Latest NewsHBX Group acquires Bridgify, combining AI and experiences capabilities to scale its ecosystem
London, 13 May 2026.-HBX Group (HBX.SM), a leading B2B travel technology marketplace, has agreed to acquire 100% of Bridgify, an AI-native travel technology company focused on technology for experiences distribution. The acquisition supports HBX Group’s strategy to broaden its Experiences offering while enhancing the use of AI across its operations.
At the core of Bridgify’s proposition is an AI-native experiences infrastructure platform providing access to more than one million curated experiences, sourced from leading global suppliers and enhanced by proprietary AI recommendations algorithms to match the right experience with the right traveller.This further expands the depth and distribution capabilities of the experience portfolio available through HBX Group.
Its technology is designed to simplify how this supply is accessed and deployed. Through API-based connectivity and white-label solutions, partners and clients can integrate experiences seamlessly into their core product offering, launch fully branded marketplaces more quickly, and deliver more tailored traveller experiences.
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.”
The transaction includes €3 million in upfront consideration, while the overwhelming majority of the total consideration is deferred and contingent on future performance, reflecting strong alignment around long-term value creation while maintaining a disciplined approach to capital allocation.. Bridgify’s founders will remain closely involved in the business, ensuring continuity and maintaining a shared vision around the platform’s next phase of growth as it evolves and scales within HBX Group.
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About HBX Group
HBX Group is a leading global B2B travel technology marketplace that owns and operates Hotelbeds, Bedsonline, The Luxurist, Roiback and Civitfun. We offer a network of interconnected travel technology products and services to partners including online marketplaces, tour operators, travel advisors, airlines, loyalty programmes, destinations, and travel suppliers.
Our vision is to simplify the complex and fragmented travel industry through a combination of cloud-based technology solutions, curated data, and a broad portfolio of products designed to maximise revenue. HBX Group is present in more than 170 countries and employs more than 3,500 people worldwide. We are committed to making travel a force for good, creating a positive social and environmental impact.
HBX Group International PLC (HBX.SM) is listed on the Spanish Stock Exchange, ISIN:GB00BNXJB679.
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