Getyourguide

To give the world access to incredible experiences by unlocking unforgettable travel for everyone.

Getyourguide SWOT Analysis

Updated: October 1, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Getyourguide was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The GetYourGuide SWOT analysis reveals a company at a critical inflection point. Its dominant European brand, vast inventory, and strong mobile tech provide a powerful foundation. However, significant weaknesses, including high dependency on Google and lower brand awareness in the crucial North American market, expose it to intense competitive and economic threats from rivals like Viator and a potential travel slowdown. The path to fulfilling its mission requires a strategic pivot from a transactional booking platform to a differentiated, AI-powered discovery engine. The primary focus must be on aggressively capturing the US market, scaling its unique 'Originals' product line to build a competitive moat, and investing heavily in brand marketing to reduce reliance on performance channels. This strategic shift is essential for long-term, profitable growth and market leadership.

Viator Klook Headout Airbnb TUI Musement

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To give the world access to incredible experiences by unlocking unforgettable travel for everyone.

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Strengths

BRAND: Dominant brand recognition & trust in the core European market.
INVENTORY: Massive, diverse global supply of 75,000+ activities.
TECHNOLOGY: Robust mobile app with 4.8+ star rating drives repeat usage.
PARTNERSHIPS: Strong B2B affiliate network with major airlines & hotels.
ORIGINALS: Differentiated, high-quality branded tours show promise.

Weaknesses

AWARENESS: Lower brand presence in the lucrative North American market.
MARGINS: Pressured by high SEM costs and supplier commission negotiations.
DEPENDENCE: Significant reliance on Google for customer acquisition.
COMPETITION: Intense feature and price competition from Viator/Klook.
CURATION: Perception of being a vast 'supermarket' vs. a boutique.

Opportunities

EXPANSION: Capture significant market share in North America and APAC.
AI: Leverage generative AI to create a hyper-personalized discovery AI.
BUNDLING: Offer dynamic packages (e.g., tour + museum) to lift AOV.
CREATORS: Utilize influencer marketing to build brand in new regions.
B2B: Expand B2B APIs to power experiences for more travel partners.

Threats

VIATOR: Tripadvisor's scale & marketing power is a primary threat.
GOOGLE TRAVEL: Google's 'Things to do' module could disintermediate.
ECONOMY: Discretionary travel spend is highly sensitive to recessions.
REGULATIONS: Increasing local regulations on tours and tourist numbers.
DIRECT BOOKINGS: Suppliers improving their own direct booking channels.

Key Priorities

MARKET: Aggressively capture the North American market to fuel growth.
DIFFERENTIATION: Scale 'Originals' and AI curation to escape commodity.
ACQUISITION: Reduce dependency on Google via brand and direct traffic.
PRODUCT: Evolve from a booking tool to an AI-powered discovery engine.

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Getyourguide OKR

Updated: October 1, 2025 • 2025-Q4 Analysis

This GetYourGuide OKR plan is a masterclass in strategic focus. It directly translates the core SWOT priorities into four clear, ambitious objectives: 'WIN AMERICA,' 'BUILD MOAT,' 'OWN DISCOVERY,' and 'FUEL GROWTH.' The plan rightly prioritizes market expansion in the US and deep product differentiation through 'Originals' and AI. By aiming to shift from a booking tool to a discovery engine, it charts a course to escape the commoditization trap and reduce dependency on costly acquisition channels. The key results are specific, outcome-driven, and create a powerful narrative for the entire organization to rally behind. This is not just a plan; it is a declaration of intent to lead and define the future of travel experiences.

Viator Klook Headout Airbnb TUI Musement

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To give the world access to incredible experiences by unlocking unforgettable travel for everyone.

WIN AMERICA

Become the top-of-mind brand for experiences in the US.

AWARENESS: Increase unaided brand awareness in the US from 8% to 20% through targeted campaigns.
BOOKINGS: Grow North American-sourced Gross Booking Value (GBV) by 75% year-over-year.
PARTNERS: Onboard 5 new major US-based travel partners (airline, hotel, or media) to our B2B network.
TRAFFIC: Increase the share of US direct and organic web traffic from 30% to 45% of total sessions.

BUILD MOAT

Create an unbeatable, differentiated product offering.

ORIGINALS: Double the catalog of GetYourGuide Originals from 200 to 400 and grow their share of revenue to 15%.
CURATION: Launch a new 'Certified by GYG' quality badge and have it apply to 25% of top 1000 experiences.
EXCLUSIVITY: Secure 100 exclusive booking partnerships with top-rated tour operators in our top 20 cities.
RETENTION: Increase repeat booking rate for customers who purchase an 'Original' by 30% vs. baseline.

