Peek Travel

Market position

Peek operates in the tours, activities and attractions technology segment, which industry coverage describes as highly fragmented and under-digitized with room for consolidation; Peek positions itself as an operating system for experience providers and has begun consolidating adjacent vendors.

Peek pairs a consumer booking marketplace with an end-to-end back-end system for operators covering payments, marketing, reporting and reviews, and has broadened that stack through acquisitions into attraction ticketing, memberships and RFID-based on-site visitor management.

Technology

The platform combines online booking and payments, marketing tools, reporting and review management for operators with a consumer search-and-book marketplace. New funding announced in November 2025 is directed at AI-driven features for pricing, marketing and analytics. Acquired assets add attraction ticketing and membership software as well as RFID-based on-site visitor tools such as check-in kiosks.

Go-to-market

Peek sells software directly to experience operators under a "Sell Experiences" motion while acquiring consumer demand through its peek.com marketplace, organized around destination pages for cities such as London, Paris, New York City and Cancun. It has also expanded distribution and product coverage through acquisitions of adjacent software providers.

Two groups: businesses that supply tours, activities and attractions — including theme parks, water parks and museums — that need booking, payments, ticketing and visitor-management software; and consumers searching for activities and experiences in their home city or travel destinations.

Geography

Headquartered at 535 Mission St, 14th Floor, San Francisco, California, with additional offices listed in Sandy, Utah; Seattle, Washington; and New York, New York. The marketplace lists activities across North America, Europe, the Caribbean, Latin America, North Africa and southern Africa, and the company is described as serving customers in the United States.

History

Founded in 2011 and formerly named Jive, Inc., Peek built an online platform for searching and booking activities by interest, later adding operating software for experience providers. In November 2025 it announced a $70 million Series D round led by Springcoast Partners, together with the acquisitions of Acme Ticketing and Connect&Go.

Risks & controversies

A consumer-complaints site aggregating user reports lists refunds, payments and charges, cancellations and account issues among the most common reasons customers contact Peek, and reports a low self-reported full-resolution rate of 27% based on its own user questionnaires and calls.