Novatours

What Novatours does

Novatours (legal name NOVATOURS LTDA) is a privately held travel management company headquartered in Bogotá, Colombia, founded in 1987 and operating continuously for 38+ years. The company sells corporate travel management services to medium and large enterprises in Colombia, serving over 200 corporate clients across 16 cities and managing travel for 56,782 travelers in 2022. Its core product is Trip+, a proprietary Online Booking Tool (OBT) that consolidates flight, hotel, and per diem reservations, enforces corporate travel policies by converting them into mandatory platform rules, automates approval workflows, and integrates with clients' ERP and accounting systems for automatic reconciliation. The platform is backed by 24/7 omnichannel human support (phone, email, WhatsApp), forming a hybrid model that combines self-service software with high-touch service.

Beyond corporate travel, Novatours operates three additional product lines: Novatours MICE for corporate events and conferences; Viajes de Incentivo for staff incentive travel; and Novatours People, an ecotourism brand offering packages to Colombian destinations such as Caño Cristales, Amazonas, Nuquí, Bahía Solano, and San José del Guaviare. Its revenue model is primarily transaction-based, earning commissions and service fees from airlines, hotels, and other travel suppliers on bookings routed through Trip+, supplemented by management fees for corporate travel program administration. Pricing is quote-based and not publicly disclosed, with multi-year enterprise contracts and minimum deposits for international and domestic programs. The company holds a Colombian Registro Nacional de Turismo license (RNT 821) and is the only identified operating entity with no parent company or institutional investment disclosed.

Name

Novatours

Legal name

NOVATOURS LTDA

Website

https://novatours.com.co

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Novatours is a Bogotá-based travel management company serving 200+ corporate clients across Colombia with its proprietary Trip+ online booking platform, policy compliance automation, and MICE and ecotourism services.

Ownership category

akta.pro rank

Product category

Corporate Travel Management

NAICS

Travel Agencies (561510), Tour Operators (56152), All Other Travel Arrangement and Reservation Services (561599)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Full-Service Corporate OBTs (Air/Hotel/Rail/Car) (THACABAA)

akta.pro secondary industries

Online Booking Tools (OBT) for Managed Travel (THAKANAB), OBT Supplier Marketplace & Managed Content (Preferred Rates, Corporate Discounts) (THACABAM)

Keywords

• Corporate travel management
• Online booking platform
• MICE event planning
• Incentive travel services
• Ecotourism packages Colombia

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Corporate Travel Management Services: Novatours operates as a travel management company (TMC) earning commissions and service fees from airlines, hotels, and other travel suppliers for bookings made through their platform. They also charge management fees for corporate travel program administration, including consulting and implementation of Trip+ platform.
2. Tour Packages and Ecotourism Services: Revenue from selling leisure and ecotourism packages to Colombian destinations including Caño Cristales, Amazonas, Nuquí, Bahía Solano, and San José del Guaviare. These are sold both to individual travelers and as incentive travel for corporate clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Novatours is a Bogotá-based travel management company that provides corporate travel management services through its proprietary Trip+ Online Booking Tool (OBT), which centralizes flight, hotel, and per diem bookings with automated policy compliance, approval workflows, and ERP/accounting integration. It also delivers MICE (Meetings, Incentives, Conferences, Exhibitions) event planning, corporate incentive travel, and ecotourism packages to Colombian destinations, backed by 24/7 omnichannel human support.

Product overview

Novatours is a Bogotá-based travel agency with over 38 years of experience operating as a full-service travel management company. Its product portfolio consists of two layers: a suite of branded travel service lines (Novatours Corporate, Novatours MICE, Viajes de Incentivo, and Novatours People for ecotourism) delivering human-assisted travel management across corporate, events, incentive, and leisure segments; and a proprietary technology platform, Trip+, which serves as the self-service Online Booking Tool (OBT) powering the corporate travel offering. Trip+ centralizes all bookings, automates policy compliance, integrates with ERP and accounting systems, and is backed by 24/7 human support, creating a hybrid model the company calls 'control híbrido' (hybrid control). The platform enables savings of up to 30% on total travel spend.

