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海擇短評 Haize Comment：
近期當地玩樂類OTA"GetYourGuide"向供應商發出通知，說明即將減少"自助語音旅遊導覽/探索遊戲/尋寶遊戲"類產品，同時也將下架SIM卡、移動WiFi租賃和自動駕駛汽車租賃產品，時間是7月31日。那麼，自助語音導遊/導覽是一項失敗的產品，未來沒適合的創業與投資機會了嗎？海擇資本倒不這麼認為。
GetYourGuide是行業中具有規模的OTA，它所下架的細分領域產品，也有一定的代表性。但如果要藉由GetYourGuide的舉措，評估細分領域的機會，首先，我們要釐清被下架產品的佔比與原因；其次，是需求量的增減，亦即，產品真的沒需求，還是需求升級(或降級)了。比如SIM卡與WiFi設備，它雖然將全被下架，但出境遊人群的國際漫遊需求並沒有減少，只是逐步被e-SIM跟電信商的國際漫遊服務替代。而語音導遊則是另外一回事，嚴格來說，GetYourGuide並沒有停掉所有語音導覽類產品，它並未下架景點的語音導覽；下架的是覆蓋範圍較大的"自助語音旅遊導覽(self or mobile-guided audio tours)、探索遊戲(exploration games)、尋寶遊戲(scavenger hunts)"這三類產品，而這三類產品也沒有全部下架，下架的是客單價較低的產品。
那麼，這三類產品問題在哪？海擇資本以VoiceMap及Questo為例，簡單說明相關產品特點與問題：
1. VoiceMap：主要提供自助語音旅遊導覽，將GPS技術導入用戶的步行、騎行、駕車和船上行程，覆蓋超過300個目的地。其產品單價約10美元，常見投訴問題是GPS定位不準確(容易錯過重要景點或信息)、語音內容與實地不符(語音內容描述的景點與實際景點不相符)、音質問題等。
2. Questo：提供遊戲化的步行旅遊，將城市探索變成互動遊戲，覆蓋全球超過600個城市，產品結合故事講述、尋寶和解謎。其產品價格通常在10美元到40美元之間，常見投訴問題是旅遊遊戲難度不平衡(遊戲任務過於簡單或困難，影響遊戲體驗)、APP技術故障(無法啟動或地圖錯誤)、遊戲設計不合理等。
從上述資訊來看，海擇資本認為，GetYourGuide認為這類產品佣金低投訴多。相較於單價100美元至300美元的目的地參團，即便能針對10美元的產品抽取20%的佣金，同時得管理數千種產品並處理很多可能無解的投訴，也許GetYourGuide認為除了影響客戶體驗，精算ROI後的經濟效益也不高。
那麼，這類產品真的沒機會嗎？海擇資本認為，自助旅遊(旅行者在手機上下載旅遊產品)已經成為一個不斷增長的產品類別，過去5年間，全球已出現了數十家以上提供自助旅遊體驗的新創公司，這一趨勢在疫情期間隨著單人旅行需求的增長而加速，深受年輕、注重成本的消費者和不喜歡跟團的旅客歡迎。未來還會有更多由AI驅動的行動自助旅遊產品出現，這類公司不是沒有機會，只是它的技術成本可能比想像中高。
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Recently, local activity OTA "GetYourGuide" informed suppliers that they will reduce "self or mobile-guided audio tours, exploration games, and scavenger hunts," and remove SIM cards, mobile WiFi rentals, and autonomous car rentals by July 31. Does this mean self-guided audio tours are a failed product with no future for startups and investments? Haize Capital doesn't think so.
GetYourGuide is a significant player in the OTA industry, and its removal of these niche products is noteworthy. However, to evaluate opportunities, we must understand the proportion and reasons for these removals and the change in demand. For example, the removal of SIM cards and WiFi equipment doesn't mean the end of international roaming demand, as it's being replaced by e-SIMs and telecom roaming services.
As for audio tours, GetYourGuide hasn't removed all such products—only the broader "self or mobile-guided audio tours, exploration games, and scavenger hunts" with lower customer value. They still offer site-specific audio guides.
What are the issues with these three types of products? Haize Capital uses VoiceMap and Questo as examples to explain the characteristics and problems:
1. VoiceMap: Provides self-guided audio tours using GPS technology for walking, cycling, driving, and boat trips, covering over 300 destinations. The product price is around $10. Common complaints include inaccurate GPS (missing important sights or information), mismatched audio content (descriptions not matching actual sights), and poor audio quality.
2. Questo: Offers gamified walking tours that turn city exploration into interactive games, covering over 600 cities worldwide. Prices range from $10 to $40. Common complaints include imbalanced difficulty (tasks being too easy or too hard), app technical issues (failure to start or map errors), and poor game design.
Based on the information, Haize Capital believes GetYourGuide sees these products as low commission with high complaints. Compared to destination tours priced between $100 to $300, managing and resolving complaints for $10 products, even with a 20% commission, might not be economically viable, affecting customer experience and ROI.
Are these products truly without opportunities? Haize Capital thinks self-guided tours (downloadable travel products) are a growing category. In the past five years, dozens of startups have emerged globally offering these experiences, a trend accelerated by solo travel demand during the pandemic. They are popular with young, cost-conscious consumers and those who prefer independent travel. Future AI-driven mobile self-guided tour products will continue to appear, indicating that while there are opportunities, the technical costs may be higher than anticipated.
標籤 Label： Self-Guided Audio Tours GetYourGuide AI