Understory icon
Understory icon

Understory

All-in-one booking and management platform for experience businesses like tours, classes, and workshops to handle bookings, payments, guest communications, and marketing.

Understory calendar view

Cost / License

  • Subscription
  • Proprietary

Application type

Platforms

  • Online
  • Software as a Service (SaaS)
  • Wordpress
Understory events
Understory insights dashboard
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Features

  1.  Ad-free
  2.  Multiple Account support
  3.  Extensible by Plugins/Extensions
  4.  Cloud Sync
  5.  Full-Text Search
  6.  Marketing Automation
  7.  Calendar View
  8.  Calendar Integration
  9.  Reminders
  10.  Goal Tracking
  11.  No Coding Required
  12.  Subtasks
  13.  Event ticketing
  14.  Payment Processing
  15.  Email reminder
  16.  Web-Based
  17.  Auto Follow up Mail
  18.  Booking calendar
  19.  Web based platform
  20.  Appointment Scheduling
  21.  Booking engine
  22.  REST API
  23.  Event management
  24.  Sales Management
  25.  Book Appointments Online
  26.  Team Collaboration
  27.  Online booking

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Understory information

  • Developed by

    DK flagunderstory

  • Licensing

    Proprietary and Commercial product.

  • Pricing

    Subscription ranging between $19 and $149 per month.

  • Alternatives

    8 alternatives listed

  • Badge

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  • Supported Languages

    • English
    • Danish
    • Swedish
    • Norwegian Bokmål
    • German
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Official Links

AppStores & Other Links

What is 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.