Peek secures $70M to build out AI for tours, attractions, and activities
Peek has raised $70 million to expand its AI platform and product suite for experiences operators. The round was led by growth equity firm Springcoast Partners with participation from WestCap, Goldman Sachs Alternatives, Eric Schmidt, Jack Dorsey, and Kayak founder Paul English.
Alongside the funding, Peek is acquiring ACME Ticketing and Connect&GO. The combined footprint reaches over 150 million customers, adding strengths in ticketing, memberships, donations, RFID-enabled access, and on-site visitor tools.
Why this matters for hospitality and events teams
- A single stack across ticketing, memberships, payments, and on-site tools reduces vendor sprawl and integration costs.
- RFID entry and timed access can shorten queues, improve throughput, and cut operational strain during peak periods.
- Memberships and donations (ACME's specialty) open recurring revenue for museums, zoos, and attractions with strong local audiences.
- AI features can support demand forecasting, dynamic packaging, smarter pricing rules, guest messaging, fraud checks, and capacity planning.
- Payments embedded with ticketing typically boost checkout conversion and reduce chargebacks.
- With an estimated 40% of operators still offline for bookings, there's clear upside for teams that modernize sooner.
What operators can do now
- Audit your booking flow: mobile speed, calendar responsiveness, clarity of time slots, and the placement of add-ons.
- If you still rely on phone/email, pilot online booking with a limited set of high-demand SKUs and expand once you see conversion lift.
- Connect inventory to hotel concierge desks, DMCs, and partners via vouchers or APIs to broaden distribution without losing control.
- Consolidate guest data into your CRM/CDP; segment members vs. first-timers and automate pre-arrival comms and upsells accordingly.
- Trial RFID or QR for entry and cashless wallets at concessions to speed lines and reduce cash handling.
- Deploy AI assistants for FAQs, rescheduling, and cross-sell recommendations; route edge cases to humans with clear SLAs.
- Create rules for bundles (ticket + F&B + merch) and time-limited offers tied to forecasted demand or weather triggers.
- Streamline group and MICE flows: instant quotes, e-signature, and payment links to cut manual back-and-forth.
Acquisitions at a glance
- ACME Ticketing: Ticketing, memberships, donations, and reporting often used by cultural institutions. Useful for development teams focused on member lifetime value.
- Connect&GO: All-in-one attraction management with RFID wearables and on-site tools for access control and cashless transactions.
Leadership perspective
Peek's CEO Ruzwana Bashir said the company will use the capital and acquisitions to speed up product development and deepen operator support-so teams can deliver stronger guest experiences and grow revenue. Springcoast's Waqar Islam highlighted that a significant share of operators still lack online booking and that a unified stack across infrastructure, AI, and payments positions Peek to serve as a foundational platform for experiences.
Background and momentum
This round follows Peek's $80 million Series C in late 2021 and $23 million Series B in 2018. In 2022, Peek partnered with JetBlue to give the airline's customers access to activities and experiences-an early signal of deeper distribution partnerships between airlines and local operators.
KPIs to track next
- Online booking adoption rate and mobile conversion
- Average queue time and hourly throughput
- Attach rate of add-ons, bundles, and memberships
- Payment approval rate and chargeback percentage
- Member renewal rate and average donation value
- CSAT for pre-arrival and on-site support interactions
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