Visit Group acquires hospitality tech provider GODO

Boosts its leadership position in the Nordic region

Travel technology company Visit Group has acquired GODO, a hospitality software provider based in Iceland.

While terms of the deal have been kept quiet, Visit Group founder and executive chairman Magnus Emilson said the deal would boost its ‘leadership position in the Nordic region.’ 

According to Emilson, it would speed up the company's strategy to create a platform that ‘drives direct sales, cost-efficient distribution, operational excellence and profitability for the hospitality and experience industry.” 

The acquisition includes Travia, which helps connect suppliers with travel agencies and tour operators in real time. Visit Group will integrate Travia into its ecosystem to enhance its enhanced distribution capabilities and provide more value to customers.

“[Visit Group] shares our customer-centric vision, and our products complement Visit’s offering superbly," said Sveinn Pálsson, co-founder of GODO. 

"This will accelerate our growth in the Nordics and increase the depth of solutions to our existing clients. Together, we can continue to elevate the guest experience while enabling our customers to boost revenue and operational efficiency.”

Sweden-based Visit Group announced a strategic growth investment of €100 million in early 2024 from PSG Equity. 

The company said the investment would go towards accelerating Visit Group’s growth across the Nordic region by broadening the range and depth of solutions it offers customers to package, sell, distribute and deliver better guest experiences.

Recently, Visit Group announced that Richard Wiegmann was taking over as CEO, with former CEO James Dixon taking up the chief operating officer role.