What Pricenow does

Pricenow AG is a privately held Swiss software company that builds a modular SaaS platform for the Alpine leisure and tourism industry, combining e-commerce, data analytics, and demand-based dynamic pricing into a single integrated offering or as standalone modules. Founded as a University of St. Gallen spin-off with co-founders Reto Noerpel-Schneider (CEO) and Jonas Meuli (CRO and Chairman), alongside Felix Wohnhaas (CTO) and Stefan Germann (COO), the company serves roughly 60 enterprise customers across mountain railways (Bergbahnen), thermal baths and spas (Thermen), and leisure attractions in Switzerland, Austria, Germany, and increasingly France. Its three core products are an E-Commerce Platform for online ticket and subscription sales with capacity management, a Data Analytics module offering self-service analytics, automated reporting, KPI alerts, predictive forecasting, and an AI-supported natural language search function, and a Pricing Solution that uses demand signals and weather data to optimize prices in real time. The pricing engine integrates directly with SKIDATA access control systems, with additional integrations into Axess, SwissPass, e-Guma, and n-tree solutions, allowing dynamic prices to surface both online and at the gate.

Name

Pricenow

Legal name

Pricenow AG

Website

https://pricenow.ch

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Pricenow AG is a Swiss SaaS company providing a modular platform combining e-commerce, data analytics, and demand-based dynamic pricing for mountain railways, thermal baths, and attractions in the DACH region and France, serving 60+ enterprise customers.

Ownership category

akta.pro rank

Product category

Tourism and Leisure Industry SaaS

NAICS

All Other Travel Arrangement and Reservation Services (561599), Tour Operators (561520), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Tour, Attraction & Experience Dynamic Pricing Platforms (THALAOAF)

akta.pro secondary industries

Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA), Tour/Activities/Attractions Reservation Systems (THALADAG), Ancillary Revenue & Offer Optimization (Bundling, Upsell/Cross-sell) (THALAOAG)

Keywords

• Tourism e-commerce software
• Dynamic pricing engine
• Leisure industry SaaS
• Ski resort analytics
• Demand-based pricing platform

Headquarters

HQ city

Reichenbach

HQ country

Switzerland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Software Subscriptions: Annual and multi-year subscription-based revenue model for modular E-commerce, Data Analytics, and Pricing solutions delivered as cloud-based SaaS

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Pricenow offers a modular SaaS platform for the leisure and tourism industry combining three integrated solutions: an E-Commerce platform for online ticket and experience sales with capacity management, a Data Analytics solution with self-service, automated reporting and predictive capabilities, and a Pricing Solution providing demand-based dynamic pricing. The platform serves mountain railways, thermal baths, attractions, and tourism organizations across the DACH region and France, delivered as cloud-based subscriptions with seamless integration into industry-standard access control systems such as SKIDATA and Axess.

Product overview

Pricenow is a modular SaaS platform for mountain railways, thermal baths, and experience providers, combining three core solutions: E-Commerce Platform (for selling experiences online), Data Analytics (for turning data into business insights), and Pricing Solution (for demand-based dynamic pricing). These three core products work as an integrated platform or can be used separately. The Data Analytics solution includes specialized modules for E-commerce Analytics, Pricing Analytics, and a Data Analytics Starter package. Additional features include Cross-selling/Upselling, Bundling, Automated Reporting, Guest-Check-Out, KPI Alerts, SEO Optimization, and Slot/Capacity Management.

