TravelClick, a hospitality tech provider, says it has acquired ZDirect, maker of a hotel customer relationship management (CRM) platform.
Deal terms weren't publicized. But it's likely a nice payday for Isaac Wieder, CTO and founder of ZDirect, founded in 2002 in Miami.
ZDirect says its hosted, on-demand eCRM tool is used by 1,500 independent and group hotels worldwide.
A hotel can use the tool to build a customer profile database over time and become able to target customers with dynamic messaging based on user preferences. Think: personalized confirmation emails, and a tool that recommends who and when to promote up-sells, like an upgrade to a bigger suite.
New York-based TravelClick will start selling ZDirect's tool for understanding guests and prospects to its 38,000 independent and chain customers of its marketing and reservation services. The tool estimates each guest's current and lifetime revenue value using Recency, Frequency, Monetary (RFM) analysis.
TravelClick has tended to buy, rather than build, solutions, and has put together a spectrum of business intelligence, reservations, media -- and now CRM -- tools.
This is its second acquisition within a year. In January, it bought hotel video production company TVTrip.
In 2014, Thoma Bravo, a US private equity group, closed its deal to acquire TravelClick for $930 million, giving an exit to another firm, Genstar.