Going: A 2015 Startup Case Study – A Catchy Look at Spontaneous Travel

Going

Going is an innovative travel-focused company offering curated flight deals and spontaneous travel experiences. By combining a passion for discovering exceptional fares with user-friendly technology, it provides a service that meets the needs of modern, budget-conscious explorers.

Founding Year: 2015

Headquarters: The company operates remotely

Industry: Travel and Tourism

Status: Active

Business Model

Business Model Type: B2C, One-sided, Service

• Clients: Budget-conscious travelers looking for affordable flight deals, especially those flexible with their travel dates and destinations

It’s like: Tinder but for finding spontaneous travel deals

Going, much like Tinder revolutionized dating, aims to transform the way people approach travel. Both platforms utilize a simple, swipe-based interface to quickly assess and choose from a curated feed of options. This approach caters to a desire for quick decision-making and aligns with the spontaneous nature of the service Going offers.

With some differences, though:

• Instead of matching with potential partners, Going matches users with travel deals based on their budget and desired travel dates.
• Going emphasizes breaking from the “usual” travel experience, prioritizing unique and less conventional destinations.

Going’s Solutions

• Traditional travel planning can be time-consuming and inflexible: Planning a trip six months in advance poses risks with changing travel restrictions and may not align with a desire for spontaneity.
• Conventional travel booking websites are often complex and overwhelming: These platforms are designed for meticulous planning with numerous filters and options, which can be cumbersome for users seeking a quick and straightforward booking process.
• The COVID-19 pandemic has created uncertainty in travel: Border closures and travel restrictions make long-term planning less appealing, pushing travelers towards more spontaneous trips.
• Spontaneous travel planning: Going allows users to discover and book trips based on their immediate availability and budget, embracing a more impulsive approach to travel.
• Simplified booking process: The app’s Tinder-like interface provides a user-friendly experience, allowing for quick browsing and selection of travel deals with minimal effort.
• Curated travel experiences: Going focuses on offering unique and unconventional travel destinations, encouraging users to break from their usual routines and embrace new experiences.

Founding Story

When and How: Going, formerly known as Scott’s Cheap Flights, was founded in 2015 by Scott Keyes.

The company’s genesis stemmed from Keyes’ passion for discovering and sharing exceptional flight deals.

In 2013, Keyes secured a $130 round-trip flight from New York City to Milan, which led friends and coworkers to seek his assistance in finding similar deals. To accommodate these requests, he started a simple email list to share such opportunities.

As interest grew, Keyes recognized the potential to transform his hobby into a business, leading to the establishment of Scott’s Cheap Flights in 2015.

Problem and Founder’s Experience: Keyes, through his personal experience, identified a common challenge faced by travelers: the desire for affordable flights often clashed with the complexities and time-consuming nature of finding such deals.

His background as a journalist equipped him with the skills to research and uncover these hidden gems, a skill that formed the foundation of the company.

Initial Solution and Growth: The company’s initial focus centered on international flight deals, predominantly in economy class. As the company gained traction, it broadened its offerings to encompass domestic deals, premium cabin deals, and weekend getaway deals, catering to a wider spectrum of traveler preferences and budgets.

Innovation and Technology: Going leverages technology to aggregate and analyze flight data, enabling it to identify and curate the most attractive deals for its subscribers. The company’s website and mobile app provide users with a seamless platform to browse, track, and book these deals, simplifying the process of finding affordable flights.

Rebranding and Acquisition: In 2023, Scott’s Cheap Flights underwent a rebranding, becoming Going. This shift reflected the company’s evolution beyond solely offering cheap flights to encompass a broader mission of inspiring and facilitating travel through curated deals and expert advice.

Key Growth Milestones

• 2015: Scott’s Cheap Flights is founded by Scott Keyes.
• May 2016: The company launched its website and hired its first employee.
• May 2018: The team expanded to over 20 staff members.
• September 2020: The company made its first appearance on “Good Morning America.”
• May 2021: Scott Keyes published the bestselling book “Take More Vacations.”
• November 2021: The company grew to over 50 employees.
• 2023: Scott’s Cheap Flights rebranded as Going.
• January 2024: For the third consecutive year, Going was recognized as a Best Place to Work by Built In.