Differentiator

Problem solved

Functional benefit

Brands

• Novatours Corporate: Corporate travel management solution offering automation, budget control, and efficiency for business travel.
• Novatours MICE
• Novatours People
• Trip+

Products and services

• Novatours Corporate Corporate travel management service offering automation of booking processes, budget control, and reduction of travel planning time by up to 60%. Includes policy compliance enforcement, real-time expense reporting, and integration with accounting and ERP systems. Targeted at finance teams and travel managers at Colombian companies with significant business travel needs.
• Trip+ Proprietary Online Booking Tool (OBT) and self-service software platform for corporate travel management. Centralizes flight, hotel, and per diem bookings with automated policy enforcement, approval workflows, ERP/accounting integration, and 24/7 human support. Applies corporate travel policies as mandatory platform rules, blocking out-of-policy purchases and enabling savings of up to 30%.
• Novatours MICE MICE (Meetings, Incentives, Conferences, and Exhibitions) solution that handles event planning from creation through execution, providing continuous support, precise planning, and dedicated coordination for seamless corporate events. Targeted at companies seeking event management and corporate event execution.
• Viajes de Incentivo Incentive travel service designed to inspire and reward teams through personalized experiences that strengthen work culture, with all details organized for maximum positive impact. Targeted at companies seeking motivational travel experiences for employees.
• Novatours People Individual and leisure travel brand offering ecotourism packages to Colombian destinations including Caño Cristales, Nuquí, Bahía Solano, Amazonas, and San José del Guaviare. The brand handles all travel logistics including flights, transfers, accommodation, and guided excursions. Targeted at individual travelers and families interested in nature-based tourism.

Quantifiable outcome

• Up to 30% savings on total travel costs through automation and policy compliance
• +6 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability1 record

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ERP Systems (General)coreTechnology or IntegrationTrip+ platform integrates with client ERP and accounting systems for automatic expense reconciliation and financial reporting. Integration eliminates data silos and reduces manual reconciliation errors.
• Airline Suppliers (50+ providers)coreOthersNovatours aggregates inventory from over 50 airline suppliers enabling competitive corporate rate negotiations and access to NDC fares. These supplier relationships enable documented savings of 15-30% for corporate clients.
• Hotel SupplierscoreOthersCorporate hotel rate agreements negotiated through consolidated booking volume, providing clients access to preferential pricing across hotel categories.
• GBTA (Global Business Travel Association)minorOthersReferenced as a source for industry benchmarks and best practices in corporate travel management automation and ROI studies.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• American Express Global Business Travel: One of the world's largest TMCs offering corporate travel management, OBT technology, and meetings & events. Comparable as it sells the same overall proposition (managed corporate travel + technology) to enterprise and mid-market clients, but at vastly greater scale and global scope than Novatours.
• BCD Travel: Global corporate travel management company with proprietary technology and supplier content. Comparable to Novatours as a TMC offering OBT, policy compliance, and reporting, but operating globally and at much larger scale.
• CWT (Carlson Wagonlit Travel): Global TMC serving enterprise and mid-market corporate clients with booking, expense, and meetings services. Comparable to Novatours in the corporate travel management model and target buyers, but with broader geographic footprint.
• FCM Travel Solutions: Corporate travel division of Flight Centre with global reach and proprietary technology. Comparable to Novatours as a TMC targeting corporate clients with tech-enabled booking and policy tools, but at much larger international scale.
• SAP Concur: Market-leading corporate travel and expense management platform with broad ERP integration. Comparable to Trip+ in OBT + expense + ERP integration concept, but operated by a much larger vendor with global enterprise customers.

Emerging players

• TravelPerk: Modern corporate travel platform targeting mid-market and SMB with self-service booking, policy controls, and integrated inventory. Directly comparable to Trip+ in product concept and target buyer, though TravelPerk is software-first while Novatours pairs its OBT with high-touch service.
• Navan (formerly TripActions): Corporate travel and expense management platform with proprietary booking, policy, and card products. Comparable to Novatours' Trip+ in feature scope (booking, policy, expense) and in targeting corporate travel buyers, though technology-led and globally focused.
• Spotnana: Cloud-based corporate travel platform offering modern OBT, NDC-native content, and TMC-as-a-service capabilities. Comparable to Trip+ as a competing OBT platform, though Spotnana is positioned as horizontal infrastructure for TMCs rather than a single-market operator.
• HRS Group: Corporate hotel booking and payment platform with policy compliance and payment solutions for businesses. Comparable to Novatours in targeting corporate travel buyers with technology-driven hotel/content solutions, though hotel-focused rather than full-service TMC.

Regional players

• Aviatur: One of the largest Colombian travel agencies offering corporate travel, leisure, and tour packages. Direct regional peer to Novatours — same Colombian market, overlapping corporate and leisure offerings, and similar TMC-plus-operator business model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/novatourscolombia
• LinkedInlinkedin.com/company/novatours-colombia
• Instagraminstagram.com/novatourscolombia

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Novatours