Why Dive Professionals Should Rethink Dependency on Booking Platforms
By Barry Coleman, DiveISC
Introduction
Instructors and dive centers are increasingly relying on third-party booking platforms to fill their schedules. But is long-term dependence on these platforms costing more than just commission fees? DiveISC explores how instructors can regain control over their business and customer relationships—without sacrificing visibility or profitability.
Who Owns Your Customers?
The digital age has transformed how dive businesses attract customers. Booking platforms, travel portals, and integrated marketing systems promise instant exposure and a steady stream of bookings. For many dive centers, they appear indispensable.
But behind the convenience, there’s a critical question few stop to ask:
Who owns your customers? You, or the platform you rely on to reach them?
The Hidden Cost of Convenience
These platforms operate on a simple model. They give you visibility to a global audience, handle the booking logistics, and fill slots in your calendar. In return, they take a commission—commonly between 10% and 25% of every booking.
At first, it seems like a fair trade. But over time, those commissions steadily erode your profits. Even more concerning, each customer becomes tied to the platform’s brand—not yours. The platform controls the pricing, customer communication, reviews, and loyalty. As the platform’s influence grows, the instructor or dive center becomes interchangeable—one more service provider in someone else’s ecosystem.
The Business Risks of Over-Reliance
Beyond shrinking margins, relying too heavily on booking platforms introduces real vulnerabilities:
Reduced Profitability: Commission fees directly cut into each booking’s revenue.
Loss of Customer Ownership: Customer data and relationships belong to the platform, not you.
Vulnerability to Policy Shifts: Platforms can change fees, policies, or visibility algorithms at any time.
Brand Dilution: Customers associate the platform with their positive experience, rather than your business.
Common Objections—and Our Response
We often hear concerns like:
“But they have a bigger audience than we’ll ever reach,” or,
“We only see the traveling customer once; they won’t come back.”
These may be understandable, however this short-term perspective.
Yes, booking platforms have massive reach. And yes, a tourist might only visit your area once. But that doesn't mean the customer relationship ends there.
That one-time visitor can become your greatest marketing asset.
Deliver such an exceptional, memorable experience that they leave raving about your dive center—sharing reviews, recommending you to friends, and even returning one day. Word-of-mouth referrals, social media posts, and positive reviews are priceless forms of marketing, especially in the travel industry.
Every diver you serve has the potential to become a mouthpiece for your business globally—but only if the relationship belongs to you, not the platform.
Reasonable Alternatives for Dive Professionals
Here’s how instructors and dive centers can reduce dependency on third-party systems without sacrificing business flow:
1. Build Direct Booking Channels
Invest in your website with integrated, easy-to-use booking functionality. Even if you continue to list on external platforms, begin offering incentives or discounts for customers who book directly.
This could save you 10%–25% per booking compared to platform commissions.
2. Strengthen Local Partnerships
Collaborate with nearby hotels, resorts, travel agencies, and tour operators. These partners often request far smaller commissions and are open to building long-term relationships.
3. Invest in Targeted Digital Marketing
Running focused social media or Google ad campaigns puts you in front of potential customers—without the middleman fees.
4. Focus on Customer Retention & Referrals
Returning customers cost far less to acquire than new ones through platforms. Loyalty programs, personalized follow-ups, and referral incentives keep customers coming back—and talking about your business.
5. Encourage Strong Online Reviews
Actively manage your Google, TripAdvisor, and social media reviews. This builds organic visibility and credibility without commission costs.
A Phased Approach: Moving Away from Over-Reliance
No dive center needs to cut ties with booking platforms immediately. Instead, consider this phased plan:
Continue listing on platforms—but offer small incentives for customers to book directly next time.
Reinvest any commission savings into your marketing and partnerships.
Focus on exceptional customer service, ensuring every diver leaves with direct contact details for future bookings.
Over time, shift focus toward direct and referral-based business.
The DiveISC Approach
At DiveISC, we believe dive professionals should own their customer relationships, their pricing, and their success. We don’t require exclusivity contracts, tie you to proprietary systems, or take commissions. Our role is simple: provide internationally recognized certifications and materials, while empowering instructors and dive centers to build strong, independent brands.
Booking platforms may offer convenience today, but the long-term health of your business depends on reducing dependency and investing in sustainable strategies.
Because at the end of the day, the brand your customers should trust—and return to—is yours.
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