Aloja has raised $1.4M, co-led by Archipelago Next and Lanai Ventures, to keep building AI-powered dynamic pricing for tours, activities and attractions.
Growing a travel tech company takes more than a good idea.
It takes the technology, people and resources to keep improving the product, support the operators already using it and bring it to more businesses.
We’ve now raised $1.4 million to help us do that.
The round was co-led by Archipelago Next and Lanai Ventures, with participation from Decelera Ventures.
For us, it’s an exciting milestone. But more importantly, it gives us more room to keep building the kind of AI revenue management technology we think tours and activities have been missing for a long time.
Here’s what that looks like.
Revenue management isn’t new. Airlines and hotels have been doing it for decades.
The idea is pretty simple: the right price isn’t always the same price.
It can change based on demand, timing, availability, booking patterns and plenty of other signals.
Tour and activity operators shouldn’t have to be afraid of dynamic pricing, either. It doesn’t mean constantly raising prices. And it doesn’t mean changing them just for the sake of changing them.
It means letting pricing respond to what’s actually happening.
That matters in tours and activities because inventory is perishable. Once a departure has passed, an unsold spot is gone.
But historically, operators haven’t had access to the same level of revenue management as airlines and hotels.
For many businesses, pricing still means setting seasonal rates in advance, checking bookings manually, making adjustments by gut feel or setting simple rules like, “raise the price once we hit 80% capacity.”
A few larger operators may have a revenue manager doing that work full-time and testing what works and what doesn't.
Most don’t have the resources to play around with this.
And there’s another problem: tours and activities don’t all behave the same way.
A food tour in Rome doesn’t sell like a sightseeing cruise in New York. A 9 a.m. departure may perform differently from the exact same product at 2 p.m. Demand changes by day, time, season, booking window, market and plenty of other factors.
That’s why simply borrowing a pricing model from another part of travel isn’t enough.
Our team has spent roughly a decade working across tours, operations, distribution and travel technology. We knew this problem because we had already seen it firsthand.
That’s the gap Aloja was built to close.
Aloja provides AI dynamic pricing specifically for tours, activities and attractions.
It connects to the reservation systems operators already use and looks at things like bookings, demand, availability and performance to adjust prices automatically, within the guardrails each operator sets.
The difference is what happens after the data comes in.
A dashboard can show you what’s happening. A rules-based tool can act on conditions you’ve already set.
Aloja goes further by analyzing what’s happening and making the pricing decision, too.
The operator sets the boundaries. Aloja handles the ongoing decisions.
And those decisions can move prices up or down.
The goal isn’t to charge more every time. It’s to price more appropriately as conditions change.
We announced Aloja to the market in August 2025.
Since then, the platform has expanded across 12 countries and now processes more than $2 million in gross booking value each month.
Our customers include operators such as Ciao Florence, Meeting the French, Urban Saunters, Etuk Tours Rome, Gray Line, Dayin Tours and Boost Portugal.
Aloja also connects with reservation systems operators already use, including Bókun and Ventrata.
That part matters because dynamic pricing is really only useful in this industry when it fits into the systems an operator is already running, rather than becoming one more dashboard they have to remember to check.
And we’re still early.
Tours and activities are only beginning to accept that pricing strategies and structures will change rapidly in the next few years and that flat pricing can never be that strategy.
The $1.4M gives us more room to keep building around that opportunity.
That means continuing to improve Aloja, supporting the operators already using it and bringing automated revenue management to more businesses across tours and activities.
We don’t want to build another pricing tool that gives operators more information and then leaves them to figure out what to do with it.
We’re building toward something much closer to a real revenue management function: technology that can continuously analyze what’s happening, make decisions and act on them, while the operator stays in control of the strategy.
We’re also excited about who’s coming with us for this next stage.
The round was co-led by Archipelago Next and Lanai Ventures, with participation from Decelera Ventures.
For us, the value isn’t only the capital. It’s also having investors around the table who understand early-stage technology, travel and what it takes to grow a company like Aloja.
Archipélago Next focuses largely on early-stage B2B SaaS and has a network that spans tourism, aviation and other industries. It has also backed travel technology companies including Hotelverse.
Lanai Ventures was built by founders and operators, with experience across companies including Airbnb and Uber. That operator mindset is especially relevant to us because Aloja itself came out of firsthand experience in the tours and activities industry.
Decelera Ventures also takes a founder-focused approach to early-stage technology companies and works closely with the teams it backs as they grow.
They join the investors who backed us earlier. BuenTrip Ventures and Alpha Venture came in before Aloja had much to show beyond a thesis, a team and a very early product, and both have stayed close as the platform has grown. Having them still around the table for this round matters to us.
Together, the group brings a mix of SaaS, travel, technology and operating experience that fits closely with what we’re building.
Pricing is one of the biggest revenue levers an operator has.
It’s also still one of the hardest to manage well.
We’re building Aloja to make that easier, with revenue management designed specifically for tours and activities.
This $1.4M investment gives us more room to keep doing it.
What we're seeing across live accounts, and the questions operators keep asking. No product announcements.