The deck feels stacked.
You're a tour operator running epic, unforgettable experiences... but when someone searches for your type of trip?
You’re buried.
Instead of your brand, it’s Viator, GetYourGuide, TripAdvisor and a gang of commission-hungry OTAs hogging the top spots like it's an all-you-can-eat buffet.
Frustrating? Hell yes.
Game over? Not even close.
This blog breaks down how to compete with tour aggregators in search, and actually start winning back your rankings, traffic, and bookings.
Let’s call it what it is: a digital turf war.
Tour aggregators are everywhere, top of the Google search page, dominating the local pack, plastered across paid ads… and they’re not just showing up, they’re siphoning your customers.
Each click they steal means a chunk of your margin goes straight into their pockets. And guess what?
They’re selling your tours. To your leads. For their profit.
You’re not just losing visibility.
You’re literally paying to lose control of your own bookings.
It’s not sorcery… it’s strategy.
Aggregators like Viator and GetYourGuide are SEO juggernauts.
They’ve been cranking out optimised content for years, stacking backlinks like poker chips, and running high-budget PPC campaigns like clockwork.
They use:
Their secret weapon? Scale.
They’ve got armies. You’ve got a team of legends trying to do it all. But here’s the twist: you’ve got weapons they don’t.
Welcome to Google’s new world.
The SERP (search engine results page) isn’t what it used to be. Now you’ve got:
Let’s kill the guesswork — we’ve got the numbers.
Over the past 12 months, OTAs like G Adventures, Adventure Life, Backroads, and TripAdvisor haven’t just gained ground — they’ve tightened their chokehold on the rankings.
Here’s what the SERP data shows:
This isn’t theory. It’s happening right now.
Organic space is shrinking, and it’s survival of the smartest.
If your SEO game hasn’t evolved, you’re invisible.
And it's not just the usual suspects like Viator or GetYourGuide, niche aggregators are creeping in, too.
TourRadar dominates multi-day itineraries. Adrenaline grabs thrill-seekers.
Even regional players are stacking rankings for location-specific searches.
The result?
Less space. More competition. And a SERP that looks more like a digital billboard than an open marketplace.
But here’s the opportunity: while everyone’s chasing broad visibility, you can dominate specific intent, and that’s where conversions happen.
Here’s the deal:
You don’t need more traffic.
You need the right traffic.
Most operators waste time chasing keywords like “Costa Rica tours” or “Italy adventure holidays.”
NEWSFLASH: those belong to the OTAs now.
Instead, go granular:
These long-tail, high-intent keywords bring you people who are ready to book, not browse.
And Google loves specificity.
Organise them into keyword clusters. Build content around each one. Not random blog spam — content with purpose.
Think:
That’s how you build topical authority and get Google to trust you.
Tools like Google Trends, Semrush, Ahrefs, and Keywords Everywhere can help you spot keyword opportunities your competitors are sleeping on.
Combine that with your real-world tour insight, and you're armed to the teeth.
You don’t need to outspend the OTAs.
You just need to outsmart 'em.
Here’s how.
Claim your Google Business Profile.
No, really claim it — and pimp it out. Real photos. Real reviews. Real details.
Add categories. Update tour descriptions. Reply to every review as if your revenue depends on it (because it does).
It gets you in the local pack. It boosts mobile bookings. It screams legitimacy.
Find the café, hostel, or gear rental spot every traveller hits.
Partner up. Swap backlinks. Share promo codes. Cross-refer.
One backlink from a respected local biz? SEO gold.
Better yet, those referrals are hot leads ready to book.
Don’t let your site take longer to load than it takes to boil a kettle.
Speed. Mobile responsiveness. Internal links. Schema.
If your site feels like 2010, you’re toast.
Install analytics. Run speed tests. Fix errors.
If you don’t, you’re leaving money — and rankings — on the table.
Most blogs are written for Google.
Yours should be written for buyers.
Write content that directly answers your customer’s biggest questions, shows off your local knowledge, and positions your tours as the obvious choice.
And no, you don’t need to post daily. Just be consistent, strategic, and helpful.
And do it in your voice.
Real, direct, and local, like you’re talking to a mate at the pub who’s about to book a trip.
Bonus points if you're also building reviews on Google and Tripadvisor, and backing it all with email or social remarketing to stay top-of-mind between clicks.
Yep, list your tours on aggregators. But use them like a gateway drug.
Add CTAs on your own site like:
“Book direct and get an extra day free.”
“Only available via our website.”
“Free transfer when booking here.”
Then follow up via email and remarketing.
Turn OTA customers into your customers next time.
Let’s get real.
One of our clients, Costa Rica Rios, was drowning in aggregator noise.
We swooped in. Fixed their targeting. Dialled in their local SEO. Rebuilt their content into smart keyword clusters.
What happened?
A 20:1 ROI.
Fully booked seasons.
And zero reliance on OTAs to fill seats.
The takeaway?
You don’t need to outrank everyone. Just be the best damn result for your ideal customer.
Let’s stop pretending.
OTAs are not your friends.
They’re here to cash in on your hard work — and it’s time you stopped letting them.
You don’t need a bigger budget.
You need a better battle plan.
Because here’s the truth: with the right tour operator marketing strategy, you can compete.
This isn’t theory. This is what we do.
We’re Adventure Travel Digital, the travel SEO agency tour companies call when they’re done playing nice.
So yeah, the aggregators are big.
But you’ve got something they never will:
you.
And that’s enough.
Let’s go get your bookings back.
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