WeRoad: Building a Tour Operator Where Technology Enables Human Connection

Pete Syme interviews Andrea Lamparini from WeRoad, a hybrid tech company and tour operator that's rewriting the rules of group travel for millennials and Gen Z. The conversation reveals how WeRoad has achieved exceptional growth by building a community-first model where strangers become friends through small group experiences, using travel coordinators instead of traditional guides, operating as a curated marketplace where top coordinators design their own trips, and leveraging technology to scale operations with one-third of their 200-person team dedicated to tech. Andrea shares how they maintain quality with 4,000+ casual travel coordinators who each lead just one trip per year, why they leave 30-40% of each itinerary unstructured for group decision-making, how their supply model works across 68-70 DMCs globally, and why they're expanding into B2B channels including travel agencies, employee benefit programs, and corporate partnerships that already represent 17-18% of revenue. The discussion covers their VC backing (rare for a tour operator), plans for US expansion in 2026, the power of their We Meet app hosting 50,000 community members at events this year, and Andrea's key lesson learned: curating their marketplace offering earlier would have prevented the conversion drop caused by overwhelming choice.

Top Ten Takeaways

1. Travel Coordinators Work Alongside Local Guides

WeRoad uses travel coordinators who are the same age as travelers, depart from the same home country, and focus on facilitating group dynamics rather than delivering local expertise. Local guides are still included for museums, parks, and other sites where specialized knowledge is needed. Travel coordinators create WhatsApp groups one month before departure, balance introverted and extroverted personalities, and coordinate the 30-40% of unstructured time built into every itinerary. WeRoad has 4,000+ coordinators working casual contracts with a commitment of just one trip per year.

2. Quality at Scale Without Full-Time Staff

Coordinators go through online applications, webinars, group interviews, and a final boot camp weekend with 100 candidates. Most visit destinations for the first time, but rigorous hiring and training ensure consistency. Local DMC partners provide backup if logistics fail. Top performers can become "producers" who design and scout their own trips.

3. Groups Decide 30-40% of Their Itinerary in Real Time

Accommodations, transport, and core experiences are fixed, but dinners, half-days, and optional activities are decided by the group during the trip based on their interests and budget. Travel coordinators provide options and handle bookings with local partners, personalizing the experience to match group energy.

4. A Curated Marketplace Scales the Portfolio 5x

WeRoad's internal team creates 200 itineraries while travel producers create 1,000+ more. This model scaled their catalog 5x without adding internal headcount. All producers use standardized supply agreements ensuring every DMC meets centralized requirements for safety, insurance, compliance, and capacity.

5. Supply Quality Is Non-Negotiable

WeRoad works with 68-70 DMCs globally, visits partner sites, and monitors quality constantly. The rule is simple: mess up once or twice and you're out. Because each group makes different choices during unstructured time, suppliers must be flexible enough to support varied activities in every destination.

6. Community Extends Beyond Travel Through We Meet

The We Meet app hosts 10,000+ events across Europe where 50,000 people connected this year. Travel coordinators organize pottery classes, running groups, hiking, pub quizzes, and weekend trips in their home cities. This keeps travelers engaged between their one or two annual trips and drives repeat bookings.

7. One-Third of Staff Are Tech People

WeRoad built their entire platform internally: booking websites, supply platforms for internal operators and external producers, and the We Meet app. They use AI for customer service, machine learning for demand forecasting that gives suppliers 12-month projections, and sentiment analysis to understand feedback at scale.

8. Growth Comes From Digital, Community, and B2B Channels

WeRoad started with digital acquisition through social media and paid channels, building massive accounts that visualize the beauty of trips and community. They recently launched a global partnership program targeting travel agencies, employee benefit platforms, corporate retreats, and associations. This B2B channel already represents 17-18% of total volume.

9. VCs Invest in Tour Operators That Look Like Tech Platforms

WeRoad is unusually VC-backed for a tour operator because investors see them as a tech platform sustaining a brand mission. Strong unit economics in mature markets mean they can self-finance growth, but external investment accelerates new market expansion. The focus remains on sustainable growth, not burning money short-term.

10. Overwhelming Choice Kills Conversion

Andrea's biggest lesson: curate your marketplace offering early. When WeRoad first opened to travel producers, the abundance of trips—including duplicates—confused customers and decreased conversion. They now prioritize how offerings are visualized and presented, not just experience quality. US expansion is planned for 2026 after strengthening European markets, followed by Asia and Middle East. Japan is currently their most popular destination.