going.com
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The Flight Deal Engine That Outsmarted Google
How a 6-person team built a $400K revenue machine by hacking travel search
While Google dominates flight search with 14M monthly searches, a tiny 6-person team at Going.com is quietly building a $400K/year business by doing what the search giant won't: manually curating deals and selling the intelligence.
"They're not competing with Google's scale—they're competing with Google's irrelevance."
The Human Algorithm Advantage
Going's secret weapon isn't code—it's curation. While Google's algorithms surface 1000+ flight options, Going's small team manually vets deals, catching mistake fares and hidden gems that automated systems miss. This human layer creates a premium product that 1.9M travelers pay for with their attention (and eventually, their subscriptions).
The Traffic Paradox
Here's the fascinating data: 62% of Going's traffic is direct—people typing 'going.com' into their browser. That's unheard of for a travel tool. It means they've built a habit, not just a utility. Compare that to Google Flights, where 14M searches happen monthly but the relationship is transactional. Going owns the destination.
The backlink profile tells the real story: 216,565 backlinks from travel blogs, forums, and influencers who treat Going as the definitive source for flight deals. They've become the reference point in a space where Google is just the search box. It's a classic playbook: own the category, own the conversation, own the customer.
- Direct traffic dominance (62%) signals strong brand loyalty
- Human curation beats algorithmic scale for premium deals
- 6-person team achieves $400K revenue with 0% funding
- Trustpilot 4.5/5 rating shows exceptional user satisfaction
The Anti-Google Playbook
Going proves that in the age of AI, human intelligence still commands a premium. They're not building a search engine—they're building a trusted advisor.
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Going™ | Flight Alerts, Mistake Fares & Cheap Tickets
Join Going flights for unbeatable flight deals. Download the Going app and save big with our curated flight subscription.
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Reviews (20)
Going produced amazing options I hadn't found
I was amazed how Going produced options that I had not seen when I searched on my own! I found a flight that saved several hundred dollars.
Thanks so much for the 5-star review! We’re thrilled to hear Going helped you uncover a great deal and save hundreds. Safe travels and happy planning! ✈️ The Going Team
Membership pays for itself 🎉
I've been a member of Going for a few years on the Premium tier. I've upgraded to Elite this year and can wholeheartedly say both memberships pay for themselves thousands of times over. Mistake fares, less traveled destinations, tips for points and miles, the BEST (and speediest) customer service -- the benefits are endless. I would absolutely give more than 5 stars if I could!
Aw we love to hear it! Thanks for making the end of 2025 a great one, on to 2026 and new adventures!
Great value airfares offered…
Going has great value airfares offered in an easy format with both emails and updates in the app.
We appreciate you taking the time to leave us a review - thanks, and happy travels into 2026! The Going Team
Love getting alerts!!
Love getting alerts!!
And we love helping you travel and experience the world, all while saving you time and money! The Going Team
Worth it
Going has a ton of flight alerts for a price I can live with. And the airfares are actually available and accurate when one clicks through to get more info. Without exception, all of my international flights over the last 9 years have been booked through them (under their former name)
Thanks so much for your loyalty and kind words! We’re thrilled to hear Going has been your go-to for nearly a decade. ✈️ The Going Team
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About going.com
Join Going flights for unbeatable flight deals. Download the Going app and save big with our curated flight subscription.
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Technology Stack
going.com uses 28 technologies across their website including HSTS, Sentry, Strapi, Webflow, and more.
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HSTS
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Amazon S3, AWS CloudFront, Cloudflare, Vercel
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Braze
Traffic & Audience
going.com receives approximately 1.9M monthly visitors and ranks #30,530 globally. The website has a bounce rate of 36% with visitors viewing an average of 2.6 pages per visit. Users spend an average of 1:31 on the site.
The majority of going.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about going.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit going.com directly at https://going.com.