Spotted by Locals
Spotted by Locals is an Amsterdam-based, bootstrapped publisher of authentic city guides across 86 cities, built on a network of 502 local Spotters and monetized via consumer subscriptions and B2B partnerships with Destination Marketing Organizations.
- Company typePrivate
- Founded2008
- HeadquartersAmsterdam, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Spotted by Locals does
Spotted by Locals is a privately held, bootstrapped Amsterdam-based publisher of curated city guides operated by a small international team of 1–10 people, supported by a network of 502 local contributors ("Spotters") who write and photograph recommendations in the cities where they live. The company publishes guides across 86 cities spanning Europe, the Caucasus, the Middle East, North Africa, Central Asia, and North America, with an 11,000+ article content library that is continuously refreshed by Spotters. Its core product is a dual-platform travel guide distributed via native iOS and Android apps and a website, with content organized by categories such as bars, restaurants, coffee, music, culture, and shopping, and explicitly excluding AI-generated and sponsored recommendations.
The underlying technology stack is a conventional mobile-app and CMS-based publishing platform with no disclosed APIs, SDKs, or proprietary AI components; the competitive differentiation rests on the human-authored, locally-residing contributor network and the freshness of the editorial output. Distribution is digital-first and product-led, relying on app store presence, organic social channels (Instagram, TikTok, Facebook, LinkedIn), a bi-monthly newsletter, and a blog with 800+ articles. Marketing channels are primarily organic, supplemented by editorial coverage in outlets such as The New York Times, The Guardian, Mashable, and The Sunday Times.
The business model combines a consumer subscription product with a B2B partnership channel. Consumers access city guides via a freemium 24-hour trial, an annual full-access subscription priced at €19.99 (reduced from €29.99), a €14.99/month Travel Pack, or €9.99 single-city purchases with one year of updates. On the B2B side, the company runs tailored campaigns and content-licensing partnerships with Destination Marketing Organizations (DMOs) across 80+ cities, monetizing the content library to promote sustainable tourism. The Spotter community program functions as a labor-for-access ecosystem, where contributors receive full platform access in exchange for content creation, enabling geographic expansion with minimal incremental headcount cost.
Spotted by Locals firmographics
Firmographics- Name
- Spotted by Locals
- Legal name
- Spotted by Locals
- Website
- https://spottedbylocals.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Spotted by Locals is an Amsterdam-based, bootstrapped publisher of authentic city guides across 86 cities, built on a network of 502 local Spotters and monetized via consumer subscriptions and B2B partnerships with Destination Marketing Organizations.
- Ownership category
- akta.pro rank
Spotted by Locals industry classification
Industry- Product category
- Travel Guides
- akta.pro primary industry
- Local & City Guide Content Aggregators (MPACAKAJ)
- akta.pro secondary industries
- POI, Local Listings & Business Directory Platforms (BPAMANAD), Local Search & Business Directories (BPAMAAAE)
Keywords
Where Spotted by Locals is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Spotted by Locals business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Annual Subscription - Full Access: Annual subscription providing unlimited access to all 85+ city guides with frequent updates, authentic stories, and hidden gems. Priced at €19.99/year (originally €29.99, 33% discount)
- Monthly Subscription - Travel Pack: Monthly subscription option for travelers who prefer flexibility, priced at €14.99/month
- Single City Guide Purchase: One-time purchase option for access to one specific city guide for €9.99 with one year of updates included
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Full Access - All 85 Cities (Yearly) |
| Subscription | Monthly | Travel Pack (Monthly) |
| One time/ perpetual license | Annual | Single City Guide |
| Freemium | Pay-as-you-go | Free Trial |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Spotted by Locals product offering
Product offeringCore offering
Spotted by Locals publishes city guide apps and blogs featuring insider tips from 502 local "Spotters" across 86 cities worldwide. Content is delivered via native iOS and Android apps and a companion website, available through annual subscriptions (€19.99), monthly subscriptions (€14.99), or single-city purchases (€9.99).
Product overview
Spotted by Locals operates a dual-platform travel guide service consisting of a mobile app (iOS and Android) and a website. The core product is their city guide portfolio covering 86 cities worldwide, available either through individual single-city purchases (€9.99) or an annual full-access subscription (€19.99/year) called the Travel Pack. Content is created by a network of 502 local Spotters who write authentic, unbiased reviews of hidden gems and local favorites. The company also offers a B2B collaboration program for Destination Marketing Organizations and has a Spotter community program for recruiting local writers.
Differentiator
Problem solved
Functional benefit
Products and services
- City Guides City-specific travel guides featuring authentic, locally-curated tips (restaurants, cafes, bars, shops, hotels, sights, events) written by residents living in each city. Available individually or as a full library.
- Spotted by Locals Mobile App Native iOS and Android mobile app providing on-the-go access to all city guides with offline functionality, category-based browsing (Eat, Drink, Shop, Sleep, See, Play), and location-based discovery of recommended local spots.
- DMO Marketing Collaborations Partnership offering for Destination Marketing Organizations (DMOs) and tourism boards to promote their cities through authentic local content on the Spotted by Locals platform, leveraging the local Spotters network.
