What Holibob does

Holibob is a B2B2C technology platform that enables travel brands, destination marketing organisations, travel agencies, and tour/attraction operators to distribute and sell tours, activities, and experiences through white-label storefronts and post-booking engagement surfaces. Founded in 2019 in London by Craig Everett and Angus Hardy and incorporated in Edinburgh, Scotland as Holibob Limited (SC631937), the company operates as a remote-first organisation with 51-100 employees across more than 15 countries and five continents. Cumulative venture funding stands at approximately $15.5M, comprising a $12M Series A in 2023 and a £3.5M Series A extension led by Guinness Ventures in 2024, the company's first institutional capital.

The company's core technology is an AI-driven personalisation engine that combines zero and first-party data with contextual trip information (destination, travel window, group size) to generate personalised experience recommendations, claimed to deliver 5x higher engagement versus generic offers. The platform aggregates more than 100,000 vetted experiences and integrates with 15+ OTAs, channel managers, and rez-tech platforms. Distribution is delivered via white-label storefronts, branded confirmation emails, push notifications, and in-app destination guides, with an average airline/OTA integration time of three days. A 2022 acquisition of TourismSolved added content and success-based marketing capabilities and brought in leadership with prior Viator/Tripadvisor Experiences backgrounds, including COO Robin Harnish.

Holibob's revenue model is primarily outcome-based: partners pay commission only when bookings are generated, with no upfront licence fees, integration costs, or customer acquisition costs. Additional revenue streams include SaaS platform fees, marketplace commissions, and professional services for success-based marketing. Named customers span enterprise (Qatar Airways, Gray Line Westcoast Sightseeing, Travelwings), mid-market (Classictic), and SMB operators (Therapy Charters, American Ghost Walks, Bavaro Adventure Park). Reported 2025 metrics include 213% year-over-year growth in transactions, 152% in booking value, and 166% in conversions.

Name

Holibob

Legal name

Holibob Limited

Website

https://holibob.tech

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

Holibob operates a B2B2C marketplace and SaaS platform that enables travel brands, destination marketing organisations, travel agencies, and tour operators to distribute more than 100,000 curated experiences through white-label storefronts and AI-personalised post-booking engagement surfaces.

Ownership category

akta.pro rank

Product category

Travel Technology - Tours & Activities Platform

NAICS

Other Travel Arrangement and Reservation Services (56159), Travel Arrangement and Reservation Services (5615)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Tours, Activities & Experiences Booking Marketplaces (THALAFAF)

akta.pro secondary industry

B2B OTA/White-Label Booking Platforms & Affiliate Networks (THAKAAAO)

Keywords

• Travel technology platform
• Tours and activities
• Experience marketplace
• Travel distribution software
• White-label booking platform

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Commission on Bookings: Success-based model where Holibob earns revenue only when partners generate revenue. No upfront licence fees, no integration costs, no customer acquisition costs. Partners share in profits rather than paying fixed fees.
2. SaaS Platform Fees: Providing complete, powered-by-Holibob experiences infrastructure for travel brands, destination marketing organisations, and others wanting to add tours and activities to their product offerings.
3. Distribution Partnerships: Providing travel brands and others ability to offer curated experiences to customers, with marketing services that efficiently deliver those experiences to the right person at the right time.
4. Success-Based Marketing Services: Direct-to-supplier offering providing a Success Based Marketing platform enabling tour and attraction operators to grow their direct business and increase profitability.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Holibob operates a B2B2C eCommerce and marketplace platform for tours, activities and experiences, supplying AI-personalised inventory of 100,000+ vetted experiences to travel brands, OTAs, airlines, hotels, travel agents, DMOs and tour operators via white-label storefronts and post-booking engagement surfaces. It earns revenue through success-based commissions on bookings and SaaS/platform fees, with three business lines: SaaS infrastructure for travel brands, distribution partnerships, and a Success-Based Marketing platform for operators.

Product overview

Holibob operates a multi-product B2B2C eCommerce platform for the tours and attractions industry with three core business lines: (1) Software as a Service providing a powered-by-Holibob experiences infrastructure for travel brands, DMOs, airlines, and hotels; (2) Distribution Partnerships enabling curated 'things to do' offerings with integrated marketing; and (3) a Success-Based Marketing platform for tour and attraction operators. The core product is the Experiences Marketing Platform, which combines an AI-driven recommendation engine with white-label integration capabilities and post-booking engagement surfaces to deliver personalised experiences at the right time. Distribution capabilities connect to over 15 OTAs, channel managers, and rez-techs. The TourismSolved acquisition (2022) added content expertise and success-based marketing services.

