Etraveli acquires Israeli AI flight booking startup Wenrix in $200-$300 million deal
The flight booking giant bolsters its B2B platform with AI-driven price prediction, automation, and flexibility tools.
International flight booking giant Etraveli has acquired Israeli AI company Wenrix, a move aimed at strengthening its B2B offerings in the global flight booking market. While the companies declined to disclose the purchase price, sources estimate it at at least $200 million, with potential payments reaching $300 million if business milestones are met.
Founded in 2018 by Amir Balaish (CEO), Tor Leelo (CPO), and Armon Avrahamy (CTO), Wenrix has developed an artificial intelligence platform that combines flight price prediction, automated order processing, and enhanced flexibility for cancellations and changes. The platform enables online travel agencies (OTAs) and corporate travel management companies to offer competitive pricing, improved shopping experiences, and new services. It constitutes core infrastructure for the global flight ticket market and focuses on three strategic areas: Smart flight price prediction and consumer recommendations using advanced algorithms; Flexibility engine allowing dynamic, low-cost, or free cancellations and changes; and end-to-end automation for managing bookings, cancellations, refunds, and operational updates with airlines worldwide.
Speaking to Calcalist, Balaish said, “We are a completely B2B company and all of our customers were online and various travel agencies. The buyer has been our customer for two years with extensive cooperation. We were never on the shelf and they looked into the possibility of acquiring us. We were in no hurry to agree to the offer. We agreed to accept the offer in the end because it preserves our company as it is and grows it.”
Balaish further highlighted the company’s competitive edge: “We know how to predict the price of the flight and, in fact, with the help of the prediction, we give customers insights into when it is right to book and create added value. The second value area is flexibility, the ability to cancel and change flight tickets smoothly. The third is full automation of services after booking, handling changes, cancellations, refunds, and operational problems where automation does not work well today. These are three significant areas, and there is a lot to do to achieve our essential vision.”
To date, Wenrix has raised $23 million, with the most recent round led by Insight Partners in 2023. Other investors included Moshe Rafiah (former CEO of Travel Fusion and Skyscanner), and the Naftali family via Net Capital Ventures.
Under the acquisition, Wenrix will continue to operate independently, led by its founders and management, under the same name and product line, with the same customer base. The company plans to expand its workforce in Israel and internationally, growing from 80 employees today to approximately 130 by year-end.
The Etraveli Group, based in Sweden, operates one of the world’s largest flight booking platforms, with a presence in over 75 countries and management of brands such as Gotogate, MyTrip, and Booking.com’s flight system. The acquisition of Wenrix is intended to accelerate Etraveli’s B2B expansion and deepen its technological capabilities.
Wenrix currently serves more than 60 of the world’s largest online travel agencies and corporate travel management companies, representing most of the leading players in the market. Operating in a $300 billion global market, Wenrix facilitated over $14 billion in flight bookings in 2025. The company reports an ARR of over $20 million, more than two and a half years of profitability, and an annual growth rate exceeding 40%.
“Etraveli Group's strategy is to continuously strengthen its leading platform for selling flights and ensure it benefits the wider air travel ecosystem,” said Etraveli CEO Mathias Hedlund. “We are now looking forward to jointly addressing the challenges of air travel and creating competitive offerings.”
