GetYourGuide
GetYourGuide is a Berlin-based global travel experiences marketplace connecting 33 million travelers with 50,000 tour operators offering 200,000+ bookable activities, attractions, and shows. It earns commission on bookings and also distributes inventory through B2B API partnerships with loyalty programs, OTAs, and social platforms.
- Company typePrivate
- Founded2008
- HeadquartersBerlin, Germany
- Headcount501–1,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What GetYourGuide does
GetYourGuide is a Berlin-based, global travel experiences marketplace founded in 2008 that operates as a two-sided platform connecting travelers with local tour operators, activity providers, and experience creators worldwide. The platform offers over 200,000 bookable tours, activities, attractions, shows, and events supplied by 50,000 operators, and has facilitated 33 million customer experiences across primary markets in the US, UK, France, and Germany. Its customer base spans individual travelers booking directly, tour operators distributing inventory globally, and B2B partners including banks, loyalty programs, OTAs, and superapps embedding experiences inventory via the Partner Solutions API.
The platform's core technology stack combines a consumer-facing booking engine (web and mobile) with AI-powered features including AI-generated review summaries, personalized search, and a ChatGPT-integrated conversational app. The company also operates an operator-side tooling layer (Unlocked Fall 2025 release, Spring 2026 AI suite) that provides AI-powered performance and inventory management tools to its 50,000 supply partners. Distribution is multi-channel: owned marketplace, OTA partnerships (Booking.com, Expedia, Viator, Tiqets, Trip.com), social commerce via TikTok GO, loyalty programs (Radisson Rewards), and airline partnerships (Eurowings). The company is also an early developer partner for Google Android XR, signaling investment in mixed-reality discovery surfaces.
GetYourGuide's revenue model is anchored in marketplace commissions on transactions between travelers and operators, supplemented by licensing and API economics from B2B Partner Solutions integrations. The company reported over €1 billion ($1.1 billion) in revenue for 2025 and achieved profitability on an adjusted EBITDA basis, marking its first profitable year. The business is funded primarily by SoftBank Group, was valued at approximately $2 billion at its most recent 2023 fundraising round, and as of early 2026 is exploring a stock offering priced above that valuation. Marketing and brand positioning are led by the 2026 "Book Forward to It" global campaign developed with agency Preacher.
GetYourGuide firmographics
Firmographics- Name
- GetYourGuide
- Legal name
- GetYourGuide
- Website
- https://getyourguide.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- GetYourGuide is a Berlin-based global travel experiences marketplace connecting 33 million travelers with 50,000 tour operators offering 200,000+ bookable activities, attractions, and shows. It earns commission on bookings and also distributes inventory through B2B API partnerships with loyalty programs, OTAs, and social platforms.
- Ownership category
- akta.pro rank
GetYourGuide industry classification
Industry- Product category
- Online Travel Experiences Marketplace
- NAICS
- Travel Agencies (56151), Tour Operators (561520)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Tours, Activities & Experiences Booking Marketplaces (THALAFAF)
- akta.pro secondary industry
- Wholesale Distribution Platforms & Switches (B2B Booking Engines/Marketplaces) (THAKAJAG)
Keywords
Where GetYourGuide is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
GetYourGuide business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Marketplace Commission on Bookings: GetYourGuide operates as a two-sided marketplace charging commission on bookings between travelers and tour/activity operators. The company reported over €1 billion ($1.1 billion) in revenue in 2025, cementing its position as Europe's leading experiences specialist.
- B2B API/Partner Solutions: GetYourGuide Partner Solutions provides experiences inventory APIs to banks, loyalty programs, OTAs, and superapps for ancillary revenue generation. The company is positioned among leading travel APIs for embedding tours and attractions.
- Premium Experience Distribution: GetYourGuide expanded to shows and events categories, offering premium experiences alongside traditional tours and activities, broadening the revenue base.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Individual experience pricing set by operators |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
GetYourGuide product offering
Product offeringCore offering
GetYourGuide operates a global travel experiences marketplace that connects millions of travelers with more than 50,000 supply partners offering over 200,000 bookable tours, activities, attractions, shows, and events across destinations worldwide. Revenue is generated primarily through commissions on consumer bookings on the owned marketplace, with an additional B2B revenue stream via the GetYourGuide Partner Solutions API that enables banks, loyalty programs, OTAs, fintech apps, and superapps to embed the inventory for ancillary revenue.
