Aloja, a Barcelona-based travel technology startup, has closed a $1.4 million seed round to accelerate the rollout of its AI-driven dynamic pricing platform for tours and activities. The funding, led by Lanai Partners and Archipélago Next Ventures with participation from Decelera Ventures, will support international expansion, product development, and deeper integrations with major booking systems such as Bókun and Ventrata.
Launched in 2025 by Daniel Pino and Daniel Cabra, Aloja addresses a persistent inefficiency in the experiences sector: static pricing. While airlines and hotels have long used revenue management systems to adjust prices in real time, most tour operators still rely on fixed rates. Aloja’s platform autonomously recalibrates prices based on demand signals, booking windows, cancellation patterns, and group size, while allowing operators to set custom parameters to retain control.
“The tours and activities segment has been underserved by technology,” said Jeroen Merchiers, General Partner at Lanai Partners. “Aloja’s approach brings the sophistication of airline revenue management to a fragmented market, and we believe it will significantly enhance operational efficiency and service delivery.”
Miguel Quintanilla of Archipélago Next Ventures echoed that sentiment, noting that the founding team’s decade of experience in the sector gave them unique insight into the challenges operators face. “They have built a scalable solution that tackles a real pain point, and we are excited to support their growth,” he said.
Measurable impact on operator performance
Aloja’s platform currently processes more than 15,000 bookings monthly, with a gross booking value exceeding $2 million. The company reports that clients using its dynamic pricing have seen a 17% increase in revenue within three months, a one-third reduction in cancellations, and a 10 percentage-point rise in advance bookings—metrics that resonate with tour operators looking to optimize yield without sacrificing customer experience.
The funding will also enable Aloja to deepen its integration with reservation systems like Bókun and Ventrata, which are widely used by tour operators and activity providers. This connectivity is critical for adoption, as it allows operators to implement dynamic pricing without overhauling their existing tech stack.
For travel agents and tour operators, the shift toward dynamic pricing mirrors trends already seen in other distribution channels. As incentive-led packages become more common, the ability to adjust pricing in real time could become a competitive differentiator.
Aloja’s expansion comes at a time when the experiences sector is rebounding strongly, with demand for tours and activities outpacing other travel segments. The company’s focus on data-driven pricing aligns with broader industry moves toward personalization and yield management, similar to how airlines are expanding capacity to meet demand on key routes.
While Aloja is still early-stage, its traction suggests that operators are ready to embrace more sophisticated revenue management tools. The company’s founders, who previously built and scaled tour businesses, have positioned the platform as a practical solution for operators of all sizes—from small independent guides to large multi-city tour companies.
“We are not asking operators to abandon their pricing instincts,” said Daniel Pino, co-founder and CEO of Aloja. “We give them a system that learns from their data and market conditions, so they can make smarter decisions faster. The results we’ve seen so far—higher revenue, fewer cancellations, and more advance bookings—show that dynamic pricing works in this sector.”
As the travel industry continues to digitize, tools like Aloja’s could become as standard for tour operators as premium service benchmarks are for lounges and hospitality. The company plans to use the new capital to expand into new markets, particularly in Europe and North America, and to build out its sales and customer success teams.
With the experiences sector projected to grow steadily over the next decade, Aloja’s timing appears well-suited. The company’s ability to demonstrate clear ROI in a short period will likely attract further attention from investors and operators alike.