Market & Competition

Going primarily targets travelers seeking affordable flights that are flexible with their travel dates and destinations. The company specifically focuses on those interested in full-service airlines and curated deals, rather than simply the cheapest fares.

Current Market: Travelers seeking affordable flights, particularly those open to various destinations and flexible travel dates. Going’s subscription model suggests a focus on recurring customers rather than one-time users.

Market Size: The global online travel market has experienced significant growth in recent years, with revenues rebounding to nearly 600 billion U.S. dollars in 2023 after a downturn during the COVID-19 pandemic. This upward trend is expected to continue, with projections indicating that the market will surpass 800 billion U.S. dollars by 2028.

Potential New Markets: While Going currently focuses on flight deals, there’s potential to expand into related travel services such as Accommodation bookings, Rental car services, and Package deals combining flights and accommodation.

This expansion would allow Going to capture a larger share of the travel market and cater to a wider range of traveler needs. The increasing demand for online travel bookings and the success of companies offering bundled travel services suggest promising growth potential in these areas.

Going operates in a fiercely competitive online travel market, facing competition from established giants and niche players alike. Their curated approach to full-service airline deals distinguishes them from competitors focused solely on the absolute cheapest fares.

Marketing & Sales

Main Positioning Values: Price & Time

Website & Socials

According to SimilarWeb, Going.com sees more than 2 million monthly visits. Most users land on the site directly, followed by organic searches. Its customer base is predominantly in the United States, with smaller shares from Canada, Australia, Great Britain, and Uruguay.

• Social Media Traffic: The majority of social visits come from Reddit, followed by YouTube (47K subscribers), Facebook (291K followers), and X (formerly Twitter), with 132k followers). It has significant audience on other social media platforms such as Instagram (470K), Tiktok (47K), LinkedIn (28K), and Pinterest (28K).

This data highlights Going’s strong organic and direct audience engagement, with a notable user base concentrated in North America and a significant chunk of social media traffic heavily driven by Reddit.

Media Coverage

Notable media appearances include:

• Creative Boom highlights the collaboration between Going and DesignStudio in reimagining the brand. The rebranding aimed to capture the company’s mission of encouraging spontaneous travel, leading to the adoption of the name “Going.”
• Metropolitan Airport News: The publication discusses the official announcement of the rebrand from Scott’s Cheap Flights to Going and the company’s growth, with a membership exceeding 2 million, and the introduction of new services, including a mobile app and expanded newsletters.
• AFAR Magazine covers Going’s introduction of “Going with Points,” a feature exclusive to Elite members. This service alerts members to advantageous points and miles deals, enhancing their ability to access premium travel experiences.

Marketing Strategies

• Target Audience: Going primarily targets budget-conscious travelers, particularly millennials and Gen X (25-54 age group), who are flexible with their travel dates and destinations. This is evidenced by their focus on affordable flights, emphasis on deals, and website demographics showing the 25-34 and 45-54 age groups as the largest segments.
• Customer Acquisition:
  • Content Marketing: Going effectively leverages content marketing through its comprehensive website blog, offering travelers valuable tips, advice, and destination guides such as ‘22 Ways to Travel More—Even On a Small Budget’ – an article offering practical suggestions for maximizing travel opportunities without overspending. Through consistent informative and relevant content, Going attracts a wide audience seeking travel guidance, thereby enhancing its brand presence and credibility within the travel community.
  • SEO: They optimize their website for search engines, driving organic traffic from users searching for flight deals.
  • Email Marketing: A cornerstone of their strategy, they use email to deliver personalized deal alerts to subscribers, nurture leads, and announce promotions.
  • Social Media Marketing: They engage their audience on platforms like Facebook with over (291K followers) and Instagram (470K), sharing travel inspiration and promoting their services.
  • Referral Program: They incentivize existing users to refer new subscribers, leveraging word-of-mouth marketing.

Product & Innovation

• Tinder-like interface for travel booking: Going leverages a familiar and intuitive swipe-based interface, simplifying the process of browsing and selecting travel deals.
• Focus on spontaneous travel: Unlike traditional platforms geared towards planned trips, Going caters to the growing demand for last-minute getaways and flexible travel plans.
• Emphasis on unique and unconventional destinations: Going differentiates itself by curating travel experiences that prioritize adventure and breaking from the norm.

