Gen Z Wants To Unlock The Experience Economy With A Bucket List
In an era where travel is often reduced to booking flights and hotel stays, some companies are pioneering a different approach. By focusing on curated experiences rather than just air and accommodations, GetYourGuide is tapping into the rapidly growing experience economy. The company aims to reshape how travelers explore destinations worldwide.
The idea for the brand was born out of an insightful mishap. Co-founder Johannes Reck arrived a day early to a conference in Beijing, leaving him with time to explore—but no easy way to find truly immersive experiences. His business partner, Tao Tao, a Beijing native, created an unforgettable day of exploration for him. That spark of inspiration led to the realization that millions of travelers struggle to uncover the world's best experiences. And so, GetYourGuide was founded with a mission: to unlock unforgettable travel moments for everyone.
Unlike flight aggregators or hotel booking sites, GetYourGuide functions as both an aggregator and an innovation engine. It provides a platform where experience creators—from individual tour guides to global attractions like Disney—can showcase their offerings. From crafting samurai swords in Japan to diving into Iceland's continental rift, GetYourGuide offers a vast array of experiences travelers didn't even know they were missing.
One of the biggest challenges in the experience economy is fragmentation. Unlike the hotel industry—where the largest chains may differ in size by a factor of 100—the range of experience providers spans from small, independent artisans to global brands like Disney. This disparity creates logistical hurdles, but these can be addressed through a tech-driven marketplace.
'We had to build technology to make it easy for experience creators around the world to actually have a platform,' Tao explains.
The company uses AI, machine learning, and data-driven personalization to curate and surface experiences tailored to each traveler's interests. The investment in AI ensures that recommendations go beyond the generic 'top attractions' and helps travelers uncover hidden gems that align with their preferences.
The experience economy isn't just about booking activities—it's about discovery. Many travelers don't know what's possible until they see it. For example, Iceland tourists might be aware of the Northern Lights but might not realize they can also snorkel between tectonic plates in crystal-clear waters.
With increasing reliance on AI-driven travel planning, GetYourGuide is positioned to benefit rather than compete with AI platforms. 'ChatGPT and AI assistants are great at suggesting general experiences, but they can't replace the rich content, detailed itineraries, and real-time availability that we provide,' Tao notes.
Loyalty in travel has long been associated with points and perks from airlines and hotels. However, GetYourGuide is shifting the conversation by focusing on traveler engagement with experiences.
'Our purpose is very different from that of a hotel or booking platform,' Tao explains. 'It's about reconnecting people with a sense of wonder and discovery.'
For business leaders and marketers, the takeaway is clear: consumers crave meaningful, personalized experiences. Whether in travel or other industries, brands that prioritize engagement, curation, and innovation will be the ones that thrive in the new experience economy.
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