Goodwings offers a travel management platform that helps businesses manage travel efficiently and responsibly. Founded on the belief that business travel technology should help companies make responsible travel choices, Goodwings combines Spotnana’s modern travel platform with proprietary climate software to serve mid-market and enterprise clients across Northern Europe and beyond.
When Goodwings pivoted during the COVID-19 pandemic from a hotel booking platform to a full-service travel solution, its leadership knew the company needed a travel platform that could match its ambitions. The legacy solution it had initially adopted was unsuitable for the needs of modern European clients, and building booking and servicing technology from scratch would consume substantial capital and time.
After evaluating alternatives, Goodwings selected Spotnana as its travel platform, with JTB Business Travel handling global fulfillment and service through Spotnana as well. The first booking went live in the Spotnana environment in mid-2024, and Goodwings completed implementation in roughly five weeks.
“We wanted a travel platform that was flexible, fast, and agile, able to access new types of content and payment options, and put our clients in the driver’s seat when it comes to structuring their organizational hierarchy,” said Christian Møller-Holst, CEO of Goodwings. “We found that Spotnana delivers exactly that.”
Through Spotnana, Goodwings has access to:
- Modern booking infrastructure — a cloud-native platform with the flexibility to add new content sources, payment methods, and organizational structures as client needs evolve
- Intuitive traveler experience — a consumer-grade interface that clients describe as a “leisure experience,” with self-service configuration that lets travel managers update policies, cost centers, and legal entities without relying on an account manager
- Global deployment in a single platform — one environment that supports multi-country programs and allows Goodwings to roll out new clients faster than legacy technology allowed
- Rich booking data — granular data points including aircraft type, fare class, and fuel type that feed directly into Goodwings’ sustainability calculations
- Shared agent and traveler view — a unified interface where JTB agents service Goodwings clients within the same platform travelers use, eliminating the patchwork of systems common in legacy TMC operations
Climate software powered by better travel data
Goodwings’ sustainability technology is its core differentiator. The richer data available through Spotnana, including aircraft type for flight bookings and engine information for rental cars, allows Goodwings to calculate emissions at a level of granularity that other systems could not support.
The result is a sustainable travel solution that goes well beyond reporting. Goodwings clients can set emissions targets, distribute them across the organization using a waterfall model, monitor progress in real time, and even forecast whether they are likely to exceed their emissions targets. The platform surfaces rail alternatives within air search results, models the impact of policy changes on emissions, and flags travel patterns where bundling trips could meaningfully reduce a traveler’s carbon footprint. Goodwings also offers access to VCS-verified reforestation credits and sustainable aviation fuel credits for clients that want to offset or co-finance emissions reduction.
The granularity of the emissions data has drawn attention from outside the company. A Big Four auditor reviewing the travel emissions report of one of Goodwings’ larger clients told Møller-Holst he had never seen that level of detail in a business travel calculation. Goodwings is also an official Science Based Targets initiative signatory, applying the same standards to its own operations that its clients seek to meet.
In many industries, particularly professional services and consulting, business travel accounts for more than 80% of total emissions. For those companies and others, Goodwings’ platform offers a material business advantage. Some clients have used the data to qualify for RFPs that require documented greenhouse gas reporting. “The data we deliver actually unlocks business opportunities for them,” said Møller-Holst.
A platform that shortens the sales cycle
Spotnana’s ease of use has also changed how Goodwings wins new business. In a market where the largest legacy TMCs carry significant incumbent trust and newer competitors compete primarily on price, Goodwings needed a travel platform that could demonstrate its value immediately.
“In the first demo you can see, wow, this is convincing,” said Møller-Holst. “That has helped us win the trust of companies that otherwise would have been difficult to get, and also shorten the sales cycle.”
Travelers notice the difference too. Coming from legacy booking tools, Goodwings clients describe the Spotnana experience as something closer to booking a leisure trip than a business one. Travel managers get similar ease on the administrative side: policy updates, new cost centers, and additional legal entities can be configured directly in the platform without opening a support ticket.
“The speed with which you can adjust your configuration from a travel manager point of view, you don’t have to reach out to an account manager and ask for another legal entity,” said Møller-Holst. “It puts the client in the driver’s seat, as with any other modern B2B software tool. For business travel, that’s quite unusual.”
A short pilot accelerates deals further. Goodwings gives prospects direct access to the platform and lets them explore independently, without hand-holding. The experience is intuitive enough that potential clients reach their own conclusions quickly.
Focus on the future
The Goodwings model reflects a deliberate choice about where to compete. By relying on Spotnana for travel technology and JTB for global fulfillment, Goodwings concentrates its own resources on account management, climate technology, and understanding the specific requirements of European markets.
Europe is a multi-country market, and Møller-Holst is direct about how complex that makes execution. Content, payment methods, and regulations vary significantly from country to country. Having a technology partner that responds quickly to those requirements, and a fulfillment partner with global service coverage and a genuine commitment to quality, allows Goodwings to focus on what it does best.
“Unless you’re the very best at building travel booking and servicing software, find someone else who does that for you,” said Møller-Holst, “and make sure that provider has a customer-centric, partner-centric mindset, agility, and a strong focus on quality. That is what we have experienced with Spotnana.”
Looking ahead, Goodwings plans to expand its climate capabilities, including tools for contrail avoidance, primary aircraft emissions data, and deeper integration of sustainability signals into the booking flow. The goal is to route clients toward travel options with the lowest environmental impact while helping the broader industry build the demand that sustainable aviation fuel producers need to reach commercial scale.
“I’m very appreciative of the openness from Spotnana when I bring client needs forward,” said Møller-Holst. “The turnaround time is very admirable.”
