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Peek: The $109M Travel Tech Ghost
Why a 338-person company with $108M revenue is invisible in the travel space
Peek.com generates $108.6M in revenue with 338 employees, yet most travelers have never heard of it. This isn't a consumer brand—it's the invisible infrastructure powering thousands of tour operators, and its 1.8-star Trustpilot rating reveals a brutal truth about B2B travel tech.
"Peek isn't selling travel—it's selling the tools to sell travel. And that's a much harder business than it looks."
The B2B2C Paradox
Peek's traffic reveals a split personality: 42% direct traffic suggests strong brand recognition among operators, but 72.4% of visits come from undefined sources. This isn't consumer travel booking—it's tour operators logging into dashboards. The 'peek' keyword gets 58K monthly searches, but 'peek travel' only 710, proving they're not a household name. They're the white-label engine behind the scenes.
The Growth Ceiling
With $119.9M in funding over multiple rounds, Peek has spent heavily on infrastructure. Their tech stack—Ruby on Rails, Tailwind, Bootstrap, Ant Design—screams 'built for scale, not for virality.' Yet their organic search traffic is just 22%, relying on direct relationships rather than discoverability. For a travel tech company, that's a red flag: you're either growing through SEO or dying through paid acquisition.
The leadership team tells the story: Founder Ruzwana Bashir (ex-Blackstone) built an enterprise tool, not a consumer brand. With CFO Jason Liu, CPO Navya Rehani Gupta, and CMO John Lynch, they've assembled a corporate structure for a B2B SaaS company. But the 1.8-star rating suggests the product-market fit is fraying at the edges.
- Revenue-heavy but brand-light: $108M with minimal consumer awareness
- Traffic paradox: High direct visits but low organic search (22%)
- Trust crisis: 1.8/5 stars on Trustpilot from 17 reviews
- Geographic ambiguity: 72.4% traffic from 'undefined' countries
- Tech debt: Ruby on Rails + multiple CSS frameworks suggest legacy code
The Silent Giant Problem
Peek is a $109M revenue company that's invisible to consumers and hated by some operators. In travel tech, you either own the customer or you own the infrastructure. Peek chose infrastructure, but the infrastructure is crumbling.
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Reviews (17)
Bad Company. Refuse to Honor a Cancellation
UPDATE: The company finally refunded me the 50%, hence updating the review to reflect that. On 6/26/20023 I used a credit card to book a zip line tour at Bavaro Adventure Park (located in Punta Cana, Domincan Republic); the amount is $459.90. The company whose billed my credit cart has the name PTI* BAVADVPARK WWW. PEEK. COM UT. The following day I received a news that my flight from Sacramento to Punta Cana was cancelled due to weather issue. As a result, I immediately inform Bavaro Adventure Park to cancel my tour and they agreed to refund 50% of the amount, totalling $229.95 (please see the attachment for the cancellation agreement). For some reason, on 07/04/2023, they made 2 refund transactions; each in the amount of $229.95 and I thought they went above and beyond to resolve my issue. However, on 07/06/2023, they billed me again with 2 transactions; each in the amount of $229.95. As a result I'm at net loss of $459.90. Up till now and despite many attempts with both the mercant and my credit card company, I still haven't received the promised refund.
Peek and/or Peek Pro was a horrible…
Peek and/or Peek Pro was a horrible experience for me! I have been running my tour company for nearly 10 years and after many years of constant marketing calls from Peek marketers trying to get me to switch over to them, I decided to take the bait. I left my long time booking platform during my busy season and joined peek and thought everything was going to be as they advertised and sold me. I was wrong. SUPER complicated website to navigate, the app was absolutely awful, I could never book last min customers due to its complexity (AND YES, ITS COMPLEX) but MORESO- CUSTOMER SERVICE WAS NO HELP! No one ever answered the phone, no live support whatsoever, AI Chatbot redirected me to wrong links to answer to any my questions (THEY WERE URGENT QUESTIONS) and whenever I submitted a ticket with a question, they would get back to me in 5-10 days with an answer, when I needed the answer right then and there or soon after. Once I said I was leaving, customer service WAS responsive but it was too late. Lost lots of money because I could never manually book someone on the app, lost personal money as I would have to personally refund customers (never knew or learned how to set up a refund reserve- NO ONE RESPONDED TO THAT TICKET) and just an awful experience. I do not recommend Peek/ PEEK PRO.
Thank you for sharing such detailed feedback. It looks like your review may be intended for Peek Pro, our business software platform, rather than Peek.com, which is a consumer-facing activity marketplace. We wanted to clarify this so other readers aren’t confused. We’re truly sorry to hear how complicated the platform felt for you, and that our support response times left you without the help you needed during urgent moments. We know how critical quick and reliable tools are for running your business, and we take that very seriously. We’ve already reached out to you directly to continue the conversation and to work through your concerns. Please know we’re committed to supporting you and learning from your experience to improve both our platform and service.
