Lemax
Lemax is a Croatian-founded cloud software platform that unifies booking, operations, supplier integrations, and accounting for mid-to-large tour operators and DMCs across 25+ countries.
- Company typePrivate
- Founded1990
- HeadquartersZagreb, Croatia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Lemax does
Lemax d.o.o. is a Croatian-headquartered (Šibenik) software company founded in 1990 that builds a cloud-based platform for mid-to-large tour operators and destination management companies (DMCs). The platform unifies the full multi-day tour workflow into a single system: centralized product inventory (accommodation, packages, transfers, excursions, cruises), booking and sales automation, package building, operations and supplier coordination, finances and accounting, business intelligence reporting, unified CRM, and a two-way centralized communication layer. Distribution is enabled through an Online Booking API (B2C), a branded B2B partner portal, and an XML OUT connection for live B2B inventory exposure. Pre-built integrations with major third-party suppliers — Hotelbeds, Tourico Holidays, RoomsXML, and TourRadar — extend the platform's product catalogue and distribution reach without manual re-keying.
The business operates a recurring software subscription model with annual billing in advance, complemented by implementation, training, and consulting services. Pricing is quote-based with no publicly disclosed tiers, and subscription fees are non-refundable. The go-to-market is enterprise field sales targeting tour operators and DMCs globally, supported by content marketing, industry events (Travel Tech Show London, ITB Berlin), and thought-leadership panels alongside partners such as Arival and ETOA. The company serves 40+ customers across 25+ countries and 6 continents — including Emirates, Singita, Hotelplan Group, Asian Trails, Expat Explore and Albatross Tours — processing 1.8 million bookings and €1.35 billion in transaction value annually. The firm is privately held with 11-50 employees, no disclosed external funding, no parent company, and CEO Mate Kostovski at the helm.
Lemax firmographics
Firmographics- Name
- Lemax
- Legal name
- Lemax d.o.o.
- Website
- https://lemax.net
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lemax is a Croatian-founded cloud software platform that unifies booking, operations, supplier integrations, and accounting for mid-to-large tour operators and DMCs across 25+ countries.
- Ownership category
- akta.pro rank
Lemax industry classification
Industry- Product category
- Travel Agency Software
- NAICS
- Travel Agencies (561510), Travel Agencies (56151), Tour Operators (56152), Tour Operators (561520)
- SIC
- Services-Management Services (8741)
- akta.pro primary industry
- Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)
- akta.pro secondary industries
- Agency CRM, Sales Automation & Client Servicing (THALAGAB), Wholesale Distribution Platforms & Switches (B2B Booking Engines/Marketplaces) (THAKAJAG)
Keywords
Where Lemax is headquartered
LocationHeadquarters
- HQ city
- Zagreb
- HQ country
- Croatia
- HQ region
- Europe
Offices1 record
Markets served
Lemax business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Software Subscription: Annual subscription fees for access to the Lemax platform. The subscription fee is charged in advance on annual payment intervals and remains fixed during the subscription period unless upgraded or downgraded.
- Professional Services: Implementation, training, and consulting services provided to customers during onboarding and ongoing use of the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom enterprise pricing based on scope and requirements |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Lemax product offering
Product offeringCore offering
Lemax provides a cloud-based, end-to-end software platform for mid-to-large tour operators and destination management companies (DMCs). The platform unifies travel product inventory, sales and booking automation, operations, supplier integrations, B2B/B2C distribution, finances and accounting, and reporting into a single system, enabling customers to automate workflows and sell multi-day tours across 25+ countries.
Product overview
Lemax is a unified cloud-based platform for mid-to-large tour operators and DMCs that combines multiple integrated modules: the core Lemax Platform serves as the foundation, supported by Travel Products (centralized inventory management), Sales (automation and quotes), Operations (service ordering and supplier management), Finances and Accounting (payable/receivable), Reports (business intelligence), and Multi-Day Tour Distribution. The platform offers multiple distribution channels including Online Booking (B2C) for direct customer sales and Partner Booking (B2B) via branded portals. Additional modules include Unified CRM for relationship management, Centralized Communication for two-way email, and Package Builder for tour creation. The platform also includes a Reservation System for managing bookings across all channels and Travel Automation Software for workflow automation.
Differentiator
Problem solved
Functional benefit
Products and services
- Lemax Platform
Quantifiable outcome
- Itinerary production 3x faster with 35% revenue increase (My Costa Rica case study)
- +3 more outcomes
Companies that use Lemax
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles2 records
Lemax technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature10 records
Lemax partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and strategic.
- Tourico HolidayscoreIntegration partnership allowing Lemax customers to book directly from the back office and access Tourico's wide range of hotel products. Users can book large hotel chains with only a few clicks.
- RoomsXMLcoreIntegration enabling users to book accommodation products directly from the Lemax software. Allows booking of large hotel chains and management of reservations.
