Royal Caribbean Enters Land Vacation Segment With Tour-Booking Site GoBe

Expanding beyond its ocean roots, Royal Caribbean Cruises has officially launched GoBe, a digital platform selling tours and land-based activities.

The site can be used to book products in nearly 100 countries, with excursions ranging from a $14 bus tour in Cape Town to a $4,000 helicopter tour of Rome.

The standalone brand will be open to “every type of traveler, from hotel guests and staycationers to business travelers with a long layover,” managing director Billy Campbell said in a statement. And while it is currently aimed at consumers, it will launch a B2B white-label platform for third parties, including travel agents and hotels, he added.

GoBe currently offers 8,000 tours and more than 4,000 activities through partnerships with tour operators and guides. It plans to double its number of tour offerings within six months, with a goal of offering 30,000 by 2018.

A growing trend
The news follows Marriott International’s announcement on Monday that it’s investing in PlacePass, a search engine for tour and activities, which does not over a booking capability. Marriott said it will use PlacePass , which has more than 100,000 tour listings and activities in 800 destinations, to deliver customized experiences to its loyalty members.

TripAdvisor acquired Viator, an online booking service for tours and attractions, for $200 million in 2014, and Airbnb debuted its Trips service for local tours last year.

Tours and activities make up a $129-billion annual business, accounting for about 9% of the global travel market, according to Phocuswright research.