Online tour search and booking site TourRadar has secured an additional $10 million in funding, which the company's founders said will help the brand increase its staffing and scale up. 

The funding was backed by new lead investor Endeit Capital as well as existing investors Cherry Ventures and Hoxton Ventures.

"Endeit Capital's expertise in scaling consumer brands will propel TourRadar to new heights" stated Travis Pittman, CEO and co-founder of TourRadar.

TourRadar launched in 2010 and now sells more than 500 packaged tour brands, including G Adventures, the Globus family of brands, Intrepid Travel, Trafalgar, Insight Vacations and Contiki. The site features more than 20,000 tours in about 200 countries, ranging from youth and adventure tours to luxury escorted vacations.

It also provides some 50,000 consumer reviews of tours online.

With the Series B investment, TourRadar said it is focusing on finding additional talent with the aim of doubling its staff size. Another goal is improving the user experience across all devices via "inspirational, highly personalized travel content," according to Pittman.

"Its proprietary booking and marketing technology in the large $50 billion touring market is ready to further scale online," stated Martijn Hamann, a partner at Endeit Capital.

Hussein Kanji, founding partner of Hoxton Ventures, added that there is a large opportunity in the market in bringing together tour operators with a global customer base, "a market that has waited too long to go online," according to Kanji.

Prior to the launch of TourRadar, there was no comprehensive clearinghouse of tour reviews online. The biggest player in the travel review arena, TripAdvisor, does not have a specific category for tours and/or tour operators.

TourRadar has been working with Amadeus to potentially integrate its search and booking system into the GDS but there is no activation date. TourRadar does offer agents the ability to use the website as a tool to compare and book tours for their clients. "When agents call in, we give them a promo code which allows them to make a commission off the booking," said a company spokesperson.

JDS Travel News JDS Viewpoints JDS Africa/MI