HBX Group, one of the world’s biggest B2B travel technology companies, has agreed to buy Israeli travel-tech startup Bridgify.
Bridgify develops technology that helps travel companies distribute and personalize travel experiences for customers.
Bridgify’s platform gives travel companies access to more than one million selected travel experiences from major providers around the world.
The company also uses AI-powered recommendation technology to help match travelers with experiences that fit their interests and preferences.
The acquisition supports HBX Group’s plan to grow its travel experiences business and expand the use of AI across its services. Bridgify’s technology helps make it easier for travel companies to access and add travel experiences to their existing platforms.
Using API connections and white-label tools, partners and customers can quickly launch their own branded travel marketplaces and provide travelers with more personalized recommendations.
Nicolas Huss, CEO at HBX Group, said: “This acquisition reflects our continued focus on combining technology and data to simplify the travel industry. By bringing Bridgify into HBX Group, we are not only expanding access to curated experiences but also further enhancing how our ecosystem connects experiences supply and distribution.
“We see opportunities to apply this technology more broadly, accelerating innovation in areas such as AI, automation, personalisation and how content is distributed and delivered across our ecosystem, while reducing the complexity of integrating and scaling travel products across the Group.”
Amit Shamni, CEO at Bridgify added: “Joining HBX Group marks an important milestone for Bridgify. We have built our solution to simplify how global experiences are accessed, integrated, and personalized at scale and we see a strong alignment with HBX Group’s vision for a more connected travel ecosystem. Together, we can scale these capabilities across a global network and deliver more flexible and innovative solutions for partners.”
Founded in 2019 by Amit Shamni and Yaniv Green, Bridgify has a team of 15 employees, all working from Israel. The company has raised around $3 million from private investors and travel companies and has been profitable since its early years.
If Bridgify achieves certain business targets in the future, the total value of the deal could grow to hundreds of millions of dollars.
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