GetYourGuide Taps Creators to Write Reviews for Tour Operators
GetYourGuide launches a beta Creator Review program letting creators book free tours in exchange for reviews to help new listings.
Stock photo for illustration only, not from the actual event
- GetYourGuide tests Creator Review program connecting creators with tour operators
- Travelers are three times more likely to book activities featuring three reviews
- Creator reviews carry a travel partner tested label with no positive review guarantees
- Unveiled alongside AI assistant integrations and new payment methods
GetYourGuide has been turning to content creators to help boost operators' reviews and bookings as part of an ongoing program the company has been testing since the summer months.
The Creator Review program connects tour operators with creators who can leave detailed and honest reviews. The core objective is to promote newer listings that frequently struggle to attract customers because they lack established reviews.
Internal research conducted by GetYourGuide revealed that travelers are three times more likely to book an activity when it features at least three reviews. Although the feature currently operates in beta, the company plans to roll it out to its full creator community soon, according to Rob Rekrutiak, GetYourGuide's chief product officer.
The cold start problem for new marketplace listings is a common barrier where zero reviews lead to zero bookings, stalling new operators before they gain momentum. Leveraging trusted creators to jumpstart initial feedback bridges this trust gap, provided platforms maintain strict transparency guidelines regarding compensated stays.
Rob Rekrutiak noted in an emailed statement that the initiative currently functions as a targeted beta tool aimed at solving the specific cold start problem for new activities, while long-term expectations point toward creator- and traveler-generated content playing an even greater role in evaluation processes.
Stock photo for illustration only, not from the actual event
This initiative was announced alongside a broader suite of updates including integrations with AI assistants such as Gemini, ChatGPT, and Claude, enhanced operator analytics with AI content suggestions, and new local payment methods for Asian markets through Adyen.
Source: Skift
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