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OTA 101 TOURS AND EXPERIENCES UTAH OFFICE OF TOURISM ELEV8 PROGRAM SEPTEMBER 2026

UTAH OFFICE OF TOURISM

OTA Platform How-To Guide UTAH OFFICE OF TOURISM ELEV8 PROGRAM CREATED BY LOVE COMMUNICATIONS IN PARTNERSHIP WITH TRIPADVISOR, VIATOR, AIRBNB, AND EXPEDIA SEPTEMBER 2026

How Travelers Find and Book Experiences OTA 101

WHAT IS AN OTA? An Online Travel Agency, or OTA, is a website or app where travelers can ﬁnd and book travel products.

Depending on the platform, travelers may be able to book: ●

● ● ● ● ●

Tours and activities Attractions Flights Hotels Rental cars Vacation packages

The platform helps connect travelers with the business providing the experience. When a traveler books, the platform may charge the business a commission or service fee. 4

HOW TRAVELERS PLAN A TRIP Travelers use different platforms during different parts of trip planning. They follow predictable patterns: 1.

2. 3. 4.

Get ideas: Travelers explore destinations and decide where they may want to go. Research and compare: They read reviews, loot at photos, and compare experiences. Choose what to do: They decide which tours, attractions, or activities fit their trip. Book: They select a date, review the price, and complete a reservation. 5

How to Use This Guide OTA 101

ABOUT THIS GUIDE Developed in partnership with Tripadvisor, Viator, Airbnb and Expedia. These platforms are used as examples to explain several ways tourism businesses can build visibility, earn trust and accept bookings online. They are not the only options available. Businesses should choose platforms based on their goals, type of experience, available staff and ability to keep information current.

WHERE TO START

Platform Type

Best used for

Example in this Guide

Different platforms serve different purposes. Begin by deciding how you want the platform to help your business.

Travel research and review

Helping travelers discover, compare and feel confident about an experience

Tripadvisor

Tour and activity marketplace

Listing experiences with set prices, dates and times for travelers to book

Viator

Host-led experiences

Offering personal activities or professional services led by a host

Airbnb

Full-trip travel marketplace

Reaching travelers as they arrange multiple parts of a trip

Expedia

Choose Based on Your Business 1.

Select a research and review platform if your main goal is visibility and traveler trust. Pick a booking marketplace if youʼre ready to publish prices, dates and available spaces. Use more than one platform only if you can keep the information and booking calendars current. Review each platformʼs fees, payment terms and requirements before joining.

Ask each booking site: “If a guest pays $100, how much will I receive after fees?ˮ Check when you will be paid. A fee taken from each booking may be called a commission or service fee. 8

RECOMMENDED WORKFLOW Phase

What to do

1. Build

Collect approved facts, rates, policies, imagery and booking links

2. Publish

Claim profiles, complete every relevant field and connect inventory

3. Validate

Test dates, pricing, mobile display, maps and checkout

4. Maintain

Update availability, answer questions and respond to reviews

5. Improve

Review funnel metrics and refresh weak content monthly

Tripadvisor OTA 101

TRIPADVISOR Tripadvisor helps travelers ﬁnd your business and decide whether to visit. It’s a good starting point for almost every tourism business. Do these four things: 1. 2. 3. 4.

Go to tripadvisor.com/owners and claim your listing. Check your name, address, map location, phone number, website, and hours. Add at least 10 real, current photos. Show the activity, location, staff, and guests participating. Ask guests for an honest review. Read new reviews and reply politely.

Tripadvisor reports that complete, active listings receive more visibility. Results will vary. 11

TRIPADVISOR How to respond to reviews.

A simple review reply: “Thank you for joining us, Maya. We are glad you enjoyed the small group and Alexʼs stories. We hope to welcome you again.ˮ

If a review is negative: Thank the guest for the feedback. Acknowledge the concern. Explain what you will do next. Do not argue or blame the guest. 12

Platforms that Help Travelers Book OTA 101

VIATOR Viator is made for tours, attractions, and activities that travelers can book for a speciﬁc date and time.

Use Viator if you can answer yes to: ● ● ●

Do you have a clear experience to sell? Do you know the price, length, meeting place, and available dates? Can you keep your booking calendar current?

How to get started: 1. 2. 3. 4. 5. 6.

