Museum Operations & Strategy15 min read
Your museum's looking at audio guides. You've heard about izi.TRAVEL—everyone runs it, right? It's free. Then you look at paid platforms and wonder: am I paying for features I don't need, or am I bleeding money by staying free?
The answer depends on what "free" actually costs you.
Free platforms exist for a reason: someone else owns the visitor relationship. izi.TRAVEL is a discovery platform first. Your audio guide is inventory on their marketplace. Bloomberg Connects? That's a content distribution play for Bloomberg's brand. They aren't your partners. They're platforms you're renting space on.
The hidden costs surface fast.
Branding. Your guide appears under izi.TRAVEL's branding, their navigation, their tone. Visitors discover it through their search, not yours. You lose control of how your institution is represented. Bloomberg Connects at least lets you use your branding, but the app is Bloomberg's—visitors launch it to hear about your museum and a dozen other cultural venues.
Analytics. Free platforms give you visitor counts, maybe a few basic metrics. You don't know which stops people are skipping. You don't know if someone listened to the opening but bailed at the first artwork. You're flying blind on what's working. Paid platforms show you engagement: time spent per stop, drop-off rates, repeat visitors, path analysis. That's the difference between guessing and knowing.
Visitor data. Free platforms never give you it. They own the first-party relationship. You learn your audience through form surveys and educated guesses. Paid platforms let you close that loop—you see who's visiting, when, what they engaged with. That's gold for programming decisions.
Content control. You don't own the distribution channel. If izi.TRAVEL changes their algorithm, their business model, their terms of service, your guide gets deprioritized or your access gets yanked. It happened before (not naming vendors, but it happened). You're dependent on someone else's roadmap.
No AI. Free platforms offer recording and map-based triggers. That's it. No conversational AI, no real-time answers to visitor questions, no dynamic content. You're stuck with static audio.
The app download friction. izi.TRAVEL requires their app. Bloomberg Connects too. Visitors are already on your WiFi, already at your institution. You're asking them to download something extra. Conversion drops every time you add a step. QR codes help, but you're still asking for friction.
When you pay, you're buying back control.
Your branding. Your audio guide looks like your museum. Visitors access it through your website, your QR codes, your chosen entry point. It reinforces your identity instead of diluting it into someone else's platform.
Real analytics. You know what's working. Heatmaps of where visitors spend time. Which stops they skip. Whether your five-minute intro actually gets listened to or if people skip it in ten seconds. You iterate based on data, not hope.
Support. Paid platforms have support teams. When something breaks, when you want to update content, when you need help interpreting your data—there's someone who picks up the phone. Free platforms have forums and email queues.
Revenue models. Some paid platforms let you share revenue with guides' creators or offer premium tiers. You can monetize the experience if you want. Or keep it free to visitors but capture sponsorship revenue. You have options free platforms don't give you.
AI and interactivity. A proper AI audio guide offers conversational AI, real-time responses, dynamic storytelling. You can offer a guide that actually responds to visitors, not just plays audio at them. That's the future of audio guides. Free platforms can't ship that fast—their business model doesn't support R&D at that pace.
Technical reliability. Paid platforms have infrastructure, CDNs, failover, support for scale. Free platforms sometimes struggle when your venue gets a surge—summer tourists, special exhibitions, viral TikTok moments.
No surprise pivots. The platform has skin in the game. They're not going to kill your guide because they pivoted to another market vertical. Your success is their success.
Not every museum needs paid. If you're a volunteer-run local history society, testing whether audio guides matter at all—start free. The cost of free is low enough that the risk doesn't matter. You get a guide live in a week. No sales calls, no contracts. You learn whether your audience even wants this.
Same for pop-up exhibitions or limited-run shows. If it's three months, free is rational. The setup time and minimal analytics are worth it just to gather proof of concept.
And if you genuinely don't care about visitor experience optimization—if you're happy with a static, one-way audio experience and you're not trying to drive retention or return visits—then you're not paying for analytics you'll use. The free tier might be enough.
But here's the thing: most museums that use "that's too expensive" as the reason for choosing free are usually under-estimating what they're giving up.
A 50,000-visitor-per-year museum loses maybe $5,000 in forgone revenue from not knowing which stops engage visitors and which should be cut or reworked. They lose staff time because they can't segment visitors for targeted marketing. They lose repeat visitation because no one's analyzing the drop-off data.
A paid platform at $5,000–$15,000 per year nets out to ten to thirty cents per visitor. That's pocket change compared to the value of knowing what's working.
Where museums get hurt is by not thinking of it as an investment in visitor understanding. They think it's an entertainment cost. So they pick free and then wonder why they're not seeing any behavior change.
izi.TRAVEL is legitimately good at what it does—discovery and lightweight publishing. If you want to be found by visitors on the izi platform itself, it's worth listing there. But don't mistake it for a complete solution. Your audio guide should not be your only guide sitting on someone else's platform.
Better approach: use izi.TRAVEL as a distribution channel (list your guide, get found), but simultaneously run your guide through your own website. Let visitors access it directly from your own QR codes and web properties. Own your primary relationship while using free platforms as secondary distribution.
That's hedging. It costs you nothing extra for the izi listing, but you're not dependent on it.
When you're evaluating paid platforms, watch for a few things:
Analytics dashboards that are empty theater. Some vendors show you lots of numbers that don't mean anything. You need engagement data, not just DAU counts. Can you see which specific content is working? If the dashboard doesn't answer that, it's expensive window dressing.
Hidden overages. Clarify pricing upfront. Does it scale with visitors? With content additions? With months of inactivity? Some platforms charge per update, per storage, per language. Get the true all-in cost before signing.
Support is email-only. That usually means support is slow. Phone, chat, or ticket systems with response SLAs are what you want.
No content ownership. Read the terms. Some platforms own your content. Others claim rights to your data. You want explicit language that your content is yours, full stop.
You know it's time when:
If you hit two or more of those, free is costing you more than paid.
We built Musa because we saw museums accepting the constraints of free platforms when they didn't have to. You shouldn't have to choose between "free and limited" and "expensive and over-featured."
Musa lets you host your guide on your own domain, use your own branding, see exactly what visitors engage with, deploy conversational AI if you want it, and set up revenue sharing with guide creators. It works on QR codes—no app download required. Pricing scales with your needs, not just your visitor count.
We also saw museums managing multiple audio guides across multiple venues and spending eight hours a week in spreadsheets. Musa handles that. You see analytics across your whole network. You manage content once, deploy to multiple locations.
The point isn't that Musa is the only right choice—it's that you should choose based on what you actually need, not based on what's free. If free works, use it. If you need more, you need more. Don't pretend a free tool does what it doesn't.
Can I use a free platform and add a paid one later without losing work?
Sometimes. If the free platform lets you export your content and the paid platform accepts it, yes. But formats often differ. Always ask vendors upfront whether migration is supported before you invest heavily in a free platform's ecosystem.
Is there a middle ground—a cheap platform instead of paid?
There are cheaper options than enterprise platforms, yes. Expect to pay $100–$300 per month. You get branding control, basic analytics, and support. You lose some features, but you gain the basics of ownership.
What if we only run guides seasonally?
Then you probably want monthly billing, not annual contracts. Ask vendors whether they offer that. Some platforms charge per month; others require you to pay annually even if you're inactive. It matters.
Do free platforms work well for small museums?
They're perfect for small museums that are testing or that have low traffic. Once you're doing more than a couple thousand visits per year, the friction of not owning your data and your audience starts to matter.
Want to talk through what works for your museum? We're built for this. Get in touch.