Should You Book Lisbon Tours Through Viator, GetYourGuide, or Directly?
If you’re looking to book a tourism experience in Lisbon, then you’ve no doubt ended up on sites like Viator and GetYourGuide.
What many visitors don’t realize is that these platforms are marketplaces. They help travelers find and book tours, while taking a (quite hefty) commission on each reservation.
That doesn’t make them bad, per se: they’ve helped thousands of small tour companies reach global audiences they could never access on their own.
However, it can create challenges for tour operators. And for travelers looking to find the best tours and travel experiences, it means there’s often a better (and cheaper) way to book the exact same tours.
In this post, I’ll get into how it all works and explain when booking directly for a Lisbon tour can be a better option.
What Viator and GetYourGuide Actually Do
Platforms like Viator and GetYourGuide are known as Online Travel Agencies (OTAs). Their role is to connect travelers with tour operators around the world.
For travelers planning a trip to Lisbon, OTAs can be useful. You can compare tours, read reviews, and book experiences in minutes.
For many small tour businesses, OTAs are also an important source of bookings, especially when starting out.
That said, there is the matter of the sizeable commissions, which can impact both guides and you as the one booking the tour.
How OTA Commissions Work
In exchange for visibility and bookings, OTAs take a percentage of each sale.
Commission rates vary, but I can tell you from my experience as a guide that it’s usually in the range of 20% to 30% per booking, depending on the platform.
Here’s what that can look like in practice:
| Tour Price | Approx. OTA Commission (25%) | Amount Reaching the Tour Operator |
|---|---|---|
| $50 | $12.50 | $37.50 |
| $100 | $25.00 | $75.00 |
| $150 | $37.50 | $112.50 |
| $200 | $50.00 | $150.00 |
That commission helps fund the platform itself, including advertising and payment infrastructure. That’s how the marketplace model works.
It’s also why smaller operators often encourage repeat visitors to book directly once they’re familiar with the company. It means that more of the payment goes to the people giving you the tour and less gets lost in commission.
The Dilemma for Guides
For tour operators and guides, being listed on Viator or GetYourGuide isn't really optional anymore. In 2024, these platforms captured 33% of all tour and activity bookings worldwide, up from 24% in 2019. If a tour is not on there, it’s invisible to a significant portion of travelers who start their search on these apps.
That means guides list their tours and accept the commission. Then they face a choice:
Option A: Keep prices the same and absorb the 25% commission as a cost of doing business. This means thinner margins and less ability to invest in the experience.
Option B: Raise prices on the OTA to account for the commission. This means the tour effectively costs more when booked through the platform. But travelers don't realize that.
Most operators end up doing a combination of both, and of course, neither option is ideal.
Why Some Travelers Prefer Booking Directly
Once travelers find a tour company they trust, direct booking can create a more personal and flexible experience.
Depending on the operator, benefits may include:
More Direct Communication
When booking directly, you’re often speaking with the actual guide or local team running the experience.
That can make it easier to:
ask questions before booking
discuss accessibility or mobility needs
clarify meeting points
get local recommendations
make adjustments when possible
That direct connection is much more personal than communicating through a marketplace messaging system.
More Revenue Stays With the Local Business
When commissions are removed, more of the booking value stays with the local operator rather than the platform intermediary.
For independent guides and small tourism businesses, that can make a meaningful difference, especially in cities with seasonal tourism like Lisbon.
Sometimes Better Pricing or Added Value
Because of the situation we described above, booking directly can sometimes mean you get a lower price compared to booking through an OTA. This is because the guide or tour company may have to raise their prices on the OTA to account for the commission.
When you book directly, some operators may also provide added value, like:
small direct-booking discounts
upgraded group sizes
added flexibility
bonus recommendations or local resources
It varies depending on the company, but it’s always worth checking what you get with a direct booking.
When Using an OTA Platform Makes Sense
There are some situations where using an OTA may be useful. For example:
You’re Comparing Many Tours Quickly
Platforms make discovery easy. If you’re still deciding what to do in Lisbon, browsing Viator or GetYourGuide can save time. Just remember that once you’ve found a tour that interests you, you can always search for the provider directly.
You Prefer Marketplace Protections
Some travelers feel more comfortable booking through a large international platform with centralized customer support and familiar cancellation systems.
You’re Booking Multiple Activities
OTAs are convenient when organizing several activities across different cities or countries in one place.
How to Safely Book Directly With a Lisbon Tour Company
If you do decide to book directly, it’s worth taking a few minutes to verify the company properly.
Look for:
detailed independent reviews. For example, you can easily find our reviews on our Google Business listing
a professional website
clear pricing and cancellation policies
secure payment processing
real contact information
recent activity and updated content
Good local operators should be transparent and easy to contact.
So, Which Option Is Better?
Platforms like Viator and GetYourGuide play a role in modern travel. They help travelers discover experiences and give small tour businesses global visibility.
However, the fees and commissions are large, which means booking direct can often give you a discounted price.
Direct booking also creates a more personal experience while helping more revenue stay with local guides and operators.
A good approach for many travelers is simple:
use OTAs to research and compare
read reviews carefully
then decide whether you feel more comfortable booking through the platform or directly with the company
Both options can lead to a fantastic experience in Lisbon.
Visiting Jerónimos Monastery?
If you’re looking for a small-group experience focused specifically on Jerónimos Monastery and Belém, you can learn more about the Jerónimos Monastery Tour, including what’s included, group size, and how the visit works. I would love to show you around this incredible monument and help make your visit an unforgettable one.