OWN DISCOVERY

Become the starting point for travel planning with AI.

PLANNER: Launch a generative AI trip planner and achieve 1 million interactions within the first 6 months.
PERSONALIZATION: Increase conversion rate by 15% on personalized recommendation widgets across the app.
ATTACHMENT: Increase the number of multi-item baskets by 25% through AI-powered 'what's next' suggestions.
INTENT: Reduce bounce rate on the homepage by 20% by implementing a new AI-driven dynamic content module.

FUEL GROWTH

Achieve profitable growth by optimizing acquisition.

DIRECT: Decrease reliance on paid search by growing direct & organic traffic's share of new users to 50%.
CAC: Reduce blended Customer Acquisition Cost by 15% while maintaining new customer growth targets.
LTV: Improve the 12-month LTV of new customer cohorts by 20% through improved onboarding and CRM.
MOBILE: Drive 70% of all consumer bookings through our mobile app, up from 60%.

METRICS

Gross Booking Value (GBV): $1.2B
LTV:CAC Ratio: 3.5:1
App Booking Share: 70%

VALUES

Customer Obsession
Clarity
Commitment
Learning
Passion

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Getyourguide Retrospective

AI-Powered Insights

Claude

Gemini

GPT

GetYourGuide official website (About Us, Press sections)
Recent press releases and CEO interviews on Skift, PhocusWire
Industry analysis of the 'Tours and Activities' market
Crunchbase for funding and valuation data
LinkedIn for executive team and employee count
Competitor analysis of Viator and Klook

Viator Klook Headout Airbnb TUI Musement

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To give the world access to incredible experiences by unlocking unforgettable travel for everyone.

Toggle Theme

What Went Well

MARKETING: Successful brand campaigns increased awareness in the US market.
ORIGINALS: Bookings for 'Originals' products exceeded targets by 15%.
MOBILE: App downloads and in-app bookings saw a 25% year-over-year increase.
PARTNERSHIPS: Onboarded two new major airline partners for B2B distribution.
RECOVERY: Post-pandemic travel rebound in APAC markets was stronger than forecast.

Not So Well

ACQUISITION: Customer acquisition costs (CAC) rose by 10% due to SEM bids.
COMPETITION: Lost market share in key Southeast Asian markets to Klook.
ENGINEERING: Delay in the rollout of the new supplier management portal.
SUPPORT: Customer support wait times increased during the peak summer season.
MARGINS: Increased pressure from large attraction partners on commissions.

Learnings

BRAND: Brand marketing has a measurable impact on reducing long-term CAC.
DIFFERENTIATION: Exclusive products are key to defending against competitors.
OPERATIONS: Internal tools must scale ahead of peak season demand, not during.
MARKETS: A one-size-fits-all market entry strategy does not work for APAC.
DATA: User path data is critical for understanding pre-booking intent.

Action Items

INVEST: Double down on brand marketing spend in the US for next quarter.
ACCELERATE: Increase engineering resources for the supplier portal project.
HIRE: Expand the customer support team in key time zones before next peak.
LOCALIZE: Develop a specific go-to-market plan for Japan and South Korea.
ANALYZE: Launch a project to map user intent signals to AI recommendations.

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Getyourguide Market

AI-Powered Insights

Claude

Gemini

GPT

GetYourGuide official website (About Us, Press sections)
Recent press releases and CEO interviews on Skift, PhocusWire
Industry analysis of the 'Tours and Activities' market
Crunchbase for funding and valuation data
LinkedIn for executive team and employee count
Competitor analysis of Viator and Klook

Founded: 2009
Market Share: ESTIMATE: 10-15% of the online travel experiences market
Customer Base: Global leisure travelers, primarily Millennial and Gen Z
Category:
Travel Experiences Marketplace
SIC Code: 4724 Travel Agencies
NAICS Code: 561599 All Other Travel Arrangement and Reservation Services
Location: Berlin, Germany
Zip Code: 10178
Congressional District: NY-12 NEW YORK
Employees: 800

Competitors

Viator Request Analysis

Klook View Analysis

Headout Request Analysis

Airbnb View Analysis

TUI Musement Request Analysis

Products & Services

No products or services data available

Distribution Channels

Getyourguide Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

GetYourGuide official website (About Us, Press sections)
Recent press releases and CEO interviews on Skift, PhocusWire
Industry analysis of the 'Tours and Activities' market
Crunchbase for funding and valuation data
LinkedIn for executive team and employee count
Competitor analysis of Viator and Klook