Differentiator

Problem solved

Functional benefit

Products and services

• Experiences Marketing Platform AI-powered B2B2C eCommerce platform that enables travel brands, destination marketing organisations and airlines to deliver personalised tours and activities recommendations and drive experience bookings through integrated post-booking engagement surfaces.
• White-Label Experiences Storefront Fully branded, end-to-end experiences booking storefront for travel brands, airlines, hotels and destinations, including white-label sites, branded landing pages, vouchers and confirmation emails matching partner brand identity and integrating with their marketing technology stack.
• Success-Based Marketing Platform Performance-driven digital marketing service for tour and attraction operators that combines SEO-optimised content, conversion-focused website copy and targeted paid advertising campaigns across Facebook and Google to drive direct bookings.
• Distribution Network Connectivity infrastructure aggregating over 15 OTAs, channel managers and rez-tech platforms, providing instant access to 100,000+ vetted experiences through a unified booking platform for travel agents, consumers, destination management companies and the wider travel trade.
• Operator Direct-Booking Solutions Digital marketing strategy engagement for tour and attraction operators including brand positioning, website optimisation, content enhancement and targeted paid advertising campaigns to drive direct bookings and higher-value tour sales.

Quantifiable outcome

• 5x higher engagement with personalised recommendations compared to generic offers
• +9 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Partnerships

Six partnerships are on record, tiered key and core.

• Alex SaintkeyOthers · 1 August 2024Founder and CEO of Secret Escapes joins Holibob as Chairman of the Board. Brings extensive travel industry expertise and success as both entrepreneur and operator.
• ZYTLYNcoreStrategic or Co-development Partner · 31 July 2024Strategic partnership integrating ZYTLYN's AI Predictive Travel Platform with Holibob's Experiences Marketing Platform. Focus on Middle East and North Africa regions, helping destinations establish themselves as leading tourism hubs. Combined platforms enable predictive and personalised marketing, pre-trip intelligence, and in-destination recommendations that drive engagement and revenue.
• TravelwingskeyTechnology or Integration · 2 May 2024Dubai-based bespoke online tourism brand partnering with Holibob for tours and experiences technology access. MENA-focused OTA expanding experiences offering through Holibob's platform.
• Andreas NaukeyOthers · 1 December 2023Former Managing Director, EMEA at Expedia joins Board of Directors. Brings years of travel experience, product innovation, and operational expertise.
• TourismSolvedcoreStrategic or Co-development Partner · 1 April 2022Acquisition of TourismSolved, a content and marketing platform for tours and attractions. Brought 40+ years combined industry experience from leadership roles at Viator and Tripadvisor Experiences. Team includes former executives Jeff Lewis (former CTO at Viator), Robin Harnish (COO), Andrew Aley, Michael Lattig, and others. Expanded Holibob's SaaS, distribution, and success-based marketing offerings.
• ClassicticcoreGTM or Marketing Partner · 1 January 2022White-label partnership providing Classictic's classical music audience with curated tours and attractions alongside event tickets. Classictic gains access to Holibob's inventory of 100,000+ experiences, distributed through a branded experiences site (experiences.classictic.com).

Scale indicators23 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Peek: B2B2C platform powering tours and activities for travel brands, OTAs, and destinations, with software tools for operators to manage inventory and bookings. Closely aligned with Holibob's distribution and operator-side SaaS model.
• Viator: Tripadvisor-owned experiences marketplace and the largest tours & activities platform. Holibob specifically competes for the post-booking revenue window that Viator historically captured from travel brands.
• Airbnb Experiences: Airbnb's experiences marketplace offering tours and activities to Airbnb's massive traveler base. While primarily B2C, it competes for the same end traveler experiences spend and partner supply.
• Klook: Asia-headquartered experiences and travel services platform serving OTAs, travel brands, and direct consumers—offering inventory distribution and white-label solutions comparable to Holibob.
• Musement: Tours, activities, and experiences platform with both B2B distribution and B2C offerings—directly comparable in serving travel brands with experiences inventory and post-booking engagement.
• TourRadar: Online marketplace specializing in multi-day tours and adventure travel experiences—overlapping in the experiences distribution space and serving similar travel agent and consumer channels.
• GetYourGuide: Berlin-based global marketplace for tours, activities, and experiences—the dominant direct competitor. Both operate B2B2C platforms connecting travel brands with experiences inventory, though GetYourGuide leads in consumer brand and direct marketplace scale.
• BookingKit: B2B SaaS and distribution platform for tours, activities, and attractions—directly comparable in offering operator software, channel management, and marketplace distribution to Holibob.

Broad incumbents

• Expedia Group: Global OTA conglomerate with activities and experiences offerings through Viator and Expedia. Competes broadly for travel brand partnerships and post-booking revenue, but as a portfolio player rather than a niche specialist.
• Booking.com: Global OTA with a growing experiences offering. As a broad incumbent, Booking.com overlaps with Holibob in experiences distribution but as part of a much larger accommodations-focused portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds3 records

Investors1 record

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 Holibob