More consolidation in the hotel marketing arena as Cendyn snaps up Canadian provider of customer relationship management tools, Guestfolio.

Terms of the deal were not disclosed.

US-based Cendyn has been in the game for over 20 years and supplies hotels with its own CRM and digital marketing platform, as well as an events management and sales technology system for properties.

The acquisition is being billed as a major step towards creating what the pair claim is the “most comprehensive and scalable CRM product suite in the industry”.

Guestfolio CEO Duane Hepditch will move with the company to become its senior vice president of product marketing.

The remaining members of the Guestfolio team will operate as a west coast office in North America for Cendyn, based in Whistler.

Cendyn CEO Charles Deyo says:

“Both Cendyn and Guestfolio are experts in leveraging data to engage guests throughout their travel journey, and this acquisition will allow hoteliers of all sizes the ability to scale a CRM solution that drives loyalty, guest engagement, and profitable revenue growth.”