Fingers on the Pulse: City guides with soul

People choose their city and select Soul Mate tour guides. After choosing a kindred spirit from the list, customers are sent a personalised guide book with the Soul Mate’s recommendations.

‘The best tips on where to go never come from guide books, but from people who live there,’ says Tanja Seider, co-founder of Nectar & Pulse.

This is a compelling way of curating peer reviews. Visitors can gauge where they would like to visit on the recommendations of the Soul Mate they associate with most.

This peer-to-peer culture is explored in our Brandtocracies macro trend.