Peek.com has brought in $5 million in a new financing round as it attempts to expand the reach of its travel-planning service. Ruzwana Bashir, the company's CEO, said her business is trying to take a similar approach to the one Opentable has applied in the restaurant industry. "What we saw is that the industry was really offline and fragmented," she said. "What we wanted to do is invest in a bunch of tours and bring the industry online."

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