GetYourGuide Co-Founder on the Recovery, Originals & Communicating with Operators

In an exclusive interview with Arival, Tao Tao from GetYourGuide says that airlines could get in the way of the recovery, Originals will continue to expand, and that the OTA prioritized communication with operators during the pandemic

Reading Time: 2 minutes 53 seconds

The price of flights is going to be a major hurdle in the recovery of the travel industry, Tao Tao, co-founder & COO of GetYourGuide, said at Arival 360 San Diego.

Ticket prices and capacity are going to be a major consideration for families — and most people — when it comes to booking their holidays, and will eat into budgets for in-destination spending.

The full talk is available on-demand for Arival Pro Access Members and Arival 360 Online attendees

“Some international travel, I think, depends on airline capacity and ticket prices. When I came here, the tickets were very expensive.

“I’m hoping that will go down so that families can again travel from Berlin to New York City, without putting too much of a dent into the budget.”

The OTA appears to be rebounding following the last two years.

Johannes Reck, CEO at GetYourGuide, recently posted on LinkedIn that the online travel agency had seen a year-on-year growth of ten times. He wrote: “10x YoY Bookings Growth 📈 50% WoW ⚡️ Great efficiency 👩‍💻👏 and well above 2019 levels 🔥🔥🔥

“After two terrible years, travel is bouncing back big times and GetYourGuide sits on top of the rocketship. I love it.”

Committed to Originals

GetYourGuide Co-Founder on the Recovery, Originals & Communicating with Operators Ben Finch Arival
GetYourGuide have taken flak for competing with operators through Originals, but Tao said the OTA prefers collaboration — Joseph Ngabo / Unsplash

GetYourGuide Originals will continue to expand. Tao said that originally the OTA looked at the data they held on tours and considered how they could improve on products already on the market.

Tao said: “The origin story of how we came up with originals was, we were sitting on a lot of this data of what customers found to be the delighters on a tour or to be detractors. 

“We’ve already shared a lot of this data with our partners through one-on-one conversations. 

“But then we thought, how can we take it one level further and work even more closely in the operations with some of the partners and try to create some differentiated offerings that are a little bit more unique and create that branded experience that makes it a little bit more special?”

GetYourGuide has come under fire from operators for promoting their Originals tours in their listings over competing tours from other providers. 

Arival 360 | SAN DIEGO 2024

30 September – 3 October 2024

Insider Pro Access Members Save 20%

THE event of the year for solutions-focused In-Destination Experience
creators and sellers

Save up to $580 with the Summer Season ticket

Learn More

During the Distribution Rethink: An Arival Townhall with Online Travel Agencies panel at Arival 360 San Diego, Tao said that GetYourGuide preferred collaboration. “The number one objective for us with Originals is to actually work with our operators to differentiate the experience even further,” he said.

“For example, working with you on the itinerary, working with you in some cases, especially when it comes to museum institutions, to have secret access or something that the customer values based on our data.

“I think in the many examples that [have been] cited know a lot of these were top performing products before in a marketplace.

“Originals is ultimately one part of the marketplace. As a company, however, we want to make sure that there is very good competition between all the different offerings.”

Managing Amid the Pandemic

GetYourGuide Co-Founder on the Recovery, Originals & Communicating with Operators Ben Finch Arival
“Managing uncertainty” and communication was a priority during Covid, Tao said — Claudio Schwarz / Unsplash

Tao said that during the pandemic, GetYourGuide prioritized “managing the uncertainty” and on communication with operators. This included sharing information about best practices and data about what customers were looking for.

“In the beginning it was about managing that uncertainty,” Tao said. “Especially with our operators, we were in constant dialogue about what data we were seeing, what the pandemic numbers were, and sharing a lot of best practices.

“We did a lot of research. We did a state of the nation report of what our customers are looking for. We shared audit data with our operators to make sure that they can tailor their offerings to domestic travel. 

“We kind of saw ourselves as a facilitator in that situation — to make sure that the knowledge flows, that people keep in touch, sometimes just putting a face to a website, and that was really our main job.”

GetYourGuide & Expedia

Both Expedia and GetYourGuide are focusing on the recovery — Sumit Chinchane / Unsplash

GetYourGuide’s distribution partnership with Expedia is in its early days, Tao said, and both companies are currently more focused on taking advantage of the recovery in travel.

Expedia will source experiences products directly from GetYourGuide, along with Viator. The partnership was announced in September 2021. Expedia began making changes to its tours and activities offers in 2019, and began pulling listings from third-parties.

