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Holibob adds funding for experiences technology push

Tours and activities distribution specialist Holibob has added an undisclosed amount to its Series A funding.

The investment in the e-commerce platform comes from Guinness Ventures, which usually invests between £1 million and £5 million in Series A funding as well as participating in follow-on rounds, according to its website.

London-based Holibob originally announced Series A funding of $12 million just under two years ago.

The company, a PhocusWire Hot 25 Startup for 2023, said it plans to use the funds to further develop its technology, including its experiences marketing platform, to help travel brands and destinations sell experiences online.

Craig Everett, CEO of Holibob, said, “We’re thrilled to have Guinness Ventures join the Holibob family and look forward to their support as we develop new ways for destinations and travel brands to sell experiences by getting the right product to the right person, at the right time. It’s a testament to the hard work and ingenuity of our team that nearly five years into our journey we’re already adding institutional money, and I look forward to innovating even more in the months ahead.”

Malcolm King, chief investment officer at Guinness Ventures, who joins the Holibob board as part of the investment, said, “It is clear to us that capturing a much greater share of in-destination tours and activities experiences sales online is a massive opportunity that the industry has yet to take advantage of due to its current fragmentation and offline nature. We believe that Holibob – with its mix of technology and industry-acumen – is well positioned to be the company that unlocks this opportunity.”


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