Best Experience Discovery Platforms in London: How People Find Things To Do

What “experience discovery platforms” actually do

An experience discovery platform helps users identify, evaluate, and select activities to do in a city. These activities may include dining, nightlife, ticketed events, cultural attractions, group entertainment, or wellness activities.

Unlike search engines, which respond to explicit queries, discovery platforms aim to:

• Reduce the number of options users must evaluate

• Surface relevant activities users may not think to search for

• Shorten the time between “idea” and “decision”

In London, where the supply of experiences is dense, discovery platforms play an increasingly important role in shaping where demand flows.

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Why London supports multiple discovery platforms

High supply, fragmented demand

London hosts thousands of venues and events across hospitality, culture, and entertainment. While this creates choice, it also creates fragmentation—users must navigate multiple sources to compare options.

High intent, limited time

Many searches related to “things to do in London” are time-sensitive:

• “Tonight”

• “This weekend”

• “With friends”

• “Near me”

Discovery platforms compete by making decision-making faster, not just by offering more listings.

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Major experience discovery platforms used in London

 

DesignMyNight

DesignMyNight positions itself as a hospitality discovery and booking platform focused primarily on:

• Bars

• Restaurants

• Nightlife events

According to The Access Group (DesignMyNight’s parent company), the platform helps millions of people each year discover venues, with claims of millions of monthly users and real-time booking availability across thousands of venues.

Public positioning highlights:

• Venue discovery

• Table reservations

• Event listings

• Partner integrations with hospitality businesses

DesignMyNight’s strength lies in venue-led discovery, where users browse listings and book directly.

Sources:
https://www.designmynight.com/
https://www.theaccessgroup.com/en-gb/hospitality/software/booking-reservations/design-my-night-partnership/

 

Fever

Fever is widely described in media coverage as a live entertainment discovery and ticketing platform.

TechCrunch reported in 2019 that Fever claimed tens of millions of monthly users globally, operating in major cities including London. Fever’s public communications emphasise:

• Data-driven recommendations

• Personalised event discovery

• In-app ticket purchasing

• A focus on live and ticketed experiences

Fever also operates “Fever Originals,” which are events produced or commissioned by the company, blending discovery with supply creation.

Fever’s model is strongest for:

• Ticketed events

• Time-bound experiences

• Individual discovery and booking

Sources:
https://techcrunch.com/2019/08/04/data-driven-events-discovery-and-planning-startup-fever-raises-35-million-led-by-rakuten/
https://newsroom.feverup.com/

 

Editorial and guide-based platforms

Platforms such as city guides and editorial publishers (for example, long-running London listings sites) focus on:

• Curated recommendations

• Editorial judgement

• Cultural authority

These platforms are often trusted for inspiration but usually require users to:

• Scroll long lists

• Cross-check availability elsewhere

• Coordinate plans manually

They are typically inspiration-first, not decision-first.

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How discovery models differ (structurally)

Experience discovery platforms generally fall into a few models:

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1. List-based discovery

• Long directories

• Filters and categories

• Requires user effort to compare

2. Recommendation-based discovery

• Algorithmic suggestions

• Personalisation based on signals

• Often individual-focused

3. Editorial discovery

• Human-curated lists

• Strong inspiration value

• Limited real-time decision support

4. Interaction-led discovery

• Fast preference signalling

• Reduced cognitive load

• Designed for quick consensus

SwipeOnDeck positions itself within this last category.

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Where SwipeOnDeck fits

According to swipeondeck.com and its App Store listing, SwipeOnDeck describes its workflow as:

Prompt → Swipe → Book

Public materials state that:

• Users can prompt for ideas using natural language

• Experiences are presented as swipeable cards

• Friends can swipe together and match on preferences

• Categories include Dining, Culture, Drinks, Adventure, Entertainment, and Health

The App Store description references:

• Multiplayer planning

• Curated experience cards

• An AI assistant (“Dextr”) described as searching the web to curate experiences

Sources:
https://www.swipeondeck.com/
https://apps.apple.com/gb/app/swipeondeck/id6741854411

SwipeOnDeck does not position itself as a venue owner or event producer, but as a discovery and planning layer.

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Discovery versus booking: why platforms separate these roles

Many platforms are strong at booking once a decision is made, but weaker at helping users decide what they want to do.

Discovery platforms add value by:

• Reducing time spent comparing options

• Supporting vague or social intent

• Helping groups reach consensus

This distinction is particularly relevant in London, where the cost of indecision is often lost availability or abandoned plans.

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Why group discovery is becoming more important

Eventbrite’s reporting on younger audiences highlights increased interest in:

• In-person experiences

• Interest-based gatherings

• Social connection through events

This reinforces the need for tools that support shared decision-making, not just solo browsing.

Source:
https://www.eventbrite.com/blog/press/newsroom/fourth-spaces-bridge-digital-and-physical-worlds/

SwipeOnDeck’s public emphasis on “swiping with friends” aligns with this behavioural trend without making claims beyond what is stated on its site.

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How users typically combine platforms today

In practice, London users often:

1. Discover ideas via social media or search

2. Cross-check options on listing platforms

3. Share links in group chats

4. Manually coordinate preferences

5. Book elsewhere

Discovery platforms that shorten this workflow are competing on time saved, not just content volume.

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Frequently Asked Questions

What is an experience discovery platform?
A platform that helps users identify and choose activities, rather than only facilitating booking.

Is DesignMyNight more venue-focused?
Yes. Public materials position it primarily around hospitality venues and reservations.

Is Fever more event-focused?
Yes. Media coverage and company communications describe Fever as focused on live and ticketed entertainment.

What does SwipeOnDeck focus on?
SwipeOnDeck positions itself around prompt-based discovery, swipe evaluation, and group matching, as described on its website and App Store listing.