How we classify market actors
Modern tourism relies on a chain of actors very different from what travellers see — and sometimes even from what operators themselves perceive.
Some sell. Some distribute. Some actually operate the experiences. And others provide the technical infrastructure connecting all of them.
To understand visibility and margin dynamics, it is essential to distinguish these roles.
We analyse the market from two complementary angles: who is visible and how the transaction is actually processed.
Platforms (OTA)
Platforms are international actors capable of capturing demand at scale. They invest heavily in marketing, SEO and distribution.
They can sell directly to the traveller or act as an entry point to many operators. Their position often allows them to strongly influence market rules, visibility and the customer relationship.
DMO (official tourism offices)
DMOs (Destination Marketing Organizations) are official tourism offices, government or municipal sites linked to a destination. They represent an institutional presence in search results.
They capture organic visibility — without capturing any direct transactions. Their presence confirms institutional interest in the destination, but economic value remains captured by commercial actors.
Remote resellers
Resellers market experiences without operating them on the ground. They act as commercial intermediaries and steer demand towards certain providers rather than others.
They may specialise by language, region or activity type. They are often highly visible to travellers, but their real role in the value chain may be less apparent to operators.
Many resellers look like locals — language, photos, recommendations — without being local. They don't live on the ground, don't run operations, and don't bear the consequences of their choices.
This perceived proximity can naturally create confusion about their status.
Local operators
These are the businesses that actually deliver the service: boats, guides, vehicles, accommodation, teams.
They bear operational responsibility, the traveller experience and day-to-day constraints on the ground.
Booking infrastructure connected to distribution
Some technology tools enable booking on the operator's site while being linked to broader distribution networks.
Depending on the case, these connections can facilitate resale via partners, marketplaces or international platforms. The appearance may be direct, but the distribution ecosystem remains interconnected.
Independent direct booking
Here, the transaction takes place between the traveller and the operator, with no distribution intermediary and no structural connection to an external marketplace.
This can take the form of a custom form, an in-house system, or infrastructure designed to allow the operator to retain the customer relationship, data and margin.
Why this distinction matters
Lumping all actors under one label masks very different economic realities.
You can look local while being dependent in the transaction.
Platforms structure the market. Resellers steer demand. Operators deliver the experience. Some infrastructure connects these different levels. And truly independent booking implies another level of control.
Understanding who does what helps to better interpret:
- the real share of direct sales
- how visibility flows
- dependence on intermediation
- potential margins
- possible differentiation space
This framework is intended only to provide a clearer reading of the market.
It does not call into question the quality of services offered by the different actors.