Bókun

What Bókun does

Bókun provides cloud-based booking management and channel distribution software for tour and activity operators, enabling real-time availability synchronization across multiple sales channels, customer relationship management, resource scheduling, and online booking widget deployment. The platform connects operators to 70+ global online travel agencies (OTAs) and over 2,600 resellers through its in-built Bókun Marketplace, with 27K+ travel businesses participating across 85+ countries. The company's technology stack includes API-first integrations, AI-powered product importing, dynamic pricing engines, mobile check-in applications, and white-label capabilities, hosted primarily on Amazon Web Services.

The company's revenue model combines recurring monthly subscriptions (START at $49/month, PLUS and PREMIUM for enterprise teams) with transaction-based booking fees of 1.5% on online bookings and 0% on Viator bookings. Additional revenue streams include marketplace facilitation, affiliate marketing hub services, and referral program incentives. Founded in Iceland in 2012 to serve that country's tourism boom, Bókun was acquired by Tripadvisor in 2018 and now operates as Tripadvisor LLC (DBA Bókun), maintaining its own leadership team headquartered legally in Needham, Massachusetts while serving a global customer base ranging from solo tour operators to multi-location enterprises such as Venice Tours, The Dolphin Company, and government tourism bodies like Visit Oman.

Bókun pursues a product-led growth motion underpinned by a 14-day free trial with no credit card requirement, one-click Viator product imports enabling first bookings within five days, and content-driven marketing through comparison guides, case studies, and an operator education blog. The company holds differentiated status as #1 restech (reservation technology) partner across major OTAs and maintains exclusive partnerships with Viator (Preferred Partner, 0% fees), GetYourGuide (Premium Connectivity), and Google Things to Do (Official Partner), positioning it as a central distribution hub in the global tours and activities software market.

Name

Bókun

Legal name

Tripadvisor LLC

Website

https://bokun.io

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Bókun provides cloud-based booking management and channel distribution software for tour and activity operators globally. The platform centralizes reservations, syncs availability across 70+ OTAs and 2,600+ resellers, and serves 27K+ travel businesses across 85+ countries as a Tripadvisor subsidiary since 2018.

Ownership category

akta.pro rank

Product category

Tour Operator Booking & Channel Management Software

NAICS

Tour Operators (56152), Travel Agencies (56151), Travel Agencies (561510)

akta.pro primary industry

Hotel & Accommodation Booking Platforms (THALAFAB)

akta.pro secondary industries

Destination/Activity Booking Marketplaces (Tours & Tickets Aggregators) (THAKAAAH), Tours, Activities & Experiences Booking Marketplaces (THALAFAF), B2B OTA/White-Label Booking Platforms & Affiliate Networks (THAKAAAO), Tour/Activities/Attractions Reservation Systems (THALADAG)

Keywords

• Tour operator software
• Booking management platform
• Channel manager software
• Activity reservation system
• Travel marketplace platform

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Fees: Monthly subscription fees charged in advance on a recurring basis. Plans include START at $49/month, PLUS and PREMIUM for enterprise teams with advanced features, agent portals, subvendor management, and dedicated onboarding.
2. Online Booking Fees (Service Fees): Percentage-based fees on bookings made through the platform. Industry-low 1.5% for online bookings. Special 0% Bókun fees on all Viator bookings. Operators can choose to absorb fees or pass them to customers.
3. Marketplace Facilitation: Bókun Marketplace enables operators to connect with resellers and other partners. Bókun facilitates these connections and earns from the overall platform usage.
4. Bókun Affiliate Hub: Affiliate marketing hub where users can permit others to promote their Travel Products for commission, and place others' products on their site for commission, with Bókun facilitating the relationships.
5. Referral Program Credits: Operators earn $50 in Bókun credit for each successful referral who signs up for a paid plan. Credits can be used to pay Bókun invoices.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Bókun provides a cloud-based booking management and channel distribution platform for tour and activity operators, combining a central reservation calendar, real-time availability synchronization, CRM and automated customer communications, resource management, POS, mobile check-in apps, dynamic pricing, and an embeddable online booking engine. It connects operators to a built-in marketplace of 2,600+ resellers and 70+ global OTAs (Viator, GetYourGuide, Expedia, Google Things to Do, Klook, Airbnb, and others), and offers website building, white-label, API, and AI-powered product import capabilities on tiered subscriptions.

