Ripe
Ripe operates the ITA (In-Market Travel Agency) Platform, a B2B booking and experience infrastructure that enables Destination Marketing Organizations, event organizers, and resorts to capture lodging bookings and visitor data directly, keeping tourism revenue within local economies rather than losing commissions to OTAs.
- Company typePrivate
- Founded2010
- HeadquartersSalt Lake City, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Ripe does
Ripe is a B2B travel technology company that operates the ITA (In-Market Travel Agency) Platform, a destination-first booking and experience infrastructure built for Destination Marketing Organizations (DMOs), event organizers, and resorts/attractions. The platform enables destinations to capture lodging bookings, event housing, and local experiences directly through their own websites, keeping tourism revenue and visitor data within the local economy rather than losing 20-30% commissions to online travel agencies. Core platform capabilities include a Central Reservation System with real-time two-way rates and inventory connectivity, unlimited purpose-built microsites for events and campaigns, a turnkey event housing/room block solution, first-party data capture and reporting dashboards, and a specialized Emergency Response booking feature for crisis housing situations. The company serves North American markets with publicly disclosed tiered subscription pricing (Revenue Growth from $600/month, Partner Growth from $1,000/month, Supplier Growth from $1,200/month) plus a per-booking service and support fee, with an optional Bandwango integration for bundled lodging-plus-experiences offerings.
Ripe is headquartered in Salt Lake City, Utah, was founded circa 2010 (originally in the event space, previously branded as RootRez before rebranding to Ripe in 2025), and operates as a private, bootstrapped company with no disclosed external funding. The company sells primarily through direct enterprise field sales targeting DMOs and event organizers, complemented by white-label OEM embedding, self-serve mid-market onboarding, and channel partner resale through event organizers and tourism partners. Named customers span U.S. and Canadian DMOs (Visit Park City, New Orleans & Co, Discover Long Island, Visit Mesa, Tourism Jasper, Destination Vancouver, Ottawa Tourism), large events (Sundance Film Festival, Salt Lake City Marathon), and government crisis deployments (NYC Emergency Management asylum seeker housing program). Leadership is founder-led, with Jason Linder as President & CEO and Mark McGill as VP of Sales & Business Development. In April 2026 Ripe announced a strategic partnership with GuideGeek to add AI-powered conversational travel planning to its platform, marking its first explicit AI capability layered on top of the core booking infrastructure.
Ripe firmographics
Firmographics- Name
- Ripe
- Legal name
- Ripe
- Website
- https://bookripe.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Ripe operates the ITA (In-Market Travel Agency) Platform, a B2B booking and experience infrastructure that enables Destination Marketing Organizations, event organizers, and resorts to capture lodging bookings and visitor data directly, keeping tourism revenue within local economies rather than losing commissions to OTAs.
- Ownership category
- akta.pro rank
Ripe industry classification
Industry- Product category
- Travel Technology Software
- NAICS
- All Other Travel Arrangement and Reservation Services (561599), Travel Agencies (561510), Convention and Trade Show Organizers (56192)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Destination & Venue Reservation Systems (DMO/MICE) (THALADAI)
- akta.pro secondary industries
- Tour/Activities/Attractions Reservation Systems (THALADAG), Upsell, Ancillary & Merchandising Platforms (THALACAN), Venue Sourcing & Site Coordination (HSACAAAD)
Keywords
Where Ripe is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Markets served
Ripe business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Revenue (Platform Fees): Monthly subscription fees tiered by platform package (Revenue Growth, Partner Growth, Supplier Growth) based on number of lodging suppliers and features included. Subscription covers platform access, booking infrastructure, and standard support.
