GetYourGuide Launches Global Brand Campaign "Book Forward to It," Reframing How Travelers Think About Planning

Mar. 26, 2026

GetYourGuide, the world's leading marketplace for travel experiences, has unveiled its 2026 global brand campaign and platform, "Book Forward to It." The campaign makes a sharp, playful, deeply human argument for why the most spontaneous-feeling travel moments are almost always the result of smart planning. 

It also serves to debunk one of travel's most persistent myths: that the best experiences just happen. They don't. And GetYourGuide has the receipts to prove it.

The integrated platform is rolling out globally across the US, UK, France, and Germany  across TV, CTV, digital video, out-of-home (OOH), radio, paid social, and streaming audio, and was developed in partnership with global creative agency Preacher, led by its Amsterdam office. The agency, headquartered in Austin, TX, is known for work that's as strategically rigorous as it is culturally resonant. 

Central to the work are four hero films capturing real travelers, families and friends — not actors. A solo explorer on a street food crawl through Mexico, a family in a flour-dusted Italian kitchen, a couple having what can only be described as "jamón sweats" on a private yacht off the coast of Spain, and two friends finally getting an answer to all their questions while stargazing off the beaten path. Each ends in the same place with the GetYourGuide app, a booking being made, and the understanding that what just happened started right there. 

Anne Wallin, Director of Creative Marketing at GetYourGuide said:

“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.”

 

The campaign comes on the heels of fresh momentum for GetYourGuide, which recently celebrated a landmark year becoming the first experiences platform to cross key thresholds: profitability, €1bn in revenue in 2025, and 33 million customers. It's a fitting backdrop for a campaign that proves the point that the best moments aren't stumbled upon. They're booked.The brand continues to build on that foundation, with the recent appointment of Rob Rekutriak as Chief Product Officer and the launch of a GetYourGuide ChatGPT app, deepening its commitment to helping travelers plan smarter and experience more.

THE TRUTH NOBODY SAYS OUT LOUD

The modern traveler is not impulsive. They're perpetually planning.

Over 80% of travelers are thinking about their next trip at any given time, according to GetYourGuide survey data. And yet travel marketing has spent decades selling the opposite fantasy. The serendipitous detour. The lucky find. The moment that just happened. 

The reality is modern travelers hold two truths in tension: they want to feel spontaneous and in the moment, but they also know that truly life-changing trips are the ones that they researched and planned. "Book Forward to It" gives travelers permission to own that tension through a simple yet powerful reframe: the travel moment you'll talk about for years didn't find you. You found it.

Seth Gaffney, Co-Founder at Preacher said:

"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.”