Travel Curious

What Travel Curious does

Travel Curious is a B2B experience commerce platform founded in 2018 and headquartered in London, with a US regional office in Orlando and operations spanning Europe and North America. The company operates a three-product modular platform — Travel Curious Access (API, Advisor Portal, and Widget distribution to 70,000+ experiences), Travel Curious Activate (hotel experience management with cabana booking, flexible inventory, and the Activate 2.0 reporting module), and Travel Curious Amplify (end-to-end experience commerce with tours, car rentals, transfers, tickets, points redemption, and plug-and-play integration) — alongside its own award-winning curated tour portfolio (Travel Curious Tours and Black Cab Heritage Tours) and a guides community. The platform serves hotels and hospitality brands, travel advisors and OTAs, banks and loyalty programs, and local tour operators, with an exclusive partnership with Marriott Bonvoy anchoring enterprise distribution.

The technology stack combines a content API, real-time booking availability, centralized inventory management, a flexible pricing engine, and digital signage/booking management for hotel environments, supported by GDPR-compliant data handling under a UK-domiciled private limited entity (Travel Curious Ltd.) with a US corporation (Travel Curious Inc.). The business model is multi-stream: transaction/commission fees on bookings, marketplace commissions on white-label partner sales, recurring subscription fees where contracted, and booking fees charged to suppliers. Distribution is delivered through API, white-label, advisor portal, widget embedding, and channel partner networks, targeting both enterprise (hotels, hospitality brands, banks) and mid-market (travel advisors) buyers via enterprise field sales.

The company has raised approximately $32.6M cumulatively across five disclosed rounds (2018-2025), with the largest — approximately $30.5M in July 2025 — materially stepping up the capital base. In July 2025, Travel Curious acquired Redeam, a B2B connectivity platform for tours and activities suppliers, indicating an inorganic growth push to deepen inventory connectivity. The company is led by co-founders Amir Azulay (CEO) and Nadav Zin (CTO), with co-founder Alex Grant heading Activate, and is recognized through the Viator Experience Award 2024, the Tripadvisor Travellers' Choice Award, and 2024 Travel Industry double honours.

Name

Travel Curious

Legal name

Travel Curious Ltd.

Website

https://travelcuriousgroup.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Travel Curious is a B2B experience commerce platform, founded 2018 and headquartered in London, that connects hotels, travel advisors, banks, and loyalty programs to 70,000+ tours and experiences via API, white-label, and widget distribution, anchored by an exclusive Marriott Bonvoy partnership.

Ownership category

akta.pro rank

Product category

Travel Experience Commerce Platform

NAICS

Tour Operators (561520), Travel Agencies (561510)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Tours, Activities & Experiences Booking Marketplaces (THALAFAF)

akta.pro secondary industries

Destination & Local Services Marketplaces (Transfers, Guides, City Passes) (THALAFAK), Luxury Travel Agencies (THAKAFAA), Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)

Keywords

• Experience commerce platform
• Tours and activities API
• Hospitality distribution solutions
• White-label booking platform
• Ancillary revenue experiences

Headquarters

HQ city

Dover

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Platform/Commission Fees: Travel Curious acts as an intermediary between tour/transport providers and customers, earning commission on bookings. The company takes a booking fee and processes payments as a collection agent.
2. White Label Partnership Commission: Commission-based model where white label partners market and sell tours on their websites. Commission is a percentage of Travel Curious Net Income received under each Relevant Contract.
3. Subscription Fees: Monthly subscription fees that Travel Curious may charge white label partners with written agreement.
4. Booking Fees from Suppliers: Travel Curious may charge tour providers a booking fee for organising tickets on their behalf.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

Travel Curious operates a B2B experience commerce platform that connects travel and hospitality brands — including hotels, OTAs, banks, and loyalty programs — to a global inventory of 70,000+ tours, activities, attractions, car rentals, transfers, and tickets via API, Advisor Portal, Widget, and white-label solutions. In parallel, the company operates its own award-winning curated tours (Travel Curious Tours, Black Cab Heritage Tours) and a guide community network, monetizing through platform/booking commissions, white-label partnership commissions, and subscription fees.

Product overview

Travel Curious is an Experience Commerce Platform that operates as a modular portfolio of three B2B distribution solutions — Travel Curious Access (API/Widget-based connectivity for partners), Travel Curious Activate (hotel-focused experience management with cabana booking and flexible inventory), and Travel Curious Amplify (full end-to-end commerce platform with experience creation, points redemption, and expert support) — alongside its own award-winning curated tours (Travel Curious Tours and Black Cab Heritage Tours). The platform connects travel and hospitality brands to 70,000+ experiences including third-party tours, car rentals, tickets, transfers, and amenities, enabling ancillary revenue generation through seamless distribution, booking management, and customer service integration.

