GetYourGuide and other leading platforms for travel experiences are facing fresh dose of competition now that Airbnb has relaunched its effort in the space.
But GetYourGuide is positioning it as good news: It is a “great validation for the experiences industry,” Johannes Reck, CEO of GetYourGuide, told Skift Wednesday. “I’m delighted to see Airbnb’s announcement and them doubling down on the space.”
Airbnb’s updated experiences offering is relaunching in 650 cities. Examples include a tour of the newly reopened Notre-Dame with the architect from the restoration team, and a Ramen cooking class in Japan with a Michelin-recognized chef.
It is also launching services that travelers – and locals – can order. Think catering, photography, spa treatments, and personal training.
“This is great and super enriching for the market,” Reck said.
For now, there’s plenty of growth to go around, with Earnest Analytics estimating that since 2019, spending on travel experiences – booked online or offline – has risen by a third. Other competitors include Viator, Tiqets, and Klook.
GetYourGuide has been seeking cost-effective marketing strategies to associate its brand with people who like live entertainment, sports, and activities. It’s ramping up marketing in the U.S., where Tripadvisor’s Viator leads in sales, and Airbnb and Expedia have established name recognition.
“The experiences industry is very different to others. We’re building our capabilities,” Reck said, referring to providing experiences at both major tourist spots “as well as hidden gems.”
“Consumers ultimately want both. They want to travel to New York City to see Broadway and The Edge and the Statue of Liberty, but they might also want to have a bagel club in Brooklyn that is super authentic and more niche,” he said.
Having the capability of serving both marketplaces was “what’s key for experiences, and what’s really special about this industry”.
Airbnb’s recent move was a “great push” to make travel agents in the experiences industry more visible to consumers, who might otherwise find their experiences via search platforms like Google, Reck said.
“I think this will only be positive for an industry where online travel agents are still a minority of the overall spend.”