Visit Group Acquires GODO to Expand in Nordic Market
Travel technology firm Visit Group has acquired Iceland-based hospitality software provider GODO in a move to strengthen its leadership across the Nordic region. Although financial details were not disclosed, the acquisition is a key part of Visit Group’s ongoing strategy to create a unified platform that boosts direct sales, streamlines distribution, and enhances operational efficiency for hospitality and experience providers.
Magnus Emilson, founder and executive chairman of Visit Group, said the deal would accelerate the company’s goal of delivering a technology ecosystem that supports profitable, guest-centric travel businesses. The acquisition also includes Travia, GODO’s distribution tool that connects suppliers with travel agencies and tour operators in real time. Travia will be integrated into Visit Group’s ecosystem to expand its distribution reach and offer greater value to customers.
Sveinn Pálsson, co-founder of GODO, emphasized the complementary nature of the two companies’ products and vision. He noted that aligning with Visit Group would accelerate GODO’s growth in the Nordics and enhance the range of services available to existing clients. The combined platforms aim to improve the guest experience while helping hospitality providers increase revenue and efficiency.
The acquisition follows Visit Group’s €100 million strategic growth investment from PSG Equity in early 2024. That funding was intended to scale the company’s presence in the Nordic market by expanding the capabilities of its platform to better support packaging, sales, distribution, and service delivery across the travel and hospitality sector.
The announcement also comes on the heels of a leadership transition at Visit Group, with Richard Wiegmann recently stepping in as CEO and former CEO James Dixon moving into the chief operating officer role. With the acquisition of GODO and the integration of Travia, Visit Group continues to position itself as a key player in Northern Europe’s travel tech landscape, aiming to offer end-to-end solutions that meet the evolving needs of modern hospitality businesses.
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