HBX Group has agreed to acquire 100% of Bridgify, an AI-native travel technology company focused on experiences distribution technology. The acquisition supports HBX Group’s strategy to broaden its Experiences offering while strengthening the use of AI across its operations.
At the center of Bridgify’s platform is an AI-native experiences infrastructure that provides access to more than one million curated experiences sourced from leading global suppliers. The platform uses proprietary AI recommendation algorithms to match travelers with relevant experiences, further expanding the depth and distribution capabilities of the experiences portfolio available through HBX Group.
Bridgify’s technology is designed to simplify how experience supply is accessed and deployed. Through API-based connectivity and white-label solutions, partners and clients can integrate experiences into their core product offerings, launch branded marketplaces more quickly, and deliver more personalized traveler experiences.
The transaction includes €3 million in upfront consideration, with the majority of the total consideration deferred and tied to future performance milestones. The structure is designed to align both companies around long-term value creation while maintaining a disciplined capital allocation strategy.
As part of the acquisition, Bridgify’s founders will remain actively involved in the business to help ensure continuity and support the next phase of the platform’s growth within HBX Group.
KEY QUOTES:
“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.”
Nicolas Huss, CEO, HBX Group
“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.”
Amit Shamni, CEO, Bridgify