Product overview

Bókun is a unified booking management platform for tour and activity operators, combining operational tools (central calendar, availability management, CRM, resource management, POS, mobile apps) with growth drivers (online booking widgets, website builder, channel manager connecting to 70+ OTAs, Bókun Marketplace with 2,600+ partners). The platform integrates natively with Viator and GetYourGuide (both Tripadvisor companies), offers AI-powered product importing and dynamic pricing, and is extensible through the Bókun App Store and API. Pricing tiers include START ($49/month, 1.5% booking fees), PLUS, and PREMIUM for enterprise teams.

Differentiator

Problem solved

Functional benefit

Products and services

• Booking Management Software (Core Platform) Cloud-based booking and channel management platform for tour and activity operators, providing real-time availability synchronization across all sales channels, a central calendar, CRM, automated communications, resource management, POS, and reporting dashboards. Designed for tour operators, attractions, activity providers, rental providers, ground transport operators, and DMOs.
• Channel Manager for Tours and Activities Automated synchronization of availability and bookings across 2,600+ OTAs and resellers including 70+ global platforms (Viator, GetYourGuide, Expedia, Klook, Trip.com, Civitatis, TourRadar, Tiqets, Headout, Hotelbeds, Musement, Airbnb, Google Things to Do). Helps tour operators reach millions of travelers without manual updates.
• Bókun Marketplace In-built partner network connecting tour operators with thousands of travel businesses including hotels, DMCs, travel agents, attractions, and other operators for reselling services and partnership opportunities. Includes 27K+ travel business partners and is automatically enrolled for all Bókun customers.
• Online Booking Widget Embeddable booking engine widgets including Book Now buttons, calendar views, product lists, and product overviews that operators can drop into existing websites (WordPress, Squarespace, Wix, Weebly, Joomla) to start accepting direct online reservations.
• Bókun Website Builder One-click website builder with template library enabling tour operators without existing websites to create bookable websites without coding or technical experience.
• Point of Sale (POS) Point-of-sale module for managing in-person transactions and sales at physical locations for tour operators, attractions, and rental providers.
• Bókun API Application programming interfaces enabling external systems and services to connect with Bókun for booking and distribution management, with documentation at docs.bokun.io. Full API access is included on PREMIUM plans for enterprise clients.
• Mobile Check-in Apps (iOS and Android) Native mobile applications for operators and guides to manage ticket scanning, view manifests, and track real-time check-ins on the go.
• White Label Solution Full white-label offering allowing operators and partners to power their own branded booking experience using Bókun's technology, distribution network, and backend management.
• Bókun App Store Extension marketplace within Bókun offering additional modules including digital waivers, SMS messaging, and tip management that operators can install to extend platform functionality.

Quantifiable outcome

• 250% more bookings when creating a website or adding a booking widget
• +8 more outcomes

Named customers11 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

AI capability2 records

Feature11 records

Partnerships

16 partnerships are on record, tiered core, flagship and minor.

