Research on Getyourguide - pretty interesting startup in travel tech space

1. GetYourGuide
Information Deck
Oct 2019

2. Overview
2
From a Humble Student Project Idea to One of Europe’s Most Prominent Growth Companies
• Founded in 2008 in Zurich by 4 university students, GetYourGuide (“GYG”) is an
online platform for travel activities and experiences
• In 2012, GYG pulled in $10mn in revenue. Since then, it has been growing
rapidly with the CAGR of over 110% in GMV during the 2011-2015 period
• Today, being one of the largest player in the field, it has a tremendous global
coverage with the presence in 150+ countries and continues to sustain its
massive growth, outgrowing the industry by significant margin
• To further scale the business and stay competitive, GYG has been establishing
partnerships with airlines, rail pass and hotel network
• Since the inception, GYG has raised over 7 disclosed funding rounds of more
than $654mn in the total amount
- In May 2019, it raised massively $484mn in a Series E round led by
Softbank Vision Fund
- This is also one of the biggest-ever growth rounds for any EU-based
startups, putting GYG’s valuation to over $1bn mark
Backed by a Portfolio of Blue-chip Investors
GYG at a Glance
Source: Company Report, Skift, Rezdy, Desktop Research
50k+
Product in 150+
countries
30mn+
Tickets sold
150+
Traveler nationalities
500+
Staffs in 18 locations
globally
$654mn+
In VC funding
20mn+
Monthly unique
visitors (60% mobile)

3. A Wide Range of Major Product Categories and Sub-Categories
Product Offerings: Experiences
3
GYG Offers a Breadth of Experiences Catering to Not Only Traveler's Different Demands …
Source: Company Website
Tours1 Attraction Tickets2
Activities3 Culinary and Nightlife4
Hop-on Hop-off City Cruises
Walking Tours Food Tours
City Pass Skip-the-line
Transfer
Shows and
Concerts
Outdoor Water Sport Wine Tasting Cooking Class
High Level of Accessibility for Users
… and more depending on city and topic
Available in
22languages and
40currency
Mobile App Desktop Website
Mobile Website

4. Product Offerings: Versatility
4
… But Also Multiple Levels of Sophistication and Quality
Source: Company Website and Desktop Research
Description
GYG Originals • Beta tested in 2018 and recently launched in mid-2019 in Europe, the GYG branded tours in
partnership with top independent operators
• As of Jun 2019, 20 tours available (+30 by end of year) with over 75k tickets booked
• Goal to provide beyond-expectation for travelers
• Excellent guide with lesser-known knowledge, and dynamic delivery style depending on the
traveler’s background or culture
GYG Certificated
• Meet the expectation of the travellers
• Experienced guide with interactive, versatile delivery style (informative, interesting, humour, etc.)
and pleasant language capability
• Proven experience and quality attractions, usually the city’s must-go or notable ones
Remaining Listings
on GYG Platform
• Meet the basic requirement for a touring experience
• Normal pacing, basic knowledge coverage, and understandable delivery
• Not yet significantly reviewed and rated

5. Mobile UX
5
Being a Mobile First Marketplace Early, GYG Stays More Relevant as Mobile Becomes More Viable
Source: Skift Research, Company Website
Substantial Number of Travelers Book Once In-Destination
Skift Research on Using Mobile to Book Tours and Activities (N = 1,671)
Yes,
65%
No,
35%
72% of those who have ever used mobile to book tours
and activities also did so on their last vacation
Top App Used (N = 587)
It Is Crucial to Have Seamless Mobile Experience
1. Book 2. Direction 3. Ticket 4. Wish List
Personalization
And Constantly Improving
More Categories and Sub-categories
Unique Experiences Loyalty Program
Better UI/UX Vibrant Branding

6. Customer Acquisition: Marketing and Brand
6
GYG Is Building Touch Points Across All the Travel Journey in Both Online and Offline Fronts
Source: Company Website and Desktop Research
Inspiration and Planning
Booking and
Transporting
At DestinationOn Arrival
Instagram Post and Ad
Content Marketing
• Add touchpoints in ticket
booking checkout
• GYG’s product content in
marketing emails
Booking App/Email
Airplane Publications
Airport and Station Ad Brand Visibility at Attraction
Online Ad Across Major Platform
Growth Initiatives

