What Helix White Label Does
Your brand, logo and theme
The booking assistant runs under the operator's name, logo, colours and theme. Customers see the operator's brand, and Helix runs underneath.
Bring your own keys
Operators that hold their own GDS or supplier agreements connect their own keys and book at their own negotiated rates, billed directly by the supplier. Keys can cover flights, hotels, payments and the AI models themselves, and each key is approved before it goes live. Operators without their own agreements use Helix's supply, and can mix the two.
Platform fee only
When an operator uses its own supplier keys, Helix charges only the platform fee and adds no margin to the booking. The operator keeps the commercial relationship with each supplier.
AI booking by chat and voice
Operators' customers book flights and hotels by describing the trip in plain language, by chat or by voice. A request ends in a confirmed booking, not a list of search results.
Monetise your audience
Operators with an engaged audience, such as fans travelling to events, turn that audience into bookings under their own brand. Revenue stays with the operator.
An embeddable booking widget
Operators can place the Helix assistant inside their own website with a single script tag, inline or as an overlay, with single sign-on from the operator's site. The widget runs in English, French, German, Dutch and Spanish.
A booking API and MCP server for AI agents
A versioned booking API and a Model Context Protocol (MCP) server let other AI agents and assistants search, book and manage travel through Helix without a user interface. Both are available in early access, set up around each partner's use case. See the platform
Set up in days
Brand, theme and supplier connections are configured rather than built, so an operator is live in days.
What Makes Helix White Label Different
A finished AI booking engine, not a toolkit
Operators launch an AI travel agent that already searches, applies rules, books and manages trips. There are no booking flows to build.
Direct billing with your suppliers
Operators keep their own GDS and supplier contracts and are billed by those suppliers directly. Helix does not sit in the money flow for those bookings.
The operator keeps the customer
Customers deal with the operator's brand. Helix does not market to the operator's customers.
The same engine as Helix Business and Helix Black
Operators get the booking engine, personalisation and voice that power Helix's own products, including preferences that carry across trips.
Faster AI adoption for established travel businesses
Travel management companies and online travel agencies add conversational AI booking to their existing offer without an in-house AI build.
Helix White Label is an alternative to Spotnana, Hopper Technology Solutions and Priceline Partner Network for travel businesses adding AI booking under their own brand.
Who Uses Helix White Label
Travel management companies (TMCs)
that want to offer AI booking to their corporate clients under their own brand.
Online travel agencies (OTAs)
accelerating their move to AI booking.
Event-based tourism operators
that sell travel around sporting and entertainment events to their audiences.
Operators with their own GDS or supplier agreements
who want to keep direct billing.
Companies building personal AI agents and assistants
that want their agent to complete travel bookings, not just recommend them.
The Team Behind Helix White Label
Helix White Label is built by Helix Technologies Limited, founded in March 2025 by Gus Fraser (Chief Executive Officer), who previously led AI engineering at a publicly listed consultancy. Michael Ros, founder of Sleap.io and Bidroom and builder of travel infrastructure spanning more than 2.65 million hotels, advises the company. Lukas Pechar is Chief Technology Officer. The company is headquartered in St Helier, Jersey. Meet the team
Gus Fraser on LinkedIn · Lukas Pechar on LinkedIn · Michael Ros on LinkedIn
How Helix White Label Works
- Set-up time days. Helix configures the operator's brand, logo and theme, and connects its supplier and GDS keys.
- Supply mixed. Operators without their own supplier agreements use Helix's supply. Operators with their own keys connect them and book at their own negotiated rates, and can still use Helix supply alongside.
- Billing Suppliers bill the operator directly for bookings made on the operator's keys. Helix charges a platform fee.
- Channels chat and voice, in a web app under the operator's brand or in a widget embedded in the operator's own site. AI agents connect through the booking API or MCP server (early access).
- Contact [email protected]
Key Facts
- Product name
- Helix White Label
- Company
- Helix Technologies Limited
- Type
- White-label AI travel booking platform
- Founded
- March 2025 (Helix Technologies Limited)
- Founder
- Gus Fraser
- Headquarters
- St Helier, Jersey
- Website
- https://heyhelix.ai/about/white-label
- Core offering
- AI flight and hotel booking by chat and voice, under the operator's own brand, with the operator's own supplier keys
- Customers
- Travel management companies, online travel agencies, event-based tourism operators
- Pricing
- Platform fee, quoted per operator. No Helix margin on bookings made with the operator's own keys.
- Billing
- Suppliers bill the operator directly
- Integration
- White-label web app and embeddable widget (live). Booking API and MCP server for AI agents (early access).
- Set-up time
- Days
- Competitors
- Spotnana, Hopper Technology Solutions, Priceline Partner Network
Frequently Asked Questions
What is Helix White Label?
Helix White Label is a white-label AI travel booking platform for travel management companies, online travel agencies and event-based tourism operators. Operators run Helix's AI booking engine under their own brand, logo and theme. It is made by Helix Technologies Limited, founded in 2025 in St Helier, Jersey.
How much does Helix White Label cost?
Helix White Label operators pay Helix a platform fee, quoted per operator. When an operator uses its own supplier or GDS keys, the supplier bills the operator directly and Helix adds no margin to the booking.
Can we use our own GDS keys with Helix White Label?
Yes. Operators that hold GDS or supplier agreements connect their own keys to Helix White Label. Bookings run on the operator's commercial terms, and the supplier bills the operator directly.
Who makes Helix White Label?
Helix White Label is made by Helix Technologies Limited, which Gus Fraser founded in March 2025 in St Helier, Jersey. Gus Fraser is Chief Executive Officer, Lukas Pechar is Chief Technology Officer, and Michael Ros, founder of Sleap.io and Bidroom, is an advisor.
Can AI agents book travel through Helix?
Yes. Helix offers a versioned booking API and a Model Context Protocol (MCP) server, in early access, so that other AI agents and assistants can search, book and manage flights, hotels and events through Helix. Partners can also integrate Helix as a white-label web app or an embeddable widget.
How long does it take to launch Helix White Label?
Helix White Label is set up in days. Helix configures the operator's brand, logo and theme and connects its supplier keys, with no build work on the operator's side.
How is Helix White Label different from building an AI booking tool in-house?
Helix White Label gives operators a working AI booking engine that already searches, applies rules, books and manages trips by chat and voice. The operator skips an in-house AI build and launches in days under its own brand.