GoTo HUB
GoTo HUB is a Scandinavian travel-tech marketplace connecting tourism suppliers with destination marketing organizations, hotels, and travel agents through a commission-only booking platform spanning activities, tours, tickets, and accommodations across Norway, Sweden, and Denmark.
- Company typePrivate
- Founded2021
- HeadquartersSandnes, Norway
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What GoTo HUB does
GoTo HUB is a Scandinavian travel-tech marketplace that aggregates and distributes bookable tourism products — activities, tours, tickets, accommodations, and rentals — across a multi-country platform headquartered in Sandnes, Norway with a Swedish office in Helsingborg and a Danish subsidiary (GoTo HUB ApS). The platform connects three primary constituencies: (i) tourism suppliers (hotels, activity providers, tour operators, ticket sellers, attractions) who onboard with no upfront fees and pay a 10–20% commission on sales; (ii) Destination Marketing Organizations (DMOs) — 40+ across Norway, Sweden, and Denmark including Visit Oslo, Visit Trondheim, Visit Helsingborg, and Destination Trekantområdet — that act as commercial partners driving local supplier adoption and operating branded booking portals; and (iii) sales partners and travel agents (300+ active) who earn 2.5–10% reseller commissions via the Agent Portal across 1,200+ bookable products.
The product architecture is a modular ecosystem built on a central inventory hub (GoTo HUB), supported by GoTo Booking (all-in-one supplier booking system), GoTo Packaging (multi-supplier package creation under Scandinavian Package Travel Act travel guarantee), GoTo Connect (AI-powered content translation and publishing to Visit Norway), GoTo Trip Planner (AI-powered itinerary planning), GoTo Agent Portal (B2B access for travel agents), and an official Google Things To Do integration delivering distribution across Google Search and Maps. Technology foundations include API-first integrations to 10+ PMS and booking systems (Mews, Sirvoy, Trekksoft, FareHarbor, HotSoft, Zaui, Bilberry, Rate Tiger connecting 100+ downstream PMS systems), Stripe Connect for automated payout splitting five days post-consumption, and QR-code-driven booking flows in hotel lobbies. GoTo HUB holds multi-jurisdictional legal entities (Norway Org.nr 925 038 555, Sweden Org.nr 559248-1955, Denmark CVR 44247437) to provide travel-guarantee coverage per Scandinavian legislation.
Revenue is generated primarily through supplier commissions (20% on tours & activities, 15% on accommodation, 10% on tickets), a GoTo Packaging subscription layer (1,000 NOK/SEK/DKK monthly plus 6% booking fee for multi-product operators), and reseller commissions paid outward to the distribution side. The company operates without disclosed external venture funding, on a bootstrap-to-reinvestment trajectory, with leadership drawn from Thomas Cook / Scandinavian Leisure Group backgrounds. Strategic expansion in 2024 spanned Denmark entry, two new AI product lines, and a step-change in DMO partnerships; 2026 is anchored by integrations with Mews (12,500+ properties globally) and HotSoft that significantly broaden addressable accommodation inventory.
GoTo HUB firmographics
Firmographics- Name
- GoTo HUB
- Legal name
- GoTo HUB AS / GoTo HUB AB / GoTo HUB ApS
- Website
- https://gotohub.no
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GoTo HUB is a Scandinavian travel-tech marketplace connecting tourism suppliers with destination marketing organizations, hotels, and travel agents through a commission-only booking platform spanning activities, tours, tickets, and accommodations across Norway, Sweden, and Denmark.
- Ownership category
- akta.pro rank
GoTo HUB industry classification
Industry- Product category
- Travel Technology / Tourism Booking Platform
- NAICS
- Travel Arrangement and Reservation Services (5615), Convention and Visitors Bureaus (561591)
- akta.pro primary industry
- Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)
- akta.pro secondary industries
- Travel Policy, Approval & Booking Workflow Tools (THALAMAB), Partner Network & Supplier Onboarding/Connectivity Platforms (Mapping, Certification, QA) (THALAJAO), Hotel & Accommodation Booking Platforms (THALAFAB)
Keywords
Where GoTo HUB is headquartered
LocationHeadquarters
- HQ city
- Sandnes
- HQ country
- Norway
- HQ region
- Europe
Offices2 records
Markets served
GoTo HUB business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Supplier Commission (Tours & Activities): Tour and Activity providers pay 20% commission on the sales price when products are sold through the platform. No upfront fees or fixed costs.
- Supplier Commission (Accommodation): Accommodation providers pay 15% commission on sales. No fixed fees.
