HBX Group has agreed to acquire Bridgify, an AI-focused travel technology company, as part of efforts to expand its experiences offering and strengthen technology capabilities across its platform.
The acquisition will give HBX Group access to Bridgify’s experiences infrastructure, which connects to more than one million activities sourced from global suppliers. The platform uses AI-based recommendation tools to match experiences with traveller preferences, supporting more personalised travel products.
Bridgify’s technology is designed to simplify integration for partners through API connectivity and white-label solutions, enabling travel companies to incorporate experiences into their offerings and develop branded marketplaces.
The move supports HBX Group’s broader strategy to scale its ecosystem and enhance distribution of travel content, particularly in the experiences segment.
The transaction includes three million euros (US$3.4 million) in upfront consideration, with additional payments linked to future performance. Bridgify’s founders will remain involved in the business following the acquisition.
“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,” said Nicolas Huss, CEO, HBX Group.
Amit Shamni, CEO of Bridgify, added: “We have built our solution to simplify how global experiences are accessed, integrated, and personalised 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.”
