We Grow Digital Travel Scale-ups

Generating Travel-tech Value

Growth enablers

We identify seed & startup companies that have scalable concepts, and we grow successful digital travel companies in high growth verticals and niches within travel.


As industry professionals with 40 years of experience, we act as advisors for companies in travel and use our network to connect and boost their businesses.

Current ventures

In May 2023, the Finnish SaaS platform Toristy merged with inDest, a unique web-UI mobile engagement platform that drives revenue for travel companies.  

Travelers are more and more focused on activities when travelling, especially unique and more local experiences. The Toristy platform connects the traveler with local services via travel operators such as hotels, airlines, OTAs, etc. 

Toristy offers more than 40 000 unique services globally. Clients include Mastercard, Scandic Hotels, eSky, Travelstart, Eurowings, etc. 

The Vacation Rental boom took off during COVID and is still expanding. The major players in the vacation stay rental industry have developed into centralized organisations, which has led to challenges as home owners post directly on booking sites themselves. As expectations grow and home owners want to save time and effort, there is a gap in the market to meet their needs. 

StayNordic was launched early 2021 and focus on service & local presence. Today our portfolio consists of close to 500 homes and is growing continuously. Most properties are currently located primarily in Sweden, and the business has now started expanding to Poland, the Baltics and Norway. 

70% of travelers use an online travel agency when looking for travel inspiration. The consumer expects to see everything in one and the same digital environment. Ensuring that customers have an unforgettable travel experience, as well as making sure travelers come back, is a challenge in today’s digital environment. Being useful throughout the entire customer journey is central to increasing customer retention.

ArrivalGuides is the world’s largest supplier of digital destination content B2B2C. The company helps hundreds of travel brands to leverage world-class destination content to attract, inspire, convert and retain customers. Acquired from Lonely Planet in May 2021.

Most of the big tour operators in Mexico are specialised in selling their own packages, negotiated with their DMC. Very few of them offer their own bedbank negotiations to the agencies with flights and package capabilities that they affiliate. No one fills the role as tech supplier for GDS and supply content XML for hotels.

With more than 25 years of international experience, MyTravel.Agency is a B2B2C OTA One-Stop-Shop based in Mexico, offering free access to a complete booking platform for travel agents. Launched in Mexico in 2019.

85% of leisure travelers decide on activities only after having arrived at the destination. They often change their plans when in-destination due to many different reasons. No company yet has fully succeeded with upselling in-destination products to the traveler when they are at the destination.

 inDest is a unique web-UI mobile engagement platform that drives revenue for travel companies. Powered by the world’s largest inventory , inDest helps companies proactively offer and sell targeted products and services  to the right traveler at the right time. Launched in May 2021.

Previous ventures

Founded by Magnus Aideborn in 2004, ArrivalGuides was sold to the Swedish Yellow Pages in 2007. It was acquired back in 2009 and then sold again, this time to Lonely Planet in February 2019, and acquired back in 2021. This was an effect of Red Ventures acquiring LP, and their decision not to pursue the Content Licensing business.

Tiqets is a Dutch company that specializes in mobile tickets to top museums and attractions. The company was founded in the Netherlands in 2014 by four entrepreneurs, with the mission to help people discover and embrace cultural experiences across the world with instant, last-minute and mobile tickets. Exit in 2017.

Campsites are the least digital operators in today’s travel industry. The campsite industry lacks online booking, and campsite businesses lack property management systems. CampInn offers a connected SaaS PMS and a marketplace for additional services for campsites to manage revenue and reservations from multiple sources, show availability and more. Exit in 2023.

Lion Ventures is a multi-stage travel-focused growth and advisory company. We identify and grow successful digital travel companies of all sizes in high growth verticals and niches within travel. 

We believe in awesome ideas driven by exceptional individuals, and we invest in seed and startup companies with proven concepts. We also offer our expertise as advisors to companies in the seed and growth stages.

Magnus Aideborn

We are passionate about the digital travel industry and bring growth through long experience combined with diverse and extensive networks in the travel industry. 

Bringing start-ups and new ideas to life and growing them is what we love and what we know. If you have the right idea and focus, we can help with funding, advisory and our network. Feel free to get in touch using Linkedin or the form below.

Ola Zetterlöf
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