Nor1 has become the latest company to combine its suite of existing products into a single service for partners.
The hotel technology company has integrated its eStandby, eFDU and eReach products to power a new Merchandising Platform.
The official unveiling of the platform this week also sees Hilton, Accor, Hyatt, InterContinental Hotels Group and Carlson Rezidor and launch customers.
TripCase and Silver Airways have also signed up.
The idea behind the move to combine all of the products into a single platform is to give travel providers the chance to target customers with relevant and time-specific offers of services throughout a journey, rather than having to use individual bits of technology.
For example, up-selling of hotel products pre-arrival can be made through eStandby, with eFDU used for hotel front desk services - whereas during and post-trip requirements for tours and activities and retail, as well as loyalty scheme services, are made through eReach.
eReach was built following the acquisition of Flextrip by Nor1 in September 2013 and allows a hotel to cross-sell products outside of its core services to users via a mobile, tablet or desktop interface.