AllTrails
Platform · this deep dive is built from the official pages of the platform itself and of the tools that support it.
Overview
AllTrails is an app and a website for finding hiking, running and cycling routes: trail maps, reviews, photos and turn-by-turn navigation. The operator is AllTrails, LLC; the Apple store lists the publisher as AllTrails, Inc., Google Play as AllTrails, LLC.
The content here is made by members: routes, reviews and photos taken on the trail. For audience work that adds up to an unusual setup — a brand is cast as an advertiser, and although a free "organization account" does exist, it is only for those who manage land and trails: parks, nature reserves and non-profits.
One limit on our review matters up front. The robots.txt of the main site blocks crawling of the whole site for ClaudeBot, Claude-User and Claude-SearchBot (Disallow: /). We honour that rule and did not open alltrails.com pages. Everything below was gathered from the platform's subdomains, its press releases and app store listings.
Who's here
The platform's own figure is published on its own subdomain for the land manager program: AllTrails invites partners to "connect with more than 90 million AllTrails users" and cites the distance covered — "more than 1 billion navigated miles". This is the platform speaking about itself, not an independent measurement; the period the user count covers is not stated.
App stores give a verifiable estimate of installs: Google Play shows more than 50 million downloads and 385 thousand reviews, Apple — 1 million ratings and 11 interface languages, Russian not among them. The age rating is mild: 9+ on Apple.
On the make-up of the audience there is only one public document — a 2018 media kit, and it is eight years out of date. Back then the platform reported 6.5 million registered users, 28 million site visitors a year, a 51 % to 49 % split between men and women, and that 92 % of traffic came from the US. Treat these numbers as historical: they cannot be compared with today's 90 million, because they are different metrics from different years.
Getting started
A regular account is created in the app or on the site, free of charge. The sign-up form sits on a domain closed to reading.
Organizations have a separate entrance — the Public Lands Program. The platform describes it as a free resource for government agencies and non-profits that helps you understand how visitors use your trails, maintain route information and send out timely alerts. The eligibility requirements are named on the same page: land managers, non-profits and associations that own trails or hold an agreement to manage them. On the question of money the platform answers plainly: "Yes, it's free", the portal's tools are provided at no charge, and there are "no contracts at all".
Legally, joining is still formalised: the program's supplemental terms require you to complete a registration form about the organization and confirm that you have authority to enter into the agreement on behalf of the legal entity named at registration. The document is dated 29 November 2024.
What you can publish
A member publishes routes, reviews, ratings and photos from the trail. The platform provides no formats for brand content — no posts, no stories, no video channels.
An organization in the program gets rights over service content: maintaining accurate trail information, managing route lines, trailheads and parking, communicating rules and recommendations, posting real-time alerts about closures and hazards, and deciding which information a visitor sees first. This is management of a place listing, not a publishing feed.
The platform's rules sit on a domain closed to reading, and limits on length, file size or prohibited topics cannot be learned from outside.
How to grow
The platform does not publicly describe how routes are ranked. The only confirmed visibility mechanism for an organization is working with trail listings in the land manager program, together with visit data: visit statistics, an understanding of how users interact with trail information, and trend tracking for planning. The platform also points to a practical effect: its case round-up includes the story of the Saginaw Basin Land Conservancy, which used visit data to secure funding for an accessible boardwalk trail.
There are ads in the app: Google Play flags AllTrails as "Contains ads", Apple as "Contains Advertising". The only description of advertising options available to us is the 2018 media kit. It lists the formats: 300×250, 300×600 and 728×90 banners on desktop, 300×250 and 320×50 on mobile web, 300×250 in the iOS and Android apps, with the option of running site-wide or targeting by geography and activity type. The same document names the points of contact — the ordering portal orders.alltrails.com and the address [email protected]. There are no prices in it. When we checked, the orders.alltrails.com portal answered with code 409, meaning it does not work without a login.
Path to monetization
AllTrails does not pay the authors of routes and reviews: there are no revenue-sharing programs, donations or paid subscriptions to an author on any page available to us. The platform takes its money from the user.
The subscription structure is described in a company press release dated 12 May 2025: three tiers — a free Base with maps, reviews and navigation across more than 450,000 trails; an annual Plus with offline downloads, off-route alerts and a 3D preview; and an annual Peak with AI-based route building, trail condition forecasts, a community heatmap and plant identification by camera. Prices are visible in the Apple store: AllTrails Plus — 35.99 dollars, AllTrails Peak — 79.99 dollars (US store on the date of our check).
