How exactly is Go City riding the wave of technological change in the attractions industry?
For Jon Owen, CEO of Go City, the answer lies in seamless connectivity and a constant commitment to making travel experiences simpler. “We offer customers attraction passes to destinations with the promise to ‘Save More, See More,’ and the way we deliver that has changed with evolving attraction ticketing,” Owen explains. To meet these demands, Go City has invested in back-end connectivity through its “Direct Connect” program, ensuring easy access to attractions. The company has also enhanced its front-end technology, focusing on improving its app to make reservations and cancellations as frictionless as possible.
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Owen stopped by the WiT Studio recently to discuss the changing nature of tours, attractions, activities and experiences, and why it’s important now more than ever, to understand customers on a deeper level.
Reflecting on Go City’s 25-year journey, Owen points out that while the core promise has remained the same, the technology on the platform has transformed dramatically. “We help customers have the best city break they’ve ever had,” he says. “It’s gone from books and smart cards to being entirely app-based. We rebuilt everything during COVID, creating a new platform that lets us add features to the app quickly and flexibly.” This streamlining of tech allows Go City to conduct A/B testing in real-time, iterating on what works best for customer satisfaction.
Go City’s influence extends beyond tech upgrades.
According to Owen, the platform significantly boosts tourism by encouraging visitors to explore more attractions. “A customer visiting London on our product typically visits 9 or 10 paid attractions, compared to two or three for the average visitor,” he notes. This approach not only benefits major attractions but also supports smaller, off-the-beaten-track spots. “We’ve played a meaningful role in helping smaller attractions grow,” Owen shares.
Customer insights also play a critical role in shaping Go City’s strategy. “We get instant feedback on everything we do,” Owen says. “Whether it’s pricing adjustments or testing new features in the app, we’re constantly refining based on real-time data.” This data-driven approach helps the company stay agile and responsive to traveler preferences.
While a complex subject in itself, a company’s impact on the environment plays an important role in its relationship with eco-conscious travellers. Sustainability, while less direct for a tech platform, is still a focus.
“We enable customers to see destinations without paper tickets – just an app. From a corporate perspective, we prioritise good ESG practices, like recycling and responsible energy use,” Owen highlights.
Looking ahead, Owen emphasises two key lessons from 2024: the importance of strong partnerships and robust technology. “Our long-standing relationships with attractions have been crucial post-COVID,” he says. “And the time we spent rebuilding our tech platform has paid off, allowing us to deliver better experiences and adapt quickly.”