- HotelbedscoreIntegration through Hotelbeds API enabling travel agencies and tour operators to directly book and pay for accommodation services. Combines hotels worldwide in one platform.
- ArivalstrategicCo-hosted virtual panel on 'The Great Divide in Multi-Day Tour Operations' featuring Arival research data. Joint thought leadership initiative on market analysis.
- ETOA (European Tourism Association)strategicPanel participation in virtual events discussing multi-day tour market trends and distribution challenges. Represents strategic industry engagement.
- TourAxisstrategicPanel participation and customer case study contributor. TourAxis uses Lemax for operational management as a reference customer.
- Hotelplan GroupstrategicPanel participation discussing technology adoption and transformation in travel. Hotelplan Group is implementing Lemax across multiple brands.
- TourRadarstrategicIntegration partnership and panel participation. TourRadar marketplace connects with Lemax for seamless booking automation. Operators using both achieve conversion rates up to 4x higher.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Lemax competitors and assessment
Company assessmentBroad incumbents
- Travelport: Global travel technology platform offering GDS, hotel distribution, and travel agency software including Tourico Holidays (acquired). Competes with Lemax in travel supplier distribution and broader tour operator functionality, though Travelport serves a much wider travel ecosystem beyond tour operators.
- Amadeus: Major travel technology provider with GDS, corporate booking tools, and travel agency platforms. Explicitly identified in Lemax industry analysis as a competitor; serves tour operators through broader hospitality and distribution offerings rather than a dedicated multi-day tour focus.
- Sabre Corporation: Major travel technology provider offering GDS, airline, hotel, and travel agency solutions. Competes with Lemax at the broader travel technology layer, particularly through agency booking tools and corporate travel management offerings that overlap with Lemax's functionality.
- Viator (Tripadvisor): Leading marketplace for tours, activities, and experiences owned by Tripadvisor. Functions as both a competitor (through Bokun) and a distribution partner for tour operators, similar to how TourRadar integrates with Lemax.
Direct peers
- Checkfront: Online booking management platform for tours, activities, and rentals. Competes with Lemax in the tour operator reservation and online booking space with similar cloud-based SaaS delivery model, though Checkfront skews toward smaller operators.
- Intuitive Systems: Travel technology provider specializing in tour operator and travel agency software. Explicitly named alongside Lemax, Amadeus, and Expedia in industry analysis as a competing tour operator platform, suggesting similar feature scope and customer base.
- Tourplan: Specialized tour operator software platform providing booking, operations, and financial management for inbound and outbound tour operators. Directly competes with Lemax in the same target customer segment with overlapping feature sets including itinerary building, supplier management, and booking automation.
- Rezdy: Tour operator and activity booking software platform providing reservation system, channel manager, and agent booking tools. Targets similar mid-market tour operators and DMCs as Lemax with comparable online booking and distribution capabilities.
- Bokun (Tripadvisor Experiences): Cloud-based booking and distribution platform for tour operators and activity providers, now part of Tripadvisor Experiences. Directly competes with Lemax's online booking and distribution modules, offering B2B/B2C booking engines and channel manager functionality to similar tour operator customers.
- TrekkSoft: Tour operator and activity booking software offering reservation system, payment processing, and channel manager. Directly comparable to Lemax in serving tour operators and DMCs with B2B/B2C booking and distribution features.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Lemax social profiles
Digital presenceLemax financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lemax leadership team
Management profileNumber of profiles
Profiles2 records
Lemax funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lemax M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lemax
What does Lemax do?
Lemax provides a cloud-based, end-to-end software platform for mid-to-large tour operators and destination management companies (DMCs). The platform unifies travel product inventory, sales and booking automation, operations, supplier integrations, B2B/B2C distribution, finances and accounting, and reporting into a single system, enabling customers to automate workflows and sell multi-day tours across 25+ countries.
Is Lemax a public or private company?
Lemax is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lemax founded?
Lemax was founded in 1990. It employs 11 to 50 people.
Where is Lemax based?
Lemax is headquartered in Zagreb, Croatia, in the Europe region.
How does Lemax make money?
Two revenue lines are on record. Software Subscription is the primary driver. The others are professional Services.
Who are Lemax's main competitors?
Broad incumbents on record are Travelport, Amadeus, Sabre Corporation and Viator (Tripadvisor). Direct peers are Checkfront, Intuitive Systems, Tourplan, Rezdy, Bokun (Tripadvisor Experiences) and TrekkSoft.
Does Lemax have an API?
Yes. Lemax offers a Web API for online publishing of products and services. The Online Booking API enables creation of internet booking engines for online publishing of travel products and services. The platform also supports XML OUT connection for B2B product distribution to partners.
What industry is Lemax in?
Lemax's product category is Travel Agency Software. Its primary akta.pro industry code is THALAMAA, Online Booking & Reservation Platforms (B2B/B2C), with a secondary code of THALAGAB, Agency CRM, Sales Automation & Client Servicing. Its NAICS code is 561510 and its SIC code is 8741.