Is GetYourGuide profitable in 2026?

GetYourGuide reported its first-ever profitability on an adjusted EBITDA basis in October 2025, alongside crossing €1 billion in annual revenue, per Skift's Oct 21, 2025 report, making it the first major tours and activities platform to hit both milestones.

Who owns GetYourGuide?

GetYourGuide is privately held, backed by SoftBank Vision Fund, KKR, Temasek, Spark Capital, and Blue Pool Capital. Its last priced round was a $194M Series F in mid 2023 at a roughly $2 billion valuation, per TechCrunch, June 2023.

Could AI replace GetYourGuide's booking business?

Not yet fully: GetYourGuide's own April 2026 research with Arival found 69% of travelers use AI for trip planning and one-third of planning sessions start with AI, but only 17% have used AI to actually complete an activity booking.

Who is GetYourGuide's biggest competitor?

Viator, owned by Tripadvisor, is the closest rival; Tripadvisor's CEO claimed in July 2023 Viator is 'larger and faster growing.' Expedia also entered via its 2025-26 acquisition of Tiqets, intensifying consolidation in the tours and activities category.

Is GetYourGuide going public?

As of January 4, 2026, GetYourGuide was reportedly exploring a secondary share sale with investment banks at a valuation premium to its 2023 $2 billion mark, following its first profitable year, though no formal IPO decision had been confirmed.

How big is GetYourGuide's marketplace?

As of April 2026, GetYourGuide listed 50,000 supply partners and over 200,000 experiences across 18,000 destinations, with FY2025 gross merchandise value exceeding €4 billion from more than 33 million booked experiences, per WebInTravel, Feb 5, 2026.

Consumer platforms · Germany

GetYourGuide

getyourguide.com ↗

Marketplace for booking tours, attractions, and activities worldwide.

Protection under test

Assessed 23 July 2026 · Evidence as of 23 July 2026

Something worth protecting exists and is being tested right now.

On the recordSince 23 July 2026 · Checkable from H2 2026 · Every call on the record Checkpoint: Expedia's Tiqets integration results and AI booking-share data mature

The call

GetYourGuide turned its first profit at scale just as AI assistants start rerouting how trips get planned and booked.

GetYourGuide is a website where people book tours, museum tickets, and activities in cities around the world. It makes money by taking a cut from what travelers pay. The company has real advantages right now: it has deals with famous attractions like Sagrada Família in Barcelona and Broadway shows that competitors cannot easily steal, and it has built relationships with 50,000 local tour operators. However, the biggest risk is that AI chatbots and assistants are starting to plan most trips before anyone even books, and those AI tools might send people directly to tour companies or to rival sites like Expedia, Tripadvisor, or Airbnb Experiences instead of using GetYourGuide. The one thing that could flip this around is if GetYourGuide becomes the default booking tool that AI assistants recommend and use (keeping prices and profits steady), rather than being cut out of the decision entirely.

Why

AI pressure: AI trip-planning assistants like ChatGPT and Gemini. A third of trip planning now starts with AI; only 17% of bookings go through AI so far, but that share is climbing fast. Could AI do the core job? Only partly.

Bigger players: Expedia (via its Tiqets acquisition) and Airbnb Experiences. Expedia bought Tiqets to bundle tours into its hotel and flight funnel, using its bigger marketing budget to out-scale rivals. Could a giant copy it? Yes, easily.

What protects it. 50,000 supply partners and exclusive access deals, including Sagrada Familia and Broadway shows, keep bookings on its platform.

What would change this call

Expedia completes and launches Tiqets bundled into its hotel/flight booking flow within 12 months. Would show a major travel platform capturing experience bookings upstream of GetYourGuide.
GetYourGuide's exploratory IPO or secondary share sale reaches a formal outcome within 6-12 months. Would show whether investors value the business above or below the 2023 $2B mark.
Share of travelers completing bookings via AI assistants rises past 30-40% within 12-18 months. Would show whether AI agents are routing bookings around GetYourGuide's platform.

