Priceline Group Buys HotelNinjas and Buuteeq

| June 17, 2014

Tnooz has reported it has learned the Priceline Group has bought cloud-based hotel property management system HotelNinjas. Terms of the deal for the startup are unknown. This follows on the heels of the news of the Priceline Group’s acquisition of OpenTable.

The Spain-based startup is less than two years old and currently working on a second iteration of the product, was founded by CEO Christian Enestrom and chief operating officer Avi Meir.

Priceline’s global hotel booking subsidiary giant Booking.com is fronting the acquisition which took place in May, but has yet to be officially unveiled.
Company registration documents in Spain seen by Tnooz indicate that a change in HotelNinjas’s structure and ownership started taking place on the May 12 this year, with Priceline’s head of worldwide planning and strategy and EVP of corporate development, Glenn Fogel, joining the board.

Alongside Fogel, the executive often credited with handling all of the Priceline’s acquisitions, is Todd Henrich, senior vice president for corporate development at Priceline, who also joined the board on the same date.

However, such details are essentially part of the legal process to pave the way for the acquisition. By May 29 the deal had been completed, with Booking.com now “socio unico” (sole proprietor) of HotelNinjas.

The startup, which has its office in Barcelona, has essentially created a system which sits on top of the Salesforce.com platform, allowing hoteliers to integrate into the system for customer relationship management as well as perform traditional property management system functions.

Although clearly not on the same scale as the OpenTable deal, the move to buy HotelNinjas coincides nicely from a strategy perspective with Priceline’s other acquisition last week, to buy full-service digital marketing platform Buuteeq, also for an undisclosed fee.

Both Buuteeq and HotelNinjas will belong to the same part of Priceline focusing on providing B2B services to hotels, run separately from the consumer-facing side of the group such as Booking.com.

With the pair of acquisitions Priceline is starting to resemble an interesting player in the accommodation sector, covering both marketing and reservation hosting for properties.

To read the complete Tnooz article, click here.

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