BeMyGuest, a startup that lets people personalise their travel activities, announced today it has raised a Series A round led by Raffles Venture Partners and the investment group of illustrious Singaporean businessman Koh Boon Hwee.

Another investor is SPRING SEEDS Capital, the investment arm of the Singaporean government agency (SPRING) responsible for helping the country’s enterprises grow.

Finally, the travel agency company Chan Brothers Group and individual investors Meng Xiong Kuok and Leland Kwee participated in the round.

The Series A brings BeMyGuest’s war chest to SG$11.5 million (US$8.5 million).

What is particularly interesting about the fundraising, is the company pivoted towards its B2B offering in 2016. The core of the product is to onboard existing travel companies who can then sell their kayak trips, massages etc. via the BeMyGuest network.

Notable distribution partners include Ctrip, Ticket Monster, Tink Labs, Yatra, Tuniu, Alitrip and Travel.jp.

The company says it has 4,500 suppliers, 25,000 activities in over 900 locations on its platform.

“BeMyGuest has proven themselves through successfully becoming the largest aggregator of Asian attractions, tours and activities content, and their continued track record in hyper scaling the B2B business. We are confident of the team cementing its position as the category leader,” said Koh in a statement.

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In February 2016 BeMyGuest became the first Singaporean company to be named to the ‘Top 50 Most Innovative Companies” list on Fast Company.

Launching BeMyGuest Labs

Besides the funding, BeMyGuest announced today the launch of its Labs platform.

The B2B platform targets suppliers and resellers who can buy various APIs from the company. It includes, among others, and inventory push API, multilingual pull API, full white-label solutions, a B2B agents marketplace, instant confirmation, e-tickets, and a revenue management system.

An example of how it might work comes from 2015, when BeMyGuest sold its API to the Chinese startup Ctrip.

“BeMyGuest has a highly scalable technology platform that is capable of aggregating and distributing Asian tours, attractions and activities to its partners,” said Ted Tan the Deputy Chief Executive for SPRING Singapore and the Chairman of the venture arm SPRING SEEDS Capital.

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In March this year, BeMyGuest was named Ctrip’s most valued strategic partner.

Koh Boon Hwee was the Chairman of Singtel for 15 years and is now the chairman of the Board of Trustees at Nanyang Technical University in Singapore.