Fly Fairly Acquires LFG to Redefine Travel for Gen Z

Fly Fairly just made headlines in Tech in Asia with its acquisition of LFG

20 May 2025
Fly Fairly, the next-gen online travel platform known for its flexible payment options and no-hidden-fees policy, has made headlines in Tech in Asia following its acquisition of LFG — a popular travel discovery startup dubbed the “Spotify-meets-Pinterest” for wanderlusters.

As covered by Tech in Asia, the strategic acquisition of Malaysia-based LFG marks a major milestone in Fly Fairly’s mission to revolutionize how Gen Z and Millennials book flights. By integrating LFG’s discovery engine and vibrant social features, Fly Fairly aims to inspire travelers beyond price and destination — helping users dream, discover, and depart with just a few taps.

“LFG adds an entirely new layer of inspiration and personalization to the booking journey,” said Alexander Yardley, CEO of Fly Fairly. “Together, we’re creating a smarter, more spontaneous way to travel — tailored for digital natives who value flexibility and discovery just as much as cost.”

🚀 The Fly Fairly Formula: Flexibility, Transparency, and Profitability

Unlike traditional OTAs that compete solely on rock-bottom prices, Fly Fairly thrives by offering more choices and more control. With over 100+ payment options including credit cards, e-wallets, Buy Now Pay Later (BNPL), and 70+ cryptocurrencies plus real-time transparent pricing and flexible cancelation options, Fly Fairly is quietly reshaping the online travel experience.

The platform has seen 50% month-on-month growth in bookings since its August 2024 launch and has been profitable since February 2025 — all while operating a remote-first team and relying primarily on organic, word-of-mouth growth.

🌏 LFG Joins the Flight Plan

LFG’s social-first platform lets users curate and share travel bucket lists, restaurant recommendations, and itinerary ideas — now with future click-through capability to book directly on Fly Fairly. Its co-founders, Darryl Han and Foo Shi Hong, have joined the Fly Fairly leadership team, bringing new firepower to content, product, and strategy.

Popular across the US, Vietnam, Australia, Malaysia, and Singapore, LFG adds a layer of Gen Z engagement to Fly Fairly’s already diverse ecosystem.

e27

e27 framed the acquisition as a step toward empowering Gen Z travel discovery and transaction convergence

PhocusWire

PhocusWire reported on the LFG deal, noting our ambition to become the most flexible OTA for the younger generation

Skift

Skift featured us in their travel startup roundup, citing our focus on smooth payments and tech-driven innovation

WebInTravel

WebInTravel praised the LFG acquisition as a strategic move to enhance personalized travel discovery alongside flexible payments

💡 What’s Next?

The LFG integration is just one part of Fly Fairly’s bold roadmap. The team is developing a Web3-powered loyalty program where users earn points across all 650+ airlines available on the platform — points that can later be redeemed, upgraded, or converted into traditional miles.

Fly Fairly is now in 10 different markets with expansion targets including Japan, Latin America, and Hong Kong, and a user base that skews heavily Millennial and Gen Z, Fly Fairly is proving that travel doesn’t have to come with trade-offs or hidden fees.

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📰 Fly Fairly Acquires LFG to Supercharge Social Discovery and Flexible Travel