A Series C investment into Revinate has seen it strengthen its position as the heaviest backed online reputation management service in travel.
The US-based company has seen participation in the round from previous investors and attracted the attention of Sozo Ventures.
The last round was for $15.34 million in February 2015 from Tenaya Capital, Northgate Capital and Industry Ventures.
Its Series A was in July 2012 for a $14.5 million via Benchmark, Formation 8 and Tao Capital Partners. Early investments came in tranches of $500,000 and $200,000.
Revinate CEO Marc Heyneker says the Series C will be used on product development and "keep pace with strong consumer demand that prioritises guest knowledge and data to drive more revenue and loyalty".
Alongside its existing reputation management platform, Revinate has launched guest survey tools and marketing automation tools.
With offices in New York, Amsterdam, Singapore and Dubai, following its initial launch in San Francisco, Revinate claims to have 30,000 hotel customers on its books.
It competes directly with European companies TrustYou and ReviewPro.