GetYourGuide Company and Competitor Report

Overview

GetYourGuide is a global online marketplace headquartered in Berlin, Germany, specializing in travel activities and experiences. Founded in 2009 by Johannes Reck, Tao Tao, Tobias Rein, Martin Sieber, and Pascal Mathis in Zurich, Switzerland, the company has grown into a significant player in the tourism industry. It offers over 100,000 products across more than 24 languages and employs over 700 people as of Q1 2023. GetYourGuide distinguishes itself through a business-to-consumer (B2C) approach that targets small local tour guide businesses, marketing directly to consumers with a commission-based model.

Financial Performance and Growth

Since its inception, GetYourGuide has successfully raised capital across multiple funding rounds, notably securing $484 million in a Series E round in 2019 that established a $1 billion valuation, marking it as a unicorn. In 2023, GetYourGuide attracted an additional $194 million in venture capital, raising its valuation to approximately $2 billion. The company has demonstrated rapid growth, highlighted by sales of 25 million tickets by 2019 and expanding its offerings in the United States by 2021.

Services and Innovations

GetYourGuide operates a platform that connects experience and tour providers with consumers, charging a commission on each booking. The platform incorporates an online review system to maintain quality, actively removing poor-performing providers. Since 2018, GetYourGuide has expanded by creating its branded tours, informed by customer preference data to standardize operations and elevate satisfaction. The company leverages artificial intelligence to refine its consumer and operator experiences, streamline booking processes, and guide data-driven insights.

Leadership

Johannes Reck, CEO and Co-Founder, spearheads strategic direction and growth.

Tao Tao, COO and Co-Founder, ensures operational efficiency alongside Reck.

Nils Chrestin, Chief Financial Officer since 2019, oversees financial strategies and funding processes.

Ameet Ranadive, Chief Product Officer, leads product development and vision.

Emil Martinsek, Chief Marketing Officer, propels global marketing strategies.

Genevieve Vancutsem-Zednik, Chief People Officer since 2024, orchestrates HR strategies amidst global expansion.

Gaurav Agarwal, Chief Technology Officer, drives technological innovations and platform robustness.

Strategic Focus

GetYourGuide's mission centers around unlocking travel experiences through its extensive marketplace. The company is committed to enhancing customer experience, utilizing data for business insights, and fostering product innovation. Post-COVID-19, GetYourGuide emphasizes geographical expansion, particularly focusing on Asia and the Americas, and continuously explores artificial intelligence enhancements. By cultivating a diverse workforce and engaging in strategic marketing initiatives, GetYourGuide aims to amplify its influence in the travel industry.

Competitor Analysis

Viator

Owned by TripAdvisor, Viator is a key competitor employing a business-to-business (B2B) model, contrasting GetYourGuide's B2C strategy.

Klook

Founded in 2014, Klook targets the Asia Pacific region's tech-savvy demographic. It engages influencers through the Klook Kreator program and expands into city passes and adventure tourism through partnerships like PADI diving.

TUI Musement

Originally Musement, this platform rebranded under TUI Group in 2018. TUI Musement emphasizes a B2B model with partners like Booking.com, in contrast to GetYourGuide's consumer-centric approach, leveraging the TUI user base for tour distribution.

Airbnb Experiences

Part of Airbnb's offerings, focusing on niche, immersive activities, offering an alternative to GetYourGuide’s AI-driven strategy through local-centric experiences.

Peek

Peek provides consumer-focused activity bookings and offers its PeekPro product to tour operators as a CRM platform, reflecting Shopify’s model for the travel sector.

Tiqets

Based in Amsterdam, Tiqets specializes in cultural and experimental travel segments, favoring instant bookings for iconic destinations, with affiliations like a minority stake from Airbnb.

Expedia Local Expert

Part of the Expedia Group, this platform provides a comprehensive range of activities, tours, and transportation with a B2B focus.

Strategic Insights

GetYourGuide leverages AI technology to gain a competitive edge, optimizing both user experience and operational efficiency. The company’s B2C model is strategically positioned to capture niche markets of small tour operators. With technological advancements and robust marketing efforts, GetYourGuide is poised to influence consumer behaviors and dynamics within the evolving travel market.