Inside GetYourGuide’s Sixteen-Year Road to Profit

The experiences sector stands as the fastest-growing and most hyped segment in travel, featuring major players like GetYourGuide, Viator, and Klook generating billions in annual tour and activity sales. Airbnb is also pouring resources back into the category following previous false starts. However, Viator remains the only company that publicly breaks down its numbers, leaving the overall financial health of this market largely opaque.

This report provides the first outside financial analysis of GetYourGuide, compiled from audited accounts filed in Germany, corporate records in Switzerland, and direct company statements. The data shows that the primary German operating entity generated €665 million in commission revenue in 2024, marking a 40 percent increase, while still recording a €49 million EBITDA loss, a €59 million net loss, and approximately €489 million in accumulated losses.

Stock photo for illustration only, not from the actual event

The turning point arrived in 2025 when GetYourGuide achieved its first-ever profitable year on an adjusted basis, surpassing €1 billion in revenue and over €4 billion in gross merchandise value, though the exact profit figure was not disclosed. Crucially, this profitability did not stem from cost-cutting measures. The company continued to invest heavily in customer acquisition, and the breakthrough came simply because repeat bookings finally scaled large enough to sustain the rest of the operation.