tour, we would simply exchange emails.

I used to email with every single guest.

It was extremely time-consuming, of course, but something wonderful happened in the process: a connection was made even before the tour took place. By the time guests arrived in Tuscany, we already knew a little about each other.

Much has changed since then, although I must admit that I still enjoy receiving the occasional email asking about a custom private wine tour. It feels like a small echo of those earlier days.

Because today, most travel is booked very differently.

The Age of the Big Platforms

Somewhere along the way, we became used to booking almost everything through the same few websites.

Need a pair of headphones? Amazon.

A flight? Expedia Group.

A place to stay? Booking.com or Airbnb.

A tour or activity? Viator or GetYourGuide.

These companies are known as OTAs — Online Travel Agencies. They list hundreds of thousands of businesses around the world, from global hotel chains to homeowners or small local tour operators.

There is no doubt they make travel incredibly convenient. Within minutes you can compare options, read reviews, and confirm a booking from anywhere in the world.

But that convenience comes with a system many travelers rarely see.

A Platform-Dominated Industry

In the accommodation sector, OTAs have become incredibly powerful.

It is estimated that around 80% of accommodation bookings are now made through platforms like Booking.com or Airbnb. Many hotels and rental properties depend heavily on these sites to reach customers.

Tours and activities operate a little differently. Here, OTAs account for roughly 40% of bookings, which means travelers still frequently book directly with the companies running the experience.

But the influence of the platforms continues to grow.

Who Are You Actually Booking With?

Not all platforms treat local businesses in the same way.

Booking.com is relatively transparent. The name of the hotel or accommodation provider is clearly visible, making it easy for travelers to find the property online and book directly if they wish.

Other platforms work differently.

Airbnb, for example, removes much of the host’s identity from the listing, making it harder for travelers to locate the same accommodation elsewhere.

Tour marketplaces like Viator and GetYourGuide usually mention the local operator somewhere in the listing — but often you need to scroll carefully to find the name.

In many cases, the website where you click “book” is not the company actually delivering the experience.

The Commission Few Travelers See

What many travelers don’t realize is that these platforms typically charge commissions of around 25–30% on every booking.

For a small tourism business, that is a very significant share of the price you paid.

At the same time, operating costs for local businesses continue to rise: fuel, insurance, staff salaries, regulatory requirements, rent, and maintenance.

Tourism can be a difficult business to run, particularly for small operators.

When a booking is made through an OTA, a substantial part of the revenue leaves the local business immediately, and is often collected in a place where the giants have found a tax paradise!

What Happens When You Book Direct

Booking directly with the company providing the experience changes that equation.

When you book direct, the commission that would normally go to the platform stays with the local business instead.

That money can be used to:

• pay better salaries to local employees

• invest in better equipment and experiences

• support local suppliers and producers

• improve the overall quality of the experience

In other words, booking direct helps small tourism businesses remain sustainable. It also insures you get more “bang for your buck”!

The Human Side of Travel

There is also something else that happens when you book direct.

You often end up communicating with the people who will actually host you — the guide, the winery, the hotel owner, the small team behind the experience.

You can ask questions, make special requests, and get honest local recommendations.

And sometimes, like in the early days of travel forums, a small connection forms even before the trip begins.

A Small Effort That Makes a Big Difference

Booking direct sometimes requires a tiny bit more effort. It might mean copying the name of the company from a listing and doing a quick search to find their website.

But that small step can make a meaningful difference.

You will often pay the same price — sometimes even less — and you ensure that more of your money supports the people actually creating the experience.

And in a world where local businesses are increasingly competing with global platforms, that choice matters.

A Thought for Your Next Trip

Next time you find a hotel, a guide, a cooking class, or a wine tour that looks perfect, try a small experiment.

Take ten seconds to copy the name of the company and search for them directly.

Very often you’ll discover their own website — the place where the experience actually originates. You may find the same price, sometimes even a better one, and you’ll know that the full value of your booking goes to the people who created the experience in the first place.

It’s a small choice.

But when multiplied by thousands of travelers, it can make a real difference for local businesses around the world.

Travel has always been about discovering places, cultures, and people. The platforms may have changed the way we book, but the heart of travel is still the same: real people sharing what they love about where they live.

And sometimes, the best way to support that is simply to book direct.

Yours truly,

Rebecca Christophersen

Grape Tours #bookdirect