Digital marketing software provider GuestCentric has added a tech element to its business by buying the corporate division of Great Hotels Of The World.
Terms of the deal have not been disclosed.
GuestCentric will take over the running of a number of services from its previous owner, Big Worldwide, in what is being billed as a move into GDS-type services for hoteliers.
Great Hotels Of The World is an alliance of about 250 luxury hotels and resorts around the world.
The deal will see GuestCentric operate the Evolution central reservation system, allowing it to provide distribution services as well as its existing digital marketing tools.
Big Worldwide CEO, Peter Gould, says:
"This combination announced today will bring new revenue streams to our joint customers and a future-proof set of hospitality solutions that will help the greatest hotels in the world service their guests better."
Great Hotels Of The World has a presence in 42 countries, with a particular emphasis on Europe.
Pedro Colaco, CEO of GuestCentric, adds:
"The marketing and software needs of the hotel industry are evolving at the fastest pace seen in decades.
"Hoteliers want a partner that provides them with access to diversified strategies so that they can compete on all digital playing fields."