Skift Travel News Blog

A U.S. hotel tech company with equity backing has acquired a booking engine based in Ireland. 

Houston-based Sceptre Hospitality Resources said Thursday that it has acquired Avvio. 

The private equity firm Serent Capital made an undisclosed “significant investment” in Sceptre Hospitality Resources in 2020. The Avvio acquisition was funded through that investment, Sceptre said. 

Sceptre provides hotel tech including symptoms for central reservation, customer relationship management, and revenue management. The company works with more than 1,500 hotels, driving 6.6 million bookings each year.  

Founded in 2002, Avvio launched its artificial intelligence-powered booking engine in 2017. The company also offers digital marketing and website design services. The booking engine, allora.ai, provides tech to more than 500 hotels globally and handles more than 400 million bookings each year. 

The deal will integrate the allora.ai tech into the Sceptre systems, the companies said. 

“Together, they will deliver an incredibly personalized customer purchase journey at every stage in the customer lifecycle,” said Rod Jimenez, Sceptre CEO, in a statement. 

The trade group Hospitality Financial and Technology Professionals (HFTP)— which produces the world’s largest hotel technology trade fairs — rejected on Monday an unsolicited merger offer by the American Hotel and Lodging Association (AHLA), the largest U.S. hotel lobby.

The hotel technology career group is best known for putting on HITEC (Hospitality Industry Technology Exposition and Conference) trade fairs in several markets.

The trade group justified turning down the merger offer by saying the groups were mismatched. HFTP is a “global association with members from the entire hospitality spectrum” and wasn’t a comparable match with “a North American association with an advocacy focus whose constituents are primarily hotels.”

Sounds true. But HFTP also probably didn’t want to share revenue from its trade shows. Or AHLA didn’t offer enough money, because HFTP CEO Frank Wolfe is said to live up to his Wolfe surname in negotiations.

The hotel lobby ought to go after HSMAI Americas, an organization of sales, marketing, and revenue management professionals representing all segments of the hospitality industry, instead. But it won’t be cheap, either.