Tour operators question OTA ranking mechanisms amid AI influence
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On October 21, 2026, PhocusWire reported that some tour and activity operators reported a notable decline in bookings through OTAs, even though their overall business is still growing. This phenomenon has raised operators' questions about the ranking mechanisms of Viator and GetYourGuide, paid exposure programs, and whether AI is changing the way travelers discover and book activities. The report did not disclose the names of specific operators, the extent of the booking decline, or details of the specific programs involved, nor did it state any response from the OTAs. The matter remains at the stage where operators have raised questions; there is no further news of platforms adjusting ranking rules or of regulatory involvement.
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- PhocusWire All NewsTour operators question OTA rankings as AI is changing how travel is discovered
Some tour and activity operators report a marked decline in bookings through OTAs, even though overall business is still growing, raising questions about the ranking mechanisms of Viator and GetYourGuide, paid exposure programs, and whether AI is changing how travelers discover and book activities.