Xola
Xola provides a cloud-based booking, payments, and marketing platform for tour operators, activity providers, and attractions. Its unified system combines online checkout, POS, OTA distribution, digital waivers, and XolaBot marketing automation for SMB experience-economy businesses.
- Company typePrivate
- Founded2011
- HeadquartersSan Francisco, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Xola does
Xola Inc. is a Delaware-incorporated, privately held software company that provides a cloud-based booking, payments, and marketing platform purpose-built for tour operators, activity providers, and fixed-site attractions. Founded in 2011 and headquartered in Houston, Texas, with 51–100 employees, the company serves SMB customers across verticals including helicopter and aerial tours, ziplines, escape rooms, fishing charters, water sports, boat tours, and indoor experiences. Its core platform unifies online checkout, point-of-sale with EMV/mobile-wallet support, OTA distribution, digital waivers, staff and equipment management, and XolaBot-driven marketing automation (abandoned cart recovery, upsells, last-minute deals).
The technology stack centers on embeddable checkout widgets, a RESTful booking API with WebHooks, and a mobile suite (Xola Kiosk, Xola Mobile App, Xola Redemption App, and Apple/Google Wallet pass support), backed by Stripe payment processing at rates as low as 1.90%+$0.30. Xola's Xola App Store aggregates 80+ third-party integrations spanning marketing (MailChimp, Facebook Pixel, Google Analytics 4), CRM (Salesforce), waivers (Smartwaiver, Wherewolf), operations (Deputy, When I Work), and photography (Fotaflo), plus distribution partnerships with Expedia, Viator, TripAdvisor, GetYourGuide, Klook, Tiqets, Airbnb Experiences, Groupon, and Google Things to Do. Security posture is enterprise-grade, with SOC 2 Type II certification and CCPA compliance.
Xola's revenue model is primarily transactional via Flex-tier take rates (3% or 6% of booking subtotal, configurable as company-paid or guest-paid) layered with payment-processing fees, supplemented by subscription licensing and professional services for implementation. Go-to-market combines product-led self-serve onboarding (embeddable widgets installable in minutes), a free-demo CTA for enterprise buyers, content marketing, and channel-driven demand through OTA partnerships. The company has raised approximately $6.8M across two disclosed rounds (2014 seed, 2016 Series A led by Rakuten Travel) and reports 97% customer satisfaction, G2 and Capterra ratings of 4.8 and 4.7, and hundreds of operator customers.
Xola firmographics
Firmographics- Name
- Xola
- Legal name
- Xola Inc.
- Website
- https://xola.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Xola provides a cloud-based booking, payments, and marketing platform for tour operators, activity providers, and attractions. Its unified system combines online checkout, POS, OTA distribution, digital waivers, and XolaBot marketing automation for SMB experience-economy businesses.
- Ownership category
- akta.pro rank
Xola industry classification
Industry- Product category
- Tour and Activity Booking Software
- akta.pro primary industry
- Tours, Activities & Experiences Booking Marketplaces (THALAFAF)
- akta.pro secondary industries
- Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA), B2B OTA/White-Label Booking Platforms & Affiliate Networks (THAKAAAO)
Keywords
Where Xola is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Xola business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure, Supply Chain
Revenue model
- Transaction / Take Rate Fees: Xola charges service fees on bookings processed through the platform. Four Flex plans determine fee structure: Flex Level (3%) applies to all payment methods with guest or company absorption; Flex Standard (6%) applies to online credit card transactions only. Payment processing rates of 2.39%+$0.30 (standard) or 1.90%+$0.30 (industry low) apply via integrated Stripe processor.
- Subscription Licensing Fees: Annual or per-billing-period licensing fees for platform access, structured as either Subscription Licensing Fees (paid by Provider) or Transactional Licensing Fees (may be configured to be paid by Guest). Includes free startup training via phone/webinar.
