Palisis and Prioticket, two providers of booking systems and channel management services for tour and attraction operators, have announced they are combining under a joint holding company.
The announcement emphasizes distribution and connectivity. According to the companies, the combined organization connects more than 50,000 tours and activities, works with over 250 API-connected reseller partners, and integrates with more than 60 booking systems, in addition to its own ticketing and booking platforms.
The move reflects a broader shift in the sector: distribution is becoming increasingly critical. Online travel agencies (OTAs) have expanded significantly, now accounting for 37% of all tours and activities bookings, up from 24% in 2019, according to Arival’s 2026 State of Experiences report. Traditional travel trade and other reseller channels are also gaining importance.
This shift has driven rising demand for channel management — software that enables operators to manage inventory, pricing and availability across multiple distribution partners. Solutions range from standalone channel managers to booking systems with built-in distribution tools (see Arival’s free Guide to Channel Management).
Both Palisis and Prioticket offer booking and ticketing software alongside channel management services. The companies note there will be no immediate changes for customers: operators, resellers and connected systems do not need to take action at this time.
Leadership for the combined group will include Marc Wieland as group executive chairman. Gert-Jan Ruiter will remain CEO of Prioticket, Josef Birchler will serve as CEO of Palisis, and Eduard Martí Massanet will take on the role of chief distribution officer.
The name of the holding company is Experience Technology Group (ETG Holding), however both Palisis and PrioTicket continue to operate with their existing brands, services and teams.
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