HBX Group takes full control of PerfectStay, a dynamic packaging specialist

The deal follows a 25% stake taken in June 2024

HBX Group now owns 100% of PerfectStay, the French company founded in 2016 and specialised in dynamic packaging platforms. The deal follows a 25% stake taken in June 2024 and brings the business into the Madrid‑listed group. Based in Paris, PerfectStay builds solutions that assemble hotels, flights, transfers and activities in real time for B2B2C players such as airlines, banks and major consumer brands.

The integration will connect PerfectStay’s packaging engine and white‑label storefronts to HBX Group’s technology infrastructure. The group is targeting faster roll‑outs, AI‑driven operations, smart pricing and stronger customer service, while retaining PerfectStay’s Paris headquarters.

With this acquisition, HBX is continuing its ecosystem strategy, broadening its role in the travel value chain. “This investment advances our ecosystem strategy, broadening our role in the travel value chain. By combining PerfectStay’s proven packaging technology with HBX Group's global hotel inventory and distribution scale, we strengthen our offering for clients looking to enter or accelerate in this market,” said Nicolas Huss, CEO of HBX Group.

A $50bn holiday packages market

The group is banking on the complementarity between PerfectStay’s technology and its own global hotel inventory and distribution reach. Raphael Zier, Executive Chairman of PerfectStay, said: “We built PerfectStay to help major brands develop holiday propositions, achieved through our winning combination of technology and implementation expertise. Joining HBX Group fully gives us access to the world’s largest hotel inventory, global scale and the resources to accelerate delivery for our clients. For them, this means better hotel content, improved pricing dynamics and faster time to market.”

Together, HBX and PerfectStay say they aim to unlock more upsell opportunities and improve conversion through richer hotel content, sharper pricing and broader distribution. The B2B2C holiday packages segment is estimated by the two partners at around USD 50 billion and is said to be growing faster than the wider travel sector.