Resort expertise answer supplier Cendyn has acquired NextGuest, a New York and Munich-based CRM and digital advertising and marketing competitor additionally serving the hospitality trade. The formal rival firms (NextGuest typically got here up in opposition to Cendyn in aggressive conditions) will reportedly mix underneath the Cendyn model to turn into what a Cendyn press assertion describes as “the biggest scalable CRM and digital advertising and marketing supplier within the hospitality trade.”
The merger expands Cendyn’s international attain with the purpose of serving to hoteliers “drive demand and income efficiency by optimizing each touchpoint of the visitor journey by means of knowledge intelligence and automation.”
With workplace headquarters in Boca Raton, Florida and workplaces across the globe in Thailand, and Japan, Cendyn serves lodge prospects in 143 international locations with data-driven, personalised communications. marries the ability of knowledge with model discovery to uncover distinctive methods that apply to all the things from web site design, content material advertising and marketing, CRM, and extra, serving to the world’s high lodge manufacturers maximize ROI as they purchase, convert, and retain visitors all through the journey planning journey.
The deal was backed by monetary backers of the 2 firms. Silicon Valley-based personal fairness agency Accel-KKR, which in 2019 turned a majority proprietor of Cendyn and continues to carry a controlling curiosity within the firm, reportedly performed a major position in orchestrating the acquisition. On the NextGuest aspect, the deal was supported by New York-based personal fairness agency PPC. The phrases of the acquisition weren’t disclosed.
The addition of NextGuest’s platform capabilities and relationships ought to go a great distance towards enabling Cendyn to ship on a worldwide scale. The frequent historical past of the 2 firms in driving innovation and a shared mission to domesticate extra in-depth, worthwhile visitor relationships utilizing knowledge from each touchpoint within the visitor journey ought to spell success in the long run. Resort manufacturers served by the brand new firm embrace Jumeirah Resorts, Hyatt, Marriott, Minor Lodges, IHG, Hilton, Outrigger Lodges & Resorts, Onyx Hospitality Group, Rosewood Lodges & Resorts, Virgin Lodges, Margaritaville Lodges & Resorts, and Occasion Hospitality & Leisure.