Tech giant Oracle has acquired 16-year-old hotel upsell platform Nor1, adding the service into its OPERA suite of tools for hospitality providers.
Terms of the deal have not been disclosed.
Nor1 was created in 2004 and is led by CEO Jason Bryant. It specializes in giving hotels the ability to analyze guest behavior patterns and upsell offers in a property at various points in their purchase journey and once they have booked in.
Oracle says the acquisition will allow it to combine the Nor1 system with its existing back-end tools to help hotels provide personalized pricing and merchandized products to guests.
Alexander Alt, Oracle's senior vice president and general manager for its hospitality global business unit, says: "In a time when occupancy levels have decreased and booking rates are lower, Nor1 is helping hoteliers through the COVID-19 pandemic and recovery by increasing revenue through upsell transactions.
"The company has found that guests have increased demand for upgraded rooms and services due to safety concerns, as they are sensitive to room location and size and have increased willingness to pay for non-room inventory items like parking, early check-in and late check-out."
Nor1 has secured almost $30 million in funding since its launch in the U.S.
Its last round, a Series B in 2012, came via SAP Concur as lead investor to the tune of $9 million.