Visit Group lands €100M strategic investment from PSG

Visit Group, a hospitality and travel software company, announced Tuesday a strategic growth investment of more than €100 million that will give PSG Equity a majority stake in the company.

Headquartered in Gothenburg, Sweden, Visit Group provides collaborative commerce software to in-destination experience vendors, including lodgings, day tours and attractions, mountain resorts, ferry operators, amusement parks and activity vendors.

The investment from PSG will go toward accelerating Visit Group’s growth across the Nordic region by broadening the range and depth of solutions it offers customers to package, sell, distribute and deliver better guest experiences.

“As a product-led business with high ambitions to make a real difference in the development of the hospitality industry, we believe that we have found the right partner for both continuing to strengthen our offer and to accelerate our growth in and outside the Nordics,” said Visit Group CEO James Dixon. “I believe that we will get the best of both worlds with our product building DNA and PSG’s experience in areas like [mergers and acquisitions] and growth operations.”

Under terms of the investment, PSG will acquire shares in Visit Group from Nordic technology investor Standout Capital and other minority shareholders, while the founder and management will remain significant owners.

“We’ve been closely monitoring this space for some time and have been impressed by Visit Group’s unique value proposition across the Nordics, underpinned by strong network effects, which help enhance connectivity and synergies among all stakeholders in the hospitality ecosystem,” said Edward Hughes, managing director at PSG.

PSG last year led a $175 million investment in Finland-based vacation rental technology specialist Hostaway. In 2020, PSG led a $50 million funding round in hospitality guest experience platform SevenRooms.


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