Show Notes

In this episode of The Best Part of Travel, hosts Janelle Visser and Stephen Joyce sit down with Carrie Keplinger, VP and GM of Things to Do at Groupon, to talk about how one of the internet's most recognizable coupon brands is quietly rebuilding itself into a major player in tours, attractions and local experiences.

Carrie has spent her career in the less-traditional corners of the industry — GoCity, Virgin Experience Gifts, and now Groupon — and brings a builder's mindset to fixing problems that have plagued deal sites for years, from coupon redemption headaches to fragmented data. She opens up about what's actually changed at Groupon, why "everyday" travelers deserve just as much attention as the luxury market, and how AI and API connectivity are reshaping the business from the inside out.

🎙️ Topics we cover:

• A career built on purpose: Carrie's path from running ski and sun trips in her 20s to helping build GoCity's supply and product teams, and how that history led her to Groupon's Things to Do vertical.
• Fixing the redemption problem: Why early Groupon deals were a headache for tour and activity operators, and how better connectivity and dynamic pricing have solved the availability and margin issues that used to sink flash sales.
• From coupon site to everyday OTA: How Groupon now runs "always-on" partnerships alongside its traditional flash sales, and what that means for operators who want more consistent, lower-effort demand.
• Local activities vs. traditional attractions: The surprising, hyper-local side of Groupon's business — think trampoline parks, ax throwing and water parks — and how it works differently from the tours and attractions side.
• Serving the other end of the K-shaped economy: Why Carrie sees real opportunity in serving budget-conscious, everyday travelers, not just the luxury segment getting most of the industry's attention.
• OCTO and the power of standardization: Carrie's role as a founding board member of OCTO, and why easier API connectivity has been a game-changer for how Groupon works with operators and reservation platforms.
• AI as an internal transformation tool: How Groupon is using AI to unify fragmented data across its many verticals and put insights directly in the hands of every employee, not just senior leadership.
• Advice for emerging leaders: Carrie's playbook for career growth — think like a CEO, take on the "epic" projects, and don't be afraid to fail — plus her perspective on advocating for yourself as a woman in leadership.

👉 Listen or watch now to hear how Groupon is turning itself around — and why Carrie thinks the next few years are Groupon's best opportunity yet.