Aloja, a startup building dynamic pricing technology for the tours and activities market, has raised $1.4 million in a funding round co-led by Lanai Partners and Archipélago Next, with participation from Decelera Ventures.
The company plans to use the fresh capital to strengthen integrations with reservation and ticketing platforms, including Tripadvisor-owned Bókun and enterprise ticketing provider Ventrata. Part of the funding will also go towards product development and Aloja’s international expansion.
The raise comes as Aloja tries to bring a more flexible approach to pricing in a part of the travel industry where customer demand can shift significantly depending on the season, booking window and availability.
Founded in 2025, Aloja offers an autonomous AI-powered pricing platform designed specifically for tours and activities businesses. Its technology takes into account factors including demand volatility, seasonality, booking windows, cancellations, group demand and capacity constraints when determining pricing for an experience.
That focus puts Aloja in a different corner of travel technology from traditional booking platforms. Rather than primarily helping consumers discover or reserve an activity, the company is targeting the pricing decisions made by operators behind those experiences.
“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,” Daniel Pino, CEO and co-founder of Aloja, said.
Aloja currently works with tours and activities operators across 12 countries, giving the young company an international customer footprint little more than a year after its founding.
The planned integrations with Bókun and Ventrata are particularly relevant to that expansion. Bókun operates as a booking and channel management platform for experiences and is owned by Tripadvisor, while Ventrata provides enterprise ticketing technology for operators. By strengthening those connections, Aloja is positioning its pricing technology closer to the systems operators already use to manage inventory and reservations.
Jeroen Merchiers, general partner at Lanai Partners, said the investor sees an opportunity to bring revenue-management capabilities commonly associated with hotels and airlines into the tours and activities sector.
“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,” Merchiers said.
He added that Aloja could help operators improve efficiency and customer service while strengthening the broader experiences market.
The $1.4 million round is not Aloja’s first external backing. The startup previously raised an undisclosed amount from BuenTrip Ventures in August 2025 and has also named Alpha Venture among its backers.
With its latest capital, the company is now moving into a phase focused less on proving the basic pricing concept and more on embedding the technology into the operational systems used by tour and activity businesses.
Its progress will depend on how effectively those integrations, international expansion and product development translate into wider adoption among operators managing highly variable demand.
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