- Transaction/Commission Revenue: Revenue Growth model includes transaction-based commission on bookings facilitated through the platform, creating a performance-based revenue stream alongside subscription fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Revenue Growth - Entry-level platform package starting at $600/month |
| Subscription | Monthly | Partner Growth - Mid-tier package starting at $1,000/month |
| Subscription | Monthly | Supplier Growth - Enterprise-tier package starting at $1,200/month |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Ripe product offering
Product offeringCore offering
Ripe operates an In-Market Travel Agency (ITA) Platform that enables Destination Marketing Organizations (DMOs), event organizers, and resorts/attractions to capture direct lodging bookings and tourism revenue locally rather than losing commissions to Online Travel Agencies. The platform combines a Central Reservation System with real-time lodging inventory connectivity, branded microsites, event housing management, an emergency response booking capability, and first-party visitor data and reporting tools. Customers subscribe to tiered monthly packages (Revenue Growth, Partner Growth, Supplier Growth) and, depending on tier, may also transact commission-based revenue or per-booking service fees.
Product overview
Ripe offers the ITA (In-Market Travel Agency) Platform—a destination-first solution that brings together lodging, events, and local experiences into a seamless, branded system. The core product is the ITA Platform, which includes sub-products and modules such as: ITA Microsites (unlimited purpose-built instances for local partners), ITA Event Housing (turnkey room block solution), ITA Emergency Response (housing crisis management), Central Reservation System/Connectivity (real-time rates and inventory), and Data & Reporting (first-party data capture and analytics). Ripe offers three pricing plans: Revenue Growth (starting at $600/mo, commissionable bookings), Partner Growth (starting at $1000/mo, commission-free), and Supplier Growth (starting at $1200/mo, zero-commission). An optional Bandwango integration enables bundled lodging plus experiences. The platform is complemented by dedicated Client Success Management and a Service & Support Fee charged on bookings.
Differentiator
Problem solved
Functional benefit
Products and services
- ITA Platform (In-Market Travel Agency Platform) Ripe's flagship software platform that transforms destination websites into integrated booking and experience hubs, connecting lodging, events, and local businesses while keeping tourism revenue, data, and opportunity in-market. Designed for Destination Marketing Organizations, event organizers, and resorts/attractions.
- ITA Microsites Unlimited purpose-built booking microsites for local partners, events, and groups to drive economic impact within the destination and increase bookings and attribution. Used by DMOs and event organizers to launch campaign- or partner-specific booking pages.
- ITA Event Housing Turnkey room block solution for event organizers that captures lodging revenue tied to events and simplifies attendee booking experience. Used by marathons, festivals, conferences, and other large-scale events.
- ITA Emergency Response Housing crisis management feature designed for large-scale, urgent housing situations, including asylum seeker relocation and natural disasters such as fires, floods, and hurricanes. Includes dedicated inventory management for emergency response scenarios.
- Central Reservation System / Connectivity Real-time, two-way rates and inventory availability integration with lodging partners, ensuring automated reservation delivery and the single point of service travelers expect. Connects the ITA Platform to hotel partner systems for live availability and booking.
- Data & Reporting First-party data capture and analytics/reporting tools providing travel insights for optimizing offerings, remarketing to guests, and showing attribution for marketing efforts. Used by DMOs to understand visitor behavior and campaign performance.
Quantifiable outcome
- Destinations can capture $3-4M+ in incremental booking revenue within first year
- +1 more outcomes
Companies that use Ripe
Customer profileNamed customers13 records
Segments3 records
Ideal customer profiles3 records
Ripe technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature6 records
Ripe partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- GuideGeekcoreGuideGeek is a strategic partnership integrating AI-powered travel planning capabilities into the Ripe booking platform. This partnership brings conversational AI travel assistance to destination visitors, enhancing the booking experience through personalized recommendations and trip planning support. The collaboration positions Ripe as a more comprehensive travel planning destination.
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
Ripe competitors and assessment
Company assessmentDirect peers
- Simpleview: Simpleview is the dominant CRM, CMS, and marketing platform built specifically for destination marketing organizations. It is Ripe's most direct competitor in the DMO technology stack, addressing many of the same buyer personas with overlapping booking, content, and data capabilities.
