DirectBooking Technology Co Ltd Dossier
Qualitative Analysis
Business overview
DirectBooking Technology Co., Ltd. (formerly known as Primega Group Holdings Limited until its rebranding in September 2025) is a Cayman Islands-incorporated holding company operating primarily through its Hong Kong subsidiaries. Historically, the company's core business has been providing soil and rock transportation services, diesel oil trading, and miscellaneous construction works (such as excavation, lateral support, and bored piling) as a subcontractor in Hong Kong's construction industry. However, since late 2025, the company has embarked on a major strategic pivot toward hospitality and retail technology. This includes developing AI-powered direct booking solutions, hotel digital supply chains, and private-domain operations to help hotels reduce reliance on high-commission online travel agencies (OTAs). Additionally, the company has diversified into the digital ecosystem for premium customized baijiu.
Research as of 20 Jun 2026
Strategic Initiatives
Growth programs, investments, and their expected impact
Partnering with DeepYou Digital Technology to build a next-generation AI-native intelligent hotel booking platform offering natural language interaction, intelligent recommendations, real-time room-status information, automated services, dynamic pricing, and demand forecasting.
Expected impact: Aims to break traditional OTA channel monopolies, reduce customer acquisition and channel costs for hotels, improve direct sales, and provide travelers with a personalized booking experience.
Expanding the company's business portfolio into the premium customized baijiu (Chinese distilled liquor) market by building a digital liquor trading platform and digital ecosystem matrix.
Expected impact: Aims to combine traditional brewing craftsmanship with cutting-edge biotechnology and AI, launching premium product lines targeting Southeast Asian and North American markets.
Mergers, Acquisitions & Partnerships
Recent deals and strategic collaborations
Recent Acquisitions
To enter the premium sauce-flavor Baijiu market and drive diversified business growth by integrating Wangmao's branding, digital operations, and membership-based model with DirectBooking's capital and technical expertise.
Financial impact: Expected to reduce production and logistics costs, improve profit margins, and create long-term stable returns through international market expansion.
Strategic Partnerships
High; the partnership leverages DeepYou's expertise in industrial digitalization, AI, and its deep collaboration with the Huawei HarmonyOS ecosystem to build an AI-native hotel booking platform.
Terms: Jointly invested; specific financial terms and capital contributions were not disclosed.