Bókun is an all-in-one booking and management platform designed specifically for tour, activity, and experience providers. It helps these operators streamline their operations and grow bookings by connecting them to a wide distribution network including thousands of suppliers, resellers, and global online travel agencies (OTAs) such as Tripadvisor and Viator. Bókun operates independently within the Tripadvisor family, with its own management team and does not share operator data with Tripadvisor or Viator. Its mission is to simplify business growth for tour operators by enabling seamless online booking and reservation management.
Founded in 2012 in Iceland, Bókun was created to capitalize on the booming tourism industry there by helping local tour and activity suppliers increase their online bookings globally. The company quickly expanded its customer base to include both local suppliers and large Fortune 500 companies. In 2018, Bókun was acquired by Tripadvisor, which helped it scale further while maintaining operational independence. Since then, Bókun has grown to serve operators in over 85 countries and processes over 50,000 bookings per month.
Bókun generates approximately $13.7 million in annual revenue and employs around 51 people, indicating a solid mid-sized SaaS business footprint in the travel tech sector
Online booking management with real-time availability to prevent double bookings.
Channel management connecting operators to 27,000+ OTAs, resellers, and suppliers globally.
Integration with Tripadvisor and Viator, including one-click product import from Viator..
Website builder and bookable tools to enable direct bookings on operators’ own websites.
Automated guest communication such as ticket sending and post-visit emails.
Pricing flexibility with multiple price plans and categories.
Mobile-friendly booking and check-in management for attractions and tours.
Bókun itself was acquired by Tripadvisor in 2018, which has facilitated its expansion into new markets and integration with a large global travel ecosystem. Post-acquisition, Bókun has expanded its reach beyond Europe into North America, targeting tour operators and activity providers in Canada and the United States to continue its growth trajectory. This expansion leverages Bókun’s community-based e-commerce platform model, which encourages collaboration and cross-selling among suppliers and retailers in the tourism sector.
Recent enhancements include new flexible tiered pricing plans aimed at making the platform more cost-effective for operators of all sizes. Bókun also launched a new website with improved tools and resources tailored to the UK travel industry, offering insights into local travel trends, best practices, and streamlined navigation for desktop and mobile users. These updates support operators in capturing more bookings and managing their businesses more efficiently.
Bókun’s culture is rooted in Icelandic values of simplicity, stability, and innovation. The company emphasizes collaboration within the tourism industry, fostering a community-based approach where operators can easily connect and cross-sell products. The leadership, including co-founder and CEO Hjalti Baldursson, advocates for transforming the fragmented tourism market into a connected ecosystem that benefits all stakeholders and enhances the traveler experience. Bókun aims to reduce the complexity of growing a tour or activity business by providing powerful, user-friendly tools and strong industry partnerships.
Bókun serves a diverse user base including tour operators, attractions, activities, rentals, destinations, ground transport providers, and resellers across more than 85 countries. Its community-based platform connects thousands of suppliers and resellers, enabling them to collaborate through online partner contracts and share real-time inventory and pricing. This network effect helps operators reach broader audiences, increase revenues, and deliver better travel experiences. The platform processes over 50,000 bookings monthly and supports a vibrant ecosystem of tourism businesses worldwide.
