Research Reveals "Billboard Effect" Drives 41% Overall Revenue Growth for Experience Providers
BERLIN, Sept. 30, 2025 – New research from GetYourGuide and its connectivity partners challenges the long-held belief that listing on Online Travel Agencies (OTAs) can eat into direct bookings. The comprehensive 24-month study of 238 experience creators across 8 categories reveals that listing on GetYourGuide can increase direct bookings by 16% while driving 41% overall revenue growth. A preview of the data was unveiled at GetYourGuide’s Unlocked Summit in Berlin, which brought together hundreds of top experience industry leaders from Europe. For the full report, click here: https://www.getyourguide.supply/travel-experience-trend-tracker-fall-2025
Key Findings: Does Listing on GetYourGuide Cannibalize Direct Sales?
The answer is no. The study demonstrates the "Billboard Effect" – increased visibility from OTA listings that drives bookings across all channels:
- Direct bookings increased 16% in revenue and 18% in ticket sales after joining GetYourGuide
- Overall revenue grew 41% from combined direct and OTA bookings
- Smaller operators saw the biggest gains: 138% ticket volume growth and 59% revenue growth for operators under $100K
- All experience types benefited, from guided tours (27% direct booking growth) to day trips (32% growth)
Is Listing on GetYourGuide Worth It?
The research provides clear evidence that listing on GetYourGuide is worth it for operators of all sizes:
For Small Operators (<$100K revenue):
- 138% increase in ticket volume
- 59% total revenue growth
- Access to audiences they couldn't reach independently
For Mid-Sized Operators ($100K-$300K):
- 57% increase in ticket volume
- 47% total revenue growth
For Large Operators (>$300K):
- 38% increase in ticket volume
- 22% total revenue growth
Why OTAs Don't Cannibalize Direct Bookings
The study, conducted with independent partners Ventrata, FareHarbor, and Bókun, tracked real booking data for 12 months before and after joining GetYourGuide. Key insights include:
- Multi-touchpoint customer journey: Travelers use an average of 12 online touchpoints to research vacations
- Audience amplification: GetYourGuide markets to customers consistently and early in their journey — even if they don’t book via GetYourGuide, the exposure can help drive bookings on operators’ own channels
- Complementary channels: OTAs reach a different and unique audience. GetYourGuide users are digital-first, showing 118% higher preference for online bookings.
Expert Commentary
“GetYourGuide’s mission is to empower our supply partners to reach new audiences and grow their business with confidence,” said Anna Cashman, head of brand and insights at GetYourGuide. “Our latest research demonstrates that partnering with GetYourGuide can expand tour operators’ visibility and drive direct bookings, in addition to bookings via our platform. This is significant: no longer do experience providers have to ask whether GetYourGuide drives growth — but instead focus on how GetYourGuide makes their whole business more efficient and future-ready,” Cashman said.
About the Research
The study analyzed booking data from 238 experience creators across 8 categories over 24 months, comparing performance 12 months before and after joining GetYourGuide. Research partners included leading reservation management systems Ventrata, FareHarbor, and Bókun, ensuring unbiased, comprehensive data analysis.
For experience providers asking "Should I list on GetYourGuide?" – the data shows the answer is yes.
For more about GetYourGuide, check out getyourguide.supply and getyourguide.press. For more about the product release also unveiled at GetYourGuide Unlocked Summit in September 2025, click here: https://www.getyourguide.press/blog/getyourguide-announces-unlocked-fall-2025-product-release
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About GetYourGuide
GetYourGuide is a global online marketplace to discover and book experiences worth traveling for. Travelers can use GetYourGuide to find things to do in more than 12,000 cities, including tours from local experts, exclusive access to must-see attractions, as well as immersive bucket-list experiences. Since being founded, the GetYourGuide platform has sold more than 200 million tickets from 35,000 supply partners who leverage GetYourGuide's easy-to-use platform to grow their businesses. For more information, follow GetYourGuide on LinkedIn, Instagram and TikTok and visit getyourguide.com.
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