Product overview
GetYourGuide operates a two-sided global travel experiences marketplace comprising a B2C consumer platform and a B2B2C partner platform (GetYourGuide Partner Solutions). The consumer marketplace connects millions of travelers with bookable tours, activities, attractions, shows, and events through a network of 50,000 supply partners offering 200,000+ bookable experiences, augmented by AI-powered features including review summaries and personalized search. The B2B partner platform (GetYourGuide Partner Solutions) enables banks, loyalty programs, OTAs, and superapps to embed GetYourGuide's inventory via API and white-label integration for ancillary revenue. Supporting offerings include a ChatGPT-powered conversational app for trip planning, AI tools for activity operators, and seasonal/trend publications such as the annual Hidden Trends List and Summer Travel Trends Report.
Differentiator
Problem solved
Functional benefit
Products and services
- GetYourGuide Consumer Marketplace GetYourGuide's flagship two-sided global marketplace connecting individual travelers with more than 50,000 supply partners offering 200,000+ bookable tours, activities, attractions, shows, and events at destinations worldwide, accessible via web and mobile app with AI-assisted discovery.
- GetYourGuide Partner Solutions B2B2C API and white-label platform that enables banks, loyalty programs, OTAs, fintech apps, and superapps to embed GetYourGuide's tours and activities inventory into their own digital surfaces for engagement and ancillary revenue generation.
- GetYourGuide ChatGPT App A conversational AI application powered by ChatGPT that enables travelers to plan trips and discover bookable GetYourGuide experiences through natural language interactions.
Quantifiable outcome
- €1 billion in revenue in 2025, achieving profitability
- +4 more outcomes
Companies that use GetYourGuide
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
GetYourGuide technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability6 records
Feature6 records
GetYourGuide partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, flagship and minor.
- TikTok GOcoreGetYourGuide is a launch partner for TikTok's in-app travel booking service TikTok GO, enabling users to discover and book hotels, attractions, and tours directly from TikTok videos. The integration allows travel content creators to earn commissions when their content drives reservations, positioning TikTok as both a discovery and transaction platform. The service launched U.S.-only at launch in May 2026.
- Radisson RewardscoreGetYourGuide extended its partnership with Radisson Rewards loyalty program, serving 27 million+ members across banking, travel, and lifestyle sectors. The integration enables loyalty members to access and book travel experiences through Radisson Rewards, positioning the program as a global lifestyle ecosystem rather than travel-only.
- EurowingscorePartnership to pair travel experiences with airline bookings, allowing travelers to add tours and activities to their flight reservations through Eurowings' booking platform. This enables seamless bundling of flight and experience purchases.
- Sagrada FamíliaflagshipGetYourGuide joined the Sagrada Família as one of 15 official collaborators for the blessing of the completed Tower of Jesus Christ by Pope Leo XIV on June 10, 2026. This extends a partnership spanning more than ten years, having helped sell millions of tickets to a global audience. The company reported interest in Sagrada Família up 150% year-on-year.
- European Travel Commission (ETC)minorGetYourGuide became a new associate member of the European Travel Commission, strengthening collaboration between European destinations and the travel industry. ETC held its General Meeting #111 in Kotor Bay, Montenegro, focusing on destination branding in a digital landscape.
- TCS New York City MarathoncoreGetYourGuide became the Official Travel Experiences Partner for the 2025 TCS New York City Marathon, helping participants and supporters turn race weekend into cultural journeys through curated city experiences. Research indicates 94% of marathoners extend trips into vacations.
- Checkout.comcoreGetYourGuide selected Checkout.com for seamless travel payments, indicating a strategic payment infrastructure partnership for processing transactions across its global marketplace.
- Venturelab (Venture Leaders Alumni)minorGetYourGuide is a Venturelab Venture Leaders alumni company, part of the program that has accelerated 643 Swiss startups and helped them raise CHF 9.5 billion in capital since 2006.
Scale indicators11 records
Recent moves7 records
Expansion highlights6 records
GetYourGuide competitors and assessment
Company assessmentDirect peers
- Viator: Tripadvisor-owned global tours, activities, and attractions marketplace with overlapping supply breadth, consumer-facing booking experience, and B2B distribution model — by far the closest direct competitor to GetYourGuide in size, model, and category.