Differentiator

Problem solved

Functional benefit

Products and services

• E-Commerce Platform

Quantifiable outcome

• Online share increased from 5% to nearly 40% at Savognin Bergbahnen
• +5 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability5 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Inside Labs AGcoreStrategic or Co-development Partner · 25 June 2024Strategic partnership announced June 2024. Inside Labs enables destinations to create more personal, sustainable, and meaningful guest experiences through app-driven technology. The partnership combines Pricenow's e-commerce and pricing expertise with Inside Labs' digital guest engagement capabilities.
• SKIDATAcoreTechnology or IntegrationSKIDATA offers innovative access solutions for car parks, mountain railways, and stadiums. Pricenow's pricing engine is fully integrated with SKIDATA's access control system, enabling real-time dynamic pricing retrieval on web shops and at cash desks.
• Axess AGcoreTechnology or IntegrationLeading provider of ticketing and access management solutions for ski resorts, theme parks, and event venues worldwide with headquarters in Austria and branches in 20 countries.
• Wilken Software GroupcoreStrategic or Co-development PartnerWilken seamlessly links various data sources enabling continuous digitization in guest communication, complementing Pricenow's offerings in the tourism sector.
• Speed-U-Up GmbHminorStrategic or Co-development PartnerDigital solution and service provider covering all digital requirements for alpine tourism, promoting digitization in the Alpine region.
• Swiss Cable Cars (SBS)minorOthersNational association of the Swiss cable car industry representing approximately 350 members, offering services in technology, law, sustainability, and education.
• Austrian Cable Car PartnersminorOthersNetwork of companies supporting the Austrian cable car industry with products and services.
• European Waterpark Association (EWA)minorOthersInterest representation for European leisure pools, thermal baths, and water parks.
• myclimate FoundationminorOthersClimate protection foundation promoting education programs, advice, and high-quality compensation projects.
• HSG Spin-offminorOthersUniversity of St. Gallen spin-off label promoting innovative start-ups with networks, resources, and support.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tiqets: Amsterdam-based online ticketing platform for museums, attractions, and experiences worldwide. Direct peer to Pricenow in the online ticketing/reservation and dynamic pricing layer for attractions, though with a broader global content catalog and B2C distribution focus rather than Pricenow's DACH Bergbahnen/Thermen vertical.
• Rezdy: Booking and reservation software built specifically for tours, activities, and experience providers. Comparable to Pricenow's E-commerce Platform in scope (online booking, capacity management, channel management), though with a global footprint rather than DACH-only focus.
• Bókun: Booking and channel management software for tour and activity operators, owned by Tripadvisor. Provides online booking, payments, and distribution — overlapping Pricenow's E-commerce Platform and competing for the same operator customer type.
• Peek: Software platform for tours, activities, and attractions covering reservations, dynamic pricing, and distribution. Overlaps directly with Pricenow's e-commerce and pricing capabilities for the attractions vertical and competes for similar operator customers.
• Trekksoft: Booking and marketing software for tour and activity providers in Europe. Comparable to Pricenow's E-commerce and Data Analytics offerings, particularly for outdoor and experience-based operators, with similar SMB-to-mid-market positioning.
• FareHarbor: Booking and reservation software for tours, activities, and attractions, now part of Booking Holdings. Directly comparable to Pricenow's E-commerce module and CRM-style booking workflow for activity providers, with significantly larger scale and the backing of a global OTA parent.
• Regiondo: German-headquartered online booking and ticketing platform for tours, attractions, and leisure providers across Europe. Closest direct competitor in geography and vertical, addressing the same kinds of ski resorts, thermal baths, and attractions that Pricenow serves.
• Book4Time: Spa, wellness, and leisure booking management software. Direct peer to Pricenow in the Thermen & Bäder segment, providing scheduling, POS, and guest management — though with less depth on dynamic pricing for ski-resort-style demand volatility.

Broad incumbents

• Axess: Global ticketing and access management solutions provider for ski resorts, theme parks, and event venues, headquartered in Austria. Already a Core integration partner of Pricenow but also an incumbent that could bundle comparable e-commerce/pricing functionality into its access-control stack.
• SKIDATA: Provider of access and visitor management solutions for car parks, mountain railways, and stadiums worldwide. Core integration partner of Pricenow via the SKIDATA pricing interface, but a larger incumbent whose own roadmap could encroach on dynamic-pricing territory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

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 Pricenow