Create an account at supplier.viator.com. Add one experience. Give it a clear name. Explain what guests will do, where they meet, how long it lasts, and what the price includes. Add at least six real photos if possible. Add your dates, times, price, and group size. Submit the experience for review. 14

VIATOR After your posting is live: Answer messages, keep available dates correct, and avoid canceling conﬁrmed bookings.

AIRBNB Airbnb can be a good ﬁt for a personal, host-led activity or a professional service. Examples include a local food experience, guided art activity, photography session, or wellness service.

How to get started: 1.

Before you apply: 1. 2. 3.

Gather any licenses, certifications, insurance, or training records that apply. Make sure every host meets Airbnbʼs requirements. Check special rules for food, alcohol, animals, families, wellness, or physical activities.

2. 3. 4. 5. 6.

Choose an Experience or a Service. Explain who will host and why that person is qualified. Describe exactly what the guest will do. For an Experience, plan at least three steps or activities. Add at least five clear, real photos with no words placed over them. List the price, duration, meeting place, what is included, and what guests should bring. Apply and wait for Airbnb to review the listing. 16

AIRBNB Keep it personal: Explain what guests will do with the host, not only what they will see.

EXPEDIA Expedia can place activities in front of travelers planning the rest of their trip. It is usually a better next step for a business that already takes online bookings.

Expedia may fit if: ● ● ●

You sell a tour or activity with set dates and prices. You already use an online reservation or booking system. You can keep prices and available dates current.

How to get started: 1. 2. 3. 4.

Visit partner.expediagroup.com, choose Activities. Complete the partner form with your business, website, activity, and reservation system info. Wait for Expedia to explain which partnership options are available to you. Before joining, ask about fees and how bookings will reach your calendar. 18

EXPEDIA It is okay to wait: If you manage bookings by hand or change your schedule often, begin with Tripadvisor and one simpler booking site. Additionally, Expedia uses Viator as a strategic partner to source and supply a portion of the tours, activities, and attractions offered on its platform. Depending on your offering you could use one platform with multiple outlets.

Create it Once and Reuse it OTA 101

GET ORGANIZED Keep one document or folder with the info below. Use it to build every listing.

Platform

Lead With

Tripadvisor

Why guests trust and enjoy your business

Viator

Exactly what the traveler is booking

Airbnb

The host and the personal experience

Expedia

How the activity fits into the trip

Your basic content kit: ● ● ● ● ● ● ● ●

One sentence that explains the experience. A short description of what guests will do. Price, length, dates, times, and group size. Meeting place and arrival instructions. What is included and what guests should bring. Age, mobility, weather, or safety limits. Cancellation rules and contact information. At least 10 real, current photos.

Use this simple description: “Join us for [activity] in [place]. During this [length] experience, guests will [two or three things]. The price includes [items]. Meet at [place].ˮ 21

EXAMPLES

Photo Sequencing OTA 101

LOOKING GREAT

Position

Purpose

Example

Stop the scroll and show the core experience

Traveler participating in the signature moment

23

Prove the top differentiators

Amenity, guide interaction, interior or landmark access

45

Answer practical questions

Meeting point, vehicle, equipment or terrain difficulty

6

Build confidence and depth

Accessibility features, food, seasonal context, and supporting details

Photo standards across platforms. ●

●

Use original, rights-cleared images from the actual experience. Avoid stock photos or scenes travelers will not encounter. Show participation, scale, guide interaction, equipment, transportation, terrain, food, and seasonal conditions where relevant. Keep the first images visually simple and easy to understand on mobile. Use later images to answer logistical and accessibility questions. Refresh the gallery when the route, host, equipment, meeting location, or season changes in a way guests would notice.

Ongoing Management OTA 101

KEEP IT SIMPLE Choose one person to check your listings for 10 minutes each week.

If you only do three things: 1. 2. 3.

Weekly checklist: ● ● ● ● ●

Are the dates and times correct? Is the price correct? Are there messages to answer? Are there new reviews to reply to? Has anything changed about the meeting place, hours, photos, or experience?

Keep your booking calendar accurate. Answer traveler questions quickly. Ask happy guests for an honest review.

Helpful links: 1. 2. 3. 4. 5.

Tripadvisor Owners Viator Supplier Center Airbnb Experience Help Airbnb Service Help Expedia Group Activities Partners

Thank you!