HB Exclusive: NextGuest Merges with Cendyn

Cendyn, a leading provider of cloud software and digital marketing services for the hospitality industry, and NextGuest, a New York and Munich-based CRM and digital marketing leader, combine to become the largest scalable CRM and digital marketing provider in the hospitality industry, according to the companies.

The merger expands Cendyn’s global reach, as it helps hoteliers drive demand and revenue performance by optimizing every touchpoint of the guest journey through data intelligence and automation.

With industry experience and expertise, combining both companies enables them to deliver global scale and unmatched CRM and digital marketing capabilities in the hospitality technology space, they report. The companies’ common history of driving innovation and a shared mission to cultivate more in-depth, profitable guest relationships using data from every touchpoint in the guest journey allows them to propel forward as one company and empower more hoteliers worldwide.

“This merger means we have expanded our cloud marketing business to become the largest integrated hotel CRM and data-driven digital marketing provider in the hospitality industry,” Tim Sullivan, president/CEO of Cendyn, told Hotel Business. “In this current environment, scale matters. It’s been an incredibly challenging year for the industry, but we are poised for a strong recovery in 2021. By coming together now, we will support that recovery by providing new resources and capabilities, and more products and services.”

Hotel brands served by the new company include Jumeirah Resorts, Hyatt, Marriott, Minor Hotels, IHG, Hilton, Outrigger Hotels & Resorts, Onyx Hospitality Group, Shangri-La, Rosewood Hotels & Resorts, Virgin Hotels, Margaritaville Hotels & Resorts and Event Hospitality & Entertainment.

Cendyn will continue to be led by Sullivan, and the Cendyn senior leadership team will gain Paolo Torchio from NextGuest, who joins as chief strategy officer. Torchio brings a wealth of experience in the industry, including previous leadership roles at Sabre, Two Roads Hospitality and Hyatt. He will lead the integration of the businesses and product portfolio strategy. Other additions to the leadership team at Cendyn include Dieter Dirnberger as the managing director of EMEA and Toshi Rogers leading the global account team.