Top Investment & Acquisition Trends In Travel Tech Of All Time

Top Investment & Acquisition Trends in Travel Tech of All Time

Picture of Sanjay Ghare

Sanjay Ghare

Sanjay brings over 16+ years of entrepreneurial, general management, and senior executive experience with proven expertise in business development, corporate strategy, and product & program management. Sanjay, being an Industry veteran, and an influencer, leads and drives Vervotech’s vision of “Organizing World’s Accommodation Data.” Before he founded Vervotech, he was a VP of Tavisca Solutions, where he took the started SaaS division and grown with customers in more than 15 countries.  
Top Investment & Acquisition Trends in Travel Tech of All Time

The travel industry is among the most dynamic and competitive sectors globally, with travel tech at the forefront of its evolution. 

As of 2024, the global travel technology market was valued at over $8 billion, with predictions to grow exponentially as digital adoption rises.  

Another research by Allied Market Research revealed that the global travel technology market is expected to reach $12.5 billion by 2030, growing at a compound annual growth rate (CAGR) of 9.5%. 

Investments and acquisitions have been key drivers of this growth, enabling companies to expand their capabilities, improve services, and enter new markets.  

Let’s take a closer look at how consolidation, big tech’s entry, major acquisitions, and emerging technologies are shaping the future of travel tech. 

How Consolidation in Travel Tech is Changing the Game

Consolidation has been a dominant strategy for growth and innovation in the travel tech segment, with mergers & acquisitions allowing companies to diversify and scale their offerings, strengthen their market position, and reach a broader audience. 

When larger companies acquire startups or competitors, they gain access to new markets, advanced technologies, and expanded customer bases. For example, the merger of Sabre and Farelogix in 2020 was aimed at enhancing Sabre’s airline retailing capabilities, ultimately offering better options for travelers. 

Another example is that of Booking Holdings. Over the years, it has acquired brands like Priceline, Kayak, Agoda, and OpenTable, creating a travel ecosystem that spans flight bookings, hotel reservations, restaurant recommendations, and more.  

Expedia Group followed a similar path, bringing brands like Orbitz, Travelocity, and HomeAway under its umbrella, positioning themselves to compete aggressively in the online travel market. The impact? Faster innovation cycles, more seamless integrations, and enhanced customer experiences.  

The consolidation trend has spurred advancements in areas like dynamic pricing, predictive analytics, and real-time customer support, benefiting end-users. And even though it presents challenges such as reduced competition and potential monopolization, for many companies, it’s a strategic move to secure long-term growth in an increasingly digital world. 


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The Impact of Big Tech on Travel

The travel tech space has seen significant disruption with the entry of Big Tech giants like Google, Amazon, and Apple. These companies bring unparalleled expertise in technology and user experience, blending advanced technology with customer-centric travel solutions, and challenging traditional travel platforms. Here’s what we mean: 

Google’s Influence: Google’s foray into travel began with it introducing tools like Google Flights and Google Hotels, which integrate seamlessly with its search engine. It leveraged its dominance in search and data analytics and became a key player in travel planning. Its approach has shifted how consumers research and book travel, providing detailed insights into prices, trends, and availability- all within a familiar platform. 

Amazon’s Potential: Although Amazon hasn’t entered the travel space as aggressively, it has tested waters with features like Amazon Explore, which offers virtual travel experiences. Its capabilities in logistics, payments, and voice technologies could pave the way for larger investments in travel tech. 

Apple’s Subtle Entry: Apple continues to integrate travel-related features within its ecosystem. From Apple Pay facilitating secure bookings to travel-focused apps in the App Store, to augmented reality (AR) features in Maps, Apple’s impact on travel tech is growing steadily. 

Big Tech’s entry is both an opportunity and a challenge for traditional travel tech players. While it raises the bar for innovation, it also intensifies the competition. 

6 Most Notable Acquisitions in Travel Tech

Acquisitions have been a cornerstone of growth for travel tech companies, enabling them to diversify their offerings & solutions and address new customer demands. Let’s go over some of the most significant acquisitions that happened in the recent years:

1. TravelPerk’s Acquisition of AmTrav (2024)

TravelPerk, a leader in business travel, acquired AmTrav to strengthen its corporate travel management capabilities. This merger combines two customer-centric platforms to offer seamless solutions for managing business travel, right from bookings to expense reporting.

2. The Acquisition of Getaroom by Booking Holdings (2021)

Booking Holdings acquired Getaroom to expand its hotel distribution network. This acquisition improved access to discounted room rates and enhanced services for small businesses and travel agents. 

3. Airbnb’s Acquisition of HotelTonight (2019)

Airbnb made waves by acquiring HotelTonight, allowing it to enter the last-minute booking market. This move positioned Airbnb’s as the travel solutions provider to both spontaneous travelers and traditional hotel customers.

4. HomeAway’s Acquisition by the Expedia Group (2015)

In a bid to compete with Airbnb, Expedia acquired HomeAway, a vacation rental platform. This acquisition expanded Expedia’s portfolio and allowed it to offer alternative accommodation alongside traditional hotel bookings.

5. Ctrip’s Acquisition of Skyscanner (2016)

Chinese travel giant Ctrip (now Trip.com Group) acquired flight search engine Skyscanner for $1.7 billion. This move enabled Ctrip to expand its international presence and provide its users with more comprehensive flight search options.

6. Acquisition of Radixx by Sabre (2019)

Sabre acquired Radixx, a leading provider of airline retailing software, to enhance its low-cost carrier capabilities. This acquisition helped Sabre better serve airlines seeking flexible and scalable solutions.

These acquisitions are proof of how companies are not just buying market share but also acquiring technologies, expertise, and geographic reach to stay relevant in the fast-changing industry. 

Take Away

Investment and acquisition trends in travel tech are a testament to the industry’s dynamism and potential for future growth. Mergers & acquisitions have driven innovation and market efficiency, while Big Tech’s entry has introduced new ways to engage with consumers.  

Recent acquisitions show how companies are strategically positioning themselves to meet evolving traveler needs. Meanwhile, emerging technologies promise to further transform the industry, offering interesting opportunities for investors and businesses alike. 

As the sector continues to grow, investments in emerging technologies and untapped markets will play an important role in the future of travel. For companies and investors, the opportunities in travel tech are innumerable. Whether it’s through acquisitions, partnerships, or technological investments, the potential to redefine the travel experience has never been greater. 

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Disclaimer: The author is solely responsible for the content and Vervotech does not exert any control or influence over the author's opinions or statements.

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