- Supplier Commission (Tickets): Ticket providers pay 10% commission on sales. Tickets include entrances to concerts, museums, or rentals.
- Distributor Commission (Reseller): Sales partners (hotels, travel agents, DMOs) earn 2.5-10% commission on sales made through their distribution channels. Ticket sales earn 2.5%, Tours & Activities earn 10%, Accommodation earns 5%.
- GoTo Packaging Subscription: Operators with multiple products pay 1,000 SEK/NOK/DKK monthly subscription plus 6% booking fee when using GoTo Packaging as their primary packaging tool (technically and legally).
- GoTo Packaging (Distributor): Packaging module is free when packaging 3rd party products together. Commission-based model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | No upfront costs - commission only model |
| Subscription | Monthly | Operator Packaging Subscription |
| Transaction based/ take rate | Pay-as-you-go | Distributor Commission Structure |
| Transaction based/ take rate | Pay-as-you-go | GoTo Booking System |
| Other | Pay-as-you-go | GoTo Connect |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
GoTo HUB product offering
Product offeringCore offering
GoTo HUB operates a cloud-based travel technology ecosystem that aggregates bookable tourism products (activities, tours, tickets, accommodations) from Nordic suppliers and distributes them through destination portals, travel agents, hotels, and Google Things To Do. The platform includes the GoTo HUB inventory hub, GoTo Booking system, GoTo Packaging tool with travel guarantee, GoTo Connect AI content engine, GoTo Trip Planner AI itinerary builder, and an Agent Portal for B2B resellers. Suppliers join with no upfront fees; the company earns commission on transactions facilitated through the network.
Product overview
GoTo HUB is a modular travel tech ecosystem built around a central inventory hub (GoTo HUB) that aggregates and distributes bookable tourism products across Scandinavia. The platform architecture consists of a core product (GoTo HUB) serving as the digital marketplace, supported by specialized modules including GoTo Booking (all-in-one booking system for suppliers), GoTo Packaging (multi-supplier package creation with travel guarantees), GoTo Connect (AI-powered content translation and publishing to Visit Norway), GoTo Trip Planner (AI-powered itinerary planning for destinations), and GoTo Agent Portal (B2B booking access for travel agents). The Google Things To Do Integration extends distribution reach directly into Google Search and Maps. Suppliers can join with no upfront fees (commission only), and the ecosystem enables cross-selling and packaging between different suppliers, all unified under a single shopping cart and automated payment split.
Differentiator
Problem solved
Functional benefit
Brands
- GoTo Booking: All-in-one booking system for Activities, Tickets & Accommodations with free setup and 6% commission.
- GoTo Connect
- GoTo Packaging
- GoTo Trip Planner / Go Trip
- GoTo HUB Agent Portal
Quantifiable outcome
- GoTo HUB has 300+ resellers and hundreds of supplier companies across Scandinavia
- +3 more outcomes
Companies that use GoTo HUB
Customer profileNamed customers14 records
Segments5 records
Ideal customer profiles4 records
GoTo HUB technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
AI capability8 records
Feature7 records
GoTo HUB partnerships and signals
Strategic signalPartnerships
37 partnerships are on record, tiered core and minor.
- Visit TrondheimcorePartnership to offer Trondheim area tourism industry a digital booking solution. Launching autumn 2024 with first bookable hotels and activities.
- Visit OslocorePartnership with VisitOSLO to offer tourism industry in Norway's capital a digital booking solution. Launched at Oslo Visitor Centre in Østbanehallen spring 2024.
- Thon HotelscoreStrategic partnership where all Thon Hotels in Norway sell activities via GoTo HUB. Third-largest hotel chain in Norway with 93 hotels. Each hotel has a unique sales platform. QR codes in hotel lobbies, elevators, and common areas drive bookings. Collaboration evolving with digital screens and payment stations.
- Google Things To DocoreOfficial connectivity partner integration enabling tour and activity providers to display offerings directly on Google Search and Maps. GoTo HUB manages uploading, updating, and optimizing listings for partners. Reaches Google's 14 billion daily searches and 90%+ market share.
- StripecorePayment provider using Stripe Connect feature for automated pay-outs. Triggers 5 days after product consumption. Supports major credit cards, Apple Pay, and Google Pay.
- Visit HelgelandcorePartnership to digitalize region's tourism industry, enabling businesses to market and sell through single platform. Visit Helgeland has 1.1M annual page views and ~2M Instagram reach.
- Visit AltacoreEnables visitors to purchase experiences and build packages through Visit Alta website, capturing sales previously lost to other channels.
