UX100

#1 Travel & Hospitality·Class of 2025

GetYourGuide

A day in a city, booked like a ticket

GetYourGuide, UX100 leader in Travel & Hospitality

GetYourGuide makes a tour, a ticket, or a short trip as bookable as a seat. The decision is the experience, the time, and the price, in that order.

Visit GetYourGuide

Design

Cards lead with the thing you will do, not the operator’s brand. Reviews, duration, and meeting point are where a traveler looks for them.

Impact

Independent guides and attractions got a storefront travelers already trust. The interface is the marketplace.

How it works

Search a city and a date, compare, and hold a ticket on the phone. The voucher is the confirmation, not an email you have to find.

Why it won

Travel UX in 2025 still assumed a hotel was the product. GetYourGuide won by designing the day around it.

Journal

The case above is the record. The blog has a separate essay for each year GetYourGuide led Travel & Hospitality.