Aloja, the dynamic pricing platform for tours, activities and attractions, has raised $1.4 million in a funding round co-led by the Spanish venture capital fonds Lanai Partners and Archipélago Next Ventures with the participation of Decelera Ventures. Launched in 2025, Aloja has built an autonomous AI dynamic pricing specifically adapted to the operational realities of the travel experiences business. The new funding will support the startup’s international expansion, accelerate its product development and strengthen integration with Bókun, Ventrata and other leading reservation systems.
“At Lanai, we have a lot of confidence in the Aloja team and their ability to bring proven revenue management tools to the tours and activities sector — giving operators access to capabilities that hotels and airlines have benefited from for years” – says Jeroen Merchiers, General Partner of Lanai. “What stands out to us is the combination of ambition, deep industry experience and humility within the team. We believe Aloja has the potential to help operators become more efficient, improve the service they deliver to their customers, and ultimately make the entire experience sector stronger for both businesses and travellers.”
Miguel Quintanilla, General Partner at Archipelago Next Ventures, says: “Archipelago Next was born in a region where tourism accounts for more than 60% of GDP, so we understand the sector from the inside. When we met Aloja’s founders, we saw exactly the combination we look for: a meaningful industry challenge, a solution already gaining traction, and a team with the right timing and ambition to scale it. That made the decision to invest a natural one.”
While airlines and hotels have spent decades optimizing rates based on demand fluctuations, much of the experiences industry still relies on static pricing models that fail to reflect modern travellers’ booking patterns, limiting the sector’s revenue potential. Aloja has developed autonomous AI pricing built around the demand volatility and seasonality these businesses are subject to, while allowing operators to maintain full control through customizable pricing guardrails.
Depending on the characteristics of each experience, it considers factors such as booking windows, cancellations, group demand and capacity constraints to optimize income.
Aloja also integrates directly with reservation systems such as Bókun and Ventrata to analyse inventory, availability, booking behaviour and historical performance. Then it automatically pushes pricing changes within parameters set by operators to such systems. By identifying the optimal rate for a specific experience at a specific moment, Aloja helps operators capture demand more effectively.
“Experiences have real value, but for too long operators have been trying to manage pricing in a market where demand constantly changes while the price often stays the same.” – explains Daniel Pino, CEO and Co-founder of Aloja. “We are building the revenue management capability this industry has never had, a technology that can make pricing decisions autonomously, respond to demand and be accountable for the revenue it generates, while operators remain in control.”
Aloja currently serves tours and activities operators across 12 countries such as Ciao Florence, Meeting the French, Urban Saunters, Etuk Tours Rome, Gray Line, Dayin Tours and Boost Portugal. According to the company’s data, customers using Aloja:
- Boost revenue by 17% within three months.
- Reduce cancellations by one third.
- Increase bookings made more than 30 days in advance by 10 percentage-points.
Every month, more than 15,000 bookings and $2 million in transactions are optimized by Aloja’s pricing engine.
Daniel Pino and Daniel Cabra, CEO and Chief Technology Officer at Aloja, founded the startup after working in the tours and activities business for ten years. Among the highlights of their professional experience was the establishment of TourOpp to solve communication issues of tours and activities operators. After selling the company, they move into pricing. Their background with inventory, rates, distribution and the challenge of selling a “perishable product” was key to build the technology behind Aloja.. In 2025, the startup won the Sevilla Techpark Award at the Tourism Innovation Summit (TIS) for its AI-powered revenue management and dynamic pricing platform.