Differentiator

Problem solved

Functional benefit

Brands

• Travel Curious Access: API, advisor portal, and widget solution for B2B partners to connect to private tours and third-party providers with instant bookings and access to 70,000+ experiences.
• Travel Curious Activate
• Travel Curious Amplify
• Travel Curious Tours
• Black Cab Heritage Tours
• Travel Curious Guides

Products and services

• Travel Curious Access B2B API and widget-based distribution platform enabling partners to connect to private tours and third-party providers of tours and experiences via API, Advisor Portal, or Widget, with instant bookings and access to 70,000+ experiences.
• Travel Curious Activate Hotel-focused experience management platform enabling hotels to curate local experiences, create tailored in-hotel experiences, manage cabana bookings, and handle flexible inventory with swift integration and activation.
• Travel Curious Amplify End-to-end experience commerce platform enabling hospitality brands to offer tours, experiences, car rentals, transfers, and tickets, with experience creation tools, points redemption, plug-and-play integration, and expert support.
• Travel Curious Tours Award-winning curated and operated tours offered by Travel Curious, recognized by leading travel brands including Tripadvisor Travellers' Choice Awards and Viator Experience Award Winner 2024.
• Black Cab Heritage Tours Award-winning Black Cab heritage tours operated by Travel Curious, featured as part of the curated tour portfolio and recognized with double honours alongside Travel Curious in industry awards.
• Travel Curious Guides Guide community platform connecting independent tour guides with travelers, enabling guides to join the network and gain expanded market reach through Travel Curious's distribution partnerships including the exclusive Marriott Bonvoy partnership.

Quantifiable outcome

• 1,300+ experiences booked within 12 months for single hotel property (Sheraton Denver)
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Marriott BonvoycoreStrategic or Co-development PartnerExclusive partnership showcasing tours to guests at Marriott Hotels. Local operators can feature their experiences to Marriott Bonvoy members, providing access to high-value hospitality clientele and premium distribution channel.
• GANYC (Global Alliance for Necktie Industry)minorOthersIndustry association membership for professional networking and industry standards
• ETOA (European Tour Operators Association)minorOthersEuropean tourism industry association membership
• HEDNA (Hotel Electronic Distribution Network Association)minorOthersHotel distribution industry association membership
• OCTOminorOthersTravel industry association membership
• USTOA (United States Tour Operators Association)minorOthersAssociate Member of USTOA (though not a participant in the $1 Million Travelers' Assistance Program)
• Local Tour Operators NetworkcoreChannel Partner/ Reseller/ DistributorNetwork of trusted local operators providing tours and experiences. Partners benefit from expanded market reach, seamless integration, operations support, and training and development opportunities.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Viator: Tripadvisor-owned tours & activities marketplace. Viator is both a direct competitor in B2C tours distribution and an existing Travel Curious partner; it offers the largest third-party inventory globally and competes with Travel Curious Access / Amplify for the same B2B distribution customers.
• GetYourGuide: Berlin-based tours & activities marketplace and B2B supply platform. Competes head-on with Travel Curious for hotel and OTA distribution partnerships, with comparable API and white-label offerings and a larger global content library.
• Klook: Asia-headquartered experiences booking platform with global ambitions. Provides API and white-label solutions to OTAs, hotels, and superapps, directly overlapping Travel Curious's B2B value proposition across tours, activities, and ancillary services.
• Headout: Curated tours, attractions, and experiences marketplace with an emerging B2B distribution API. Competes with Travel Curious on hotel ancillary revenue use cases and on connecting consumers to local experiences via embedded commerce.
• Peek: North America-focused experiences marketplace with a strong B2B platform offering APIs, white-label widgets, and direct booking tools for hotels, OTAs, and operators — closely aligned with Travel Curious Activate / Amplify.
• Rezdy: Online booking and distribution software for tour operators and resellers. Provides APIs and agent tools similar to Travel Curious Access, targeting the same B2B customers on the supplier side.

Broad incumbents

• Booking Experiences (Booking Holdings): Booking.com's attractions and experiences vertical, leveraging Booking Holdings' traffic and hotel distribution. A broad incumbent that can bundle experiences into its hotel ecosystem, posing a long-term competitive threat to Travel Curious's hotel-channel wedge.
• Tripadvisor Experiences (incl. Bokun): Tripadvisor's experiences marketplace and Bokun's B2B tour-operator platform. Owns Viator and provides APIs to suppliers and resellers — a broad incumbent across both ends of the value chain Travel Curious serves.
• TUI Musement: TUI Group's experiences and tours platform, combining operated tours with B2B distribution. Operates a similar dual model to Travel Curious (own tours plus a distribution platform) and competes for the same hotel and OTA partnerships.

Emerging players

• Redeam: U.S.-focused B2B distribution platform for tours, attractions, and activities. Acquired by Travel Curious in July 2025, Redeam connects resellers and operators and is now part of the group but historically operated as an independent peer in the same niche.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/travelcurious1
• Facebookfacebook.com/travelcurioustours

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds5 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Travel Curious