Quantum Partners advises the shareholders of Serenata Intraware GmbH on the sale of a majority to Hospitality Tech Holdings LLC

Travel bookings are increasingly being made via online portals. While hotel brands become less important, brokerage portals are on the rise. Hoteliers have to pay high commissions to these portals in order to maintain high occupancy rates. Hotels are therefore looking for ways to better know their customers and to implement specific marketing measures to increase direct bookings. Less than one third of hotel clients are returning guests. Nevertheless, hotels concentrate significantly on retaining returning guests, while new customer acquisition is often neglected.

Serenata IntraWare has created solutions for this with its hotel CRM suite and has become the market leader for central hotel IT solutions in the areas of data warehouse, customer relationship management and customer loyalty management. As a strategic CRM partner for leading hotel chains, luxury and boutique hotel companies, independent hotels, resorts, and casinos, Serenata integrates its CRM solutions into the hotel’s existing IT infrastructure.

The aim of the joint project was to realize part of the value created for the shareholders while also bringing a strategic partner on board. With Hospitality Tech Holdings, Serenata has found a partner with whom it can create the first fully integrated platform for new customer acquisition and existing customer care.