In the tours-and-activities sector, long plagued by clunky booking systems and blunt pricing tools, TripWorks is making a confident play to move the industry toward a more intelligent future.
The AI- and business intelligence-driven booking platform has secured Series A funding led by Spring Mountain Capital, backing its ambition to become the essential operating system for experience-based businesses worldwide.
For TripWorks founder and chief executive Aaron Fessler, the funding is less about vanity and more about finishing a job that began years ago, driven by frustration with the tools operators were forced to tolerate rather than trust.
“This investment fast-tracks our mission to redefine what’s possible for experienced operators through AI, business intelligence, and automation,” Fessler said.
“TripWorks has always led by building the technology we wished existed when we were enterprise operators ourselves.”
That sentiment will resonate across an industry where dissatisfaction has become almost normalised. Research shows that around half of operators are unhappy with their current booking platforms, while one in five list upgrading as an urgent priority. The surprise is not the frustration; it’s how long it’s lasted.
Yet there’s a clear bright spot emerging. AI adoption is accelerating rapidly, and not just as a buzzword. According to industry data, 94 per cent of operators using AI report positive outcomes, particularly in efficiency, pricing accuracy and revenue performance.
TripWorks has positioned itself squarely in that sweet spot, offering what many legacy reservation systems never could: embedded intelligence across the entire operational workflow.
Rather than serving as a digital filing cabinet for bookings, the platform helps operators make better decisions before revenue leaks occur. Its AI-powered toolkit includes predictive demand and occupancy forecasting, business intelligence-guided pricing recommendations, real-time abandoned-cart monitoring, and automated customer messaging to convert interest into confirmed bookings.
Add OTA channel management, advanced BI dashboards, and mobile-first booking experiences, and the platform begins to look less like software and more like infrastructure.
That distinction matters. As Gary Millin, President of World Media Group, notes, TripWorks isn’t chasing novelty. It’s applying AI precisely where it delivers commercial impact.
“TripWorks is at the forefront of innovation, applying practical AI to the moments that actually move the needle for large operators,” Millin said.
“The result is faster and more profitable growth for operators worldwide.”
The numbers back that up. TripWorks already powers thousands of daily bookings globally, supporting tours, adventure activities, attractions, entertainment venues and educational experiences, with a footprint that continues to expand.
For Spring Mountain Capital, the appeal lies in TripWorks’ blend of operational credibility and forward-looking design.
“With TripWorks, we see a platform that combines strong operator DNA with forward-looking technology,” said Greg Ho, President of Spring Mountain Capital.
“The company is well positioned to be a category leader as AI and BI become core infrastructure for experience-based businesses.”
The Series A capital will be deployed with a clear intent: to expand AI-driven pricing and revenue optimisation, strengthen global OTA and marketplace integrations, advance real-time analytics, and scale product, engineering, and customer success teams as the company pushes into new markets.
For Fessler, the timing couldn’t be sharper.
“AI is no longer optional,” he said.
“We’re building systems that will be essential infrastructure for operators, and TripWorks is committed to leading the industry into this new era.”
In an industry ready for change and increasingly impatient for it, TripWorks’ message is refreshingly direct: smarter tools, lighter workloads, and growth without the grind. For tour operators watching margins closely, that future can’t arrive soon enough.
