CityUnscripted
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What CityUnscripted does
CityUnscripted is a London-based, for-profit marketplace founded in 2014 that connects independent travelers with vetted local hosts offering curated, city-based experiences. The platform operates a direct-to-consumer model across 100+ destinations worldwide, organized into five thematic product categories — Icons & Secrets, First Day Essentials, Culinary Scene, Stories & Culture, and Beyond the City — with extensions into layover experiences and video-call trip planning.
The booking platform supports multi-currency pricing (USD, AUD, CAD, EUR, GBP) with per-person booking fees ranging roughly $118-$257.50, and pairs travelers with hosts using a personalization questionnaire and a recommendation engine that matches based on stated interests. Distribution is website-first (no mobile app), supplemented by a Travel Advisors partnership channel, e-gift card sales, and curated content marketing. The company reports a 99% recommendation rate on Google and TripAdvisor.
Operationally, CityUnscripted runs with 11-50 employees and is led by CEO Nick Whitfield alongside co-founders Anna Kerekes (COO) and Yunna Takeuchi (CMO & Product Officer). No external funding rounds, revenue figures, or GMV have been disclosed; CEO participation in the Phocuswright Conference signals active industry positioning.
CityUnscripted firmographics
Firmographics- Name
- CityUnscripted
- Legal name
- City Unscripted
- Website
- https://cityunscripted.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
CityUnscripted industry classification
Industry- Product category
- Travel Experiences (Tours and Activities)
- NAICS
- Tour Operators (561520)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Domestic/In-Country Multi-Day Tour Operators (THAKADAL)
Keywords
Where CityUnscripted is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
CityUnscripted business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Tour and Experience Bookings: Customers pay per-person rates for guided city experiences. Pricing varies by experience duration and type (e.g., 3-hour experiences starting around $118.50 per person, half-day experiences around $126-$146, full-day experiences around $257.50). The company facilitates the connection between travelers and local hosts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Per-person experience pricing based on duration and type |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
CityUnscripted product offering
Product offeringCore offering
CityUnscripted operates a travel experiences platform that matches travelers with vetted local hosts for private, personalized city tours in more than 100 cities worldwide. Travelers complete a pre-trip personalization questionnaire about their interests, pace, and preferred meeting points, and are then paired with a local host who tailors the itinerary around those preferences. The platform supports per-person booking in multiple currencies, with experiences ranging from 2-3 hour introductory tours to full-day excursions.
Product overview
CityUnscripted is a travel experiences platform offering personalized private city tours with matched local hosts. The core product is a marketplace of curated experiences across 100+ global cities, supported by a proprietary personalization matching system that pairs travelers with hosts based on a pre-trip questionnaire. Key product categories include Icons & Secrets (classic attractions plus hidden gems), First Day Essentials (orientation tours), The Culinary Scene (food-focused experiences), Stories & Culture (historical/contextual tours), and Beyond the City (day trips). Additional services include a Personalization Form for preference collection, Video Call Trip Planning consultations, Layover Experiences for time-constrained travelers, and E-Gift Cards.
Differentiator
Problem solved
Functional benefit
Products and services
- Personalized City Experiences Private, customized city tours and experiences tailored to individual traveler interests, pace, and meeting-point preferences, delivered by a matched local host in 100+ cities worldwide.
- Local Host Matching Service Proprietary matching service that pairs travelers with suitable local hosts using a personalization questionnaire capturing interests, pace, and preferred meeting points, followed by host outreach before the experience.
- E-Gift Cards Digital gift cards available for purchase on the CityUnscripted website that can be used to pay for CityUnscripted experiences.
- Video Call Trip Planning Pre-trip video consultation service, available in multiple cities, where travelers can speak with the CityUnscripted team to plan and tailor their booked experiences before arrival.
- Layover Experiences Short-duration city experiences for travelers with extended airport layovers, available in cities like Rome, London, Bangkok, Amsterdam, Seoul, and others, designed to make efficient use of limited city time.
- Icons & Secrets Experiences Bookable experience category pairing classic tourist attractions with hidden local spots, designed to give travelers a mix of must-see sights and off-the-beaten-path discoveries.
- First Day Essentials Experiences Orientation-focused experiences that help travelers quickly get their bearings in a new city, covering neighborhood feel, practical navigation, and right first choices for the stay.
- The Culinary Scene Experiences Food-focused experiences covering local markets, hidden dining districts, street food, and authentic local culinary rituals across CityUnscripted destinations.
- Stories & Culture Experiences History, context, and cultural-character experiences delivered through real places and host-led storytelling in each city.
- Beyond the City Experiences Day-trip experiences to coastal areas, countryside, and unusual destinations that locals actually visit, bookable through the CityUnscripted platform.
Quantifiable outcome
- 99% recommendation rate from travelers on Google and TripAdvisor
Companies that use CityUnscripted
Customer profileSegments3 records
Ideal customer profiles3 records
CityUnscripted technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature3 records
CityUnscripted partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Travel AdvisorsminorThe company has a dedicated 'Travel Advisors' page suggesting a partnership program for travel advisors and agencies to recommend or resell CityUnscripted experiences to their clients.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
CityUnscripted competitors and assessment
Company assessmentMarket position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
CityUnscripted social profiles
Digital presenceCityUnscripted financial estimates
Financial estimateRevenue estimate
Valuation estimate
CityUnscripted leadership team
Management profileNumber of profiles
Profiles3 records
CityUnscripted funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CityUnscripted 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 CityUnscripted
What does CityUnscripted do?
CityUnscripted operates a travel experiences platform that matches travelers with vetted local hosts for private, personalized city tours in more than 100 cities worldwide. Travelers complete a pre-trip personalization questionnaire about their interests, pace, and preferred meeting points, and are then paired with a local host who tailors the itinerary around those preferences. The platform supports per-person booking in multiple currencies, with experiences ranging from 2-3 hour introductory tours to full-day excursions.
Is CityUnscripted a public or private company?
CityUnscripted is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CityUnscripted founded?
CityUnscripted was founded in 2014. It employs 11 to 50 people.
Where is CityUnscripted based?
CityUnscripted is headquartered in London, United Kingdom, in the Europe region.
How does CityUnscripted make money?
One revenue line is on record: tour and Experience Bookings.
Does CityUnscripted have an API?
No public API is recorded for CityUnscripted.
What industry is CityUnscripted in?
CityUnscripted's product category is Travel Experiences (Tours and Activities). Its primary akta.pro industry code is THAKADAL, Domestic/In-Country Multi-Day Tour Operators. Its NAICS code is 561520 and its SIC code is 7900.