CEO Spotlight: Johannes Reck on GetYourGuide’s Growth and AI

Johannes Reck, CEO and co-founder of GetYourGuide, shared insights on the company’s strategy, the evolving experiences sector, and the role of artificial intelligence ahead of his participation at Phocuswright Europe in June.

GetYourGuide recently launched AI tools for operators and expanded into shows and events, signaling its intent to broaden beyond traditional tours and activities. Reck emphasized that experiences now drive the travel planning process, and GetYourGuide’s strength lies in helping travelers cut through clutter with personalized discovery powered by AI.

He noted the $400 billion experiences market is still largely untapped online, with massive potential as more suppliers digitize. Reck believes competition will be less about market share battles and more about capturing newly online consumers. He sees trust and content discovery as key differentiators—areas where GetYourGuide leads.

Despite the company’s growth, Reck pointed to challenges, including U.S. market softening and limited brand awareness. He highlighted the need for stronger regional inventory and brand investments, areas previously deprioritized in favor of Europe.

Reck also stressed the importance of technology adoption across the travel industry. He views AI as transformative, especially when integrated with fragmented travel systems, though he expects full industry alignment to take five to ten years.

Looking ahead, he predicts industry consolidation and sees GetYourGuide continuing to lead. Reflecting on his journey, he emphasized the value of prioritization and long-term vision, advising future founders to focus on fewer, high-impact goals rather than trying to do everything at once.

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