GetYourGuide Unveils Industry-First Product Concept And An Overhauled Brand

Leading booking platform for incredible travel experiences details ‘Project Incredible’ product concept; launches all-new brand that promises travelers will “love where they’re going.”

Berlin, 18 June 2018 — GetYourGuide, the booking platform for incredible travel experiences, today unveiled the concept for Project Incredible, an industry-first category of branded tours, together with an all-new brand identity.

Set to launch in August 2018, Project Incredible represents the first vertical integration in tours and activities. Curated from the very best of GetYourGuide’s global network of travel experiences, these tours will be custom-branded with the new GetYourGuide identity across digital and physical environments, and will be developed further in partnership with top local partners to offer:

  • Experienced, engaging guides who have completed specially-developed training programs.

  • Curated itineraries that offer special access to top attractions, landmarks and historical sites.

  • Precisely engineered meeting points and check-in for a seamless participant experience.

“Since the inception of GetYourGuide, we’ve been on a journey to transform the way travelers discover and book sightseeing tours,” said Johannes Reck, CEO and co-founder of GetYourGuide. “Project Incredible represents the next phase of that journey: to fundamentally transform the tour experience itself, and in doing so, the way we connect with travel destinations.”

Project Incredible will launch in August 2018 with a pilot run of five tours in three iconic European destinations. These experiences will be bookable through the desktop and mobile website and native apps. Project Incredible is slated to expand to an additional 100 tours in 15 global destinations in 2019.

More information on Project Incredible can be found at

Rebrand process uncovers hopes and fears; points toward love

GetYourGuide today also launched an all-new brand identity built around the central promise of “Love Where You’re Going”. This identity is reflected in a new logo and visual language, both of which feature a linear “pathfinder” theme intended to evoke the traveler’s journey. This design theme also figures prominently in the look and feel of GetYourGuide’s reimagined desktop and mobile websites and native apps, and has the added flexibility required for offline activations.

In developing its new brand, GetYourGuide partnered with strategic insight consultancy Flamingo and research agency Tapestry to conduct in-depth customer and industry research, and leading London-based brand agency DesignStudio to translate key insights from the research process into a consistent brand vision, identity and architecture.

“We went on a journey into the psyche of the traveler, where we discovered a deep interplay between hopes and fears within the trip-planning process,” said Claire Davidson, Head of Brand at GetYourGuide. “We also journeyed into our own identity as a travel company, and discovered we’re in a unique position to assuage those fears and surpass those hopes. We’re confident in the ability of our new brand to do so, enabling travelers to truly love their destination.”

Added Paul Stafford, CEO and co-founder at DesignStudio, “We do our best work when companies come to us with a desire not just to change perception of themselves, but of the social and cultural contexts their brands inhabit. In GetYourGuide, we found a partner with ambition to achieve real change at this scale, and their journey is only just beginning.”

The new GetYourGuide brand assets are accessible here.

GetYourGuide is the booking platform for incredible travel experiences. Powered by a global team of over 400 travel experts, GetYourGuide helps travelers find the best things to do wherever they’re headed — including skip-the-line tickets to the world’s most iconic attractions, walking tours by top local experts, immersive food and beverage tours, cooking and craft classes, bucket-list experiences and niche offerings you won’t find anywhere else. Since its founding in 2009, travelers from more than 155 countries have booked over 15 million tours, activities and attraction tickets through GetYourGuide. The company is based in Berlin, Germany and has offices in 14 countries around the world. For more information, please visit