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What IN

What IN: Book & Travel is expanding in Balkans and beyond, with Kosovo & Montenegro as our first destinations.

APP Features

Features that make you save time and money.

Direct Bookings

Find Accommodation and Experiences , book and pay securely in the App.

Albania Full Information

You will find well described locations of all Albania in written information and audio version.

AI Guide Generator

With just a click you can get a detailed 3 day guide based on your preferences.

Coupons

Every Albanian likes to pay the table, and to bring that culture to you we offer discounts on the best local services.

Audio Guides

Visit the place and put your headphones, What IN will be your narrator.

Our Partners

Business Model

Commissions on Bookings

What in Albania is your ultimate guide to exploring the hidden gems, local flavors, and unforgettable experiences across the Land of Eagles. From the buzzing streets of Tirana to the serene beaches of the Riviera, WIA brings you the best places to visit, eat, stay, and explore – all in one easy-to-use app.

Marketing Packages

Our Core Team

Joana Myzeqari

Co-Founder | CEO

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Serxhio Myzeqari

Co-Founder | CPO

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Rubens Muca

CTO

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Scale up

Kosovo & Montenegro

Total 20.000.000+ Annuuan Tourists

Why expanding in Kosovo and Montenegro?

FAQ's

What is WHAT IN?

WHAT IN is an all-in-one destination-tech platform that allows travelers to discover, plan, book, and experience an entire trip through one application. Unlike traditional travel platforms, WHAT IN combines inspiration, planning, booking, navigation, and local discovery in a single destination ecosystem.

What problem are you solving?

Planning a trip is highly fragmented. Travelers typically switch between multiple apps for: • destinations • attractions • restaurants • accommodation • tours • transportation • maps • reviews This costs time, creates decision fatigue, and often causes visitors to miss authentic local experiences. Meanwhile, thousands of local tourism businesses remain invisible online or pay commissions of up to 25–30% to global platforms. WHAT IN solves both problems simultaneously.

Why did you start with Albania?

Albania is Europe's fastest-growing tourism destination, welcoming more than 12 million visitors annually. It provided the perfect market to validate the product before expanding regionally. The technology itself is designed for any destination to scale internationally.

How large is the opportunity?

Tourism continues to be one of Europe's fastest-growing industries. Rather than competing globally from day one, WHAT IN expands destination by destination, building deep local ecosystems before replicating the model across the region. The markets of Albania. Kosovo and Montenegro increase our reachable audience to more than 20 million annual visitors with strong cross-selling opportunities due to their geographic and cultural proximity.

What traction have you achieved?

Current traction includes: • 78,000+ users • 1,200+ local businesses listed • 241 bookable services already available • 1000+ Destinations • Strategic partnerships including Planeterra • Partnership wit UN Women • Partnership with SIGAL Insurance Group • Growing organic community across social media These milestones demonstrate both market demand and supply-side adoption.

How do you make money?

Revenue comes from multiple sources: • Booking commissions • Business Marketing packages This creates diversified revenue rather than relying on a single income stream.

What makes WHAT IN different from Booking.com or Tripadvisor?

Booking.com focuses primarily on accommodation. Tripadvisor focuses mainly on reviews. Google Maps focuses on navigation. Each platform solves only one part of the travel journey. WHAT IN combines discovery, planning, booking, navigation, and local experiences into one platform, while building structured destination knowledge rather than simply aggregating listings.

Who are your competitors?

We don't compete against one single company, we compete against the fragmented travel journey. Today, travelers typically use multiple platforms: • Booking.com for accommodation • Airbnb for stays and experiences • Viator or GetYourGuide for tours and activities • Google Maps for navigation • Tripadvisor for reviews • ChatGPT or Google Search for trip planning and recommendations Each of these platforms solves one part of the travel experience. WHAT IN combines all of these stages into one destination-focused platform: travelers can discover, plan, book, navigate, and experience a destination without switching between multiple apps. At the same time, we provide local businesses with lower commissions and greater visibility through a unified destination ecosystem.

