GetYourGuide Shifts DST Burden to Suppliers

GetYourGuide will begin passing the cost of digital services taxes (DST) directly to tour operators through a new commission surcharge starting October 1, 2026. The surcharge will apply to supplier invoices in France, Italy, Spain, Turkey, and the UK, ending the platform’s practice of absorbing the tax since January 2025. The platform started listing the DST as a separate invoice line item in April 2026, and now it plans to collect it.

The surcharge varies by market. One UK operator was quoted a 1.8% surcharge on top of an existing 25% commission, while the underlying DST reaches as high as 7% in Turkey. Operators have been given roughly two months’ notice to prepare. GetYourGuide, which vehemently opposes the structure of DSTs—arguing they tax revenue rather than profit and disproportionately hurt growth-stage European firms—says it is simultaneously lobbying policymakers for alternatives.

The move mirrors similar cost-shifting by tech giants Meta and Google, which have already passed DST costs on to advertisers and business users. Tour operators now expect to raise consumer prices in response. As one UK operator warned, such fees “accumulate and rarely disappear,” pointing to a long-term pricing shift in the tours and activities sector.

Why the Move Matters for the Travel Activities Sector

The Big Tech Precedent Comes to Travel

GetYourGuide’s action closely follows the path blazed by Meta and Google, which responded to DSTs by adding surcharges to their invoices for advertisers. For years, industry observers predicted that smaller platforms would eventually follow suit. By ending its absorption of the tax, GetYourGuide signals that even mid-sized tech platforms see no alternative but to pass costs down the supply chain—especially when margins are thin and DSTs are calculated on gross revenue, not profit.

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Small Operators in the Crosshairs

The immediate impact lands squarely on small tour operators, many of whom depend on GetYourGuide for a significant share of bookings. Adding a 1.8% surcharge on top of a 25% commission might seem incremental, but in a sector where margins already face pressure from labor costs and inflation, it can be the difference between breaking even and a loss. The 7% underlying DST in Turkey is even starker. Operators will need to either absorb the cost—hurting their own margins—or raise consumer prices, risking demand in an already price-sensitive leisure market.

A Structural Shift in Platform–Supplier Economics

This isn’t a one-time event. DSTs are still relatively new, and as more jurisdictions adopt or expand them, platforms will likely continue passing these costs along. The tours and activities sector, long accustomed to negotiating commission rates directly, now faces a new permanent cost layer dictated by tax policy over which neither operator nor platform has direct control. The only long-term fix would be a change in how DSTs are structured—something GetYourGuide is lobbying for, but with uncertain prospects.

What Tour Operators Should Do Before October

  • Calculate the new cost by market. The surcharge differs across France, Italy, Spain, Turkey, and the UK. UK operators face 1.8% on top of existing commissions; Turkey’s underlying DST hits 7%. Pinpoint your exposure now to avoid October invoice shocks.
  • Adjust consumer-facing pricing by early September. With bookings often made weeks or months in advance, any price increases must be implemented before the October 1 surcharge date to preserve margins on fall and winter inventory.
  • Re-evaluate your distribution mix. If the surcharge makes GetYourGuide’s effective commission too high for certain markets, consider shifting more inventory to direct channels or other OTAs—but weigh the volume lost against the margin saved.
  • Engage policymakers with the platform. GetYourGuide is lobbying against revenue-based DSTs. Supply-side pressure from operators could amplify that message if coordinated through industry bodies, particularly in high-DST jurisdictions like Turkey.
  • Model worst-case pass-through scenarios. If competitors also eventually shift DST costs, the entire sector could see a permanent price floor rise. Start building that into your 2027 budgeting assumptions.

Risk & Opportunity Assessment

Commercial RiskHighTour operators face an immediate margin squeeze from the surcharge, with one UK operator quoting 1.8% added on top of a 25% commission. In Turkey, the underlying DST reaches 7%, which could make some routes unviable unless prices rise.
Competitive RiskMediumOperators who absorb the cost may enjoy no price disadvantage but see margins shrink; those who raise prices risk losing volume to direct bookers or other platforms not yet passing on DSTs. The uneven surcharge rates across markets could also distort cross-border competition.
Regulatory RiskMediumDSTs are still evolving. New jurisdictions could introduce similar taxes, while existing ones may adjust rates or scope. GetYourGuide is lobbying for reform, but success is uncertain. Changes could either ease or worsen the cost burden.
Reputation RiskLowGetYourGuide publicly opposed DSTs and absorbed the tax for over a year before shifting the cost. While operators will dislike the surcharge, the move aligns with industry-wide cost-shifting norms and is unlikely to trigger significant brand damage, though it may strain some supplier relationships.
Technology DisruptionLowNo technological shift is involved. The surcharge is a pricing adjustment driven by tax policy, not a change in platform functionality or business model.
Commercial OpportunityLowFor most operators, the only immediate opportunity is to tighten cost management or optimize distribution. There is no evident upside from the surcharge itself, though it could accelerate industry consolidation favoring efficient operators if weaker ones exit.