What Simple view does

Simpleview, operating commercially as Granicus Destinations in Europe, is a digital agency and vertical software provider specializing in destination marketing and tourism technology. The company, headquartered in Liverpool, UK, with its parent Simpleview Inc. based in Tucson, Arizona, has been serving Destination Management Organisations (DMOs), National and Regional Tourist Boards, City Councils, and Tourism Associations since the late 1990s. Named clients include Visit Norway, Tourism Northern Ireland, English Riviera, Swiss tourism organizations, Maine Tourism Association, and Livingston County Tourism, with the company claiming to support over 400 million visitor discoveries per year through its client platforms.

The company's core platform is built around three products: a mobile-first Content Management System (CMS) for destination websites, a Destination Management System (DMS) providing tourism management, promotion, and fulfilment tools backed by product, business, and visitor databases, and a CRM for partner relationships, marketing automation, and meetings/event sales management. These are complemented by add-on modules including Online Booking (aggregating accommodation availability and pricing from multiple booking suppliers), MailMinder email marketing, Revenue Generation tools (display advertising, online ticketing), Data & Insights analytics, Digital Asset Management, Eventsforce (event bidding), and AudioEye Digital Accessibility. Service offerings span creative and website design, SEO, account management, project management, training, and a multi-tier Service Desk.

Simpleview generates revenue through three streams: subscription-based licensing for its DMS, CMS, and CRM platforms; professional services for design, SEO, project management, training, and support; and transaction fees from online booking commissions, display advertising, and online ticketing on DMO websites. The company sells through direct enterprise field sales targeting government and tourism bodies, with no publicly disclosed pricing. Richardson Veal is the named Managing Director for Simpleview Europe. The company is owned by Granicus, a strategic parent providing cloud-based citizen engagement and government transparency solutions, with European careers routed through granicus.com/uk/careers.

Name

Simple view

Legal name

Simpleview Inc.

Website

https://simplevieweurope.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

251–500 employees

Short description

Simpleview is a vertical software provider and digital agency delivering destination marketing solutions — CMS, DMS, CRM, online booking, and digital marketing tools — to Destination Management Organisations, National and Regional Tourist Boards, City Councils, and Tourism Associations across Europe and internationally.

Ownership category

akta.pro rank

Product category

Destination Management Software

NAICS

Software Publishers (5132), Advertising Agencies (541810)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Advertising Agencies (7311)

akta.pro primary industry

Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)

akta.pro secondary industries

White-Label Booking Engine Platforms (SaaS/Widget) (THALADAN), Tours, Activities & Experiences Booking Platforms (BPAMAIAJ)

Keywords

• Destination management software
• Tourism marketing platforms
• DMO technology solutions
• Travel website development
• Visitor engagement tools

Headquarters

HQ city

Liverpool

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Software Platform Subscriptions: Annual/subscription-based access to DMS, CMS, CRM, and other proprietary software platforms for destination management organisations. Includes product support and updates.
2. Professional Services: Creative and website design, SEO, project management, training, and support services delivered alongside software implementation.
3. Revenue Generation Tools: Online booking commissions, display advertising placements, and online ticketing revenue share from destination websites.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Simpleview Europe sells a proprietary tourism software platform — comprising a Content Management System (CMS), Destination Management System (DMS), and CRM — together with companion modules (Online Booking, Revenue Generation, MailMinder email marketing, Data & Insights, Digital Asset Management, Eventsforce, AudioEye Digital Accessibility) and professional services (creative design, SEO, project management, training, account management, support). The platform is sold on a subscription basis to Destination Management Organisations, National and Regional Tourist Boards, City Councils, and Tourism Associations to power destination marketing websites, visitor engagement, partner management, and convention/event bidding.

Product overview

Simpleview (operating as Granicus Destinations in Europe) offers a platform-plus-modules architecture built around three core products: the Content Management System (CMS) for mobile-first destination websites, the Destination Management System (DMS) providing tourism management and visitor databases, and the CRM for partner relationships and marketing automation. These core platforms are complemented by add-on modules including Online Booking (accommodation booking aggregation), Revenue Generation (display advertising, ticketing), Email Marketing (MailMinder intelligent campaigns), Data & Insights (analytics), Digital Asset Management, Eventsforce, and AudioEye Digital Accessibility. Services include Creative & Website Design, SEO, Account Management, Project Management, Training, and Support/Service Desk. The suite enables destination marketing organisations to engage stakeholders, attract visitors, and manage conventions and events from small towns to national tourism boards.