Why will travelers stop using Booking + Google Maps + ChatGPT?

They won't, and that's not our strategy. WHAT IN is designed to become the platform that orchestrates the entire destination experience. Travelers today jump between Booking for accommodation, Google Maps for navigation, ChatGPT for recommendations, Instagram for inspiration, Viator for activities, and several local websites for information. We eliminate that fragmentation by bringing everything together in one destination-focused platform. Where appropriate, we also embrace AI rather than compete with it. AI becomes an engine inside WHAT IN, powered by our structured destination data, verified local businesses, and real-time bookable inventory. Our goal isn't to replace every app, it is to become the one app travelers open first and keep using throughout their trip.

What prevents a larger travel platform from copying your model?

The technology itself can be copied. The ecosystem cannot. Our competitive advantage is the destination network we are building: • Relationships with local businesses • Destination-specific structured data • Local partnerships • Verified experiences • Lower commission model • Destination expertise Replicating this requires years of local onboarding and relationship building in every market. In addition, we are intentionally starting with underserved tourism destinations where global players have invested less deeply.

What is your moat?

Our moat is not a single technology or AI feature. It's the combination of a growing destination ecosystem, structured tourism data, trusted relationships with local businesses, and a scalable operating model. Every new business, booking, partnership, and piece of destination knowledge makes the platform more valuable for travelers and more difficult for competitors to replicate. AI enhances this ecosystem it doesn't replace it.

Why would businesses join WHAT IN?

Businesses receive: • Free onboarding • lower commissions • greater visibility • direct access to international travelers • marketing opportunities • participation in a growing tourism ecosystem For many local SMEs, WHAT IN provides digital exposure that would otherwise be difficult or expensive to obtain.

What technology gives you an advantage?

WHAT IN combines: • Structured destination data • Integrated booking • AI-powered itinerary generation • Multilingual content • Local business ecosystem • Scalable destination architecture As the platform grows, its structured destination knowledge becomes increasingly valuable and difficult to replicate.

Is your model scalable?

Yes. The platform has been designed so that each new destination follows the same implementation framework: • destination data • local business onboarding • partnerships • booking integrations • AI personalization The software architecture does not need to be rebuilt for every country

How much does it cost to launch a new country?

Because the platform has already been built, expansion costs are significantly lower than developing a new product. The primary investments are: • destination data collection • local business onboarding • local representative or partner • marketing • strategic partnerships The technology remains the same, making every additional country progressively more efficient to launch.

How will you acquire customers?

Customer acquisition combines: • targeted digital marketing • partnerships with tourism organizations • collaborations with tour operators • strategic partnerships • border-entry visibility • organic content and referrals This creates multiple acquisition channels instead of relying solely on paid advertising.

What are your Customer Acquisition Cost (CAC) and Lifetime Value (LTV)?

As an early-stage startup, we are still validating and optimizing these metrics. Today, customer acquisition comes through multiple channels, including organic growth, strategic partnerships, digital campaigns, destination visibility and personal connections, making it difficult to attribute a precise CAC to each user. As booking volume grows, measuring CAC and LTV is one of our key priorities because these metrics will guide efficient scaling and future fundraising.

Why are you the right team to build this?

We combine complementary expertise in tourism, technology, business development, and execution. As founders, we have built WHAT IN from the ground up, secured strategic partnerships, on boarded more than 1,200 businesses, and grown the platform to over 78,000 users with limited resources. Perhaps most importantly, we are building this as locals who understand the tourism ecosystem from the inside. That gives us credibility with businesses, strong relationships with stakeholders, and insights that are difficult for international competitors to replicate.

How will the investment be used?

The investment will primarily fund: • 70% Regional Expansion / Local Representative Network / Business Onboarding • 30% User Acquisition & Brand Growth The core product has already been developed, allowing investment to focus on scaling rather than building from scratch.

What is your long-term vision?

To become the leading destination operating system for emerging tourism markets, helping travelers explore destinations more easily while enabling local businesses to compete fairly in the global tourism economy.