- Visit NordkappcoreStrategic partnership accelerating region's digital transformation. Provides local tourism companies with platform to present and sell products while collaborating across digital marketplace.
- Visit Kirkenes RegioncoreTransformative partnership elevating region's digital tourism infrastructure. Creates unified marketplace for Arctic experiences from Barents Sea coast to Pasvik forests.
- Visit Røros & ØsterdalencorePartnership advancing region's digital tourism development. Enables local companies to showcase and sell products through connected digital marketplace.
- Explore TrøndelagcoreStrategic partnership covering multiple destinations (Visit Namdalen, Visit Oppdal, Visit Røros, Visit Fosen, Visit Innherred, Visit Trondheim, Visit Hitra & Frøya) for unified digital platform.
- Visit DalslandcoreFirst in Sweden to invest in GoTo HUB platform. Project to gather and sell Dalsland's tourist offers under single brand with travel guarantee.
- Visit HelsingborgcorePartnership making Helsingborg digitally accessible and bookable. Objective to increase destination turnover September-May through packaging.
- Båstad Turism & NäringslivcorePartnership to make Båstad & Bjärehalvön bookable year-round. Enables reinvestment in region for sustainability, education, and marketing.
- Visit Västkusten (Södra Bohuslän)coreFormerly Southern Bohuslän Tourism. Partnership enabling local tourism businesses to sell products in digital ecosystem.
- Höga Kusten TurismcoreProject expanding to High Coast area where Höga Kusten Turism and Destination Höga Kusten join forces with GoTo HUB. Live from May 2024.
- Ängelholms NäringslivcorePartnership making Ängelholm bookable for golf, horseback riding, fishing, canoeing, and other activities. Project rolled out April 2023.
- Visit VärmdöcorePartnership expanding to east coast of Sweden with archipelago experiences including bathing, fishing, canoeing, golf, and helicopter tours.
- KullahalvönminorPartnership strengthening region's digital tourism landscape. Enables local businesses to present and sell products through connected marketplace.
- Destination GlasriketminorPartnership for Kingdom of Crystal destination. Provides common digital platform for glass-making experiences and regional activities.
- Destination HalmstadminorPartnership modernizing city's tourism industry through shared digital platform for local businesses to showcase and sell services.
- Boka ÖlandcorePartnership making Öland bookable for accommodations, activities, and entrances. Onboarding during fall/winter 2024/2025, live spring 2025.
- Visit SkellefteåcorePartnership enhancing region's digital tourism landscape. Provides unified platform for local businesses to promote and sell offerings.
- Visit SørlandetcorePartnership offering region's tourism industry digital booking solution. Background includes demand for direct booking and packaging capabilities. Live January 2025.
- Visit VestfoldcorePilot project on Tjøme starting 2024. Agreement finalized October 2024, onboarding through fall/winter 2024/2025, goal to go live spring 2025.
- Visit HarstadcoreCollaboration started 2021 building attractive portal of bookable products. Most popular booked product is The Adolf Gun.
- Arendal MunicipalitycoreCollaboration started 2021. Municipality sees value in simplifying booking for visitors and helping region attract visitors who stay longer.
- Info LofotencoreProject started summer 2022 by Steinbiten Drift AS. Marketing and selling activities and overnight stays via pages and shops. Direct booking in 3 tourist information centers.
- Risør ByminorPart of Visit Southern Norway. Partnership strengthening region's digital tourism landscape through unified booking platform.
- Visit NordkynminorPartnership advancing region's digital tourism development. Local businesses showcase and sell products through connected marketplace.
- Visit HammerfestminorPartnership accelerating region's digital transformation. Local tourism companies access platform for presenting and selling products.
- Upplev NorrköpingminorPartnership providing local tourism companies, cultural institutions, and event organizers access to innovative booking platform.
- Travel Occas (Stockholm Archipelago)minorOngoing collaboration where packaging function will be used to package actors and increase accessibility to Stockholm Archipelago.
- Destination TrekantområdetcoreFirst destination in Denmark to partner with GoTo HUB (2024). Covers Billund, Fredericia, Kolding, and Vejle. First booking portal live at book.theheartofjutland.com.
- Visit BøminorTransformative partnership empowering local operators across Mid-Telemark and Nome regions. Recently certified as Sustainable Destination.
- Visit RjukanminorPartnership providing local businesses smart all-in-one platform to show and sell hotels, tours, and activities.