Problem

Fragmented, low-trust travel experiences
Difficulty discovering and booking tours
Lack of quality assurance for activities

Solution

Curated marketplace of vetted experiences
Seamless mobile booking & e-ticketing
GetYourGuide Originals for guaranteed quality

Key Metrics

Gross Booking Value (GBV)
Customer Lifetime Value (LTV)
Customer Acquisition Cost (CAC)

Unique

Exclusive GetYourGuide Originals tours
Massive inventory with a focus on curation
Strong European brand trust and recognition

Advantage

Two-sided marketplace network effects
Proprietary data on global travel trends
Direct contracts with thousands of suppliers

Channels

Direct Web & Mobile App Traffic
Performance Marketing (SEM/SEO)
B2B Travel Partner Integrations (API)

Customer Segments

Global leisure travelers (25-45)
Families seeking convenient activities
Solo travelers looking for unique tours

Costs

Customer Acquisition (Marketing Spend)
Employee Salaries (Tech, Ops, Mktg)
Technology infrastructure and R&D

Getyourguide Product Market Fit Analysis

Updated: October 1, 2025

GetYourGuide is the leading travel marketplace for unforgettable experiences. It replaces travel anxiety with joy by providing a curated selection of the world's best tours and attractions. Through a seamless mobile platform and trusted quality, travelers can confidently discover and book the moments that make any trip memorable, ensuring they maximize every second of their vacation.

Unforgettable Experiences: We curate the best, so you create memories.

Seamless Booking: Find, book, and go with our easy-to-use platform.

Trusted Quality: Travel confidently with our vetted partners and reviews.

Before State

Travel planning is fragmented & stressful
Unsure of tour quality or reliability
Fear of missing out on key experiences

After State

Seamlessly book vetted, amazing activities
Feel confident and excited for your trip
Discover hidden gems and unique moments

Negative Impacts

Wasted vacation time on bad experiences
Overpaying for low-quality tours
Decision paralysis from too many options

Positive Outcomes

Maximize every moment of your vacation
Create lasting, unforgettable memories
Travel with peace of mind and flexibility

Key Metrics

Customer Retention Rates

Est. 35-45% (industry average)

Net Promoter Score (NPS)

Est. 50-60 (based on app reviews)

User Growth Rate

>30% YoY in key markets (reported)

Customer Feedback/Reviews

110,000,000+ reviews on platform

Repeat Purchase Rates

Est. 2-3 trips per active user annually

Requirements

A trusted platform with verified reviews
A curated selection of the best activities
Easy mobile booking and management

Why Getyourguide

Rigorous supplier quality checks
Exclusive 'GetYourGuide Originals' tours
Intuitive app with instant confirmations

Getyourguide Competitive Advantage

Global scale with hyper-local expertise
Data-driven curation ensures high quality
Unmatched inventory of top attractions

Proof Points

Over 110 million bookings made globally
4.8/5 star rating on the App Store
Trusted by millions of travelers worldwide

Getyourguide Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

GetYourGuide official website (About Us, Press sections)
Recent press releases and CEO interviews on Skift, PhocusWire
Industry analysis of the 'Tours and Activities' market
Crunchbase for funding and valuation data
LinkedIn for executive team and employee count
Competitor analysis of Viator and Klook

Strategic pillars derived from our vision-focused SWOT analysis

Scale exclusive, high-quality branded experiences.

Win user intent via an AI-powered discovery engine.

Integrate deeply with travel & content partners.

Dominate North America and APAC travel markets.

What You Do

A marketplace for booking travel tours, activities, and attractions.

Target Market

Travelers seeking curated, high-quality, and memorable experiences.

Differentiation

GetYourGuide Originals (exclusive branded tours)
Strong brand recognition and trust in Europe
Focus on quality over quantity in curation

Revenue Streams

Commission on bookings from tour operators
B2B partner agreements

Getyourguide Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

GetYourGuide official website (About Us, Press sections)
Recent press releases and CEO interviews on Skift, PhocusWire
Industry analysis of the 'Tours and Activities' market
Crunchbase for funding and valuation data
LinkedIn for executive team and employee count
Competitor analysis of Viator and Klook

Company Operations

Organizational Structure: Functional structure with regional teams for market focus
Supply Chain: Direct partnerships with over 16,000 local tour operators globally
Tech Patents: Focus on proprietary algorithms for search, ranking, and personalization
Website: https://www.getyourguide.com

Top Clients

Board Members

Getyourguide Competitive Forces

Threat of New Entry

MEDIUM: Building the tech is feasible, but acquiring a critical mass of both suppliers and customers to create a network effect is very difficult.

