Hospitality sales and marketing solution provider Cendyn is
expanding the scope of its services with the acquisition of the Rainmaker Group,
a revenue and profit optimization platform.
The acquisition – for which details were not disclosed – is
Cendyn’s first following an equity investment in June from Accel-KKR, which now
holds controlling interest in the company.
Cendyn president Tim Sullivan says there may be more acquisitions
in its future.
“I think consolidation is healthy. The industry is very
fragmented ... and there is so much noise in the marketplace that it becomes confusing,” he
“There’s a lot of
smart people out there who may have a piece that maybe we can either integrate with,
to pull the data in to make our solution better, or potentially acquire a
company that’s going to add value to our cloud technology stack.”
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In the case of Rainmaker,
Sullivan says the acquisition is a good fit because it provides hoteliers the capabilities
to now align their marketing, sales and revenue strategies so they have a “single
version of truth” about their guests to drive better performance.
“Our mission as a
company is to personalize the guest journey at scale,” he says.
“We believe every touch point
on that journey from research to booking to pre-stay, on property and post stay
– all of those touch points can be delivered in a very personalized way. When you
add personalized rates into that mix, based on what we already know about the
guest from their profile, that becomes very powerful.”
Sullivan also cites Rainmaker’s “deep, multi-decade hospitality
experience” and “culture of data-driven solutions” that make the two companies
For now, the company will be known as Rainmaker, a Cendyn
company, and Rainmaker co-founder Tammy Farley will become a board member.
Looking ahead, Sullivan says he is interested in solutions
that will enhance Cendyn’s ability to remove friction in multiple channels.
“There’s some interesting
stuff happening with some companies around metasearch and display and video and
mobile that we are taking a look at,” he says.
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