Going Taps Tripadvisor Vet David Krauter to Pilot Next Growth Phase

NEW YORK, NY – March 10, 2026 – Going, the travel deals subscription service born from a bootstrapped side project, has appointed seasoned travel industry executive David Krauter as its new Chief Executive Officer. The move, effective March 9, 2026, marks a pivotal transition for the company as it shifts from its founder-led origins toward a new era of accelerated growth.

Krauter succeeds co-founder Brian Kidwell, who has served as CEO since 2019. Kidwell will transition to a role on the company's Board of Directors, where he will continue to provide strategic guidance alongside fellow co-founder Scott Keyes. Both founders will remain controlling shareholders, ensuring their original vision continues to anchor the company's future.

"I am immensely proud of our team, the company we've built together, and the millions of people we've helped travel along the way," said Kidwell in a statement. "After more than a decade of bootstrapping a small side project into a successful business, I am excited to welcome David, a highly talented and experienced leader, as our new CEO to help guide Going in our next phase of growth."

This leadership change signals a deliberate strategy to scale the business, which has already helped millions of members save over $1 billion on flights since its inception in 2015.

The Krauter Playbook: A History of Scaling Travel Tech

David Krauter is not a newcomer to the complexities of the digital travel marketplace. His appointment brings a wealth of experience in scaling consumer-facing technology companies. He is best known for his transformative decade at Tripadvisor, where he served on the executive team and led SmarterTravel, the company's largest subsidiary.

From 2011 to 2017, as President of SmarterTravel, Krauter oversaw a diverse portfolio of brands including Cruise Critic, Jetsetter, and the flight-deal focused AirfareWatchdog. During his tenure, he was instrumental in more than tripling the subsidiary's revenue, demonstrating a keen ability to manage and grow a collection of distinct travel services. His earlier roles at Tripadvisor involved leading product management and revenue optimization, further cementing his expertise in consumer engagement and monetization strategies.

Krauter’s career extends beyond travel. He most recently served as CEO of Invaluable, an online marketplace for fine art and collectibles, where he was praised for driving over 35% growth in its marketplace. He has also held leadership positions at the social event company Yaymaker (known for Paint Nite) and the employment platform Jobcase, Inc. This broad experience across different consumer tech sectors highlights his adaptability and his focus on leveraging technology, product innovation, and machine learning to drive growth—skills directly applicable to Going's next chapter.

"I've followed Scott, Brian, and Going for a while, and have been impressed with the product, growth, and the company's focus on creating experiences that help travelers save money on their trips," Krauter stated. "I'm excited to join the Going team and to work alongside Scott and Brian to lead this next chapter of growth."

A Human Touch in a High-Tech World

Going has carved out a distinct niche in the competitive flight deal landscape by rejecting a purely automated approach. While sophisticated software scours the web for deals, the company's core value proposition lies in its team of human "Flight Experts." These experts manually vet every potential deal, ensuring that only high-quality, worthwhile fares are sent to the service's 2 million members.

This hybrid model directly addresses a common pain point for travelers: the noise and unreliability of fully automated alert systems. By curating deals for mistake fares and deep discounts—sometimes up to 90% off—Going has built a loyal following. The company's business model, funded entirely by member subscriptions rather than airline commissions or kickbacks, further reinforces its user-centric mission. This ensures that the company's incentives are always aligned with saving its members money, not with promoting specific carriers.

The approach has paid off, transforming what started as a personal passion project for founder Scott Keyes into a major industry player.

"I never meant to start a company; I was just a guy who wanted to travel and couldn't afford expensive flights," said Keyes. "I've dedicated the last decade to helping others travel more, and bringing on David will accelerate what Going is able to accomplish for cheap flight lovers and travelers writ large."

Charting the Course for Future Expansion

With Krauter at the helm, Going is poised to explore new horizons. His experience managing a portfolio of travel brands at SmarterTravel suggests a potential for strategic diversification. While the company is renowned for flight deals, Krauter's background could pave the way for expansion into adjacent travel categories such as curated hotel deals, car rentals, or even package offers—a logical extension of its mission to help people travel more for less.

Furthermore, Krauter's track record with data-driven growth and machine learning at companies like Invaluable points toward a future where Going could further enhance its personalization capabilities. This might involve more sophisticated deal recommendations based on user travel patterns, preferences, and price sensitivity, making the service even more valuable to its members.

As Going moves from its bootstrapped, founder-led phase into a professionally managed enterprise, the combination of Krauter’s scaling expertise and the founders' continued strategic oversight creates a powerful dynamic. This new structure is designed to accelerate growth and expand the company's impact while preserving the core ethos of trust and value that has defined its success to date.