City Rome Tours

Bókun provides an easy and straightforward restech solution for companies looking to switch reservation systems that help them centralise operations.

City Rome Tours is a leading tour operator based in Rome, specialising in skip-the-line attractions, walking tours, and unique experiences across Italy and Europe. With operations in cities like Florence, Venice, Barcelona, Lisbon, and soon London and Dubai, City Rome Tours has become a trusted provider for both tourists and corporate clients seeking authentic, expertly guided adventures.

Key Results

• Achieved $1.6 million in total sales within the first 10 months on Bókun
• Generated $527,300 in OTA marketplace sales (33.2% Headout, 15.36% Viator, 6.21% GetYourGuide)
• Secured 10 reseller contracts via the Bókun Marketplace

City Rome Tours faced significant challenges as they expanded across Italy and Europe. Their previous reservation system had various issues related to connectivity, slow support, and requiring manual processes, leading to booking errors, especially during high season and special events.

“We had connectivity issues with our old system [prior to working with Bókun], and support was slow. Sometimes it took weeks to fix a problem, and by then, customers were already at our office. It was chaotic and costly.”– Zineb El Omari, Business Development and Operations @ Around City Time (Rome, Lisbon, Barcelona hubs) 

“Before Bókun, we were constantly reconciling separate Excel files for each city—every new destination added hours of work and room for error,” adds Zineb. “With Bókun, everything is under one roof. We can see live inventory across Rome, Barcelona, Lisbon, and more—all from a single dashboard.”

The need for a single source of truth, a reliable platform, became urgent as the business expanded to manage multiple teams, destinations, and a diverse range of experiences.

Switching to Bókun was a turning point. Although the initial transition required careful coordination between teams, the process was well-supported and ultimately smooth. Bókun’s onboarding team provided clear demos and responsive guidance, helping City Rome Tours migrate all products and bookings without losing data or missing reservations.

“The support from Bókun was fantastic. Whenever we had a question, the team was there with immediate answers. The onboarding demo really hit on everything we were missing before.”– Zineb El Omari, Business Development and Operations, City Rome Tours

“We didn’t lose a single reservation during the migration—everything transferred seamlessly across the platform,” adds Zineb. “Our teams were fully onboarded and trading on Bókun by the end of week one. The role-based training meant every office could hit the ground running.”

With Bókun, City Rome Tours reached $1.6 million in total sales within the first 10 months, generated $527,300 in OTA marketplace bookings (33.2% from Headout, 15.36% from Viator, 6.21% from GetYourGuide), and secured 10 reseller contracts via the Bókun Marketplace. 

Beyond these headline metrics, the team achieved a new level of operational excellence. The team now manages all destinations and products through a single account, ensuring oversight and control across countries and cities. Integration with OTAs through the Bókun Marketplace has made it easy to launch new products and connect with partners, while automated communication tools have improved both customer and staff experience.

“With Bókun, everything is under one roof. We can manage Rome, Barcelona, Lisbon, and more—all from a single dashboard. It’s made our work so much easier.”– Zineb El Omari, Business Development and Operations, City Rome Tours

Other Key Operational Improvements:

• Centralised management of bookings and inventory across multiple cities and countries
• Fast and reliable customer support, with immediate answers via chat
• Easy integration of both online and offline (walk-in) bookings
• Flexible user roles and permissions for different departments and destinations
• Automated reporting and financial tracking for each location

According to City Rome Tours, one of the most significant achievements has been the integration with OTAs through the Bókun Marketplace, which allowed them to forge partnerships and resell a diverse range of products, effectively opening plenty of new opportunities. At the same time, Bókun has swiftly resolved all communication challenges by offering customised recommendations tailored to the tour company’s unique structure and the needs of each destination.

City Rome Tours initially relied on two separate reservation systems—one for online bookings and another for walking-tour and offline clients. After migrating fully to Bókun, they now manage every booking, whether online or in person, on a single platform, supported by Bókun’s on-demand assistance.

“When we just started, we did not really know how to manage the offline part because we did not know how to assign the different agents to the different bookings. But then again, we got to learn how to do it with Bókun’s support,” shares Zineb.

Booking Widgets

Enabled direct online bookings for all experiences, with real-time availability and instant confirmation for customers.

Marketplace Distribution

Connected City Rome Tours to leading OTAs and resellers, driving new bookings and expanding their global reach.

User Roles & Permissions 

Allowed the team to assign access levels for different staff and destinations, improving security and workflow.

Automated Reporting 

Provided clear, customisable reports for financials and operations, supporting growth and multi-city management.

Offline Booking Management

Made it easy to capture and track walk-in and phone bookings alongside online reservations.

City Rome Tours discovered early on that staying open to new possibilities is essential for continuous growth. As Zineb reflects, “It’s just like a sea open for anything you literally want. You just need to do the work.” This perspective drove the team to experiment with Bókun’s full suite of features and to push boundaries on partnerships, reselling, and creative product offerings.

Equally important was the realisation that a one-size-fits-all support model wouldn’t suffice for a multi-destination operator. Through hands-on guidance and tailored recommendations, the Bókun team helped City Rome Tours master complex workflows and feel like the booking platform has been custom-designed for their business.

Ultimately, the tour company learned that true scalability demands both a flexible platform and a support partner who listens. By remaining curious, embracing tailored assistance, and committing to iterative improvement, City Rome Tours transformed initial challenges into lasting operational strengths.

City Rome Tours’ switch to Bókun’s solution means every booking—online, OTA and walk-in—is managed centrally, support queries are resolved in minutes, and the business pulled in £1.6 million in ten months, secured ten reseller contracts and generated $527,300 in OTA sales, setting the stage for its next chapter of expansion.

Bókun’s mission is to help your tour and activity business generate more bookings with less work. Start your free 14-day trial today to explore how our software can help you save time and grow your business.