GetYourGuide uses Contentstack to personalize and enrich travel experiences

GetYourGuide differentiates itself from other travel sites by providing travelers as much content as possible around travel opportunities, offering more options for activities at a larger variety of global locations, and putting booking options directly at users’ fingertips. As a result, the company’s clients have an ever-growing hunger for information and choices to create unique and personalized travel experiences.

To meet the needs of its over 500,000 daily visitors, GetYourGuide has a deep bench of marketers, content managers, creatives, and campaign managers to consistently deliver new digital content and experiences. In addition to these, the company also offers influencer-driven travel content and personalized newsletters that include images, videos, travel itineraries, and stories to help inspire potential travelers.

Previously, the marketers delivering these offers and experiences were limited by their site managers’ bandwidth to deploy new assets. In turn, bottlenecks within workflows limited GetYourGuide’s ability to experiment and restricted its ability to adapt to new travel trends. The depth and breadth of content that GetYourGuide offers visitors requires that technical and non-technical users alike are empowered to deliver new offers, campaigns, and content quickly. 

“Our business requires that we’re always innovating and sharing new experiences with travelers so that they get the most out of their trip and differentiate our brand from other travel sites,” says Pedro Torres, Product Manager at GetYourGuide. “Travelers are also extremely tech savvy, so we need to deliver all of our content across a variety of platforms to satisfy their varied technology appetites.”

GetYourGuide wanted to upgrade its content management platform to enable users to not only deliver new content, but distribute it quickly across a variety of channels, including email, newsletters, app, mobile, and online. This required a platform that could easily integrate with various technologies via robust APIs, as well as adopting a more modular content strategy where content and assets could easily be propagated across experiences.

GetYourGuide adopted Contentstack to accelerate its content strategy, removing technical barriers for marketers to deliver content quickly. Team members are able to use the platform’s intuitive interface, robust workflows, and modular content structure to leverage content, brand assets, and videos into each new experience that they want to deliver.

“Contentstack helped us establish pre-approved components where users can quickly create content and drop it into flexible templates, transforming our approval processes and how we think about new experiences,” says Torres. “Content teams used to spend up to 40% of their time on support and managing approvals, where they’re now spending only 10% of their time, enabling us to focus more on onboarding new travel opportunities and creating unique experiences.” 

Contentstack headless CMS not only enables faster content delivery, but also helps GetYourGuide to propagate content across digital channels faster. Whether the company is delivering a new experience via mobile, app, email, or any of its other channels, GetYourGuide uses Contentstack APIs and an extensive catalog of connectors, accelerators, and services from the Contentstack Marketplace to seamlessly distribute content.

“From the point we considered a new experience for any of our channels, it could have taken us weeks or even months to deliver,” says Torres. “Contentstack sits at the center of our new MVP program where we’ve empowered our marketers and digital teams to suggest new content and experiences–we can then test and deliver on them within days.” Torres also adds that creating experiences on the backend once and leveraging APIs, rather than having to repeat manual delivery for each new channel, significantly simplifies new content publishing.

The modular content structures are helping GetYourGuide expand its travel opportunity offers faster. The company is now testing new exclusive, once-in-a-lifetime experiences–called Originals by GetyourGuide–that are promoted using rich videos and influencer content, tapping into new markets. 

“To successfully promote high-end experiences, customers demand a lot more information and engaging content, like videos, so they have a clear understanding of what they’re buying before they book,” says Torres. “With Contentstack, we can deliver on- and exceed what customers are expecting, regardless of device, and consistently deliver those experiences as soon as new travel opportunities become available.” 

And because the company’s customer base is global, simplifying localization was always on the forefront of GetYourGuide’s digital roadmap. Leveraging Contentstack, the company launched these plans via integrations with its localization service, helping the brand’s global operation keep pace with increased demand for local content.