In today’s digital world, booking a trip is as easy as clicking a button. Online travel agencies (OTAs) like Klook, Agoda, Viator, and GetYourGuide have made it incredibly convenient to browse and book tours, activities, and experiences with minimal effort. But what many travelers don’t realize is the hidden cost behind these convenient platforms—one that heavily impacts local businesses, family-run operators, and the very people who make your travel experiences unforgettable.
How Online Booking Platforms Hurt Local Operators
For small tour operators, appearing on major OTAs is often a necessary evil. These platforms dominate search results, giving them unmatched visibility and making it hard for local businesses to compete. To even be listed, operators must severely reduce their prices, sometimes by as much as 30-40%, to remain competitive. On top of that, OTAs take significant commission fees, leaving operators with a fraction of the revenue from each booking.
This financial squeeze means that many local, family-run tour companies struggle to stay afloat. They have to cut costs wherever possible—reducing staff, limiting resources, and even compromising the quality of experiences they offer. In some cases, operators lose money on every booking they receive through an OTA, simply to maintain their online presence. And while OTAs profit handsomely, local businesses are left fighting for survival.
Why This Matters to You as a Traveler
By booking through an OTA, you may be unknowingly contributing to a cycle that devalues local expertise, weakens communities, and stifles the very businesses that make travel unique and authentic. Many of these small operators are not just running a business—they are passionate locals sharing their culture, history, and environment with visitors. They reinvest in their communities, hire local staff, and often support sustainable and ethical initiatives that large corporations ignore.
When travelers book through OTAs, a large portion of the money goes straight to corporate shareholders rather than into the hands of the people actually delivering the experience. This makes it harder for small businesses to grow, improve services, or even survive in an increasingly competitive market.
The Better Alternative: Booking Direct
We're not here to tell you what you should and shouldn’t do. But if you consider yourself a responsible, ethical traveler, booking directly with the operator makes a world of difference. Here’s why:
More of your money stays in the local economy, supporting small businesses and local employees.
Better quality experiences, as operators can afford to hire more staff, invest in better equipment, and maintain high service standards.
More personalized service, with direct communication and flexibility that large OTAs simply can’t provide.
Transparent pricing, without hidden commissions that inflate costs for both travelers and operators.
A Necessary Evil, But an Avoidable One
We understand that OTAs offer convenience, and for some travelers, that’s their priority. For many operators, appearing on these platforms is the only way to get exposure, even if it means making a loss on bookings. But next time you’re planning a trip, consider doing a little extra research. Look up the operator’s website, send them a message, and book direct when possible. It’s a simple step that helps keep authentic, local tourism alive, ensures fair wages, and supports the people who work tirelessly to make your journey special.
At Trunk Travel, we work exclusively with Thai-owned businesses, ethical operators, and responsible tourism providers, because we believe travel should benefit the people and places that make it possible. When you choose to book direct, you’re not just securing an incredible experience—you’re helping to keep those experiences alive for future travelers, too.
Travel smart. Travel responsibly. Support the people, not the platform.
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