- Sojern: Sojern is a leading digital marketing platform purpose-built for the travel industry, serving destinations, hotels, and attractions with programmatic advertising and traveler audience data. It directly competes with Ripe for DMO marketing and direct-booking enablement budgets.
- Arrivalist: Arrivalist provides destination marketing measurement and attribution analytics, helping DMOs prove the ROI of marketing campaigns via travel-lift and visitation data. It overlaps with Ripe's Data & Reporting module and competes for the same DMO analytics and attribution budget.
- ADARA: ADARA is a travel data co-op and audience platform used by destinations, airlines, and hotels to understand traveler intent and behavior. It competes with Ripe's first-party data capture value proposition, particularly for DMOs seeking privacy-safe traveler intelligence.
- Miles Partnership: Miles Partnership is a destination marketing agency and consultancy that works with state tourism offices and DMOs on strategy, content, and media. It competes with Ripe for the same DMO wallet, particularly on strategy and content initiatives adjacent to booking platform investments.
- Tempest: Tempest provides integrated marketing services and technology for destination marketing organizations and tourism boards. It is a direct peer competing for DMO engagements, with overlapping digital marketing, content, and platform capabilities versus Ripe.
Broad incumbents
- Tripadvisor: Tripadvisor is a broad incumbent in travel discovery and reviews with massive consumer traffic that DMOs rely on for awareness. While not a direct booking platform competitor, it shapes the OTA/destination dynamic Ripe challenges and is sometimes a substitute for DMO direct-booking strategies.
- Booking.com: Booking.com is one of the world's largest online travel agencies, taking 15-25% commissions from lodging partners and dominating destination discovery. Ripe's entire value proposition is positioned against Booking.com's commission extraction and data opacity.
- Expedia Group: Expedia Group is a global OTA conglomerate (Expedia, Hotels.com, Vrbo) that competes directly with Ripe's destinations for traveler bookings. Ripe's messaging about keeping tourism revenue in-market is fundamentally a counter-positioning to Expedia's commission model.
Emerging players
- Mondee: Mondee is an AI-powered travel marketplace and technology platform offering booking, distribution, and personalization tools to travel suppliers and intermediaries. It is an emerging peer with partial overlap to Ripe's marketplace and AI-driven booking ambitions in the DMO and supplier space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Ripe social profiles
Digital presenceRipe financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ripe leadership team
Management profileNumber of profiles
Profiles2 records
Ripe funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ripe 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 Ripe
What does Ripe do?
Ripe operates an In-Market Travel Agency (ITA) Platform that enables Destination Marketing Organizations (DMOs), event organizers, and resorts/attractions to capture direct lodging bookings and tourism revenue locally rather than losing commissions to Online Travel Agencies. The platform combines a Central Reservation System with real-time lodging inventory connectivity, branded microsites, event housing management, an emergency response booking capability, and first-party visitor data and reporting tools. Customers subscribe to tiered monthly packages (Revenue Growth, Partner Growth, Supplier Growth) and, depending on tier, may also transact commission-based revenue or per-booking service fees.
Is Ripe a public or private company?
Ripe is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ripe founded?
Ripe was founded in 2010. It employs 51 to 100 people.
Where is Ripe based?
Ripe is headquartered in Salt Lake City, United States, in the North America region.
How does Ripe make money?
Two revenue lines are on record. Subscription Revenue (Platform Fees) is the primary driver. The others are transaction/Commission Revenue.
Who are Ripe's main competitors?
Direct peers on record are Simpleview, Sojern, Arrivalist, ADARA, Miles Partnership and Tempest. Broad incumbents are Tripadvisor, Booking.com and Expedia Group. Mondee is listed as an emerging player.
Does Ripe have an API?
No public API is recorded for Ripe.
What industry is Ripe in?
Ripe's product category is Travel Technology Software. Its primary akta.pro industry code is THALADAI, Destination & Venue Reservation Systems (DMO/MICE), with a secondary code of THALADAG, Tour/Activities/Attractions Reservation Systems. Its NAICS code is 561599 and its SIC code is 7372.