What metrics would you use to evaluate GetYourGuide's city walking tours?

Introduction

Evaluating GetYourGuide's city walking tours requires a comprehensive approach to product success metrics. To address this challenge effectively, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders. This approach will help us gain a holistic understanding of the product's performance and identify areas for improvement.

Step 1

Product Context

GetYourGuide's city walking tours are guided experiences that allow tourists to explore urban destinations on foot, led by knowledgeable local guides. These tours typically last 2-4 hours and cover key attractions, historical sites, and cultural hotspots within a city.

Key stakeholders include:

1. Tourists (users) seeking authentic, informative experiences
2. Local tour guides looking for consistent work and income
3. GetYourGuide as the platform connecting tourists and guides
4. City tourism boards interested in promoting their destinations

User flow:

1. Discovery: Users search for tours on GetYourGuide's website or app
2. Booking: Users select a tour, choose a date/time, and make a payment
3. Participation: Users meet the guide at a designated spot and take the tour
4. Post-tour: Users may leave reviews and share experiences on social media

This product fits into GetYourGuide's broader strategy of becoming the go-to platform for in-destination activities and experiences. It complements their other offerings like museum tickets, day trips, and multi-day tours.

Competitors in this space include Viator, Airbnb Experiences, and local tour operators. GetYourGuide differentiates itself through its user-friendly platform, extensive selection, and quality assurance measures.

In terms of product lifecycle, city walking tours are in the growth stage. While the concept is well-established, there's still significant room for expansion in terms of cities covered, tour themes, and technological enhancements.