Peek lands $70M to scale AI for tours, attractions, and activities
Peek has raised $70 million to expand its AI platform and accelerate product development across the experiences sector. The round was led by Springcoast Partners, with participation from WestCap, Goldman Sachs Alternatives, Eric Schmidt, Jack Dorsey, and Kayak founder Paul English.
Alongside the funding, Peek acquired ACME Ticketing and Connect&GO. With these deals, the company says its reach now extends to more than 150 million customers worldwide.
Two acquisitions that broaden the stack
ACME Ticketing brings ticketing, memberships, and donation capabilities often required by museums, cultural institutions, and attractions. Connect&GO adds an "all-in-one attraction management" layer that includes RFID-based access and on-site tools for guest flow and operations. For teams managing high-volume venues, that combination means fewer vendor handoffs and more data in one place.
If you're weighing RFID for access control, cashless payments, or on-site tracking, here's a quick primer on how the tech works: RFID overview.
Why this matters for hospitality and events operators
- AI + payments baked into the core stack: Springcoast notes Peek's investment in infrastructure, AI, and payments. Expect more automation in booking flows, smarter pricing and packaging tests, and cleaner reconciliation.
- Online booking gap remains big: An estimated 40% of operators still don't use online booking tools. There's room for fast gains in conversion, staffing efficiency, and upsell if you modernize your funnel.
- Memberships and donations get first-class support: ACME's strengths help attractions that rely on recurring revenue and fundraising bring these touchpoints into the main commerce flow.
- On-site control tightens: Connect&GO's tools and RFID can streamline entry, cashless payments, and guest movement during peak times-useful for queue relief and spend-per-guest lift.
Operator checklist: practical next steps
- Audit your booking flow: Measure mobile speed, drop-off points, and upsell attach rates. If you're still phone-first, quantify lost bookings outside business hours.
- Map your data sources: Identify where guest, member, and ticket data lives. Plan for a single source of truth across ticketing, POS, and CRM.
- Pilot AI where it pays back fast: Start with automated guest messaging, FAQ/changes, and post-visit reviews. Track response time and NPS impact.
- Evaluate RFID use cases: If you manage high throughput or multi-venue access, model queue time reductions, cashless adoption, and staffing redeployment.
- Align memberships and donations: Bring these into your main checkout so guests see clear value, perks, and easy renewals.
- Lock in vendor integrations: Confirm native connectors with your PMS, POS, accounting, and marketing tools. Minimize manual exports.
- Train your team early: New workflows only stick if frontline and box office teams are comfortable. Build simple SOPs and dashboards.
The bigger picture
Peek has been on a steady path: $23 million raised in 2018, $80 million in 2021, and a 2022 partnership with JetBlue to bring activities to airline customers. The new capital and acquisitions signal a push to become the operating system for experiences, especially as the industry moves more bookings, payments, and guest service into a single stack.
Upskill your team on AI
If you're building internal capability for AI-driven operations and guest experience, explore role-based training here: AI courses by job.
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