Differentiator

Problem solved

Functional benefit

Brands

• Simpleview CRM: Customer relationship management platform enabling destination management, partner relationships, marketing automation, and meetings/event sales management.
• Simpleview CMS
• Simpleview DMS
• MailMinder
• SendSites

Products and services

• Content Management System (CMS) Mobile-first content management system that enables destinations to build and run stunning tourist websites, capable of supporting large content libraries (e.g., 2,000+ pages of original content) with intuitive navigation, personalisation, and itinerary design. Targeted at Destination Management Organisations, National and Regional Tourist Boards, City Councils, and Tourism Associations.
• Destination Management System (DMS) Comprehensive tourism management platform providing product, business, and visitor databases as its foundation, along with promotion and fulfilment tools for managing all aspects of a destination. Sold to DMOs and tourism bodies as a core platform.
• Simpleview CRM Customer relationship management platform that enables destination organisations to manage partner relationships, marketing automation, meetings and event sales, and cross-department collaboration in one place. Targeted at DMOs and tourism bodies.
• Online Booking Comprehensive online accommodation booking solution that seamlessly combines availability and pricing from an extensive range of booking suppliers, sold to destinations to enable directly-bookable accommodation on their websites.
• Revenue Generation Suite of add-on modules and services that help DMOs maximise website income from online booking, display advertising, and online ticketing, sold to destinations to support their running costs.
• MailMinder Email Marketing Intelligent, integrated email marketing platform for destinations that leverages the DMO's data and website integration to deliver intelligent email campaigns. Sold as a standalone add-on module.
• Data & Insights Analytics and insights platform that allows destination marketing organisations to measure and analyse destination performance. Sold as a standalone module.
• Digital Asset Management Digital asset management solution for organising and distributing destination marketing media assets across destination teams and partners. Sold as a standalone module.
• Eventsforce Event management and bidding platform for conventions and events, enabling destination organisations to manage and win bids for meetings and events.
• AudioEye Digital Accessibility Digital accessibility solution integrated with the Simpleview CMS to ensure WCAG-style compliance and usability for all visitors on destination websites.
• Creative & Website Design Professional design service bringing destination ideas to life with eye-catching display ads, immersive virtual experiences, destination websites, graphic design, and immersive storytelling. Sold as a standalone creative service to tourism clients.
• Search Engine Optimization (SEO) Professional SEO service that delivers best rankings on competitive keywords to serve destination websites to the right viewers for a return on investment. Sold as a standalone service.
• Account Management Ongoing account management and support service that provides clients with reassurance and guidance through a dedicated team acting as part of the client's team. Sold as a standalone service.
• Project Management Project management service coordinating industry specialists across complex digital projects to deliver world-class destination web presences. Sold as a standalone service.
• Training Structured training service, facilitated by qualified support staff, that walks clients through Simpleview's proprietary DMS and CMS platforms. Sold as a standalone service.
• Service Desk Support Managed support service covering the DMS and CMS, with first and second line Service Desk Analysts, Network Administrators monitoring and improving the external hosting solution, and third line developer teams for complex technical incidents. Sold as a standalone service.

Quantifiable outcome

• Award-winning tourism websites among highest performing in terms of visitor numbers and income generation

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• CrowdRiff: CrowdRiff provides a visual content marketing platform purpose-built for DMOs and tourism boards, helping destinations surface UGC and professional imagery across their websites and social channels. It overlaps with Simpleview's CMS and digital asset management layers as a competing point solution.
• Sojern: Sojern is a digital marketing platform that uses travel-intent data to drive programmatic and direct advertising for destinations, hotels, and airlines. It overlaps with Simpleview's Data & Insights and digital marketing modules, often integrated alongside rather than replacing a DMO website.
• ADARA: ADARA operates a travel data and audience platform used by destinations, hotels, and OTAs for marketing and analytics. It competes with Simpleview's Data & Insights offering and is frequently embedded in destination MarTech stacks alongside CMS/CRM vendors.
• Rezdy: Rezdy is a booking and distribution platform for tours, attractions, and experiences, widely adopted by global tour operators. It overlaps with Simpleview's Online Booking module, particularly for destinations that aggregate third-party experience inventory.
• Bokun (TrekkSoft, Booking Holdings): Bokun is a tours, activities, and experiences booking and management platform now owned by Booking Holdings. It competes with Simpleview's Online Booking and Eventsforce modules for tour operators and destination experience inventory, and serves adjacent tourism customers.
• Tourwriter: Tourwriter provides itinerary-building, booking, and operations software for tour operators and DMCs. It is comparable in customer base (tourism professionals) and product category to Simpleview's DMS, though typically deployed by operators rather than destination boards.
• Bandwango (formerly Tempest): Bandwango is the closest direct peer, offering destination marketing and partnership/loyalty platforms for state and regional tourism boards. It competes head-to-head with Simpleview for DMO websites and digital engagement contracts, often displacing incumbent vendors in competitive procurements.

Broad incumbents

• Granicus (parent): Granicus is the parent company and a broad incumbent in civic/government technology, providing citizen engagement, communications, and meeting-management software to municipalities and agencies. While not a direct competitor to Simpleview's tourism products, Granicus is the strategic owner whose GTM channels Simpleview increasingly leverages.

Emerging players

• Visit Frontier (Bento): Bento (formerly Visit Frontier) provides a partnership and referral platform for state tourism offices, competing with Simpleview's CRM and partner referral modules. It is smaller and more focused, making it an emerging alternative rather than an entrenched suite vendor.
• Tourism Tiger: Tourism Tiger is a digital agency and website builder specialised in tourism, offering website design, SEO, and content services for tour operators and DMOs. It competes on the professional services and website design layer that complements Simpleview's CMS platform.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/new-mind

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Simple view