The idea took root when Sarah Winters and Shawn Ward, a longtime marketer and entrepreneur respectively, were vacationing with friends in the Hamptons. They wanted to go to a club but it was sort of exclusive and there was a line. One of the friends they were with was much more connected in town; he had a few words with the doorman, who quickly whisked the group inside.
That’s when it occurred to them: how cool would it be if anyone could hangout with a local while traveling? It affords you dependable advice about local haunts and hidden gems overlooked by guidebooks and, if you work it right, access to places that might otherwise be exclusive and inaccessible. And with that, Gibby Road was formed.
“It’s not that you’re told where to go. You don't get a curated list of places to check out. It’s just a chance to go around with someone—whether you know the person or not—and it’s like having a friend of a friend who’s an expert," explains Winters. "There’s this idea of ‘come with me’ infused throughout the whole Gibby Road concept.”
The site went live in in August with more than 100 local “gibbies” in three states. The guides sign up, explain the experience they offer, and provide a bio and their contact information on the website so that you can get in touch with them directly while deciding on whether to hire them. Fees are variable and range between $5 and $250. But the coolest thing about the site—and others like it—is that each individual offers highly specified tours, usually around a particular theme. You can go on a food tour in Brooklyn or San Francisco for instance, but there’s plenty that are more eccentric featuring places and things you likely didn’t know were a thing. In Detroit, for instance, you can go on a music tour with a longtime Detriot dweller and music industry vet. In Joshua Tree, CA, there’s a “surreal” art crawl with a local film producer featuring little known installations in the desert and a visit to Junk Dadaist, an outdoor museum. In Palos Verdes, CA, an adventure-loving ski instructor takes you to test drive a Tesla along the coast. Detroit’s every growing hipster haunts are the focus of a tour of the Motor City's increasingly vibrant Downtown.
“Going local trend that everybody is obsessed with. You even hear it from hotels that say ‘don’t be a tourist, live like a local,’ but that’s just four walls and a bed,” says co-founder Rachel Harrison. “What really allows you to be a local is actually interacting with and spending time with locals.”
Gibby Road is very much a product of our time. After all, that “come with me” ethos that Ward describes is increasingly infused throughout most of the way we travel, from AirB&B to Uber and other rideshare services. In fact, thematic local-led tours are a growing trend.
Viator is the elder statesman of destination tourism, having launched in Sydney in 1995. It’s a bit more slick and glossy than the newer indie start-ups, having been acquired by TripAdvisor in 2014. It’s a network of more than 3,000 tour operators around the planet and its site is available in ten languages. Vestigo, which launched in 2015, focuses on outdoor activities, from yoga to hiking to mountain biking. It’s largely offered in Georgia, where it was founded, and surrounding states.
Your Local Cousin is much broader in scope. Like Gibby Road, locals sign up to offer tourists tips and insight when they travel. There are over 1200 “cousins” in 250 cities in 110 countries. Unlike Gibby Road, it is not a marketplace for purchasing hours’ or days’ worth of time with a guide. (Many of its cousins are independent tour operators, though, so the connection could end up with the option of a private tour.) YLC's network of cousins is pretty broad and eccentric. There’s a fishing expert in Victoria Falls, Zambia, for instance, and an Olympic silver medalist in field hockey offering tips in Amsterdam, to name a few.
YLC’s services are communication-based, allowing you to pick someone’s brain and answer your specific questions. You can connect with a Cousin over text (20 questions for $15) or communicate through the YLC platform (3 questions for $10). Have a phone conversation with a local to help you plan your trip (30 minutes for $15), or get a custom designed itinerary for one to 11 days ($25 to $60) to use as a guide as you explore a city on your own.
“The best source of information is always a network of friends and family,” says co-founder Aarti Kanodia. “We have a family of 1200 locals who really help you explore the way you should. They're a way to get a deep dive in the city.”