Skift Take

The power of performance data to improve the customer experience remains a driving force for GetYourGuide. In a case of iron sharpening iron, the pioneering insights from its Originals brand will level the playing field across its entire marketplace as the private label format is put on hold.

Improved customer experience was the driving hypothesis behind Originals, GetYourGuide’s private label offering. Reports that it is ending raise the question of why. The online travel agent launched Originals in 2018 in partnership with local operators in popular destinations determined by its “wealth of customer booking performance data.”  These operators run the tours under the private label, offering similar benefits to Airbnb’s super hosts concept. For example, GetYourGuide charged a higher commission for Originals than other products on the platform and provided more visibility for the offering in search results. “We are not giving up on Originals,” said GetYourGuide co-founder and Chief Operating Officer Tao Tao, speaking to Skift in response to the noted change.  The experience economy is a hotbed of digital acceleration as leisure travelers seek out once-in-a-lifetime options more than ever before. Within a fragmente