Cendyn and NextGuest, a CRM and fellow digital marketing company, are merging under the Cendyn name.
The merger will see the combined entity become the largest CRM and digital marketing provider in the hospitality space, a statement says.
It currently counts brands such as Hyatt, Marriott, IHG and Hilton among its customer base.
The statement goes on to say that the merger extends Cendyn’s reach enabling it to help hoteliers along every guest interaction.
Tim Sullivan, president and CEO of Cendyn, says: “With deep experience in hospitality and a long history of providing innovation at both companies, there is perfect alignment and tremendous opportunity to be realized 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.”
In a video announcing the merger shared on the NextGuest blog, Sullivan says: "In the current environment scale matters" and adds that by merging now, the combined entity can better serve customers as the industry recovers."
Sullivan will continue to head up Cendyn while NextGuest’s Paolo Torchio will join the senior team as chief strategy officer.
Torchio will lead the integration of the businesses and product strategy.
Cendyn received investment from Accel-KKR about 18 months ago, saying it wanted to focus on sales and marketing.
The company also said it was interested in mergers and acquisitions. Just a few months later, Cendyn acquired Rainmaker, a revenue optimization platform.