• Visit Oman (OMRAN Group)coreStrategic or Co-development PartnerStrategic partnership announced at World Travel Market in London. Visit Oman, part of OMRAN Group, integrates Omani tourism experiences into Bókun's global distribution network to expand Oman's digital tourism reach globally.
• ViatorflagshipStrategic or Co-development PartnerViator Preferred Partner status. Both Bókun and Viator are Tripadvisor companies, enabling exclusive integration: 0% Bókun fees on all Viator bookings, free Viator subscription checks (12 on START, 24 on PLUS, 48 on PREMIUM plans), and one-click product imports for existing Viator suppliers.
• GetYourGuidecoreChannel Partner/ Reseller/ DistributorGetYourGuide Premium Connectivity Partner. This partnership ensures best-in-class API performance, faster listing loads, accurate availability, and better visibility on GetYourGuide's platform for Bókun customers.
• Google Things to DocoreChannel Partner/ Reseller/ DistributorOfficial Google Things to Do Partner. Bókun customers can enroll directly from the Bókun platform to list experiences on Google Search, Google Maps, and Google Travel app, appearing above ads in search results.
• AirbnbcoreChannel Partner/ Reseller/ DistributorBókun and Airbnb Connection enables tour operators using Bókun to tap into Airbnb's global audience for experiences. Integration allows operators to distribute their tour and activity offerings through the Airbnb platform.
• ExpediacoreChannel Partner/ Reseller/ DistributorExpedia connectivity partner. Tour operators can become Expedia suppliers through Bókun to reach Expedia's extensive traveler base. Venice Tours case study cites success connecting with Expedia among other OTAs.
• KlookcoreChannel Partner/ Reseller/ DistributorOTA connectivity partner integrated through Bókun. Operators can connect to Klook's Asian and global traveler market through Bókun's channel management.
• Trip.comcoreChannel Partner/ Reseller/ DistributorGlobal OTA connectivity partner integrated through Bókun. Enables operators to distribute to Trip.com's Chinese and international traveler base.
• CivitatiscoreChannel Partner/ Reseller/ DistributorOTA connectivity partner. Operators can connect to Civitatis's Spanish-speaking and global traveler market through Bókun.
• TourRadarcoreChannel Partner/ Reseller/ DistributorOTA connectivity partner specializing in multi-day tours. Integrated through Bókun for operator distribution.
• TiqetscoreChannel Partner/ Reseller/ DistributorOTA connectivity partner for attractions and experiences. Integrated through Bókun.
• HeadoutcoreChannel Partner/ Reseller/ DistributorOTA connectivity partner. Integrated through Bókun for last-minute tour and activity bookings.
• HotelbedscoreChannel Partner/ Reseller/ DistributorB2B travel distributor connectivity partner. Integrates tour and activity inventory into Hotelbeds' extensive B2B hotel and travel distribution network.
• MusementcoreChannel Partner/ Reseller/ DistributorOTA and B2B distributor connectivity partner for tours and activities. Integrated through Bókun.
• HelloticketsminorChannel Partner/ Reseller/ DistributorOTA connectivity partner cited in Venice Tours case study as one of 36 connections made through Bókun.
• Amazon Web Services (AWS)coreTechnology or IntegrationPrimary data hosting provider. According to Data Processing Agreement, Bókun primarily hosts Personal Data at Amazon Web Services.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Checkfront: Checkfront is a booking management platform for tour operators, activity providers, and rental businesses, offering inventory management, online booking, and channel distribution. It competes with Bókun across the same SMB tour operator segment with comparable feature depth and pricing.
• Regiondo: Regiondo is a European-based booking system and online marketplace for tours, activities, and attractions, offering ticketing, channel management, and reservation tools. It directly competes with Bókun in the European tour operator segment with a similar marketplace-driven distribution model.
• TrekkSoft: TrekkSoft was a Swiss-based tour operator booking software platform serving European adventure and activity providers. It was acquired by and merged with FareHarbor in 2019, but its European tour operator customer base and feature set (booking, channel management, payment) remain directly comparable to Bókun's offerings.
• Rezdy: Rezdy is a tour operator booking software platform providing online booking, channel management, and distribution tools to experience providers worldwide. Cited explicitly in Bókun's comparison guides as a competitor, Rezdy serves a similar SMB-to-mid-market operator base with comparable channel manager and marketplace capabilities.
• FareHarbor: FareHarbor is a leading booking and management software platform for tour and activity operators, owned by Booking Holdings since 2021. It is Bókun's primary direct competitor, serving thousands of operators globally with channel management, online booking, and POS tools. Bókun's own website has a direct 'Bókun vs FareHarbor' comparison page, underscoring head-to-head competition.
• Peek Pro: Peek Pro is a reservation and operations platform for tour operators, attractions, and rental businesses, providing booking software, channel distribution, and POS tools. Directly comparable to Bókun in target market (SMB tour operators and attractions) and core functionality (online booking, channel manager, mobile check-in).
• Xola: Xola is a booking and marketing software for tour and activity operators, offering online booking, payment processing, and marketing automation. Listed in Bókun's competitive comparison guides as a peer serving similar experience provider customers with overlapping feature sets.

Others

• Viator: Viator is the world's largest tours and activities OTA and a sister company to Bókun within the Tripadvisor family. While Viator is technically an OTA (downstream customer) rather than a restech competitor, the close corporate relationship and 0% Bókun fee structure on Viator bookings make it a critical partner/ecosystem entity for Bókun's business model.
• GetYourGuide: GetYourGuide is a major global OTA for tours, activities, and attractions and a Premium Connectivity Partner of Bókun. While primarily a downstream distribution channel for Bókun operators, GetYourGuide also competes indirectly by offering supplier-facing tools and connectivity to its own marketplace, making it both a critical partner and partial competitor.

Emerging players

• Activity Messenger: Activity Messenger is a booking and reservation platform specializing in tours, activities, and rentals with a focus on European SMB tour operators. It competes with Bókun in the same core niche with overlapping features including online booking, channel management, and POS capabilities, though at a smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/b-kun-ehf-
• Xx.com/bokunhq
• Facebookfacebook.com/bokun.software

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds3 records

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Bókun