How to Get More Direct Bookings for Food and Drink Tours

Online Travel Agencies (OTAs) like GetYourGuide, Viator, and Booking.com are fantastic for getting your brand in front of a global audience. However, that exposure comes at a steep price - often 20% to 30% in commissions.

For food and drink tour operators, shifting the balance toward direct bookings isn't just about saving on fees; it’s about owning the customer relationship from the very first click (or call).

Here is how you can optimise your direct channels to boost your margins and keep your calendar full.

Your website is your digital storefront. If it’s clunky or difficult to navigate, potential guests will head straight back to an OTA.

• Mobile-First Design: Most food tours are booked on the go by travelers already in the city. Ensure your site loads fast and looks great on a smartphone.
• High-Quality Visuals: People eat with their eyes first. Use professional photography of your signature dishes, pours, and the atmosphere of your tours.
• Clear CTAs: Don't hide your "Book Now" button. Place it prominently on every page, ideally in a contrasting colour.

Direct bookers need to trust you more than they trust a giant platform. Show them why you are the local expert.

• Instagram & TikTok: Post behind-the-scenes content of your guides and the local artisans you visit.
• User-Generated Content: Repost photos from your guests. Seeing real people having a great time is more convincing than any marketing copy.

Give travelers a reason to book with you instead of an OTA. You don't necessarily have to lower your price; you just have to increase the value.

• The "Direct Secret": Offer a complimentary glass of bubbly, a souvenir tasting glass, or a digital recipe book exclusively for those who book through your site.
• Flexible Cancellation: Offer a slightly more generous cancellation window for direct bookings compared to what you list on Viator or GetYourGuide.

For many high-end or boutique experiences, customers want to ask questions before they commit. They want to know about dietary requirements, group sizes or specific spirits.

James Greig, Founder of Wildflower Gin Distillery, understands the importance of a seamless, high-touch booking process. Wildflower offers a captivating Gin Making Masterclass, as well as a Cocktail Masterclass under the guidance of their skilled mixologist. In these sessions, attendees delve into the art of cocktail making, learning to craft two unique cocktails that showcase the versatility and depth of their award-winning gin and vodkas.

Regarding the guest experience, James notes:

"The magic of a craft experience starts long before the first pour. When guests feel heard and their questions are answered instantly, they develop a level of trust that leads directly to a booking. Providing that immediate, expert connection is what sets a premium tour apart from a standard excursion."

The biggest barrier to direct bookings is often availability. When you are knee-deep in a tasting session or managing a busy distillery floor, you can't always pick up the phone.

Every missed call is a missed booking - and likely a customer who will head straight to an OTA to book a competitor instead.

This is where smart technology changes the game. Chaty.ai acts as your 24/7 AI receptionist, ensuring you never miss a lead. It doesn't just take messages, Chaty.ai integrates directly with your booking system to:

• Check real-time availability.
• Answer specific questions about your tours.
• Complete the booking process over the phone.

By automating the "front desk" with AI, you can provide the instant gratification customers crave while you focus on delivering an unforgettable food and drink experience.

Direct bookings are the lifeblood of a profitable tour business. By optimising your site, offering exclusive value, and ensuring your "digital doors" are always open, you can reduce your reliance on OTAs and build a more sustainable brand.