Web Travel Group has agreed to acquire Pruvo, an AI-powered platform that helps travel companies improve margins on hotel bookings.
Founded in 2016, Pruvo automatically rebooks hotel reservations when prices decrease, helping travel sellers increase profitability.
Pruvo’s platform also includes dynamic pricing, hotel and room-type mapping and a marketplace for travel partners. A message on the company’s homepage states that Pruvo is “now exclusively a B2B platform” and that consumer bookings are no longer supported.
The deal is valued at approximately $26.7 million, Web Travel Group said in its fiscal year 2026 annual report. The acquisition remains subject to customary closing conditions and is expected to complete during fiscal year 2027.
Pruvo CEO and co-founder Itai Marcipar said in a LinkedIn post that Pruvo will operate as a standalone company within Web Travel Group.
“This is a major milestone for us, and one driven by a shared vision—to reshape the accommodation industry through AI-driven innovation and the kind of investment that turns bold ideas into real products,” Marcipar said.
Web Travel Group operates B2B accommodation marketplace WebBeds.