Web Travel Group has agreed to acquire Pruvo, an artificial intelligence-powered hotel rebooking platform designed to help travel businesses improve profitability on accommodation bookings.
The acquisition highlights growing investment in AI-driven travel technology as companies seek to optimize pricing, increase margins and improve operational efficiency.
Pruvo Uses AI to Improve Hotel Booking Margins
Founded in 2016, Pruvo specializes in automatically monitoring hotel reservation prices after a booking is made.
When room rates decrease, the platform can rebook reservations at lower prices, helping travel sellers increase profit margins without changing the customer experience.
In addition to automated rebooking, Pruvo offers several revenue optimization tools, including dynamic pricing capabilities, hotel and room-type mapping, and a marketplace that connects travel partners.
The company has also shifted its focus entirely to business-to-business services. According to information on its website, Pruvo no longer supports consumer bookings and now operates exclusively as a B2B platform.
Deal Valued at Nearly $27 Million
Web Travel Group disclosed in its fiscal year 2026 annual report that the transaction is valued at approximately $26.7 million.
The acquisition remains subject to customary closing conditions and is expected to be completed during the company’s fiscal year 2027.
Financial terms beyond the purchase price were not disclosed.
Pruvo to Continue Operating Independently
Following the acquisition, Pruvo will continue operating as a standalone business within Web Travel Group.
In a statement shared on LinkedIn, Pruvo CEO and co-founder Itai Marcipar described the agreement as a significant milestone for the company.
He noted that both organizations share a vision of transforming the accommodation sector through AI-driven innovation and strategic investment.
According to Marcipar, the partnership will provide additional resources to accelerate product development and bring new solutions to the market.
Strengthening WebBeds’ Technology Ecosystem
Web Travel Group operates WebBeds, one of the world’s largest business-to-business accommodation marketplaces.
The acquisition of Pruvo strengthens the group’s technology portfolio by adding advanced AI capabilities focused on hotel pricing optimization and revenue enhancement.
As competition within the travel technology sector intensifies, companies are increasingly investing in artificial intelligence tools that improve efficiency, automate processes and create additional value for travel suppliers.
AI Continues to Transform Travel Technology
The acquisition reflects a broader trend across the travel industry, where artificial intelligence is playing an increasingly important role in pricing, booking management and customer experience optimization.
By integrating Pruvo’s AI-powered technology into its ecosystem, Web Travel Group is positioning itself to deliver greater value to hotel partners, travel agencies and accommodation distributors while expanding its presence in the rapidly growing travel technology market.
