Tour and charter operators live with a trade-off. The big resellers bring a steady flow of bookings, and they take a real cut of each one. The goal isn’t to drop them. It’s to make sure guests searching for you, or for exactly what you offer, book with you directly.

Show up in Google’s Things to do

Google lists tours and activities in its Things to do results, with prices and booking links. Your own booking link can appear there next to the resellers. Many booking systems, including FareHarbor and Peek, can connect your products to Google, so ask your provider how to turn it on.

Protect your name

Search your business name. If a reseller’s listing or ad shows up above your site, guests who already chose you may be booking through someone else. A small brand campaign in Google Ads usually costs little and puts your own booking page at the top.

Track booked seats, not clicks

Connect completed bookings from FareHarbor, Peek, Xola, or your booking system to Google Analytics and Google Ads, with the booking value included. That’s the only way to know which campaigns fill trips and which ones only bring browsers.

Build campaigns around how people search

• Activity plus place, like “kayak tour” plus your town, is where most bookings start.

• Give private groups and team outings their own campaigns, since they’re worth more per booking.

• Shift budget toward your best days in peak season, then into the shoulder months to keep trips full.

Want to know how many of your bookings go through resellers? Get a free Booking Audit, or see how I work with tours, charters, and experiences.