Analysis of GetYourGuide Rebranding

GetYourGuide was originally launched as a peer-to-peer platform connecting tourists with amateur guides. Over time, its functionality expanded, transforming into a booking platform where users can reserve professional tours and activities in major cities worldwide. Today, GetYourGuide offers around 40,000 activities across 7,300 cities, supported by a workforce of over 400 employees in 18 countries.

Business Model Evolution

Initially, GetYourGuide’s business model revolved around selling third-party tours and activities as a middleman. However, since 2018, the company began offering in-house branded experiences. These experiences are curated using customer feedback and data.

The brand also partners with global companies like Accor Group, integrating into their loyalty program, ALL, and collaborates with over 100 airlines, hotels, transport networks, and online publishers. These partnerships provide their customers direct access to GetYourGuide's catalog of tours and activities.

Brand Platform

GetYourGuide builds its brand around guides and the unique experiences they offer. It highlights the expertise, individuality, and importance of guides in enhancing travel. This focus is further strengthened through communication with guides and initiatives like the GetYourGuide Awards, which recognize guides' contributions to local tourism.

Additionally, GetYourGuide’s in-house tours allow the platform to function as more than just an aggregator. It positions itself as an active participant in the travel experience, offering expertise and creating connections between users and their destinations.

The platform also encourages user-generated content, such as travelogues, enabling everyday users to earn by sharing their experiences. This approach fosters a new culture of tourism while building community-driven engagement.

Brand Style

GetYourGuide’s branding emphasizes vibrant, authentic visuals and emotional connections, placing the experience of travel and its associated feelings at the forefront. With guides at the heart of its offerings, the brand ensures these emotions are easy to achieve for its customers.

The updated brand identity includes:

• Two primary colors and six secondary colors in its palette.
• A flexible logo, with variations depending on where it is used. The company’s brand book provides detailed guidelines for implementing its identity, especially in digital environments.

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