GetYourGuide Re-Launches “Originals” with a Twist

The online travel agency updates their approach with specialized, exclusive offerings bookable only through them and aiming to appeal to traveler demand for unique experiences

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GetYourGuide is re-launching “Originals,” this time with a special focus on “exclusive, one-of-a-kind experiences.” 

The newly announced “Originals by GetYourGuide” — not to be confused with the former “GetYourGuide Originals” — are experience offerings designed in collaboration with local operators and attractions, and available solely through GetYourGuide.

Inspired by a special access experience that allowed visitors to unlock the doors to the Sistine Chapel before it opens to the public, new “Originals” offerings include a sailing trip aboard a transatlantic racing yacht with world class French sailor Tanguy Le Turquais and a guided experience by an art historian through the Museum of Modern Art in New York an hour before the doors open.

Sailing with world-class sailor Tanguy Le Turquais on an “Originals by GetYourGuide” experience | Photo: GetYourGuide

According to GetYourGuide, the focus on unique, exclusive experiences is prompted by a research study which shows memories of travel experiences have a comparable psychological impact as major life events such as a first kiss or holding your newborn for the first time. The GetYourGuide-sponsored study used artificial intelligence to scan the faces of human participants prompted to recall different life moments, and determined “for almost half of all participants (47%), special travel memories triggered even more positive emotions than remembering their first kiss.”

The new initiative is reminiscent of the original launch of Airbnb Experiences, which also focused on highly curated, unique experiences with locals. One challenge Airbnb faced was scaling experiences – that is, getting enough supply into their marketplace. 

Will it work this time? “The whole key is to get it scalable” comments TUI Musement CEO Peter Ulwahn, speaking from the stage at Arival 360 | Berlin.

GetYourGuide plans to add “dozens more” experiences throughout the year, which indicates it is not a highly scalable initiative at this stage, however the value is in the marketing: as travelers are looking more and more for unique experiences, “Turning on the lights in the Vatican Museums” achieved over 16 million video views and over 1.5 billion press impressions. 

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Header photo: GetYourGuide



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