Financials & Metrics

Revenue Model & Funding

Going operates on a freemium subscription-based model, offering three membership tiers:

1. Limited (Free): Provides a sample selection of economy-class deals to continental U.S. destinations, excluding Hawaii, Alaska, and U.S. territories.
2. Premium ($49/year): Offers access to all domestic and international economy-class deals, including destinations like Hawaii, Alaska, and U.S. territories. Premium members also receive specialized deals, such as mistake fares and customizable destination alerts.
3. Elite ($199/year): Includes all benefits of the Premium membership, with additional access to premium economy, business, and first-class deals, as well as points and miles opportunities in higher fare classes.

The tiered structure allows members to choose a plan that aligns with their travel preferences and desired level of service.

The tiered structure allows members to choose a plan that aligns with their travel preferences and desired level of service.

Funding and Investments

The company appears to have grown organically since its inception in 2015.

Employee Count

Going employs approximately 51 to 200 individuals.

Structure & Culture

Organization & Values

Structure:

• Executive Leadership:
  • Brian Kidwell – Co-Founder & Chief Executive Officer
  • Scott Keyes – Founder & Chief Flight Expert
• Other Team Composition:
  • Vice President of Marketing
  • Vice President of Operations
  • Engineering Team
  • Marketing Team
  • Flight Experts
  • Spokesperson

As of 2022, Going has grown to a team of more than 50 people.

Culture:

• Customer-Centricity: Going emphasizes understanding and addressing the diverse needs of travelers, striving to make travel more accessible and affordable.
• Innovation: The company is committed to leveraging technology and data analysis to discover exceptional flight deals, setting them apart in the market.
• Mission-Driven: Going is dedicated to helping members travel and experience the world, reflecting a commitment to enhancing the overall travel experience.
• Inclusive and Supportive Environment: Employees highlight the inclusive culture, supportive leadership, and the company’s commitment to work-life balance.
• Remote Work and Flexibility: Going fosters a remote-friendly environment, allowing team members to work from various locations, supported by company-wide retreats and comprehensive benefits.

These elements collectively contribute to a dynamic organizational structure and a culture that prioritizes employee well-being, innovation, and customer satisfaction.

Impact & Success

User Feedback & Results

Customer Feedback: Members of Going have highlighted significant savings and memorable travel experiences.

For instance:

• one member recounted an outstanding holiday in Turkey, mentioning that the affordable flights enabled side trips to Cappadocia and Dubrovnik, Croatia, all for much less than the usual cost of a direct flight to Istanbul from the US.
• Another member expressed immense satisfaction, stating, “Going is the best subscription I’ve ever had. I have already taken 5 trips thanks to their deal alerts that I would not have otherwise known about. The best alert was still the $86 mistake fare we were able to get to the Virgin Islands!”
• In a Reddit AMA, a long-time subscriber since nearly the beginning expressed enthusiasm about the service, highlighting the value of the deals received over the years.

Growth & Future

Challenges and Risks:

• Competition: The online travel sector is intensely competitive, with both established entities and new entrants vying for market share.
• Market volatility: The travel industry is inherently susceptible to economic fluctuations, geopolitical events, and other external factors that can impact demand and profitability.
• Maintaining deal quality: As Going expands, ensuring the continued quality of its deals and the value provided to subscribers is crucial.

Key Takeaways for Entrepreneurs

• Capitalize on Shifting Consumer Behaviors: Just as Going identified a change in travel planning towards spontaneity, entrepreneurs should be attuned to shifts in consumer behavior, especially post-pandemic, and tailor their offerings accordingly.
• Simplicity Sells: Going’s success with a Tinder-like interface highlights the power of simplicity in user experience. Don’t underestimate the appeal of a straightforward, intuitive product, even in complex markets.
• Reimagine Existing Models: Going didn’t reinvent travel booking; they reimagined its delivery. Look for opportunities to apply familiar models (like swipe-based selection) to new domains.
• Content and Community Build Trust: Going’s investment in content marketing and social media engagement demonstrates the importance of building trust and authority within your target audience. Provide value beyond your core product.
• Don’t Underestimate the Power of Niche: By focusing on budget-conscious, spontaneous travelers, Going found a profitable niche. Don’t be afraid to specialize and cater to a specific audience’s needs.