Travala to Launch Bitcoin Treasury Reserve After $100M Milestone

Travala, the travel booking platform that allows cryptocurrency payments, announced on Dec. 12 plans to launch a treasury reserve holding Bitcoin (BTC) and AVA, Travala’s native token.

Travala unveiled its treasury reserve plan alongside the announcement that it had surpassed $100 million in gross annual revenue, marking a roughly 70% increase from $59.6 million in 2023.

At the time of publishing, the AVA token increased by 19% over the past year, trading at around $0.70, according to CoinGecko. That compares with a 129% increase in BTC in that time.

Travala’s cryptocurrency reserve initiative aims to strengthen its financial stability and support further expansion, CEO Juan Otero explained. This move underscores the growing acceptance of cryptocurrency as a legitimate financial asset, serving both as a payment method and a strategic tool for businesses.

The Treasury Reserve Plan

Travala will use Bitcoin (BTC) and AVA to support its loyalty program, the AVA Smart Program, which allows users to earn and redeem rewards in either token. Otero said the rising demand for blockchain technology was a key driver behind the company’s recent success.

“Surpassing $100 million in gross revenue is a huge milestone, but for us, it’s just the beginning. With our new Treasury Reserve Plan, which includes BTC and AVA crypto, we’re fueling future growth and doubling down on our commitment to shaping the next era of travel,” Otero said.

“These assets are at the heart of the Travala product—from how users book travel to the rewards they receive—and will assist us in harnessing myriad opportunities to further innovate at the intersection of blockchain and travel as new advancements take place in the Web3 world,” he added.

The Rise of the BTC Reserve

Following BTC’s meteoric surge this past year, Travala is not alone in exploring BTC reserves. Last Friday, Florida regulators announced plans to establish a strategic Bitcoin reserve in early 2025.

Florida’s proposal marks a pioneering move in integrating cryptocurrency into state-level fiscal strategies and aligns with the broader trend of industries increasingly incorporating digital assets into their financial systems.