Skift Take
More companies want to own the entire travel journey and that means getting into the weeds of what travelers do while they're traveling. But tours and activities is hardly an easy sector to enter; throw in so-called expert locals with little tourism training and you're in murky waters.
Owning the entire customer journey is a trend playing out across all sectors of travel, and helping travelers with what to do when they arrive in their destinations is the part of the journey that brands are struggling with.
Big brands like Expedia and TripAdvisor have made some bets on tours and activities and do fine selling access to big attractions, while Airbnb is promising something more local that's in line with its brand promise.
Like Airbnb, this week's startups are focusing on the local, ”authentic" experiences that want travelers to get out of their rooms and into neighborhoods.
That's why this week we're highlighting the variety of models proposed by startups for using locals
