Digital marketing software specialist GuestCentric has struck a deal to buy the corporate division of hospitality representation firm Great Hotels of the World.
Announced today the deal, with Great Hotels’ parent Big Worldwide, includes its GDS code and Evolution reservation system used by hotels in 42 countries.
The value of the deal was not disclosed.
Pedro Colaco, chief executive officer of GuestCentric, said: “The marketing and software needs of the hotel industry are evolving at the fastest pace seen in decades.
“Hoteliers want a partner that provides them with access to diversified strategies so that they can compete on all digital playing fields.
“By bringing together GuestCentric and Great Hotels of the World’s GDS, hotels will immediately benefit from innovative digital marketing capabilities tied to top shelf representation services.”
Peter Gould, chief executive officer of Big Worldwide, added: “Great Hotels of the World and GuestCentric share a passion for providing our partner hotels with innovative revenue generating solutions that focus on customer success.
“This combination announced today will bring new revenue streams to our joint customers and a future-proof set of hospitality solutions that will help the greatest hotels in the world service their guests better.”
Great Hotels of the World’s representation capabilities will allow GuestCentric to provide GDS services on top of its digital marketing platform, providing a turnkey solution for all digital revenue streams to hotels.
Colaco added: “Great Hotels of the World and its Evolution CRS are two of the industry’s most respected brands with an extremely strong presence in Central Europe.
“Acquiring Great Hotels of the World’s corporate business division extends GuestCentric’s leadership position in digital revenue generating solutions for hotels.
“We look forward to welcoming the talented Great Hotels of the World team to GuestCentric, and join us on our journey to deliver the best possible digital strategies to hotels worldwide.”