Booking.com's BookingSuite platform has opened up to feature third party software providers, in a move to give hoteliers access to a range of tools and services.
The decision to widen the focus of BookingSuite comes half a decade after the initial program started forming in 2014.
It follows what has been a successful test period which first began during 2018.
The BookingSuite App Store is a collection of currently 45 different services provided by software companies in the industry that cover a range of tools to help hoteliers with their day-to-day operations.
The store is segmented into different elements, covering price optimization, upselling, guest communications, online reputation management, housekeeping, guest services, messaging and reviews.
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Each is available to owners of properties including all types of hotels, guest houses and apartments.
Vendors featured in the store include TrustYou, Hotbot, ReviewPro, MyLike, OTA Insight, MyStay, HQ Revenue and GuestJoy.
The platform works by uploading a hotelier's data into each imported app through the store, so that owners can start using the software immediately.
Trials are free but then owners pay through their existing Booking.com account, based on each vendor's requirements.
Pepijn Rijvers, senior vice president at Booking.com, says: "As with everything we develop through BookingSuite, the whole purpose of the app store is to make it easier for our partners to quickly find and implement the software solutions that are just right for them so that they can easily manage, optimize and ultimately grow their business online
"In a nutshell, we take care of the technology so that they can take care of their guests and focus on delivering the incredible experiences they crave."
BookingSuite began when Booking.com parent company Booking Holdings made a string of acquisitions in 2014 and 2015.
The idea was to develop a portfolio of tools within the Booking.com management system that would be useful to hoteliers.
The three acquisitions were Buuteeq (for marketing and design services) and Hotel Ninjas (reservations and distribution), both of which were bought for undisclosed fees during 2014.
They were later joined by revenue management provider PriceMatch, in May 2015.