Trekksoft claims a survey it carried out this year revealed only four out of ten activity suppliers will use online travel agencies for sales. The study found a variety of reasons why OTAs fail to capture the attention of operators, with awareness of the model coming out on top as the main excuse. Trekksoft's survey solicited responses from a number of business types within the tours and activities sector, including outdoor excursions, multi-day trips, bike and walking tours, boats and cruises, coach tours and helicopter/balloon rides. It found that just over half (53%) of bookings are coming through online channels, but bookings on an operator's own website is deemed to be the most important to a business (39%). Find out more.