Studying abroad in Europe this semester, I am constantly researching what to do, where to eat, and how to get around in new cities. I utilize a variety of transit apps (Google Maps, Apple Maps, Citymapper) as well as itinerary recommendations (local bloggers, Yelp, various social media platforms) because there is no centralized home base that is directly tailored to an all-inclusive tourist experience. Google Maps attempts to accomplish this; however, I have found its walking feature difficult to operate and the information provided is overwhelming. Citymapper, which has an efficient, consumer-friendly walking feature, will generate greater value than its powerful competitors should they create a more individualized consumer experience. The platform is only offered in 80 cities around the world providing the opportunity to hone in and provide niche travel guidance, rather than providing the same aid its major competitors are already offering. Citymapper already does a great job localizing the experience to the specific city (for example, equating calories burned to how many croissants the user walked off in Paris, France); therefore, they should continue to move in this direction. One example is to add sample “Day in a City” itineraries the tourist can follow, with directions on how to get to and from each destination, or a “local favorites” page with restaurants, stores, attractions, tips, and tricks. To further individualize the software, Citymapper can implement a feature that will ask the user to “build an itinerary” when traveling to a new city. From a list of recommendations provided by locals, the user will receive a generated step-by-step guide, comprised of their selection of attractions, restaurants, and more from the local list, with directions from one place to another. This guide has the potential to be further defined by user preferences such as their budget. Then at the end of their trip, travelers can share their itineraries with friends and family if they enjoyed their experience! In doing so, they have the power to gain a competitive advantage over big-budget competitors through a traveler-focused approach. Citymapper can be a one-stop-shop for a tourist and specifically can target solo or last-minute travelers (such as college students studying abroad) who may not have time to extensively research their two-day weekend trip to see the Eiffel Tower.