- Destination SápmiminorDecisive step accelerating digital transformation within Sami region. Grants local tourism companies access to innovative booking platform.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
GoTo HUB competitors and assessment
Company assessmentDirect peers
- FareHarbor: Cloud-based booking and business management platform for tour, activity, and rental operators (owned by Booking Holdings). Comparable as a B2B booking SaaS for activity suppliers, listed in GoTo HUB's own integrations as a partner.
- Regiondo: European booking system and marketplace for tours, activities, and tickets with a strong DMO/reseller focus. Comparable as a regional European booking platform serving destinations, resellers, and suppliers with similar commission economics.
- Trekksoft / Experiencebank: Tour and activity booking software with strong Scandinavian footprint. Comparable as a regional booking platform for activity operators; GoTo HUB integrates with it via ExperienceBank channel manager.
- Bokun (Tripadvisor): Booking and distribution software platform for tour and activity operators, owned by Tripadvisor. Closely comparable as a SaaS backend for tour operators that also offers marketplace distribution, directly competing for the same supplier base.
- Rezdy: Booking software and distribution platform for tour, activity, and rental operators. Directly comparable as a SaaS booking platform targeting activity suppliers with channel manager functionality and marketplace distribution.
- Viator (Tripadvisor): Major tours and activities marketplace owned by Tripadvisor. Comparable as a marketplace aggregating bookable experiences from suppliers worldwide with similar commission-based supplier economics and destination distribution model.
- GetYourGuide: Global online marketplace for tours, activities, and attractions. Directly comparable as a B2B/B2C tours-and-activities booking platform connecting local suppliers with global travelers, although GetYourGuide operates globally while GoTo HUB focuses on Scandinavia.
Broad incumbents
- Booking.com Experiences: Activities and attractions offering from Booking.com, part of Booking Holdings. Comparable as a large-scale tours/activities marketplace; a much broader incumbent with global demand, marketing budget, and traveler audience that overlaps with GoTo HUB's accommodation suppliers.
Regional players
- Cloud Booking by Booktech: Norwegian booking and distribution platform built for destinations, regions, and activity providers. Directly comparable as a Nordic booking competitor with similar DMO/regional tourism focus; listed in GoTo HUB's integrations.
Emerging players
- Klook: Asia-headquartered travel activities and services booking platform expanding globally. Comparable as an emerging global player in tours/activities with similar supplier marketplace model, though currently less established in Scandinavia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
GoTo HUB social profiles
Digital presenceGoTo HUB financial estimates
Financial estimateRevenue estimate
Valuation estimate
GoTo HUB leadership team
Management profileNumber of profiles
Profiles5 records
GoTo HUB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GoTo HUB 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 GoTo HUB
What does GoTo HUB do?
GoTo HUB operates a cloud-based travel technology ecosystem that aggregates bookable tourism products (activities, tours, tickets, accommodations) from Nordic suppliers and distributes them through destination portals, travel agents, hotels, and Google Things To Do. The platform includes the GoTo HUB inventory hub, GoTo Booking system, GoTo Packaging tool with travel guarantee, GoTo Connect AI content engine, GoTo Trip Planner AI itinerary builder, and an Agent Portal for B2B resellers. Suppliers join with no upfront fees; the company earns commission on transactions facilitated through the network.
Is GoTo HUB a public or private company?
GoTo HUB is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GoTo HUB founded?
GoTo HUB was founded in 2021. It employs 11 to 50 people.
Where is GoTo HUB based?
GoTo HUB is headquartered in Sandnes, Norway, in the Europe region.
How does GoTo HUB make money?
Six revenue lines are on record. Supplier Commission (Tours & Activities) is the primary driver. The others are supplier Commission (Accommodation), supplier Commission (Tickets), distributor Commission (Reseller), goTo Packaging Subscription and goTo Packaging (Distributor).
Who are GoTo HUB's main competitors?
Direct peers on record are FareHarbor, Regiondo, Trekksoft / Experiencebank, Bokun (Tripadvisor), Rezdy, Viator (Tripadvisor) and GetYourGuide. Booking.com Experiences is listed as a broad incumbent. Cloud Booking by Booktech is listed as a regional player. Klook is listed as an emerging player.
Does GoTo HUB have an API?
No public API is recorded for GoTo HUB.
What industry is GoTo HUB in?
GoTo HUB's product category is Travel Technology / Tourism Booking Platform. Its primary akta.pro industry code is THALAMAA, Online Booking & Reservation Platforms (B2B/B2C), with a secondary code of THALAMAB, Travel Policy, Approval & Booking Workflow Tools. Its NAICS code is 5615.