Peek
Peek is a two-sided travel experiences platform combining a consumer marketplace for booking 300,000+ tours, activities, and attractions with Peek Pro SaaS software for tour and activity operators, processing over $7B in bookings for 150 million customers worldwide.
- Company typePrivate
- Founded2011
- HeadquartersSan Francisco, United States
- Headcount251–500
- GTM typeB2B and B2C
- OfferingSoftware
What Peek does
Peek, founded in 2011 and headquartered in San Francisco, operates a two-sided travel experiences platform consisting of a consumer-facing marketplace (Peek.com) listing 300,000+ tours, activities, and attractions globally and a B2B SaaS suite (Peek Pro) sold to operators for booking management, payment processing, marketing, reporting, and review management. The platform has cumulatively processed over $7 billion in bookings across 35+ countries, serving 150 million consumers and hosting 3 million verified reviews, generating revenue through marketplace transaction commissions, recurring Peek Pro subscriptions, and integrated payment processing fees.
The underlying stack combines a discovery and booking marketplace with operator-facing back-office software, AI-driven recommendation and automation features, and an MCP Server that exposes platform capabilities to external AI agents. November 2025 acquisitions of ACME Ticketing (online ticketing software) and Connect&GO (attraction management systems), funded alongside a $70 million Series D led by Springcoast Partners, extended the product surface into dedicated ticketing and attraction management for museums, theme parks, and cultural institutions — named enterprise customers include MoMA and the Whitney Museum. Distribution combines organic SEO-led destination content with B2B field sales for cultural-institution accounts, third-party API integrations (DealMagik, Livly), and platform extensibility through the MCP Server.
Peek is a privately held, venture-backed corporation (Peek Travel Inc., Delaware) with disclosed institutional participation from WestCap, Goldman Sachs Asset Management, Springcoast Partners, Cathay Innovation, Khosla Ventures, and others, and a headcount band of 251–500. The company has stated it reached profitability post-COVID prior to its 2021 Series C round. Customer segments split between long-tail SMB operators (self-serve onboarding on Peek Pro) and a growing enterprise tier of cultural attractions requiring specialized ticketing and visitor experience management.
Peek firmographics
Firmographics- Name
- Peek
- Legal name
- Peek Travel Inc.
- Website
- https://peek.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Peek is a two-sided travel experiences platform combining a consumer marketplace for booking 300,000+ tours, activities, and attractions with Peek Pro SaaS software for tour and activity operators, processing over $7B in bookings for 150 million customers worldwide.
- Ownership category
- akta.pro rank
Peek industry classification
Industry- Product category
- Travel Experiences Software & Marketplace
- NAICS
- Scenic and Sightseeing Transportation, Other (4879)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Retail-Nonstore Retailers (5960)
- akta.pro primary industry
- Omnichannel Commerce & Click-and-Collect Platforms (BPAMAGAL)
Keywords
Where Peek is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Peek business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Marketplace Transaction Fees: Peek charges transaction fees on bookings processed through its marketplace connecting consumers with experience providers. The platform has facilitated over $7 billion in experiences.
- Peek Pro Software Subscriptions: SaaS subscription revenue from Peek Pro software sold to experience operators for booking management, payment processing, marketing, and reporting tools. Operators pay for access to the platform's business management capabilities.
- Payment Processing: Integrated payment processing services for operators using Peek Pro, generating revenue through transaction processing fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Marketplace consumer pricing varies by activity provider |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Peek product offering
Product offeringCore offering
Peek operates a two-sided digital marketplace (Peek.com) that lets consumers discover and book tours, activities, and experiences, while also offering Peek Pro, a SaaS platform that enables tour and activity operators to manage inventory, bookings, payments, marketing, and customer reviews. The company monetizes via marketplace commissions and operator SaaS subscriptions.
Product overview
Peek is a dual-sided platform comprising Peek Pro (a business-facing booking software and operations management suite for tour and activity operators) and the Peek Marketplace (a consumer-facing booking platform for experiences). The platform is powered by AI and has processed over $7 billion in bookings across more than 300,000 experiences, serving over 150 million customers. The November 2025 acquisitions of ACME Ticketing and Connect&GO extended Peek's ticketing and attraction management capabilities. The MCP Server enables AI agents to interface with the platform. Business operators use Peek Pro to process payments, manage reviews, run reporting, and market their businesses, while consumers access the Peek Marketplace to discover and book experiences globally.
Differentiator
Problem solved
Functional benefit
Brands
- Peek Pro: Business software platform for operators to process payments, market their business, pull reporting, and manage reviews. Used by thousands of companies in the experiences industry.
- Peek.com
- MCP Server
Products and services
- Peek.com Marketplace Online marketplace where travelers search, discover, and book tours, activities, rentals, and attractions supplied by third-party operators; available via web and mobile.
