HBX Group has acquired experiences technology company Bridgify to broaden its offering and drive further artificial intelligence (AI) use across operations.
The transaction includes €3 million upfront with the majority of the total consideration dependent on future performance.
Israel-based Bridgify, which was founded in 2019, offers an AI-powered platform providing access to more than a million experiences from global suppliers.
The technology includes AI recommendation algorithms helping travel companies to match experiences to travelers.
HBX said the technology, which boosts its distribution capabilities, simplifies how the supply is accessed and distributed. Partners will be able to integrate experiences into their core product through API-based connectivity and white-label solutions.
“This acquisition reflects our continued focus on combining technology and data to simplify the travel industry,” said Nicolas Huss, CEO of HBX Group.
“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,” Huss said.
“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,” said Amit Shamni, CEO of Bridgify.
“Together, we can scale these capabilities across a global network and deliver more flexible and innovative solutions for partners.”
Bridgify’s founders will remain involved in the business.