GetYourGuide global campaign celebrates purposeful travel

GetYourGuide has unveiled its 2026 global brand campaign, “Book Forward to It,” aimed at showing that the most spontaneous-feeling travel experiences are often the result of careful planning. The integrated campaign will roll out across the US, UK, France, and Germany, spanning TV, CTV, digital video, out-of-home, radio, paid social, and streaming audio.

Developed with Preacher, led by its Amsterdam office, the campaign features four hero films capturing real travelers and authentic moments: a solo explorer on a Mexican street food crawl, a family cooking in Italy, a couple enjoying jamón on a Spanish yacht, and two friends stargazing off the beaten path. Each story concludes with a GetYourGuide booking, highlighting the connection between preparation and memorable experiences.

Anne Wallin, Director of Creative Marketing at GetYourGuide: "This campaign is about a simple truth: the magic of travel isn’t random. ‘Book Forward to It’ celebrates the planners, the people who do the work upfront so they can be fully present in the moments that matter. Because the most spontaneous experiences are the ones you set up for yourself."

Campaign underscores planning over serendipity

The initiative challenges the traditional notion that travel’s best moments happen by chance. According to GetYourGuide survey data, over 80 percent of travelers are always thinking about their next trip, balancing the desire for spontaneity with the reality that life-changing experiences require research and preparation.

Seth Gaffney, Co-Founder at Preacher: "So many travel campaigns are about the destination. GetYourGuide is all about the doing. This campaign doesn’t just encourage people to book, it also shines a spotlight on those who made incredible moments happen."

Momentum supports brand growth

The campaign coincides with GetYourGuide’s milestone year, having achieved €1 billion in revenue in 2025, crossed the profitability threshold, and served 33 million customers. The brand is also advancing its technology and product offerings with the appointment of Rob Rekutriak as Chief Product Officer and the launch of a GetYourGuide ChatGPT app, reinforcing its mission to help travelers plan smarter and experience more.

By reframing travel marketing around action and preparation, “Book Forward to It” positions GetYourGuide as a platform for meaningful, well-planned, and memorable travel experiences.

www.getyourguide.com

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