Peek has acquired ACME Ticketing and Connect&GO, in the most significant consolidation move in the experiences tech sector since the Rezdy-Checkfront-Regiondo combination deal in 2023.
The acquisitions broaden the booking software platform’s reach beyond primarily tour and activity operators into museums, cultural institutions and larger attractions, and expand Peek’s technical capabilities to ticketing, memberships, RFID systems, and large-venue management.
The deal also comes with an additional $70M from the Series D funding round led by New York-based growth equity firm Springcoast.
So what does this mean for operators, and for the broader experiences tech sector?
AI, Dynamic Pricing, Ticketing… Is Peek Building a Super App for Operators?
Peek CEO Ruzwana Bashir said the move reflects a broader shift toward unifying operational tools across the in-destination experiences sector. “We’re building the operating system for the entire experiences industry,” she said.
One key aspect of this is an emphasis on AI tools and dynamic pricing. According to Bashir, Peek, which won the Top Innovator Award at the Arival 360 | San Diego Innovation Summit for their CoPilot platform’s focus on AI-driven tools including for dynamic pricing, now has “hundreds of AI agents analyzing trends, optimizing pricing, and detecting fraud.” Bashir claims their dynamic pricing feature alone has driven 5-20% revenue growth for operators using their platform.
Peek stated that the three product teams—Peek, ACME, and Connect&GO—will continue under their respective brands.
What does this mean for operators?
Peek’s expansion into attractions and cultural institutions could bring access to more advanced tools for tour and activity operators using the platform. However, operators currently on the platform likely won’t see too many changes in the short term, although there could be a period of adjustment as systems and teams integrate, and operators should monitor any changes in workflows, support, or costs. As with any major tech shift, the key is to evaluate new capabilities and opportunities while ensuring they align with your operational needs and business goals.
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Mergers, Acquisitions & Consolidation: What’s Next for Experiences Tech?
The in-destination experiences industry — including tours, activities and attractions, or “things to do” — has been one of travel’s most dynamic sectors.
However, tech in the experiences sector continues to be highly fragmented. Operators listed over 300 reservation technology platforms in Arival’s Global Operator Landscape (3rd Ed.) The State of Booking Tech report. As tech platforms compete for customers, and the industry evolves rapidly with tech developments like AI changing the game, will we see further consolidation in the future?
“The industry is evolving fast and maturing, which often leads to consolidation,” acknowledged Bashir. However, the bigger picture is about adapting to the “new consumer landscape.”
“Consumer behavior is quickly shifting to TikTok and LLM discovery,” said Bashir, “and operators need technology partners who can help them adapt and capture more of their own demand while using AI to reduce operational costs.”
Takeaway for operators
Innovation and development in the experiences tech sector is always an opportunity for operators to evaluate their current tech systems and determine what serves them best.
If you’re looking for guidance on how to choose a booking system or (re)design your tech stack, check out these resources from Arival:
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