Understory

Understory is an all-in-one booking and business management platform designed specifically for experience-based businesses. The software serves tour operators, cooking class instructors, workshop hosts, activity providers, and other experience creators who need to manage their operations in a single system.

The platform handles the complete booking lifecycle, from initial discovery to post-experience follow-up. Guests can browse available experiences, check real-time availability, select dates and times, and complete bookings through a customizable booking page that can be embedded on any website or shared as a standalone link.

Core features include:

• Booking management with calendar overview and automated scheduling
• Payment processing through Stripe integration, supporting credit cards, Apple Pay, Google Pay, MobilePay, PayPal, and iDeal
• Automated guest communications with multi-language email translations
• Self-service booking modifications and cancellations with automatic refund processing
• Marketing tools including discount codes, automated email campaigns, and social media advertising capabilities
• Integration with marketplaces like Truestory and Upplevelse.com for wider distribution
• Sales analytics dashboard with customizable reports
• Mobile app for managing bookings on-the-go
• Accounting software integration (e-conomic) for payment and invoice management
• WordPress plugin for seamless website integration
• Gift card sales functionality
• Private event request handling

Understory is headquartered in Denmark with offices in Aarhus and Copenhagen. The platform serves over 900 experience providers globally and offers flexible pricing plans including a free starter option. The system supports unlimited team members without per-seat fees.

Formerly known as Holdbar, Understory focuses on helping experience creators spend less time on administration and more time delivering memorable experiences to their guests.