Our Journey Started Differently
When GlobalAssist first launched, we didn’t begin with the usual travel platform model. Instead of offering pre-packaged tours or instant online bookings, our service was rooted in a personal concierge approach via WhatsApp. This idea was born out of a real travel experience in Madagascar, where our founder relied on friends to help book everything locally, simply by sending messages in English and paying through Revolut—without the need for local phone credit, mobile money, or fluent French.
That small idea—human help, local knowledge, and digital convenience—evolved into MadaAssist, and later GlobalAssist, offering real-time, human-powered booking services in developing countries. The idea was simple: every request is unique, and so are our solutions.
The Temptation of Instant Booking
As we grew, some patterns became apparent. Travelers often ask for the same services: airport transfers in Antananarivo, day trips to Andasibe, or journeys from Antsiranana to Ankarana National Park. Often, we book these with the same drivers at the same prices. So naturally, we asked ourselves—why not offer standard, bookable products like TripAdvisor or GetYourGuide?
We tested it. We created two fixed-price products: an airport transfer and a city-to-city transfer. Customers could choose from three vehicle types, pay directly online, and our booking team would handle the confirmation behind the scenes. It made sense, in theory.
Why It Didn’t Work
But when we launched the feature, it wasn’t used. Customers still reached out via WhatsApp, just like always. Why? Because they had questions—lots of them.
They wanted to know if their luggage would fit. Where exactly would the driver meet them? Is there a baby seat? Can the driver speak English? Could they add a stop or be dropped off at two different hotels? Would the vehicle be in good condition? Could they combine it with another service or request something special?
These are not questions a standard online booking form can handle. And our customers don’t just want answers—they want flexibility. They want to customize, negotiate, and feel confident they’re not overpaying.
Local Knowledge and Human Support Matter
When booking travel services in developing countries, customers often lack reliable online information. Prices on big platforms can be 5 or 10 times higher than the local rate. Glossy photos can be misleading. Travelers don’t know the local standards or service levels.
This is where our human-powered system shines. We give real-time advice from local experts, in multiple languages. We allow for customization. We provide fast support before, during, and after the service. And yes, we still accept instant payments and last-minute requests—just via WhatsApp instead of a shopping cart.
It’s Better for Everyone
We realized that not only do our customers prefer the WhatsApp model, but it’s also better for us. Standardizing products means more content creation, rigid workflows, and less flexibility. Our local suppliers also benefit from direct communication in their native language, and they can coordinate availability more fluidly.
A classic e-commerce model would mean less adaptability—for customers, for suppliers, and for us. So, we pulled the plug on instant online booking and returned to what we do best.
We're Not Like the Others – And That’s Okay
Sure, there are hundreds of online booking platforms out there. But we don’t know any that work like us. That might sound risky—but we believe it's our strength.
Because we put people at the center. Our prices are often 50% lower than the big platforms for the exact same tours. But we offer more: local insights, customization, and human support. You get more for less—and that’s hard to beat.
Looking Ahead: Our Mission Remains
We believe this model—combining digital tools with human care—will help us grow globally. It allows us to create meaningful jobs for locals, and better experiences for travelers. And that’s our mission: make life easier for people in developing countries while giving travelers the best service possible.
So for now—and likely always—we’ll stick to our WhatsApp-based, human-first booking model. It works better for everyone. And that’s what matters.
