Cendyn and NextGuest merger creates global hospitality CRM and marketing giant

Deal expected to expand firms’ global reach with ‘shared mission’ to drive up hotel profitability

A new global hotel marketing and Customer Relationship Management giant has been formed with the merger of Cendyn and NextGuest, announced today.

Cendyn provides cloud-based digital marketing services to the hotel sector while New York and Munich-based NextGuest is a CRM and digital marketing specialist.

The merger will see both operations operate under the Cendyn brand and scale up their global reach. No commercial details of the deal were announced.

The firms claim together they are now the sector’s largest CRM and digital marketing provider.

A statement announcing the deal said: “The merger expands Cendyn’s global reach, as it helps hoteliers drive demand and revenue performance by optimising every touchpoint of the guest journey through data intelligence and automation.

“With unparalleled industry experience and expertise, combining both companies enables them to deliver global scale and unmatched CRM and digital marketing capabilities in the hospitality technology space.

“The companies’ common history of driving innovation and a shared mission to cultivate more in-depth, profitable guest relationships using data from every touchpoint in the guest journey allows them to propel forward as one company and empower more hoteliers worldwide.”

Hotel brands served by the new merged company include Jumeirah Resorts, Hyatt, Marriott, Minor Hotels, IHG, Hilton, Outrigger Hotels & Resorts, Onyx Hospitality Group, Rosewood Hotels & Resorts, Virgin Hotels, Margaritaville Hotels & Resorts, and Event Hospitality & Entertainment.

Tim Sullivan, president and chief executive of Florida-based Cendyn, said: “We are thrilled to be merging with the talented NextGuest team.

“With deep experience in hospitality and a long history of providing innovation at both companies, there is perfect alignment and tremendous opportunity to be realised through this combination.

“With a shared vision to leverage data to enable deeper, more profitable guest relationships for our customers, our expanded reach and scale as one company will unlock more value and capabilities for hoteliers across the globe.”

Cendyn will continue to be led by Sullivan and the Cendyn senior leadership team will be joined by Paolo Torchio from NextGuest, who becomes chief strategy officer.

He has extensive experience in the industry, including previous leadership roles at Sabre, Two Roads Hospitality, and Hyatt. Torchio will lead the integration of the businesses and product portfolio strategy.

Other additions to the Leadership Team at Cendyn include Dieter Dirnberger as managing director EMEA and Toshi Rogers, who will lead the global account team.