I used Peek for my rental business and…
I used Peek for my rental business and had a terrible experience. The software so supposed to save us time, but I ended up spending hours every week just to make simple changes. There was no continued support by the sales rep, so I would have to call customer support each time I had an issue. Also they charge a $500 fee if you lose a credit card dispute, which can happen even if the card was indisputable.
Hello Tyler, Thank you for taking the time to share your experience. We’re very sorry to hear about the challenges you faced. It looks like your review may be intended for Peek Pro, our business software platform, rather than Peek.com, which is a consumer-facing activity marketplace. We wanted to clarify this so other readers aren’t confused. We understand you’ve already been in touch with a Peek Pro manager and that your concerns—including the refund related to the booking you mentioned—have been addressed and documented internally. While we regret that your experience didn’t meet expectations, we truly appreciate your feedback and will continue to use it to improve both our product and our partner support processes.
Boat from Sierpe is NOT coming and they charge you twice the price
We booked a boat transfer from Sierpe to Drake Bay in Costa Rica. At the time mentioned on the ticket there was no boat. We had to take the official boat after 1h waiting... And: we paid 80 USD for 2 persons while the actual price to pay on site is 40$ for 2 pax... We tried to reach the company via Email and phone with no answer at all.
Hello Jo, Thank you for taking the time to share your experience. We understand how frustrating it must have been to wait without clear communication and then not be able to reach the business directly. To clarify, Peek.com is a consumer-facing activity marketplace, but the reservation you made is owned and managed by the business itself. That means only they can make changes to your booking or issue a refund. Since you’ve already tried contacting them by phone and email, we recommend continuing to follow up directly, as they’ll be the ones who can resolve the payment issue for you. We wanted to share this context so other readers aren’t confused about Peek.com’s role, and so you know the right path forward for resolving your concern.
Horrible Experience – Peek Pro Cost Me My Client, Money, and Reputation
I run Jewel Vacations, a Destination Management Company based in Jamaica, and I’m warning other business owners to STAY AWAY from Peek Pro. This has been one of the worst business decisions I’ve ever made. From the moment we integrated Peek, it’s been a complete disaster. --- 🚫 What Went Wrong: Website Crashes for Months Their system caused my website to crash repeatedly, with no help to fix it. This caused major customer loss, and I’m still dealing with the consequences. Wrong Prices Shown to Clients Peek’s system automatically changed pricing on tours without my input. A high-value booking had to be canceled due to this, costing me money and credibility. Booking ID B-ZY3N4K8 Still Not Refunded Their mistake caused me to cancel this booking, and now their system won’t even allow me to process the refund. I’ve lost the client permanently and still haven’t received any help. No Response to Emails or Support Tickets I emailed them days ago. No reply. Their chat doesn’t work, and you can’t even get someone on the phone. For a business platform, this is unacceptable. No Help to Remove Them or Restore My Website I’ve requested they take their integration off my site and help restore it. Silence. --- ⚠️ Final Word: Peek Pro has cost my company clients, money, and reputation. There has been zero accountability or support. If you're a business owner, think very carefully before trusting them. This platform can do real damage, and you will be on your own when it breaks. I'm taking this review public across platforms to protect other businesses from suffering the same fate.
Hello Jewel Vacation, Thank you for taking the time to share your experience. We’re very sorry to hear about the challenges you faced. It appears your review may be intended for Peek Pro, our business software platform, rather than Peek.com, which is a consumer-facing activity marketplace. We wanted to clarify this so other readers are not confused. We understand you’ve already been in touch with a Peek Pro manager and that your concerns—including the refund for the booking mentioned—have been addressed and documented internally. We also see that you’ve since transitioned away from using Peek Pro. While we regret that your experience did not meet expectations, we appreciate you voicing your feedback and will continue using it to improve both our product and partner support processes.
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About peek.com
Company Overview
Technology Stack
peek.com uses 10 technologies across their website including HSTS, Ruby on Rails, Cloudflare, and more.
Security
HSTS
Backend Frameworks
Ruby on Rails
Cloud & Hosting
Cloudflare
Privacy & Consent
Termly
Analytics & Marketing
RudderStack
Web Standards
Twitter Cards, PWA
Traffic & Audience
peek.com receives approximately 2.8M monthly visitors and ranks #21,474 globally. The website has a bounce rate of 52% with visitors viewing an average of 2.8 pages per visit. Users spend an average of 1:54 on the site.
The majority of peek.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about peek.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit peek.com directly at https://peek.com.