Our History

This year, we extended our successful partnership with Booking.com for another eight years and celebrated our 25th anniversary, a milestone reflecting two and a half decades of growth, innovation, and global expansion. We also marked an important milestone as KKR acquired a significant minority stake in Etraveli Group alongside existing owner CVC Capital Partners, opening a new chapter in the company’s development. In addition, we opened a new office in London, further strengthening our international footprint. In fintech, PRECISION expanded its reach by partnering with global GDS leaders Amadeus and Sabre, bringing travel-specific fraud prevention into core booking and payment workflows worldwide. Together, these milestones reinforce our position as a leading force in travel technology.

In 2024, Etraveli Group reached a historic milestone - serving over 40 million travelers in a single year and solidifying our position as the world’s largest flight intermediary and fulfilment company outside of China. We also launched our separate fintech entity, introducing our first in-house product, PRECISION, a risk management solution designed to tackle fraud in the travel industry. The year further saw us deepen our alliance with Amadeus as our primary NDC content provider, unlocking a new content distribution initiative that expands our reach and drives innovation across the global travel ecosystem.

Over the past five years, our company has experienced an incredible journey of significant growth and achievement. This journey has been marked by milestones that speak to our dedication and success, including the recent extension of our commercial agreement with Booking.com until the end of 2028. A testament to the remarkable potential and possibilities we see in the future. Our commitment to excellence and innovation remains unwavering, propelling us toward new heights and exciting opportunities on the horizon.

While claiming the position of one of the most successful tech companies in flights, we initiated a partnership with Booking.com, as their provider of flights globally. This strategic collaboration marks a notable moment in our journey toward success and innovation.

By acquiring Canadian air‑technology specialist Tripstack, known for its LCC integrations and virtual interlining - and the online travel agency Flightnetwork, we significantly boosted our tech capabilities and reinforced our position as a leading flight‑tech company.

Later that year, we expanded our reach by acquiring Greek online travel agency e‑Travel S.A., incorporating its popular Mytrip brand into our OTA portfolio, and rebranding as Etraveli Group. This change underscores our evolution into a multi‑brand travel company with an even stronger global presence.

Etraveli Group were acquired by the global private‑equity giant CVC Capital Partners, one of Europe’s largest firms. With CVC’s strategic guidance and financial backing, we ramped up product innovation, streamlined our operations and secured enhanced airline partnerships.

The result? Even more affordable flight options and a broader global reach, bringing better value to travelers worldwide.

By redirecting our efforts toward price‑comparison platforms, we made sure customers encounter the cheapest and most relevant flight options exactly when they’re searching. That same year we strengthened our metasearch capabilities by acquiring Sweden’s leading flight‑comparison site, Flygresor.se, expanding our portfolio and reach among price‑conscious travelers.

Today, we’re one of the world’s largest online travel agencies, distributing over €14 billion in airline tickets and related travel services annually. We continue to grow profitably year after year, driven by our ambition to become the global number one.

We further strengthened our Nordic footprint by acquiring two leading regional brands: Norway’s online travel agency brand Gotogate and Denmark’s Flybillet. This strategic move broadened our product offering, deepened our market expertise and reinforced Etraveli’s position as a go‑to platform for travelers across Scandinavia.

In 2007, we united two Nordic travel innovators, Seat24 (est. 2000) and Svenska Resegruppen (SRG, est. 2003) into a single powerhouse: Etraveli. This merger combined Seat24’s innovative booking platform with SRG’s deep market expertise, immediately positioning Etraveli as a leading online travel brand and laying the groundwork for our rapid global expansion.

Founded in 2000 as one of the first companies to offer online flight booking, Seat24 processed its very first booking on January 1, 2001, and over its first decade became a driving force in the consolidation of the Nordic market, laying the foundation for our ongoing journey toward global success and presence.