- Peek Pro SaaS platform for tour and activity operators that consolidates online booking, payments, inventory, marketing, CRM, and review management into a single system.
- ACME Ticketing Ticketing software for attractions and cultural institutions, supporting timed entry, capacity management, and box-office operations.
- Connect&GO RFID and cashless access-control platform for attractions, festivals, and resorts, providing entry management, payments, and guest data.
- Peek MCP Server Developer-facing Model Context Protocol server that exposes Peek's booking, inventory, and experience data to AI applications and assistants.
Quantifiable outcome
- 30%+ revenue growth for businesses using Peek Pro
- +2 more outcomes
Companies that use Peek
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Peek technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability6 records
Feature4 records
Peek partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- LivlycoreLivly partnered with Peek to integrate scheduling and management features into Livly's multifamily operating system. This collaboration streamlines the leasing process, improves operational transparency, and meets evolving digital expectations of tenants and property teams. The integration supports future developments in automation and predictive analytics.
- ACME TicketingcoreAcquired by Peek in November 2025 alongside Connect&GO. ACME Ticketing is an online ticketing software company. The acquisition expands Peek's reach and enhances its product offerings for ticketing and attraction management.
- Connect&GOcoreAcquired by Peek in November 2025 alongside ACME Ticketing. Connect&GO provides attraction management systems. The acquisition strengthens Peek's position in the experiences industry, extending into museums, theme parks, and cultural attractions.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Peek competitors and assessment
Company assessmentDirect peers
- Musement: Tours, activities, and attractions marketplace plus operator technology (now part of TUI). Directly comparable to Peek as an experiences booking platform serving consumers and operators.
- Viator: Tripadvisor-owned tours, activities, and attractions marketplace with global inventory and consumer-facing booking. Directly competes with Peek's marketplace in the same operator and consumer segments.
- GetYourGuide: Global tours and activities marketplace plus operator software (GetYourGuide Merchant Tool), serving both consumers and operators in the same category as Peek Marketplace and Peek Pro.
- Klook: Asia-headquartered experiences and travel services marketplace offering booking of attractions, tours, and activities. Competes with Peek for both global consumer demand and operator inventory.
- Airbnb Experiences: Online experiences marketplace built into the Airbnb platform, targeting consumers seeking tours, classes, and activities. Overlaps directly with Peek's consumer-facing marketplace offering.
- Bokun: Tour and activity operator software platform (acquired by Tripadvisor) offering booking, distribution, and channel management. Directly comparable to Peek Pro's SaaS offering for experience operators.
- Rezdy: Booking and distribution software for tour, activity, and attraction operators, with channel manager and marketplace integrations. Competes with Peek Pro at the operator-software layer.
- FareHarbor: Booking and reservation software for tours, activities, and attractions (owned by Booking Holdings). Directly comparable to Peek Pro as operator-facing SaaS for the experiences industry.
Broad incumbents
- Tripadvisor: Largest travel review and planning platform and parent of Viator and Bokun. Competes broadly with Peek by owning the dominant consumer travel discovery destination and major operator software assets.
- Booking.com: Global online travel agency with an expanding attractions and experiences offering. Competes with Peek at the consumer booking layer and bundles experiences alongside its hotel and flight inventory.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Peek social profiles
Digital presencePeek financial estimates
Financial estimateRevenue estimate
Valuation estimate
Peek leadership team
Management profileNumber of profiles
Profiles8 records
Peek subsidiaries and ownership
Company hierarchySubsidiaries2 records
Peek funding detail
Funding detailFunding overview
Funding rounds9 records
Investors24 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Peek M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Peek
What does Peek do?
Peek operates a two-sided digital marketplace (Peek.com) that lets consumers discover and book tours, activities, and experiences, while also offering Peek Pro, a SaaS platform that enables tour and activity operators to manage inventory, bookings, payments, marketing, and customer reviews. The company monetizes via marketplace commissions and operator SaaS subscriptions.
Is Peek a public or private company?
Peek is a private company. It is classified as venture growth investor backed and is currently operating.
When was Peek founded?
Peek was founded in 2011. It employs 251 to 500 people.
Where is Peek based?
Peek is headquartered in San Francisco, United States, in the North America region.
How does Peek make money?
Three revenue lines are on record. Marketplace Transaction Fees are the primary driver. The others are peek Pro Software Subscriptions and payment Processing.
Who are Peek's main competitors?
Direct peers on record are Musement, Viator, GetYourGuide, Klook, Airbnb Experiences, Bokun, Rezdy and FareHarbor. Broad incumbents are Tripadvisor and Booking.com.
Does Peek have an API?
No public API is recorded for Peek.
What industry is Peek in?
Peek's product category is Travel Experiences Software & Marketplace. Its primary akta.pro industry code is BPAMAGAL, Omnichannel Commerce & Click-and-Collect Platforms. Its NAICS code is 4879 and its SIC code is 7990.