7. Customer Acquisition: Partner and Affiliate
7
And Starting to Scale the Growth Engine with The Partnership and Referral Program
Source: Company Website
Broad Network of Partnership and Affiliate Program with Various Stakeholders in Travel Industry
Overview
• Add link or widget to travel site
• Get paid monthly for every
successful booking
• Monitor performance with
analytic tool
• White label integration into
booking app and checkout site
• Display relevant content
• Add GYG tours to marketing
emails and newsletters
• Simple onboarding process
• Sign up for the program > share
branded website and make
bookings – get paid
Notable
Partners

8. Industry Overview
8
A Massive Market with the Sustainable Growth Drivers
Source: Phocuswright, Company Presentation and Insight, AirBnB Report
125
135
147
159
171
183
-
5 0
1 00
1 50
2 00
2015 2016 2017 2018 2019 2020
CAGR: 7.9%
A Growing $170bn+ Global Market …
Global Travel Experiences Market (in $bn)
… And Is Getting Bigger
Key Drivers
• Most millennials increasingly care and
prioritize traveling over owning a home or
paying off debt
• Over 80% of millennials seek unique travel
experiences and say that the best way to learn
about a place is to live like the locals do
• Technology and digital adoption has enabled
traveling, particularly internationally, more
accessible, freeing the travellers from relying
heavily on tour operator
3
1
2

9. Industry Overview
9
Coupled with Nascent Online Scene, This Poses Tremendous Potential for Online Players
Source: Company Presentation and Insight
95%
5%
(Up from
3% in 2018)
Notable Players in the Field
Online Players Are Slowly Being Relevant
2019 Online Experience Market Contribution (in %)
Commentary
• Experiences and activities market is the third-largest
segment in the travel industry, accounting for around
10% in value, behind Flights and Hotels
• In recent years, the segment has been expanding rapidly,
outgrowing the overall industry’s performance.
• According to Phocuswright, by the end of 2020, the
global travel experience market is anticipated to record
$183bn in value
• The growth is expected to be sustained thanks to 1) more
people travelling, 2) the millennials’ travel appetite, and
3) lower cost of travel
• Though, only 5% of the market is being captured online,
as compared to over 40% in Flights and Hotels
• This presents a massive opportunity for online
marketplaces as young generations are increasingly
adopting digital

10. Competitive Landscape
10
Fierce Competition Requires Solid Defensibility to Stay Competitive
Source: Skift Research, Company Website
55%
20%
12%
6% 4% 3%
0 %
1 0%
2 0%
3 0%
4 0%
5 0%
6 0%
Viator GYG Expedia Airbnb Klook Peek
Though Viator Has The Majority of The Global Inventory …
2018 Global Share in Terms of Inventory Listings (in %)
Region
Europe 37% 34% 57% 14% 14% 44%
Asia 30% 26% 15% 70% 4% 24%
The U.S. and Canada 11% 21% 9% 7% 60% 20%
Africa and Mid. East 12% 6% 11% 4% 1% 1%
South and Cen. America 7% 7% 5% - 20% 6%
Oceania 3% 5% 3% 5% - 5%
… Each Players Lean Toward a Specific Region
2018 % of Inventory in a Given Geography
Commentary
• With the market’s potential growth and
current low level of online penetration
rate, there is huge untapped potential for
online marketplace players
• Though tour digital booking is still
growing slowly, the level of competition
has already been intensive
• Besides competing for suppliers and
users, marketplaces are also starting to
establish their turf
- GYG is tilted heavily toward EU
- Klook is positioned as Asian go-to
- Peek focuses more in the U.S
• Online giants are anticipated to join in
the race as well. Thus, it is likely expected
for the competition to heighten even
further
• As Europe is the world’s leading tourist
destination, GYG has certain grounds to
compete and scale