Peek, which offers tools to manage tours and activities, raises a $80M Series C led by WestCap, bringing its total funding to ~$120M
Skift Take — Peek survived the pandemic when so many tours and activities' operators went into hibernation or worse, and now it has another $80 million in the bank for expansion.
Context & Ripple Effects
Peek has been building toward this round for years: it absorbed rival platform Zozi in a 2017 asset acquisition and paired its 2018 $23M Series B with a Google partnership aimed at digitizing travel activities. The pandemic then thinned the field of tours-and-activities operators, and Peek's survival through that period is precisely what makes new expansion capital credible.
The raise also positions Peek against a differently-shaped competitive set: consumer booking platforms GetYourGuide and Klook raised $484M and $200M respectively in prior years, but Peek sells the software layer to attractions and operators themselves — a B2B wedge into the same market.
First-order effects
- Peek gains $80M led by WestCap to fund expansion while many competitor operators remain in hibernation or worse, letting it invest in product and sales while the supply side is weakened.
- Tour and activity operators choosing software now face a better-capitalized Peek whose roadmap is funded through the recovery, raising the stakes of the platform decision they make today.
Second-order effects
- Consumer-side platforms like GetYourGuide and Klook now compete for the same operator relationships against a rival that owns the back-office tooling, pushing them to deepen their own supplier software offerings.
- Peek's pattern of acquiring distressed or smaller players — Zozi's assets in 2017, and later Acme Ticketing and Connect&Go per its 2025 Series D coverage — suggests fresh capital will likely fund further consolidation of operator-software vendors.
Third-order effects
- If the pattern holds, tours and activities digitization consolidates around vertically integrated software stacks rather than point tools, with funding rounds acting as the sorting mechanism between survivors and shuttered operators.
- Capital concentration in the category points toward a market where a few well-funded platforms control both booking demand and operator operations, a structure regulators and operators may eventually have to contend with.
The trend: Travel activities is consolidating around capitalized software platforms, with pandemic-era survival determining which vendors capture the sector's digitization spend.