Tao Tao was interviewed by Stephen Joyce at Arival 360 San Diego. To access more interviews and watch curated content from the Arival conference, join us online

Arival 360 San Diego attendees have full access to Arival 360 Online. Tickets are $299 for non-members and Pro Access members can attend for free

Become a Pro Access member and get easy access to all of Arival’s online events including Arival 360 San Diego and our complete library of premium research and Arival guides for operators for a full year, starting at just $179 for small operators

GET ON THE LIST!

Sign up to receive insights tailored for the in-destination industry as well as updates on Arival.

Sign Up
Print Friendly, PDF & Email

Trending

already a member?

Lost your password?

NEED TO REGISTER?

Become an Arival Insider
THE ARIVAL INSIDER PRO ACCESS MEMBERSHIP; YOU GET ALL THIS TO HELP YOU ADVANCE YOUR BUSINESS.

Included in Free Membership

Included in Arival Pro Membership

The Arival on-demand video library archive
Access to the entire library of over 150 video sessions and webinars

Arival.guides
Short, digestible research & trends reports delivering insights into our industry, such as The Tour Operator Outlook for 2021.

Arival.travel articles
Topical articles about marketing, tech, operator business and operator stories in all areas of tours, activities & attractions & experiences

Job board access
Find a job from our regular listings, post a resume to the talent network and learn strategies from the job resources articles

New webinars
Helpful, instructional sessions covering subjects such as Mastering Facebook Ads, Grow Your Business and How To Work With OTAs — topics to help advance your business.

Discounts on all Arival in-person events
20% Discount on all Arival in-person events (save up to $300)* based on business type

Arival ProShield – Insurance program
Access to tailored insurance solutions by Granite Insurance is available exclusively for Arival Insider Pro Access Members. Insider Pro Access Members also have access to a suite of resources from Granite Insurance including templates, forms and other informative documents.

Insiders Pro Access member exclusive webinars
Paid membership-only webinars to deepen your understanding of important industry topics.

Job postings & talent directory
Post jobs & connect with candidates most applicable to your business.

Private roundtables to connect, learn and engage
Small, focused and intimate discussions exclusive to Arival Insider Pro Access members.

Full access to Arival’s library of in-depth reports
Up to date, deep analysis of tourism topics ranging from Self-guided Tours to Sales & Distribution Trends and Outlooks, based on the data that defines the industry.

The latest on-demand videos
Over 350+ on-demand videos featuring hot topics in tours, activities & attractions

Insider discounts in digital marketing, tech, e-learning, and more
Save money on additional tools, services and learnings you need to run your business. Exclusive to paid members.

Membership Overview
ARIVAL CODE OF CONDUCT​
CONFERENCES AND COMMUNITY SPACES​

At Arival, we believe travel can make the world a better place. Our mission is to establish and inspire a diverse community of individuals and companies in the In-destination Industry by providing opportunities to gain insight, share knowledge and build connections. To make it possible for true collaboration, creativity, innovation, and idea exchange to thrive, we are committed to facilitating a welcoming and respectful community for all. This Conference Code of Conduct shares our community expectations and applies to all attendees, employees, exhibitors, speakers, sponsors, volunteers, and other participants at Arival- produced and sponsored events. We empower all participants in our community to actively engage in creating a friendly, inclusive and safe environment for all.

Arival’s core values include the following, and create an expectation for conduct at our events and in online community spaces:

We demonstrate a deep respect for human beings inside and outside our company and for the communities in which they live.
We value integrity and strive to consistently interact with others in ways that are authentic, ethical, and fair.
We are dedicated to transparency, committing to clear, open and honest communication.
We actively pursue and advocate for inclusion, diversity and representation of varying cultural backgrounds, perspectives and ideas

Arival welcomes people from all cultural backgrounds, and does not discriminate on the basis of race, color, creed, gender (including pregnancy, perceived pregnancy, childbirth, breastfeeding, or related medical conditions), gender identity, religion (including religious dress and grooming), marital status, domestic partner status, genetic information, age, national origin or ancestry, military or veteran status, sexual orientation, physical or mental disability, or any other basis protected by federal, state, or local laws.

Accordingly, participants must refrain from displaying any demeaning, harassing, aggressive, or intimidating behavior or materials that would interfere with others’ experience and participation in our community.

If you witness or are subjected to inappropriate or disruptive behavior or have any other concerns, notify an Arival staff member as soon as possible.

Inappropriate or disruptive behavior will not be tolerated. Arival reserves the right to refuse entry to or remove any party from any event or community space at any time when participation or behavior create a disruption or hinder the event or enjoyment of the event by other participants. All determinations are at the sole discretion of Arival, and the decision of the Arival team will be final. Severe breaches of this Conference Code of Conduct may result in disqualification from participating in future events. Individuals expelled due to violating this Conference Code of Conduct will not be eligible for a refund or other consolation.

If you have questions regarding this Conference Code of Conduct or its implementation, please contact us at [email protected].