GetYourGuide company profile: valuation, funding & revenue

This GetYourGuide company profile covers the company's valuation, revenue, funding rounds, investors and history. GetYourGuide works in travel, with a focus on tours and activities marketplace. It was founded in 2009 and is headquartered in Berlin, Germany. Its latest valuation on record is About US$2 billion (reported) (2024). Every figure links to a public source, and anything the company hasn't disclosed is marked as such.

Revenue

More than €1 billion — Annual revenue (reported), as of 2025. Source: Bloomberg.

Funding history

GetYourGuide timeline

Key dates from the sources on this page, oldest first. Metric snapshots are listed after the funding events.

• 2009 — GetYourGuide is founded in Berlin by Johannes Reck (CEO), Tao Tao, Martin Sieber, Tobias Rein and Pascal Mathis.
• 2024 — Equity and debt round: US$194M, valuing the company at Nearly US$2B (reported).
• 2025 — Profitability: First profitable year (reported).
• 2026 — Possible share sale: Exploring a secondary sale above its last valuation (reported by Sky News).

Investors

GetYourGuide is a Berlin marketplace where travellers book tours, museum tickets, day trips and activities. It crossed €1 billion in revenue and turned profitable for the first time in 2025, according to Bloomberg, and was valued at nearly US$2 billion in its last funding round. In 2026 it was reported to be exploring a share sale at a higher price. This profile covers GetYourGuide's valuation, business model, investors and competitors.

GetYourGuide's valuation

GetYourGuide's last reported valuation is nearly US$2 billion, from a US$194 million equity and debt raise to invest in AI, according to CNBC reporting carried by NECN. That was up from a previously disclosed US$1.4 billion. In 2026 Sky News reported that the company was talking to investment banks about a secondary share sale, in which existing shareholders would sell stock, at a price above the last valuation, according to PE Insights. The process had not formally begun, so no new valuation has been set.

Revenue and profit

A Bloomberg segment in January 2026 said GetYourGuide crossed €1 billion in revenue and became profitable in the previous year (Bloomberg). Reaching profit is significant for a marketplace that spent heavily on marketing and expansion for more than a decade, and it strengthens its options for a secondary sale or IPO.

How GetYourGuide works

Tour operators, attractions and guides list their experiences on GetYourGuide, which markets them to travellers through its website and app, search engines and partnerships with airlines, hotels and travel sites. Travellers book and pay through GetYourGuide, often with free cancellation, and the company keeps a commission on each booking, with the rest going to the supplier. It also creates its own branded "Originals" experiences with partners to offer unique products and higher quality control.

The tours and activities market is huge and fragmented, with many small operators that lack good booking systems. GetYourGuide's value to them is distribution and payments; its value to travellers is choice, reviews and easy booking in one place.

Founders and leadership

GetYourGuide was founded in 2009 by Johannes Reck, who is chief executive, with Tao Tao, Martin Sieber, Tobias Rein and Pascal Mathis, who met as students at ETH Zurich. The company started in Zurich and moved its headquarters to Berlin. Reck has said in the past that an IPO was the most likely long-term path.

Investors

GetYourGuide's investors include Temasek, KKR, SoftBank's Vision Fund, Battery Ventures, Spark Capital and Highland Europe. It raised a large round in 2019 that made it a unicorn, survived the collapse of travel during the pandemic with new funding, and has grown since as travel recovered.

AI and the future of travel booking

GetYourGuide raised its most recent funds partly to invest in AI, for personalised recommendations, search and customer service. AI assistants could change how people plan trips, either sending more bookings to marketplaces like GetYourGuide through partnerships or bypassing them. Being a trusted source of bookable inventory that AI tools can draw on is likely to matter more over time.

Competitive landscape

GetYourGuide competes with Viator, owned by Tripadvisor, and with Klook, which is strong in Asia; with experiences sold by Airbnb, Booking.com and Expedia; and with attractions selling directly. See our profile of Hopper for another travel company, and our largest German startups guide.

Risks

• Travel cycles: demand falls in economic downturns, pandemics or geopolitical crises.
• Dependence on search: much traffic comes from Google, whose changes can raise acquisition costs.
• Competition: larger travel platforms bundle experiences with flights and hotels.
• AI disruption: AI planners may reshape how travellers discover activities.

Questions to ask

• What is GetYourGuide's gross booking value, and how fast is it growing?
• How profitable is it after marketing costs?
• What share of bookings comes directly through its app?
• Will it pursue a secondary sale or IPO, and at what valuation?

Timeline in brief

• 2009: founded by ETH Zurich students.
• 2019: becomes a unicorn.
• 2020–2021: raises funding to survive the pandemic.
• 2024: raises US$194 million at nearly US$2 billion (reported).
• 2025: crosses €1 billion revenue and turns profitable (reported).
• 2026: explores a secondary share sale (reported).

GetYourGuide at a glance

GetYourGuide is a Berlin tours and activities marketplace founded in 2009 by Johannes Reck and fellow ETH Zurich students. Investors include Temasek, KKR and SoftBank. It was valued at nearly US$2 billion in its most recent raise and, according to Bloomberg, passed €1 billion in revenue and turned profitable in 2025. In 2026 it was reported to be exploring a secondary share sale above its last valuation.

How GetYourGuide's business model works financially

Marketplaces like GetYourGuide report two key figures: gross bookings, the total value of tours and activities sold, and revenue, the portion the company keeps as commission. Commissions on experiences are typically higher than on hotels or flights because suppliers are small and depend on the platform for customers. GetYourGuide's biggest cost is marketing, especially paying for search and social media ads to reach travellers before and during trips. Turning profitable means the company now earns more from repeat customers, its app and partnerships than it spends acquiring new ones.

Seasonality matters too. Bookings peak in summer in Europe and around holidays elsewhere, and cash flows benefit because travellers pay upfront while suppliers are paid after the activity takes place. That working-capital pattern is common in travel marketplaces and helps fund growth.

Valuation context

A valuation of about US$2 billion against more than €1 billion of revenue would be modest by marketplace standards, especially for a profitable company. Listed travel peers such as Booking Holdings and Airbnb trade at multiples of revenue and earnings that would imply a higher figure, though GetYourGuide is smaller and growing in a narrower category. That gap is one reason a secondary sale at a higher price has been discussed. Any new valuation will depend on growth in bookings, the durability of profit and how investors view AI's effect on travel discovery.

What to watch

Watch for a secondary sale price, IPO plans, profitability trends and AI partnerships with travel assistants. See our largest European startups guide.

Takeaways

GetYourGuide has reached the scale and profitability that make a liquidity event likely. A share sale would show whether investors value it well above its last mark.

Sources

Every figure on this page comes from the public sources below. Where sources disagreed, we used the company's own announcement or a primary news report. Private-company data changes; check the date beside each figure.

1. CNBC (via NECN)
2. Bloomberg
3. PE Insights