Volaris Expands Hospitality Analytics with Travel Trackers Buy — Volaris Group Inc.

Event summary

Volaris Group acquired Travel Trackers, a South African provider of business intelligence and analytics software for the guided African safari industry, on September 22, 2026.
Travel Trackers will join ResRequest, part of Adapt IT Hospitality, and will report to Jill Bennett-Howes, CEO of ResRequest.
The acquisition aims to accelerate Volaris' roadmap by integrating Travel Trackers' analytics and AI capabilities into ResRequest's client base.
Travel Trackers' team has deep expertise in the guided African safari industry, with members having worked as safari guides, head guides, guide trainers, and camp managers.

The big picture

Volaris Group's acquisition of Travel Trackers underscores the growing importance of data-driven decision-making in the hospitality sector. By integrating Travel Trackers' specialized analytics into its existing portfolio, Volaris aims to create a unified platform that combines operational data, analytics, and client relationships. This move aligns with broader industry trends towards vertical market technology consolidation and the increasing demand for AI-driven insights in hospitality management.

What we're watching

Integration Pace: How quickly Travel Trackers' analytics capabilities can be integrated into ResRequest's platform and broader hospitality industry.
Market Expansion: Whether Volaris can leverage Travel Trackers' expertise to expand into the broader hospitality industry beyond African safaris.
AI Capabilities: The pace at which Volaris can develop and deliver AI-led solutions by combining Travel Trackers' analytics experience with its own technology.