Note a discrepancy in the platform's own numbers: the May 2025 press release says "more than 450,000 trails", while the app description in Google Play says "more than 500,000 trails". Both figures belong to AllTrails; the platform does not explain which one is current.
Tools and automation
AllTrails has no public API — at least, we found no documentation, and the site's robots.txt separately blocks the /api/, /api-v4/ and /api-v5/ sections for robots, which means programmatic endpoints exist but are internal. This guide's service database contains no scheduling or analytics tool with confirmed support for AllTrails.
The only "dashboard" confirmed by a source is the land manager program portal. Its pages are blocked in the subdomain's robots.txt (Disallow: /alltrails-public-lands-portal), so the interface can be judged solely from the platform's own description.
Limits and rules
- The site is closed to robots. robots.txt blocks crawling of the entire site for Claude bots; the terms of service and the publishing rules cannot be read from outside.
- Program for organizations. Free, with no contracts, but it requires registering the organization and confirming the signatory's authority; available only to owners and managers of trails.
- Advertising. The formats are known only from the 2018 media kit; rates are not published.
- Languages. 11 interface languages, Russian not among them.
- Age. Rated 9+ on Apple, "for all ages" on Google.
Who it's for
The platform suits organizations that manage trails: park services, nature reserves, foundations and volunteer associations. For them there is a free and officially documented way to be present — managing route listings, posting alerts and getting access to visit statistics. Among its partners the platform names the US National Park Service, the Environment Agency of Iceland and Olympic National Park.
It suits advertisers in adjacent categories — gear, tourism, transport, travel insurance — that are ready to work through media buying against an audience that is mostly American.
It does not suit a brand that wants to run an account here and build a following: no such format exists. It does not suit content marketing done by an editorial team either: the content is made by the people walking the trails, not by companies.
Verified data
The checked data this deep dive rests on.
About the platform
the platform describes itself as follows: "Explore the outdoors with AllTrails, the best app for hiking, biking, and running. Discover curated guides, trail maps, photos, and reviews for over 500,000 trails worldwide."
This is the platform's statement about itself, not an independent assessment
source, checked 2026-07-28
operator - AllTrails, LLC (the Apple store lists the publisher as AllTrails, Inc.)
Apple store listing, opened in this sprint
source, checked 2026-07-28
Who's here
the platform tells partners about "more than 90 million users" and "more than 1 billion navigated miles"
The platform's own claim; the measurement period is not stated
source, checked 2026-07-28
more than 50 million downloads and 385 thousand reviews on Google Play
Store listing data as of 2026-07-28
source, checked 2026-07-28
Business terms
a free program for land managers, non-profits and associations that own trails or manage them under an agreement; there are no contracts
The only confirmed format for an organization's presence
source, checked 2026-07-28
Content
Sources diverge: number of trails: "more than 450,000" in the May 2025 press release and "more than 500,000" in the app description on Google Play
Both figures belong to AllTrails; the discrepancy is unresolved. The second - https://play.google.com/store/apps/details?id=com.alltrails.alltrails
source, checked 2026-07-28
Advertising
2018 media kit: 300x250, 300x600, 728x90 on desktop; 300x250 and 320x50 on mobile web; 300x250 in the apps; ROS targeting, by geography and by activity type · the source is dated 2018
The document is dated 2018; no rates are given
source, checked 2026-07-28
Paid subscriptions
three membership tiers: free Base, annual Plus, annual Peak (announced 12 May 2025)
AllTrails press release on PR Newswire
source, checked 2026-07-28
Pricing
AllTrails Plus - 35.99 USD, AllTrails Peak - 79.99 USD (US store)
In-app purchase prices as of 2026-07-28
source, checked 2026-07-28
Restrictions
the main site's robots.txt blocks crawling of the entire site for ClaudeBot, Claude-User and Claude-SearchBot (Disallow: /)
Rule honoured: alltrails.com pages were not opened in this sprint
source, checked 2026-07-28
Legal
Public Lands Program supplemental terms dated 29 November 2024; registration of the organization and confirmation of the signatory's authority are required
The contracting party is AllTrails, LLC
source, checked 2026-07-28
Languages
the interface language of the home page: en
The language is taken from the markup attribute, the versions from hreflang
source, checked 2026-07-28
11 app interface languages, Russian not among them
source, checked 2026-07-28
Catalogue section: all similar See also: catalogue index · region: USA and Canada · scheduler comparison · find by situation · platform restrictions