Quantifiable outcome
- Support local economies by directing travel spending to local businesses rather than international chains
- +1 more outcomes
Companies that use Spotted by Locals
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Spotted by Locals technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Spotted by Locals partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and core.
- Visit EuropeflagshipCollaboration with Visit Europe's 'Unlock an Unexpected Upgrade' campaign. Partnership involves publishing five unique articles each spotlighting an exceptional European destination as part of Europe's Unexpected Corners campaign.
- Almaty Tourism BureaucoreFruitful collaboration between Almaty Tourism Bureau and Spotted by Locals to launch city guide curated by real Almaty locals. Partnership includes outdoor guide covering nature through the seasons and museum scene guide covering art and culture.
- Destination Marketing Organizations (DMOs)corePartnerships with city marketeers, destination managers, tourism development officers, and place branding strategists to help distribute visitors more evenly and promote sustainable tourism. Services include tailored campaigns, content licensing across 80+ cities and 11k articles.
Scale indicators5 records
Recent moves6 records
Expansion highlights7 records
Spotted by Locals competitors and assessment
Company assessmentDirect peers
- Time Out: Global media brand publishing curated city guides with local recommendations across food, culture, nightlife, and events. Directly competes with Spotted by Locals in the 'what to do in a city, recommended by locals' category, though Time Out operates at significantly larger scale and across more monetization channels (ads, events, ticketing).
- Atlas Obscura: Community-driven platform cataloguing unique, off-the-beaten-path places worldwide with editorial depth and local contributors. Closely comparable in its curated, authentic-local positioning and its emphasis on hidden gems rather than mainstream tourist attractions.
- AFAR Media: Travel media brand focused on immersive, locally-recommended experiences for independent travelers. Comparable in target audience (educated, experience-seeking travelers) and editorial voice, with similar subscription/community dimensions.
- Culture Trip: Travel and cultural content platform built on contributions from local writers across global cities. Directly overlaps in the locally-authored city-guide format and the curated, category-based discovery of spots (food, art, culture).
- The Infatuation: Restaurant and city-recommendation platform with strong editorial voice and city-specific guides aimed at discerning travelers. Comparable in curated, opinionated local recommendations and category-driven discovery (e.g., restaurants, bars, coffee).
Broad incumbents
- Lonely Planet: Long-established global travel guidebook publisher with city guides, apps, and booking integrations. Operates in the same city-guide category but as a broad incumbent with extensive paid guidebooks, partnerships, and a much larger content library.
- Tripadvisor: Dominant global travel reviews and destinations platform with user-generated city content, POIs, and nearby-search functionality. Overlaps with Spotted by Locals on local discovery and POI listings, but at vastly larger scale with a free, UGC-driven model.
- Headout: Travel experiences marketplace aggregating tours, attractions, and local activities across major cities. Comparable in serving independent travelers seeking local experiences and in driving city-level discovery, though Headout monetizes via bookings rather than subscriptions.
- Local Guides (Google Maps): Google Maps' community program where local contributors add reviews, photos, and tips for places worldwide. The largest-scale, free alternative to Spotted by Locals' locally-authored city recommendations, integrated into a dominant navigation platform.
Emerging players
- Visitacity: City exploration platform offering curated maps, audio tours, and self-guided walking routes. Comparable as a digital city-guide format with local POI emphasis, though focused more on tours and trip planning than on subscription content.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Spotted by Locals social profiles
Digital presenceSpotted by Locals financial estimates
Financial estimateRevenue estimate
Valuation estimate
Spotted by Locals leadership team
Management profileNumber of profiles
Profiles4 records
Spotted by Locals funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Spotted by Locals M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Spotted by Locals
What does Spotted by Locals do?
Spotted by Locals publishes city guide apps and blogs featuring insider tips from 502 local "Spotters" across 86 cities worldwide. Content is delivered via native iOS and Android apps and a companion website, available through annual subscriptions (€19.99), monthly subscriptions (€14.99), or single-city purchases (€9.99).
Is Spotted by Locals a public or private company?
Spotted by Locals is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Spotted by Locals founded?
Spotted by Locals was founded in 2008. It employs 1 to 10 people.
Where is Spotted by Locals based?
Spotted by Locals is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Spotted by Locals make money?
Three revenue lines are on record. Annual Subscription - Full Access are the primary driver. The others are monthly Subscription - Travel Pack and single City Guide Purchase.
Who are Spotted by Locals's main competitors?
Direct peers on record are Time Out, Atlas Obscura, AFAR Media, Culture Trip and The Infatuation. Broad incumbents are Lonely Planet, Tripadvisor, Headout and Local Guides (Google Maps). Visitacity is listed as an emerging player.
Does Spotted by Locals have an API?
No public API is recorded for Spotted by Locals.
What industry is Spotted by Locals in?
Spotted by Locals's product category is Travel Guides. Its primary akta.pro industry code is MPACAKAJ, Local & City Guide Content Aggregators, with a secondary code of BPAMANAD, POI, Local Listings & Business Directory Platforms.