Google’s Tours Push Raises Concerns for OTAs’ Visibility

Google is intensifying its focus on the tours and activities sector, prompting concern among online travel agencies (OTAs) as visibility in search results declines. With its Things to do platform, Google is increasingly prioritizing local operators over OTAs, shifting bookings directly to official operator websites via Google Business Profiles.

Tour guide Ellen Leventer, who runs Visit the Hidden Paris, has seen minimal traction on Google compared to platforms like Airbnb Experiences and Tripadvisor. However, this may change as Google expands its reach into experience bookings.

Executives across the travel sector report a notable shift in organic traffic since December 2024, with OTA search performance significantly dropping. Brendan Nugent, CEO of Adrenaline, noted a 67% decline in navigational referrals and attributes the change to Google’s preference for direct operator listings.

TripShock CEO Greg Fisher observed that organic results for major OTAs are being replaced by Google Maps listings, a move he believes could drastically reshape OTA relevance. Meanwhile, AI Overviews, Google’s generative AI search feature, is taking up nearly half of mobile search space, reducing traditional organic click-through rates.

To stay visible, operators are being advised to improve Google reviews, adopt reservation systems integrated with Google Things to do, and build brand presence across online platforms.

Companies like Adrenaline and ToursByLocals are adjusting by refining content to match conversational AI queries and exploring managed services to support small operators. As search evolves, the focus is shifting to curated, local content and direct bookings, challenging OTAs’ long-held dominance.

Tags: phocuswire, SyndicEx250330B-0427B

Google’s Tours Push Raises Concerns for OTAs’ Visibility

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