In a world where airfare rates fluctuate unpredictably and travel planning can feel like navigating a maze, Going stands out as a beacon for travellers looking to explore the globe without draining their wallets. Formerly known as Scott’s Cheap Flights, this rebranded travel-service aims to democratize travel by delivering deeply discounted flight deals directly to its members. In this post, we’ll explore what Going is, why it transformed from its former identity, how it works, what travellers say about it — and whether it might make sense for you.
1. From Scott’s Cheap Flights to Going — What Changed and Why
Going began life as Scott’s Cheap Flights, a humble newsletter started by founder Scott Keyes. The idea was simple: alert a few friends when he found exceptionally cheap flight fares. Over time, the newsletter grew in popularity, evolving into a full-fledged travel-deal service with more than 2 million members.
As the service expanded — covering a wider array of travel deals beyond just airfares — the old name started to feel limiting. “Scott’s Cheap Flights” evoked the idea of bargain travel but didn’t reflect the broader ambitions of the company. As the team put it, they were no longer just “Scott,” and the business was no longer just about cheap flights.
Thus, in January 2023, the rebranding was formally announced. The new name – Going – was chosen after reviewing thousands of possibilities. The goal was a name that was more universal, memorable, borderless, and capable of growing with the company’s evolving mission.
With the rebrand came a fresh visual identity — a new logo, color palette, typography, and site design — signaling Going’s broader ambitions: not just cheap tickets, but travel inspiration, flexibility, and a sense of adventure.
2. How Going Works — Flight Alerts, Deals, and Flexibility
At its core, Going makes it easier for travellers to find excellent flight deals, mistake fares, and price drops. On the homepage, the site promises up to 90% savings on flights — capturing what many travellers hope for but rarely see.
Key features:
- Flight alerts and price tracking: Users tell Going where they might depart from (or choose among multiple airports), and Going monitors airfare across hundreds of destinations. When prices drop significantly — or a mistake fare appears — Going sends an alert.
- No middleman markups: Going doesn’t act as a travel agency; instead, alerts connect users to airlines directly so travellers can book without extra commission fees. Going
- Different membership tiers: While there’s a free join option, Going also offers paid tiers (e.g., Premium or Elite) that deliver more deals — including international economy, premium economy, business & first-class, mistake fares, and customizable alerts for destinations or travel windows.
- Support for spontaneous travel: Because deals appear unpredictably, users benefit from flexibility in travel timing and destination choices. For those open to spontaneous trips, this can unlock remarkable savings.
In short, Going presents itself as a bridge between “I want to travel” and “I can afford to travel,” removing much of the friction involved in searching for budget-friendly flights.
3. Why the Rebrand Matters — The Philosophy Behind Going
The decision to rebrand from Scott’s Cheap Flights to Going was more than cosmetic; it reflects a shift in mindset. Rather than being narrowly focused on cheap flights, the company aims to cultivate a wider travel philosophy: openness to unexpected journeys, embracing spontaneity, and discovering destinations beyond traditional holiday packages.
Their rebranding process involved extensive research — surveys with members and even people unfamiliar with the service, brainstorming sessions across teams, and collaboration with a renowned design agency. The goal was to build a brand identity that could resonate globally, cross cultural boundaries, and evoke motion and possibility. Going
The resulting brand — Going — is designed to feel timeless, borderless, approachable, and full of momentum. The visual elements (logo, colours, illustrations) reinforce this: the tilted letterforms, a subtle arrow hinting at forward motion, earthy and inviting colour palette, and whimsical illustrations to evoke wanderlust.
By stepping away from a founder-centric name, Going aims to highlight community, inclusivity, and shared travel dreams — making the brand not just about cheap flights, but about facilitating real, memorable experiences for a global audience.
4. What Travellers Say — Reception, Strengths & Critiques
Feedback from users of Going has been largely positive. On review platforms, it enjoys strong ratings and many travellers praise its value, ease of use, and ability to uncover deals they wouldn’t find on their own.
Common praises include:
- Significant savings: Users highlight how Going helped them book trips at prices far below typical fares — both for domestic and international flights. Some mention savings making previously unaffordable trips feasible.
- Ease and convenience: The alerts system and the straightforward process — set preferences, get deals, click to book — is often described as “foolproof,” especially compared to manually tracking flights across multiple sites.
- Good customer service & reliability: Many reviews mention helpful support, timely responses, and smooth handling of queries or issues.
That said, there are occasional critiques — especially about the subscription model. Some travellers wonder if the subscription fee is always worth it, especially if they travel infrequently or have rigid schedules.
Overall, Going seems to deliver solid value — especially for travellers who are open to flexibility, spontaneous plans, and exploring destinations outside the typical tourist circuit.
5. Trustworthiness & Safety — Is Going Legit?
If you’re wondering whether Going is safe and legitimate, third-party reviews and site-trust services suggest a positive answer. According to website-rating platforms, Going (i.e., going.com) scores high on trust metrics, with valid SSL certification, domain history, and no evidence of phishing or blacklisting.
Scam-checkers like Scam Detector and ScamMinder rate Going highly (e.g., 88.4/100 on one scale), describing it as authentic, secure, and consistent in the travel & tourism sector.
User reviews on independent platforms also reflect general satisfaction — many travellers mention successful deals, prompt customer service, and reliable notifications.
Of course, as with any service, there’s no absolute guarantee — and “get a great deal alert” still depends on availability, timing, and your flexibility. But as far as legitimacy goes, Going seems to pass the test.
6. Should You Try Going — Who It’s Best For (and Who Might Skip It)
Given what we know, Going can be an excellent tool — but it works best under certain conditions. Here’s who would benefit most:
- Flexible travellers: If your dates and destination are open — maybe you just want to travel sometime soon, but you’re not fixed on where exactly — Going’s deal alerts can unlock fantastic savings.
- Adventurous seekers: People who love spontaneous trips, exploring unexpected destinations, or chasing “mistake fares” and last-minute deals.
- Frequent or occasional travellers with budget constraints: If you travel occasionally but want to maximize value from limited travel budgets — or travel often and want to stretch your money further.
- Budget-conscious explorers: Students, remote workers, or anyone whose schedule allows flexibility and wants access to lesser-known but affordable travel opportunities.
On the flip side:
- If you need to travel on fixed dates (e.g., for work, family commitments), deals might not align with your schedule.
- If you prefer precise planning, fixed itineraries, or specific destinations — the spontaneity of deals might not suit you.
- Occasional travellers with little flexibility might not find enough value to justify premium subscriptions.
Conclusion
Going represents more than just a travel-deal website — it embodies a travel philosophy rooted in spontaneity, affordability, and the thrill of discovering the unexpected. The company’s evolution from Scott’s Cheap Flights to Going marked a turning point: a shift from bargain-hunting to enabling global experiences, from a founder-centric name to a communal brand built for millions of travellers worldwide.
With its flight-alert system, flexible pricing, and strong user reviews, Going offers a compelling option for those willing to trade some flexibility for big savings. While no service can guarantee the perfect fare, Going’s consistent track record, transparency, and user feedback suggest it’s worth a look — especially if you dream of seeing more of the world without paying full price for it.
