Way raises $20M for hospitality brand activation platform

Brand activation technology company Way has secured $20 million in Series A funding to help hotels offer immersive experiences.

Tiger Global led the round, with participation from hotel executives and ownership groups, including MSD Capital.

Way says it helps luxury, lifestyle and boutique hotels enter the experience economy. Its centralized platform connects consumers with hospitality brands via curated immersive experiences, local events and brand activations. Example experiences include guided whitewater rafting trips and chef-prepared picnics. Founded in 2020, the company is headquartered in Texas.

Way co-founder and CEO Michael Stocker says, “Across the globe, consumer demand has shifted from material goods toward immersive, memorable experiences.

“Way empowers companies to leverage this change by providing the technology that makes launching and scaling meaningful activations easy to operationalize, turning them into a new revenue-driving, brand-building segment of the business,” Stocker continues.

The company says it has hundreds of customers globally, including Highgate Hotels, The Little Nell, Auberge Resorts and Fairmont, and has averaged 20% month-over-month growth.

As hotel guests increasingly demand new and unique experiences, “Way’s platform empowers hotels to meet this need and drive additional revenue from experiences on property and in the local destinations,” says Nate Lippincott, an investor at Tiger Global.

Way has added several key hires, including a managing director for France, where the company opened its European base in May. According to the company, the close of the Series A round values Way at $100 million.

Hospitality tech company Canary Technologies recently secured $30 million in Series B funding to expand its team to keep pace with global demand.

Guest experience platform HolidayHero enables vacation rentals and hotels to improve the guest experience.