Cendyn discusses its hotel CRM ground game

Tim Sullivan

Customer relationship management (CRM) software has become a mainstay of many e-commerce businesses, as a way of analyzing guest behavior to predict desire and intent.

But the hotel industry has been slow to settle on a CRM tool that it likes. So the market remains fractured.

The gap is seen as an opportunity for Cendyn, a provider of B2B technology for marketing and event management for hospitality businesses.

It’s been a busy 12 months for the Boca Raton, Florida-based company, whose products are used by approximately 30,000 hotels in 143 countries.

In the spring, private equity group Accel-KKR acquired a stake in it. Cendyn has been using the funding to hire staff and open eight additional offices in Europe and Asia-Pacific. The company has been rumored to be on the lookout for strategic acquisitions in the US.

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