PROS is adding to its portfolio of brands and service with the $80 million acquisition of EveryMundo - a provider of tools to give travel brands the ability to sell more products direct.
The cash deal for U.S.-based EveryMundo will also include the delivery of $10 million stock in the future, subject to conditions.
EveryMundo was created in 2006 by CEO Anton Diego, with president Seth Cassel joining as a co-founder in 2010.
The company has a number of products in its arsenal of services but is perhaps best known for its technology that allows airlines to publish offers on direct or indirect channels, allowing them to bring customers back to their own sites and avoiding global distribution systems and other fee-chargers.
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More than 70 airlines currently use the EveryMundo service, including major carriers such as Emirates, United, Cathay Pacific, Air Canada, Air France-KLM, Japan Airlines, American Airlines and LATAM.
PROS president and CEO Andres Reiner says: "Brands have no choice but to be present everywhere their customer and prospects find themselves but winning in today and tomorrow’s market will require brands to earn more direct engagement and deliver the experiences their customers value most.
"With EveryMundo, our collective portfolio gives brands much greater control over direct and indirect channels they participate in to consistently deliver superior brand experiences that exceed customers’ expectations every time, regardless of channel."
The acquisition speaks to an ongoing trend in travel to push direct relationships with consumers, allowing for better engagement and loyalty.
"They want to differentiate their offers, cultivate direct customer relationships and eliminate intermediaries," PROS argues.
PROS acquired booking engine and NDC platform provider Travelaer in August 2019 for approximately $12 million and airfare search system Vayant for $35 million in August 2017.