User generated content and review platform Twizoo acquired by Skyscanner

Named as one of our Five to watch at September's Young Guns award, all Twizoo staff will move to Skyscanner's HQ as part of the undisclosed deal

Twizoo, an AI-infused social content platform that displays real time reviews of businesses, has been acquired by Skyscanner.

An undisclosed deal, Twizoo was recently named one of our Five to Watch at the Young Guns award lunch back in September – an industry-recognised metric of a business destined for future success.

Founded by Madeline Parra and John Talbott and launched in July 2014, the London-based start-up was also named one of our top new businesses of that year.

Helping brands publish user generated content (UGC) across their digital profiles in an automated process, examples of such could include positive and relatable customer reviews, tweets or Instagram pictures.

The company claims that using visual UGC instead of professional shots can increase conversion by 25%, while e-commerce pages containing UGC result in a 32% increase in net promoter score and users spend up to 90% more time on a site that contains a UGC gallery.

Prior to being acquired, the business had raised approximately £1.65m in funding, with EC1 Capital, Downing Ventures and Jensons EIS Fund among the investors.

Founded in 2001 by Gareth Williams, Barry Smith and Bonamy Grimes, Edinburgh-based Skyscanner enables users to compare prices from hundreds of different travel sites and book everything from flights to hotels and car hire.

A certified unicorn since 2014, Skyscanner was actually acquired itself by Chinese travel company Ctrip, in a deal reported to be worth £1.4bn, back in November of last year.

Its envisioned that the deal will allow Skyscanner to offer users relatable consumer opinion of certain areas when users look to travel somewhere.

As part of the acquisition, Twizoo will move all six staff to Skyscanner’s London office on Tottenham Court Road where it employs around 900 people.

Madeline Parra, CEO and co-founder of Twizoo, said:

“Skyscanner is built by travellers, for travellers. Their emphasis on authenticity and transparency reflect Twizoo’s own values.

“Travel is inherently social and we’re excited to work with the Skyscanner team to integrate our technology into their world-class travel search products, giving travellers invaluable insight through user generated content shared on social media.”

Bryan Dove, chief technology officer of Skyscanner, said:

“Skyscanner aims to serve all traveller needs, from inspiration through to planning and booking. Twizoo’s technology surfaces customer opinions from social media, providing real value to traveller decision making. We’re delighted to have the highly talented Twizoo team join us.”