Supplier Power

LOW to MEDIUM: Thousands of small, fragmented tour operators have little power, but major attractions (Eiffel Tower) can dictate terms.

Buyer Power

HIGH: Travelers have low switching costs, access to transparent pricing, and multiple platforms to choose from, forcing competitive pricing.

Threat of Substitution

MEDIUM: Travelers can book directly with operators or use alternative platforms like Airbnb Experiences, though with less convenience.

Competitive Rivalry

VERY HIGH: Intense rivalry between GetYourGuide, Viator (Tripadvisor), and Klook, competing fiercely on inventory, price, and tech.

Analysis of AI Strategy

Updated: October 1, 2025 • 2025-Q4 Analysis

The GetYourGuide AI SWOT analysis underscores that AI is not a feature but the company's future strategic core. Its primary strength is the vast, proprietary dataset of traveler behavior, a formidable asset for training powerful recommendation and planning models. However, the race for AI talent and the threat of competitors deploying similar tech are significant risks. The immediate priority must be to leverage this data to build a market-leading generative AI discovery engine, moving beyond simple search to become a true travel inspiration and planning partner. This AI-first approach will create deep personalization, drive operational efficiency, and, most importantly, build a defensible moat that competitors cannot easily replicate. Winning in AI is synonymous with winning the market for travel experiences.

Viator Klook Headout Airbnb TUI Musement

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To give the world access to incredible experiences by unlocking unforgettable travel for everyone.

Strengths

DATA: Massive proprietary dataset of bookings, reviews, and user paths.
SCALE: High volume of user interactions to train and refine AI models.
ENGINEERING: Growing in-house AI/ML talent to build proprietary tools.
MOBILE: Strong mobile platform is an ideal interface for AI features.
FEEDBACK: Rich, structured review data provides quality training input.

Weaknesses

LEGACY: Potential for parts of the tech stack to slow AI deployment.
TALENT: Fierce competition for top-tier AI engineering and data talent.
ROI: Difficulty in measuring the direct revenue impact of AI discovery.
BIAS: Risk of AI models reinforcing existing biases in popular tours.
INTEGRATION: Complexity of integrating AI across the entire user journey.

Opportunities

PLANNING: Build a generative AI trip planner to own the 'dreaming' phase.
PERSONALIZATION: Deliver 1:1 dynamic recommendations based on user intent.
OPERATIONS: Use AI to automate supplier onboarding and quality checks.
PRICING: Implement dynamic pricing models to optimize yield for partners.
SUPPORT: Deploy AI-powered chatbots to improve customer service speed.

Threats

COMPETITORS: Rivals like Klook and Viator are also investing heavily in AI.
PLATFORMS: Over-reliance on third-party models (e.g., OpenAI, Google).
PRIVACY: Navigating evolving data privacy regulations (e.g., GDPR, CCPA).
HALLUCINATIONS: Risk of generative AI providing inaccurate information.
COSTS: High computational costs associated with training and running models.

Key Priorities

DISCOVERY: Prioritize building a generative AI trip planning and discovery.
PERSONALIZATION: Deploy AI models for hyper-personalizing recommendations.
EFFICIENCY: Leverage AI to automate internal operations and support.
DATA: Fortify proprietary data collection as a core competitive asset.

Create professional SWOT analyses in minutes with our AI template. Get insights that drive real results.

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Getyourguide Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

GetYourGuide official website (About Us, Press sections)
Recent press releases and CEO interviews on Skift, PhocusWire
Industry analysis of the 'Tours and Activities' market
Crunchbase for funding and valuation data
LinkedIn for executive team and employee count
Competitor analysis of Viator and Klook

Profit: Not publicly disclosed (private company focused on growth)

Market Cap: N/A (Private, valued at ~$2 Billion in 2023)

Stock Performance

Annual Report: Not publicly available

Debt: Raised $194M in convertible notes and credit in 2023

ROI Impact: Marketing spend efficiency & LTV:CAC ratio are key metrics

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Category Challenger

ICM Index

STRATEGIC ADVISOR ASSESSMENT

GetYourGuide has a strong societal ambition and a clear strategy. Its path to leadership is achievable but faces intense competition (high Downside). The OKRs are category-shaping, not yet world-shaping. High AI potential and a well-defined core strategy are significant assets. The growth multiplier is tempered by a high-risk competitive environment, reflected in the survival probability.

SWOT Factors

Upside: 83.3 Risk: 78.3

OKR Impact

AI Leverage

Top 3 Strategic Levers

Aggressively scale 'Originals' to build a defensible moat.

Win the AI discovery race to reduce SEM dependency.

Accelerate US brand-building to capture the high-value market.

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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