- Supplementary Implementation Services: Additional fees for data importation, supplemental training (hourly rates), and Onsite Implementation Services (custom pricing). Revenue from professional services beyond standard onboarding.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Flex Standard, Company Pays - 6% on online credit card transactions, absorbed by business |
| Transaction based/ take rate | Pay-as-you-go | Flex Standard, Guest Pays - 6% on online credit card transactions, passed to guests |
| Transaction based/ take rate | Pay-as-you-go | Flex Level, Company Pays - 3% on all credit card transactions, absorbed by business |
| Transaction based/ take rate | Pay-as-you-go | Flex Level, Guest Pays - 3% on all payment methods, passed to guests |
| Transaction based/ take rate | Pay-as-you-go | Payment Processing - Integrated Stripe with competitive rates |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Xola product offering
Product offeringCore offering
Xola is a cloud-based SaaS booking, payments, and marketing platform purpose-built for tour operators and attractions. It bundles online checkout, point-of-sale, mobile apps, OTA distribution, digital waivers, and automated marketing (XolaBot) into one unified reservation system. Customers are SMB and mid-market tour, activity, and attraction operators who need to accept direct online bookings, manage walk-ups, distribute inventory across OTAs, and run marketing automation from a single dashboard.
Product overview
Xola is an award-winning booking and marketing system for tours and attractions, offering a unified platform with core booking and POS capabilities supplemented by an extensive module ecosystem. The core platform consists of Online Booking/Checkout (mobile-optimized conversion-focused reservation system), XolaBot (automated marketing and revenue optimization engine), Point-of-Sale + Ticketing (in-person processing with hardware integration), Command Center (operational dashboard), and X-Ray Reporting (analytics and business intelligence). The module ecosystem extends functionality across staff management, product/inventory management, customer CRM, digital waivers, mobile apps, websites, OTA distribution, and an App Store with 80+ third-party integrations. The platform supports multiple industry verticals including tours, attractions, helicopter tours, aerial experiences, fishing charters, water sports, ziplines, escape rooms, and boat tours.
Differentiator
Problem solved
Functional benefit
Brands
- XolaBot: Automated marketing and growth tool that boosts revenue 24/7 through lightning deals, resume booking, upsell add-ons, and upsell packages.
- Xola Waivers
- Xola App Store
- Xola Mobile App
- Xola Redemption App
Products and services
- Online Booking Platform Xola's core SaaS reservation platform offering mobile-optimized online checkout, cart recovery, coupons, add-ons, and integrated partner payments for tour and attraction operators.
- XolaBot Automated Marketing 24/7 marketing automation that recovers abandoned bookings, triggers last-minute Lightning Deals, and surfaces upsell add-ons and packages during checkout to lift average order value.
- POS + Ticketing In-person and phone reservation system with EMV terminals, Apple/Google Pay, cash drawer, receipt printers, credit card processing, ticket printing, check-in kiosks, and lobby display support.
- Xola Kiosk App Self-service kiosk application enabling walk-up guests to browse experiences, select timeslots, make reservations, pay by credit card, and receive branded scannable tickets via Star Micronics printers without staff assistance.
- Xola Waivers (Digital E-Waivers) Digital waiver collection embedded in the booking checkout flow and confirmation emails, with minor waiver rules, parent/guardian rules, embedded custom questionnaires, and automated email/SMS reminders before arrival.
- Xola App Store (Integration Marketplace) Marketplace of 80+ integrations covering payments, marketing, waivers, operations, photography, analytics, and OTA distribution, discoverable from within the Xola platform.
- Xola API & Developer Platform Robust booking and reservation API with RESTful endpoints and WebHooks that enable custom integrations with email marketing platforms, ad networks, analytics tools, accounting software, and distribution networks.
Quantifiable outcome
- 25% average year-over-year revenue growth for businesses using Xola Online Booking
- +5 more outcomes
Companies that use Xola
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Xola technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration44 records
AI capability4 records
Feature8 records
Xola partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core, major and standard.