Key numbers

First profitable year on over €1B revenue (Oct 2025)
€4B+ GMV, 33M+ bookings in FY2025 (Feb 2026)
Under 15% market share, tied with Viator (Oct 2025)

Named risks

AI agents intercepting trip-planning discovery layer before booking reaches GetYourGuide. Severity: high
Colosseum ticket-hoarding fine (~€20M combined) and pending regulatory appeal in Italy. Severity: medium
Rival consolidation (Expedia-Tiqets, Peek roll-ups) reshaping competitive access to supply. Severity: medium
Fragmented category with under 15% share caps pricing power and defensibility. Severity: medium
Inconsistent public financial and headcount figures across trackers complicate verification. Severity: low

Rivals, as read in July 2026

Rival	Direction	Evidence
Viator (Tripadvisor)	contesting	CEO claimed Viator 'larger and faster growing' with ~300k experiences vs GYG's ~150k, Jul 2023
Expedia (via Tiqets)	gaining on	Expedia acquired Tiqets ticketing marketplace, consolidating attractions distribution, late 2025
Peek	gaining on	Peek acquired ACME Ticketing and Connect&Go in roll-up strategy, per Dec 2025 industry review
Airbnb Experiences	contesting	Adjacent booking platform competing for experience bookings within fragmented category
Klook	contesting	Dominant in Asia-Pacific markets, cited as a top competitor to GetYourGuide and Viator

Questions people ask

Is GetYourGuide profitable in 2026?: GetYourGuide reported its first-ever profitability on an adjusted EBITDA basis in October 2025, alongside crossing €1 billion in annual revenue, per Skift's Oct 21, 2025 report, making it the first major tours and activities platform to hit both milestones.
Who owns GetYourGuide?: GetYourGuide is privately held, backed by SoftBank Vision Fund, KKR, Temasek, Spark Capital, and Blue Pool Capital. Its last priced round was a $194M Series F in mid 2023 at a roughly $2 billion valuation, per TechCrunch, June 2023.
Could AI replace GetYourGuide's booking business?: Not yet fully: GetYourGuide's own April 2026 research with Arival found 69% of travelers use AI for trip planning and one-third of planning sessions start with AI, but only 17% have used AI to actually complete an activity booking.
Who is GetYourGuide's biggest competitor?: Viator, owned by Tripadvisor, is the closest rival; Tripadvisor's CEO claimed in July 2023 Viator is 'larger and faster growing.' Expedia also entered via its 2025-26 acquisition of Tiqets, intensifying consolidation in the tours and activities category.
Is GetYourGuide going public?: As of January 4, 2026, GetYourGuide was reportedly exploring a secondary share sale with investment banks at a valuation premium to its 2023 $2 billion mark, following its first profitable year, though no formal IPO decision had been confirmed.
How big is GetYourGuide's marketplace?: As of April 2026, GetYourGuide listed 50,000 supply partners and over 200,000 experiences across 18,000 destinations, with FY2025 gross merchandise value exceeding €4 billion from more than 33 million booked experiences, per WebInTravel, Feb 5, 2026.

Timeline

2026-06-09GetYourGuide statement confirms plan to appeal Italy AGCM Colosseum fine to TAR court
2026-04-22Spring Release: AI trust and discovery tools, ChatGPT app integration, CPO Rob Rekrutiak named
2026-02-05Reported as first experiences platform to cross €1B in annual revenue
2026-01-04Reported exploring secondary share sale at valuation premium to 2023's $2B
2025-12-19Sector consolidation reported: Expedia acquires Tiqets; Peek buys ACME Ticketing, Connect&Go
2025-10-21GetYourGuide announces first-ever profitability alongside €1B+ revenue
2025-09-25Fall Release: AI review summaries and AI Reply Optimizer for partners launched
2025-04-28Spring Release: Shows & Events category launched with MGM Resorts, Cirque du Soleil
2025-04-23Italy's AGCM fines GetYourGuide and peers ~€20M combined over Colosseum ticket hoarding
2023-06-01Series F closes: $194M raised at roughly $2B valuation, led by Blue Pool Capital

Revision history

23 July 2026

First assessed. Protection under test. The text above is fixed as of this date and is not edited afterwards.

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