Ripe

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.

Name

Ripe

Legal name

Ripe

Website

https://bookripe.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 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

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 industry

PRIMARYTHALADAI

Destination & Venue Reservation Systems (DMO/MICE)

Travel & Hospitality/Travel Technology & Distribution Services/Central Reservation Systems (CRS) & Booking Engines

SECONDARYTHALADAG

Tour/Activities/Attractions Reservation Systems

Travel & Hospitality/Travel Technology & Distribution Services/Central Reservation Systems (CRS) & Booking Engines

SECONDARYTHALACAN

Upsell, Ancillary & Merchandising Platforms

Travel & Hospitality/Travel Technology & Distribution Services/Hospitality Tech (PMS, CRS, Channel Managers)

SECONDARYHSACAAAD

Venue Sourcing & Site Coordination

Home & Personal Services/Event & Personal Concierge Services/Event Planning & Coordination

Keywords

• Destination booking platform
• Travel agency software
• Central reservation system
• Lodging booking engine
• Tourism marketing technology

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers13 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

One partnership is on record.

• GuideGeekcoreStrategic or Co-development PartnerGuideGeek 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

Direct 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

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/bookripe

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Ripe