The acquisition brings together specialist expertise across direct booking technology, digital marketing, connectivity, payments, CRM and guest engagement, with the aim of helping hotels generate more revenue and build stronger relationships with their guests.
For-Sight specialises in Customer Relationship Management (CRM), Customer Data Platforms (CDP) and marketing automation. Its technology helps hotels make better use of guest data to deliver more relevant communications, personalised offers and targeted campaigns.
The addition of For-Sight expands Net Affinity and Smarthotel’s existing capabilities beyond the booking itself, strengthening their ability to support hotels across a wider part of the guest lifecycle.
While increasing direct bookings remains an important part of hotel revenue growth, the opportunity does not end when a guest makes a reservation. Understanding guest preferences and continuing the relationship after booking can help hotels increase loyalty, encourage repeat stays and generate additional revenue.
By combining For-Sight’s CRM and guest engagement capabilities with existing booking, connectivity and payment technology, the companies aim to create a more connected approach to the guest experience.
This could enable hotels to bring booking and guest data together to better understand customer preferences, deliver more personalised campaigns and promote relevant additional experiences, from dining and spa treatments to golf and other hotel services.
The longer-term ambition is to help hotels move beyond individual transactions and develop relationships that encourage guests to return, while increasing guest value over time.
Lauri Koop, CEO of Hotel Tech Group, said:
“We’re delighted to welcome For-Sight to the family. Its expertise in hospitality CRM, guest data and personalised engagement is a valuable addition to our portfolio and complements our existing strengths in booking technology, connectivity and payments.
“Our focus is on delivering connected hospitality technology solutions that help hotels increase profitability and improve operational efficiency. With the addition of CRM expertise, we aim to support stronger guest relationships, unlock new revenue potential and create a more personalised journey from booking to return stay.”
For existing clients, there are no immediate changes to the products and services they use today. Existing contacts, agreements, pricing and support arrangements remain unchanged, with the same level of service continuing as before.
Looking ahead, the addition of For-Sight will broaden the company’s technology portfolio and create new opportunities around guest personalisation, engagement and revenue growth.
Further information about future developments will be shared as plans progress.
Net Affinity and Smarthotel said:
“We’re excited to welcome For-Sight and look forward to this next chapter as we continue to develop our offering and support the evolving needs of the hospitality industry.”
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