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Peek raises $23M and inks partnership with Google in push to digitize travel activities

Peek , a U.S. startup aiming to digitize the travel activities industry, has pulled a $23 million Series B round of financing and uncorked a partnership with Google that will help increase its visibility. Founded in 2012 by Ruzwana Bashir (CEO) and Oskar Bruening (CTO), the San Francisco-based startup describes itself as “OpenTable for the activities market” in that it aims to make booking activities as seamless and straightforward as a restaurant or even a flight. Peek raised $10 million two years ago , and this new round is led by Cathay Innovation with participation from existing backers that include ex-Yelp COO Geoff Donaker, Kayak founder Paul English, I2BF and Manta Ray. Peek has plenty of well-known angel backers, including Pete Flint — founder of Trulia and NFX — former Google executive chairman Eric Schmidt and Twitter CEO Jack Dorsey. This new round takes it to $40 million from investors to date. In addition to the money, the startup has announced a tie-up with Google that will see its inventory added to Google Search, Google Maps and Google Trips. That’s sure to help visibility and spike bookings, and it adds to other partnerships that Peek has struck with platforms that include Yelp. Peek is taking aim at the global activities market which Bashir estimates is worth some $150 billion, with the U.S. being the most lucrative market on the planet. “It hasn’t gone through the analog-to-digital transition like other industries,” she told TechCrunch in an interview. “So we’re building the infrastructure and software that emerged in other industries ten years ago.” Peek’s business model is similar to two well-backed Asian companies, Klook — which has raised over $90 million from the likes of Sequoia China and Goldman Sachs — and KKDay, which was recently backed by Japanese travel giant H.I.S

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Peek raises $23M and inks partnership with Google in push to digitize travel activities

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