Why Did We Start the NYC Tour Guide Cooperative?
New York City is one of the greatest cities in the world to visit—a vibrant microcosm of global culture. Every language, cuisine, and country is represented somewhere in NYC.
However, discovering the city’s unique experiences has become increasingly difficult as large corporations dominate the tourism industry. For instance, while it may appear that there are several double-decker bus companies, the reality is that only two corporations control them. These corporations dictate pricing and have eliminated live guides in most cases, replacing them with outdated, pre-recorded audio. This leaves tourists without a knowledgeable guide to answer questions, and no one on hand for safety concerns on the top deck.
While some popular attractions can still be booked directly, the use of Online Travel Agencies (OTAs) has surged. These OTAs often prioritize large companies that can afford top placements in search results. As a result, unique and personalized experiences are buried deep in the listings. OTAs also crowd tours with as many people as possible to maximize profits, diminishing the quality of the experience for both the guest and the guide.
Additionally, OTAs drive up the cost of experiences by taking a commission, often ranging from 15% to 30%. While these commissions are necessary to sustain the platforms, the cost is ultimately passed on to the traveler, either through higher prices or a reduction in the quality of the experience.
Common OTA Commission Rates:
- Viator/TripAdvisor: 20% to 30%
- GetYourGuide: 20% to 25%
- Airbnb Experiences: ~20%
- Klook: 20% to 30%
- Expedia/Booking.com: 15% to 30%
Some OTAs also impose additional fees for marketing and listing, with only high-volume tour operators able to negotiate better rates.
Where Does This Leave Independent Tour Guides?
For small, independent tour guides, listing on OTAs often means appearing at the bottom of search results. Without the business volume or resources to pay for higher placement, we struggle to compete. Many of us end up working for the larger companies that dominate OTAs, leading to lower pay and larger group sizes—sometimes with as many as 30 people per tour. This not only diminishes the experience for tourists but also affects the quality of our work as guides.
In these setups, guides are often paid a fixed rate regardless of how long a tour runs or any unexpected issues that arise, such as medical emergencies or interactions with the police. Although some companies offer more work in exchange for good reviews, poor reviews can result in reduced hours—a system that further pressures guides.
What We Aim to Achieve with the NYC Tour Guide Cooperative
By forming the NYC Tour Guide Cooperative, we are striving to offer more personalized and meaningful experiences for visitors to the city. Our cooperative model ensures that 10% of each booking fee goes into a shared fund, which is used for advertising (both online and offline), maintaining the website, and covering business expenses.
Our goal is to attract travelers who value the quality of their experience and want to support local guides and businesses. Through our collective effort, we aim to preserve the authenticity and depth of NYC’s tourism offerings, ensuring that visitors leave with memories that truly reflect the spirit of this incredible city.