Cendyn has acquired NextGuest, its long-time rival. The combined company, using the Cendyn name, claims to be the largest provider based in North America that provides customer relationship management and digital marketing tools to hotels worldwide.

Accel-KKR supported the deal. The private equity firm based in Silicon Valley became a majority owner of Cendyn, based in Boca Raton, Florida, in 2019.

NextGuest itself was a roll-up formed in 2017 by New York-based private equity firm PPC, which merged Hebs Digital with Serenata.

“As a hotelier, if you know your guest and you can have data on the guest available and pushed to the front lines of the business at every touchpoint that you interact with the guest, you’re going to beat the competition as we come out of this crisis,” said Cendyn president and CEO Tim Sullivan.

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Source: Skift

By Sean O’Neill