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TravelTech

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Introduction

The United Kingdom, with its deep-rooted history of innovation in travel and a forward-thinking technology sector, stands at the forefront of the evolving traveltech landscape. From foundational advancements to the emergence of global leaders like lastminute.com and Skyscanner the UK has consistently pushed the boundaries of what’s possible in travel. Today, a growing ecosystem of startups and established companies, supported by a dynamic investment environment, continues this tradition.

Scotland, in particular, plays a vital role within this ecosystem. The growth of initiatives like Traveltech for Scotland since 2020, building a community of over 200 travel technology companies, underscores the region’s strength and potential. Building on this foundation, the Traveltech Innovation Hub at the Edinburgh Futures Institute is being developed as a focal point for travel tech companies seeking to innovate, collaborate, access talent, and drive their growth within a supportive academic and industry environment. This report delves into the current trends and investments shaping the UK traveltech sector, highlighting the opportunities within this dynamic ecosystem.

The global travel industry has demonstrated remarkable resilience in the wake of the pandemic, with international tourism arrivals nearing pre-pandemic levels in 2024. The UK’s travel and tourism sector has mirrored this recovery, with its contribution to GDP surpassing 2019 figures in 2023. This resurgence has created fertile ground for innovation, particularly for companies equipped to meet evolving customer expectations and leverage new technologies.

This landscape is part of an initiative with Traveltech Innovation Hub at the Edinburgh’s Futures Institute, an innovation cluster aiming to position Scotland as the center of excellence for technology innovation in tourism, travel, and hospitality.

Enterprise value

The significant enterprise value within the UK traveltech sector reflects its maturity and potential. The presence of several unicorn companies, including Trainline (an online train ticket retailer) and Selina (a hospitality company combining accommodation with co-working and experiences), demonstrates the capacity for substantial value creation within the ecosystem. This strong foundation provides an encouraging backdrop for newer ventures looking to scale and contribute to the industry’s continued growth, often supported by the expertise and networks available within the UK’s innovation hubs.

TravelTech sub-industries and investment trends

Investment in UK traveltech is flowing into diverse sub-industries, reflecting the multifaceted nature of the sector. While the original report highlighted areas like SaaS for hospitality, Fintech, Business and Corporate Travel, Sustainable and Local Travel, and Remote Working, recent funding data points to particular areas of activity and investor interest:

TravelTech UK by VC funding

  • SaaS for the Hospitality Sector: This area continues to attract significant investment, with a strong focus on solutions that enhance operational efficiency, improve guest experience, and optimise revenue. This includes software for booking management, pricing optimisation, and analytics. The substantial funding rounds in 2024, particularly for companies like Lighthouse (a provider of hotel revenue management solutions which also heavily leverages AI), underscore the importance of technology in modernising hospitality. Other companies active in this space include Impala (which helps hotels optimise their pricing and guest experience) and Shackle (focusing on contactless tools for in-hotel services). The significant funding attracted by companies like Mews (a hospitality management platform) further highlights the investment in this critical sector.
  • Travel Booking & Search: While the methods of discovery and booking are evolving, traditional online travel agencies and booking platforms remain a significant part of the ecosystem, often incorporating advanced technology to improve their offerings. Companies like Iglu (an online travel agency that has secured substantial funding, focusing on areas like ski and cruise holidays) and Victor (focusing on booking and search solutions, particularly in private jet charter) represent key players in this segment. The emergence of AI-driven approaches, as seen with Unravel, is adding a new dimension to this area.
  • Travel Fintech: Investment in travel-related fintech solutions remains relevant, addressing areas such as payments, expense management, and financial services tailored for travellers and travel businesses. Yonder (a B2C travel fintech company focused on payments) is an example of innovation in this sub-industry.
  • Sustainable and Local Travel: Growing traveller awareness of environmental impact is driving interest in sustainable travel options and the exploration of local experiences. Companies encouraging more environmentally conscious journeys include ByWay (which offers flight-free travel options by train, boat, and bus) and platforms like TravelLocal (a travel planner startup) and Travel Creators (a two-sided marketplace for local experiences) that focus on planning sustainable trips and facilitating local experiences.
  • Business and Corporate Travel: This segment sees ongoing development in tools designed to streamline corporate bookings and travel management. Companies like Duffel (which enables companies to embed travel bookings within their own apps) and Altovita (focusing on corporate accommodation solutions by providing smart, safe and sustainable living for employees) are notable examples in this area, having attracted significant funding.
  • Remote Working and Digital Nomads: The shift towards remote work continues to influence travel patterns. Companies offering solutions tailored to the needs of remote workers and digital nomads, such as platforms for finding suitable workspaces or longer-term accommodation, are emerging. Examples include Flowplaces (which provides dedicated spaces optimised for working) and Swurf (also focused on providing spaces for remote working).

Beyond these specific sub-industries, a significant overarching theme driving recent investment is the application of Artificial Intelligence.

AI-Powered Innovation and Key Investments

Artificial Intelligence is increasingly becoming a foundational technology across traveltech, attracting notable investment into companies leveraging AI to create more intelligent, efficient, and personalised travel experiences. This is a key area of focus for the UK ecosystem and innovation hubs seeking to support the next wave of traveltech leaders.