- Klook: Asia-headquartered but globally scaling tours, activities, and attractions marketplace with an operator-supply network, consumer app, and B2B API distribution business — directly comparable two-sided model and category focus.
- Airbnb Experiences: Hosts and books tours and activities hosted by locals alongside its accommodation marketplace, leveraging a massive consumer base to compete for experiences share; materially overlapping category with very different distribution economics.
- Headout: Global marketplace for tours, attractions, and local experiences with curated supply and last-minute inventory positioning — directly comparable consumer marketplace model targeting overlapping traveler segments.
- Tiqets: Amsterdam-based digital ticketing platform for museums, attractions, and city experiences with both consumer and B2B distribution (including OTAs) — narrower attraction-ticketing focus but directly comparable marketplace mechanics.
- Musement: European tours, activities, and experiences marketplace with B2B supply partnerships to OTAs and airlines; smaller scale than GetYourGuide but same model and overlapping category.
- Peek.com: US-focused tours and activities marketplace with operator SaaS tools and consumer booking — directly comparable marketplace model and operator enablement strategy, smaller geographic footprint.
Broad incumbents
- Booking.com: Largest OTA globally with a growing in-house experiences category; simultaneously a GetYourGuide distribution partner (inventory embedded in Booking.com) and a direct competitor building first-party supply — strategic overlap as both partner and competitor.
- Expedia Group: Major OTA with experiences inventory supplied in part via partnerships with GetYourGuide and Viator, while also expanding its own activities offerings; broad incumbent with overlapping experiences distribution interest.
Emerging players
- Holibob: B2B travel experiences platform that connects tour operators and resellers, similar in focus and ambition to GetYourGuide's Partner Solutions API business — comparable in technology and operator enablement approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
GetYourGuide social profiles
Digital presenceGetYourGuide financial estimates
Financial estimateRevenue estimate
Valuation estimate
GetYourGuide leadership team
Management profileNumber of profiles
Profiles13 records
GetYourGuide subsidiaries and ownership
Company hierarchySubsidiaries1 record
GetYourGuide funding detail
Funding detailFunding overview
Funding rounds14 records
Investors29 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GetYourGuide M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GetYourGuide
What does GetYourGuide do?
GetYourGuide operates a global travel experiences marketplace that connects millions of travelers with more than 50,000 supply partners offering over 200,000 bookable tours, activities, attractions, shows, and events across destinations worldwide. Revenue is generated primarily through commissions on consumer bookings on the owned marketplace, with an additional B2B revenue stream via the GetYourGuide Partner Solutions API that enables banks, loyalty programs, OTAs, fintech apps, and superapps to embed the inventory for ancillary revenue.
Is GetYourGuide a public or private company?
GetYourGuide is a private company. It is classified as venture growth investor backed and is currently operating.
When was GetYourGuide founded?
GetYourGuide was founded in 2008. It employs 501 to 1,000 people.
Where is GetYourGuide based?
GetYourGuide is headquartered in Berlin, Germany, in the Europe region.
How does GetYourGuide make money?
Three revenue lines are on record. Marketplace Commission on Bookings are the primary driver. The others are B2B API/Partner Solutions and premium Experience Distribution.
Who are GetYourGuide's main competitors?
Direct peers on record are Viator, Klook, Airbnb Experiences, Headout, Tiqets, Musement and Peek.com. Broad incumbents are Booking.com and Expedia Group. Holibob is listed as an emerging player.
Does GetYourGuide have an API?
Yes. GetYourGuide Partner Solutions provides an API that enables banks, loyalty programs, OTAs, superapps, and traveltech platforms to embed GetYourGuide's tours and activities inventory. It is positioned as a B2B2C embedded infrastructure platform, offering white-label and API integration options for enterprise partners seeking to monetize travel experiences.
What industry is GetYourGuide in?
GetYourGuide's product category is Online Travel Experiences Marketplace. Its primary akta.pro industry code is THALAFAF, Tours, Activities & Experiences Booking Marketplaces, with a secondary code of THAKAJAG, Wholesale Distribution Platforms & Switches (B2B Booking Engines/Marketplaces). Its NAICS code is 56151 and its SIC code is 7900.