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Go-Travel, The Direct Booking Platform That is Changing Forever the Way Hotels and Their Guests Interact

kokou adzo



Inbal Tubi Who's Your Guest

We talked to Inbal Tubi of Who’s Your Guest on how they are changing hotel and guest interaction. This is what he had to say about it.

First of all, how are you and your family doing in these COVID-19 times? 

Inbal Tubi: Good, thank you. 

Tell us about you, your career, how you founded Who’s Your Guest.

Inbal Tubi: A hotelier for 20 years, I have seen and lived the growth and dominance of Online Travel Agencies, like and Expedia, throughout the years. If 15 years ago I paid 5% commission on reservations, today I spend 22%.

I also live daily knowing the impact of the lack of information I have on my guests, from not knowing preferences and habits to not understanding how to deal with guests with a complicated history.

How does your Who’s Your Guest innovate? 

Inbal Tubi: We are the only platform in the world that allows hotels, and when I say hotels, I mean all types of accommodation providers, to rate their guests at checkout, send hotel the guests rating, behavioral history, profile, copy of travel document (for contactless check-in), and their preferences. We also guaranteed the guest the lowest prices anywhere, giving guests discounts depending on their ratings, and we only charge the hotels 3% handling fees on our platform’s reservations.

How the coronavirus pandemic affects your business, and how are you coping?

Inbal Tubi: The Coronavirus gave us the opportunity we have been waiting for, for over three years. It was the perfect timing to launch our direct bookings platform, and not the virus pressed the restart button of the industry. The timing was not right before. A crisis is an excellent opportunity for significant changes. 

Did you have to make difficult choices, and what are the lessons learned?

Inbal Tubi: We pivoted from a guest rating platform to a rating based direct booking one. The lesson we learned, which is not specific only to the coronavirus, is that every bad moment/crisis is an opportunity to invent and grow. You have to keep reinventing yourself, don’t be afraid of changes, and move forward at all costs. Even if, for now, you can only take small steps, they are still steps forward.

How do you deal with stress and anxiety?

Inbal Tubi: Exercise and music

Who are your competitors? And how do you plan to stay in the game?

Inbal Tubi: Our main competitors are Online Travel Agencies, like and Expedia. We will stay in the game, and win it, by eliminating all the limitations they put on the hotels, like no direct contact with the guests and forcing terms and conditions on the hotels like free cancelations. We also pass on to the guest part of the commissions the hotels save on the reservations.

Your final thoughts?

Inbal Tubi: These are hard and uncertain times, but they will end. Those who will prepare the best and put themselves in a position to break forward when things get better will be the ones to win.

Your website? (for the hotels) (for the guests)

Kokou Adzo is the editor and author of He is passionate about business and tech, and brings you the latest Startup news and information. He graduated from university of Siena (Italy) and Rennes (France) in Communications and Political Science with a Master's Degree. He manages the editorial operations at

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