- StripecorePrimary payment processor integrated into Xola platform. Offers plug-and-play payment processing with competitive rates (2.39%+$0.30 standard, 1.90%+$0.30 industry low). Supports EMV terminals, Apple Pay, Google Pay, cash drawer, receipt printers. Stripe Capital integration for merchant cash advances available in App Store. BBPOS WisePOS E, Stripe BBPOS Chipper, Stripe BBPOS WisePad 3, and Stripe Reader M2 hardware supported.
- Expedia GroupcoreMajor OTA distribution partner enabling tour operators to list and sell experiences on Expedia's booking platform. Real-time inventory sync ensures bookings made on Expedia flow directly into Xola's reservation system without double-booking risks.
- Viator (Tripadvisor)coreLeading OTA for tours and activities, owned by Tripadvisor. Integration allows operators to manage all Viator bookings within Xola alongside direct bookings. Part of Xola's distribution network for multi-channel booking management.
- TripAdvisorcoreDistribution and marketing partner. Xola integrates with TripAdvisor for listing tours and experiences. TripAdvisor Review Express integration enables automated post-experience review requests sent to leading review platforms including TripAdvisor and Yelp.
- GetYourGuidemajorEuropean-focused OTA for tours and attractions. Integration enables operators using Xola to distribute through GetYourGuide's marketplace with centralized booking management.
- KlookmajorAsia-Pacific focused OTA and travel platform. Integration enables Xola operators to reach Klook's customer base across the APAC region.
- TiqetsmajorDigital ticketing platform for attractions and museums. Integration enables Xola operators to sell tickets through Tiqets' curated attraction marketplace.
- Airbnb ExperiencesmajorAirbnb's experiences marketplace integration. Operators can list tours and activities on Airbnb Experiences and manage all bookings through Xola.
- MailChimpstandardEmail marketing platform integration. Enables operators to sync Xola customer data with MailChimp for targeted email campaigns, automations, and audience segmentation.
- Google Analytics 4standardAnalytics integration for tracking booking revenue and e-commerce transactions. Connects booking data from Xola to Google Analytics 4 for attribution and conversion tracking.
- Facebook PixelstandardAdvertising integration for Facebook/Meta ad platforms. Advanced matching and conversion tracking tie booking revenue to Facebook ad campaigns for ROI analysis.
- SmartwaiverstandardDigital waiver platform integration available in Xola App Store. Alternative to Xola's native waiver product for operators with existing Smartwaiver accounts.
- DeputystandardWorkforce management and employee scheduling integration. Available in Xola App Store for operators using Deputy for staff scheduling beyond Xola's native staff management capabilities.
- SalesforcestandardCRM integration available in Xola App Store. Connects booking and customer data from Xola to Salesforce CRM for sales pipeline and customer relationship management.
- Wherewolf WaiversstandardDigital waiver platform integration in Xola App Store. Alternative waiver solution for operators preferring Wherewolf's waiver platform over Xola's native digital waivers.
- Buzzshot Digital WaiverstandardDigital waiver platform integration available in Xola App Store. Alternative waiver provider for photography-focused tour and activity operators.
- GrouponstandardDeal site and distribution channel integration. Manages Groupon bookings within Xola alongside direct and other OTA bookings.
- CivitatisstandardTour and activity marketplace focused on Spanish-speaking markets. Integration enables Xola operators to reach Civitatis audience.
- GrouponstandardDeal site and distribution channel integration. Manages Groupon bookings within Xola alongside direct and other OTA bookings.
- CityPASSstandardAttraction pass and distribution partner. Integration available for managing CityPASS bookings within Xola.
- Google Things to DomajorGoogle's tours and activities booking platform integration. Enables operators to list on Google Search and Maps with direct booking functionality.
Scale indicators8 records
Recent moves5 records
Expansion highlights5 records
Xola competitors and assessment
Company assessmentBroad incumbents
- Airbnb Experiences: Airbnb's marketplace for hosted experiences. Functions as both a Xola distribution channel and a large consumer-facing incumbent competing for the same tour and activity operator supply globally.
