HBX Group, the Spanish-listed B2B travel technology company that owns Hotelbeds, agreed on May 13, 2026 to acquire all of Bridgify, an Israeli startup that supplies tours, activities and other travel experiences to travel companies and other businesses through its software.
HBX will pay €3 million (about $3.4 million) upfront. It said the overwhelming majority of the total price was deferred and depends on Bridgify's future performance, and it did not disclose the full amount. Israeli business outlet Calcalist reported that the deal could eventually be worth hundreds of millions of dollars if Bridgify hits its performance targets.
Bridgify's founders will stay closely involved in running the business inside HBX Group. In a trading update published in July 2026, HBX listed the completion of the Bridgify acquisition among its steps to expand its ecosystem.
What Bridgify built
Amit Shamni and Yaniv Green founded Bridgify in 2019, according to Calcalist. Shamni is its chief executive. The company had 15 employees, all in Israel.
In a 2024 sponsored profile in Haaretz, the founders said they started the company after struggling to book attractions and activities on their own trips. They pitched the product to credit card companies, banks, insurers, loyalty clubs and travel companies, which could offer their customers branded booking of tours, event tickets and packages. Both founders were called up for military reserve duty after October 7, 2023, and the company said at the time that it was raising money to expand beyond Israel.
Its platform gives partners access to more than one million curated experiences from global suppliers and uses its own AI recommendation algorithms to match activities to individual travellers. Partners connect through an API or use white-label products to add experiences to their own offering or launch a branded experiences marketplace.
Shamni said in HBX's announcement that Bridgify had built its product to make global experiences simpler to access, integrate and personalise at scale, and that its plans fit HBX's goal of a more connected travel ecosystem.
“Joining HBX Group marks an important milestone for Bridgify.”
Why HBX is buying
HBX Group runs a B2B travel marketplace that serves online marketplaces, tour operators, travel advisers, airlines, loyalty programmes, destinations and travel suppliers. Its brands include Hotelbeds, Bedsonline, The Luxurist, Roiback and Civitfun. It operates in more than 170 countries and employs more than 3,500 people.
The company said Bridgify would broaden its experiences business and increase its use of AI across its operations. Chief executive Nicolas Huss said the deal reflected HBX's focus on using technology and data to simplify the travel industry. He said HBX saw room to apply Bridgify's technology more widely, in AI, automation, personalisation and content distribution, while making it easier to integrate and scale travel products across the group.
HBX described the deferred, performance-linked structure as a way to align both sides around long-term results while keeping discipline over how it spends capital.
The founders and the funding
Bridgify raised about $3 million from private investors and travel companies, Calcalist reported, and had been profitable since its early years. The investors were not named.
The small upfront payment relative to the possible earn-out means most of the founders' return depends on how Bridgify's platform grows within HBX's distribution network.
HBX's recent deals
The Bridgify deal came six weeks after HBX took full ownership of PerfectStay, a Paris-based company founded in 2017 that builds holiday-packaging technology for airlines and consumer brands. HBX had bought a 25% stake in PerfectStay in June 2024 and completed the full takeover on March 31, 2026.
That deal used a similar structure. HBX said the rest of the PerfectStay price was tied to the company's EBITDA through 2030 and would not affect HBX's 2026 cash flows. Both purchases keep upfront spending low while adding products, packaging in PerfectStay's case and experiences in Bridgify's, to sell through the Hotelbeds and Bedsonline networks.
Neither company disclosed Bridgify's revenue or how many partners use its platform.
