From 99% Viator-dependent to 127% direct lift in 12 months.
How Scalepact deployed the Direct Booking OS framework at PrimeOne Tours, rebuilding their direct-booking engine without touching their Viator listing once. Honest framing: Viator is still a meaningful share of total bookings. The slice that isn't, runs on its own engine now.
What shipped, in what order.
PrimeOne was 99% Viator-dependent. Direct site bookings were a few per month, mostly accidental. No conversion tracking. No GBP cadence. TripAdvisor profile routing every click to the OTA layer. Owner-marketer wearing five hats.
20+ page audit doc shipped. Server-side tracking installed in week one. Defensive brand bidding live (recovered ~$8K/yr in the first 60 days alone). GBP fully optimized; weekly post cadence started. TripAdvisor click destination corrected.
Google Search campaigns live on the highest-intent destination queries. Performance Max launched against Cancún + Tulum + Chichén Itzá clusters. Meta retargeting for site visitors. Direct bookings tripled vs baseline; ROAS settled at 3.2× for the quarter.
Email + WhatsApp post-tour flows shipped. First past-customer reactivation campaign returned 11% of dormant list. Social channels rebuilt; 8–12 posts/month pushing the brand between bookings. Direct slice now ~22% of total bookings.
SEO catches up. Organic direct traffic up 180%. Rebooking incentive program shifts repeat customers off OTA channel. By month 12, direct slice is ~41% of total bookings, Viator share down from 99% to 59%. Same Viator listing. Never touched.
Operator's perspective.
Three months in, the math finally works. We're still mostly Viator, but the slice that isn't is doing more revenue per dollar than anything we've tried.
The thing that surprised us most was that they wouldn't touch our Viator listing, and that turned out to be exactly right. Our OTA channel kept working while the direct slice grew.
Tier 3 · the full Direct Booking OS.
PrimeOne ran on Scalepact's Tier 3 (Pro), the full Direct Booking OS framework. Visibility, acquisition, and retention layers all live. Each layer below links to its own page if you want to go deep on one before booking the audit.
Let's find out exactly how much money your broken booking funnel is costing you.
Drop your details. We look under the hood of your booking system, OTA mix, ad accounts, and tracking, and send a written audit doc within 48 hours showing exactly where you're losing money. 100% free. Zero obligation. Tour operators only.
About 1 in 5 audits ends with us telling the operator “you don't need us yet”, and we send the audit doc anyway. That's by design.
