Trip planner and content platform My Destination has secured a £1 million funding round, in a move it says values the company at £10 million.
An official confirms the latest round brings the total amount of investment in the company to date to £1.5 million, after securing £500,000 last year.
The funding on both occasions has come about by an unusual system compared to some of the VC/private equity funding associated with other online travel businesses.
Its so-called "franchisees" - from individuals to large media companies - have invested in the company, as well as helping produce content for the site in destinations throughout the world.
The number of franchisees has grown from people in 65 destinations to 110 over the course of the past 13 months.
The company has also rebranded in recent months, switching from MyDestinationInfo, which it had since the company's inception in 2006.