HBX Group acquires Bridgify to strengthen its Experiences offering

3 million upfront, majority deferred

HBX Group, a B2B travel technology marketplace, has agreed to acquire 100% of Bridgify, an AI-native company focused on experiences distribution. The deal is intended to broaden the Group’s Experiences offering and step up the use of artificial intelligence across its operations. Bridgify brings an AI-native experiences infrastructure platform providing access to more than one million curated experiences, sourced from global suppliers and enhanced by proprietary AI recommendations algorithms to match the right experience with the right traveller. HBX Group said the founders of Bridgify will remain involved. The transaction includes €3 million in upfront consideration, with the overwhelming majority deferred and contingent on future performance.

Bridgify’s 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 these contents into their core products, launch fully branded marketplaces more quickly and deliver more personalised traveller journeys. Integration within HBX Group is expected to extend distribution capabilities for this portfolio and optimise the connection between supply and channels. The Group also points to broader uses of the technology across its ecosystem, enabling greater automation, personalisation and improved content distribution.

For HBX Group, the acquisition is intended to accelerate in a segment of experiences that has become central to value creation. The alignment of vision between the two companies is emphasised: Bridgify has built its solution for access, integration and personalisation at scale, priorities HBX aims to roll out more widely across its global partner network.

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.”

Experiences distribution (activities, tours and attractions) is increasingly being woven into purchase journeys, driven by demand for personalisation and the rise of APIs. Against that backdrop, the deal should allow HBX Group to deepen its inventory and smooth product assembly. For partners — agencies, tour operators, airlines and loyalty programmes — the promise is faster deployments, better-targeted content and, potentially, incremental revenue. The use of AI-driven recommendations is also aimed at improving offer relevance and conversion rates.

HBX Group runs a network of B2B brands, including Hotelbeds, Bedsonline, The Luxurist, Roiback and Civitfun, serving online marketplaces, tour operators, travel advisors, airlines, loyalty programmes, destinations and suppliers.