private equity firm Critor Acquired a controlling stake in the B2B hotel market in Southeast Asia MG Grouppositioning the company for global expansion.
Founded in Indonesia, MG Group connects more than 8,000 global buyers with over 350,000 accommodation providers.
Creador aims to leverage the MG platform: MG Jarvis and its network to capitalize on the growing demand for travel services in Asia and beyond.
The private equity firm has set its sights on “high-potential markets” in North Asia, the Middle East and Europe, aiming to replicate MG’s success in Southeast Asia on a global scale.
Mizran Nahar, Creador director and head of MG transactions, said these regions offer opportunities for MG’s technology-driven low-cost model.
Nahar told Skift exclusively that MG Group’s mature business model and rapid growth (up nearly 50% year-on-year) make it an attractive investment. “MG is not only a regional leader, but a platform with the DNA to expand globally. Our goal is to build MG into a global B2B hospitality giant.”
MG’s global vision
MG Group President and CEO Brett Henry said the partnership with Creador will accelerate its global ambitions. “By 2025, nearly half of MG’s revenue, both on the supply and demand side, will be driven by hotels and B2B buyers outside of Indonesia,” Henry told Skift. “We will focus on penetrating new markets, especially those dominated by legacy players with high cost structures.”
Henry acknowledged the challenges of adapting to regional differences while expanding globally. “The challenge is adapting our approach to different regions while maintaining our ultra-lean DNA,” he said.
Indonesia-based Dwidayatour, Panorama Group and Smailing Tour and Singapore-based Northstar are some of the early investors in MG Group.
“With this investment, we are building a global platform in the fastest-growing region of the world,” Creador founder and CEO Brahmal Vasudevan said in a statement.
Technical advantage: MG Jarvis
MG’s technology-driven approach is a key differentiator. MG Jarvis is the company’s microservices-based platform that “enables hotels to ensure their products, prices and availability only go into the channels they want.”
Jarvis will receive major upgrades in 2025, including dynamic pricing algorithms, accelerated connections, and improved caching technology. “Our goal is to make Jarvis the smartest, most efficient platform in the B2B hospitality industry,” said Henry.
The improvements are designed to deliver better pricing, wider inventory and faster delivery – a value proposition that MG believes its competitors cannot match. “With the support of Creador, we will deepen our low-cost leadership while expanding our supply network and improving technology,” said Henry.
The B2B channel generates more than $100 billion in sales annually for the global hotel industry, delivering “hard-to-get business” such as longer stays, longer delivery times and lower cancellation rates.
Creador’s success metrics
The acquisition comes as Asia leads global tourism growth, driven by an emerging middle class, rapid urbanization, increasing digital adoption and a young population eager to explore.
“Urbanization and the rise of the middle class are driving high growth in domestic and cross-border tourism. Southeast Asia and Asia as a whole are at the center of this growth,” Nahar said.
For Creador, the acquisition is more than just a financial investment. “This is in line with our vision to support companies that leverage Asia’s dynamism to disrupt global markets,” Nahar said.
Creador has clear metrics for acquisition success: revenue growth, market share expansion and profitability. “We will track the growth of MG’s international business, particularly in new markets, as well as improving operational efficiencies through technological advancements. By year five, success will mean MG is recognized as a global leader in the B2B hotel market – not only in terms of scale, but But also in terms of innovation and customer satisfaction,” Nahar said.
Creador is committed to integrating sustainability into its operations, emphasizing the importance of promoting eco-friendly accommodation and optimizing platform efficiency to reduce its carbon footprint.
“MG’s long-term goal is to scale smarter, deliver better services and increase disruption,” Henry said.