- Viator (Tripadvisor): Global consumer-facing OTA for tours and activities, owned by Tripadvisor. Both a Xola distribution partner and a broader marketplace incumbent whose scale and consumer brand compete for operator demand.
- GetYourGuide: Major consumer OTA for tours, activities, and attractions with its own supplier software. Competes with Xola as both an OTA distribution partner and as a vertically integrated booking-platform incumbent.
Direct peers
- FareHarbor: Direct competitor offering booking, POS, and distribution software for tours, activities, and attractions. Acquired by Booking Holdings, giving it deep capital and global distribution that competes head-to-head with Xola's product suite.
- Peek: Direct competitor providing booking software and a consumer marketplace for tours and activities. Comparable target customer (tour operators) and overlapping feature set in checkout, distribution, and operator back-office tools.
- Bokun: Tripadvisor-owned booking management platform for tour and activity operators. Directly overlaps with Xola's online booking, distribution, and channel management capabilities for the same operator persona.
- Checkfront: Booking management software for tours, activities, and rentals. Targets the same SMB-to-mid-market operator with online reservations, POS, and channel manager features parallel to Xola's stack.
- Rezdy: Booking software and distribution platform for tours, attractions, and rentals with a strong OTA channel manager. Competes directly with Xola's reservation, distribution, and operator-facing tools.
- TrekkSoft: European-focused booking and channel management software for tours and activity providers. Competes with Xola on reservation, distribution, and operator back-office functionality, particularly in EMEA markets.
- Regiondo: Booking system and marketplace for tours, activities, and attractions primarily in Europe. Overlaps with Xola in online checkout, ticketing, and reseller/distribution features for the same operator vertical.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Xola social profiles
Digital presenceXola compliance and trust
Trust signalCompliance2 records
Xola financial estimates
Financial estimateRevenue estimate
Valuation estimate
Xola leadership team
Management profileNumber of profiles
Profiles3 records
Xola funding detail
Funding detailFunding overview
Funding rounds2 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Xola M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Xola
What does Xola do?
Xola is a cloud-based SaaS booking, payments, and marketing platform purpose-built for tour operators and attractions. It bundles online checkout, point-of-sale, mobile apps, OTA distribution, digital waivers, and automated marketing (XolaBot) into one unified reservation system. Customers are SMB and mid-market tour, activity, and attraction operators who need to accept direct online bookings, manage walk-ups, distribute inventory across OTAs, and run marketing automation from a single dashboard.
Is Xola a public or private company?
Xola is a private company. It is classified as venture growth investor backed and is currently operating.
When was Xola founded?
Xola was founded in 2011. It employs 51 to 100 people.
Where is Xola based?
Xola is headquartered in San Francisco, United States, in the North America region.
How does Xola make money?
Three revenue lines are on record. Transaction / Take Rate Fees are the primary driver. The others are subscription Licensing Fees and supplementary Implementation Services.
Who are Xola's main competitors?
Broad incumbents on record are Airbnb Experiences, Viator (Tripadvisor) and GetYourGuide. Direct peers are FareHarbor, Peek, Bokun, Checkfront, Rezdy, TrekkSoft and Regiondo.
Does Xola have an API?
Yes. Xola offers a robust booking and reservation API with RESTful endpoints and WebHooks for custom integrations. The API enables developers to connect Xola with external applications and set up custom WebHooks that fire when specific actions occur. Available capabilities include: marketing integrations (email marketing software, ad platforms, deal sites, tour distribution networks), data integrations (sending booking data to 3rd-party analytics tools, ad platforms, accounting software, Google Analytics Ecommerce, Facebook Ads Manager, QuickBooks), and custom integrations with any external application. Developer documentation is at developers.xola.com.
What industry is Xola in?
Xola's product category is Tour and Activity Booking Software. Its primary akta.pro industry code is THALAFAF, Tours, Activities & Experiences Booking Marketplaces, with a secondary code of THALAMAA, Online Booking & Reservation Platforms (B2B/B2C).