  • AI for Personalized Destination Content and Guest Experience: Providing relevant and up-to-date information about destinations is crucial for enhancing the traveller’s journey. Obvlo, a company with strong ties to the Scottish ecosystem and based at the Edinburgh Futures Institute, is a compelling example. Founded in 2021, Obvlo has developed an AI solution for producing and maintaining personalised local content at scale for hotel and travel brands. This technology allows them to offer rich, dynamic, and tailored recommendations to their customers, a significant advancement over manual processes. Obvlo’s $2 million investment supports their growth in addressing this industry pain point, and their location at the EFI highlights the Hub’s role in nurturing promising AI-driven ventures in Scotland.
  • AI in Travel Discovery and Booking: The way travellers find and book trips is being transformed by AI, moving towards more intuitive and engaging methods. London-based Unravel is at the forefront of this shift, using AI to power a video-centric commerce platform designed to transform travel discovery by converting inspirational content into bookable experiences. Their innovative approach to travel discovery, powered by an AI booking assistant, addresses evolving consumer preferences. Unravel’s success in securing a $7 million Series A funding round in April 2025 demonstrates investor enthusiasm for AI solutions that reimagine the travel booking process.
  • AI in Tours, Activities, and Experiences: Helping travellers find and book the right activities and experiences while at their destination is another area benefiting from AI. London-based Holibob utilises AI to power its platform that connects travellers with ideal tours and activities. Their platform enhances the discoverability and booking of in-destination experiences by leveraging AI to match offerings with traveller preferences. Holibob’s $12 million Series A investment in July 2022 indicates investor confidence in the application of AI within this segment of the travel market. Additionally, GetYourGuide (a large global online marketplace for tours, activities, and attractions) is likely leveraging advanced technology, including aspects of AI, within their operations to enhance discovery and booking of experiences.
  • AI in Hospitality Management and Revenue Optimization: AI is having a profound impact on how hospitality businesses operate, particularly in managing revenue and enhancing efficiency. Lighthouse, based in London, is a leading provider of AI-powered revenue management solutions for the hotel industry. Their platform uses AI to process vast amounts of data and deliver crucial insights for pricing and distribution strategies, contributing to optimised performance for hospitality providers. Lighthouse’s significant $370 million Series C investment in November 2024 underscores the critical role of AI in driving efficiency and profitability in hospitality and represented a major contribution to the year’s record funding. Similarly, Mews (a hospitality management platform), is increasingly incorporating AI-powered capabilities, particularly in revenue management, and has attracted substantial funding in the last two years, including $75 million in March 2025, further highlighting the investment trend in AI for hospitality operations.

These examples demonstrate how AI is not just a buzzword but a tangible force driving innovation and attracting significant investment across various parts of the UK traveltech ecosystem, often facilitated by the supportive environment of innovation hubs.

 

VC funding

The overall trend in VC funding, while showing some fluctuation, indicates a strong appetite for investment in the UK traveltech sector, particularly in companies leveraging technology to address market needs. The record levels seen in 2024, significantly boosted by large rounds for AI-focused companies, highlight the potential for substantial returns in this space.

Traveltech funding in Scotland has dried up in recent years.

However, Scotland has attracted 7% of the UK traveltech VC funding since 2016.

Investors

Both domestic and international investors are actively participating in funding rounds for UK traveltech companies. The involvement of prominent VC firms in the investments mentioned underscores the perceived opportunity within the sector and the quality of the startups emerging from the UK ecosystem. The presence of a robust investor community is crucial for the continued growth and scaling of innovative travel tech ventures, and hubs like the one at EFI play a role in connecting startups with potential investors.

Inclusion and diversity in Traveltech

In cultivating a thriving ecosystem, promoting inclusion and diversity remains a key objective for the UK traveltech sector.

Top countries globally for Traveltech

The UK’s position among the top countries globally for traveltech funding highlights the strength and attractiveness of its ecosystem.

Top Traveltech startups by DR signal

Ranked by Dealroom Signal, here are the leading traveltech startups in the UK and in Scotland that you should keep an eye on. The Dealroom Signal is a proprietary predictive algorithm to discover the most promising companies.

The input for each Signal’s algorithm includes company growth (team size, product growth), founders’ strength, completion score and contextual data (does the company fit into segments of interest), timing (is the startup likely to raise their next round soon) and team composition.

The Traveltech Innovation Hub at the Edinburgh Futures Institute: A Catalyst for Growth

The Traveltech Innovation Hub at the Edinburgh Futures Institute is designed to be a catalyst for the next phase of travel tech innovation in the UK, with a particular focus on strengthening the ecosystem in Scotland. Growing from the success of Traveltech for Scotland, the Hub provides a unique environment for companies looking to thrive in the travel technology sector.

Located within the stimulating academic environment of the University of Edinburgh, the Hub offers:

  • A dedicated physical space: Facilitating collaboration and serendipitous interactions among traveltech companies.
  • Research partnerships: Connecting companies with cutting-edge AI research and other relevant academic expertise to solve real-world industry challenges.
  • Access to talent: Providing pathways to connect with skilled students and researchers, addressing a key need for growing tech companies.
  • Ecosystem connections: Bridging the gap between entrepreneurs, tourism businesses, investors, and academia, creating a supportive network.

By facilitating these connections and providing a supportive environment, the Hub aims to empower travel tech companies to innovate, develop new solutions (including advanced AI applications), and contribute to positioning Edinburgh and Scotland as a leading hub for travel technology excellence. Companies like Obvlo, based at the Institute, exemplify the kind of innovation and collaboration the Hub supports, demonstrating the benefits of being part of this vibrant ecosystem. Engaging with the Hub offers companies a valuable opportunity to accelerate their growth and contribute to the future of traveltech.