Net Affinity enters a new era following partnership with Dutch private equity-backed Hotel Tech Group.
Net Affinity, a leading hotel tech provider is joining forces with Dutch private equity-backed Hotel Tech Group (HTG).
The significant move brings together two of the industry’s most highly regarded companies following Connected Capital’s investment in the merger of Smarthotel and Hoteliers.com in 2024. Connected Capital sponsored the investment in Net Affinity through the HTG to create a fast growing technology group for independent hotels and chains.
Founded in Dublin in 2000, Net Affinity has grown to be a leading provider of technology and marketing services to over 400 independent and group hotels in Ireland and the UK, where its platform successfully helps manage their revenue generation strategies.
Combining forces is a logical step in today’s fragmented technology market, with Net Affinity now being able to offer an extended mix of high-quality products that customers will be able to directly benefit from. The full product portfolio includes direct booking and website solutions, and connectivity to PMS, OTA’s and GDS as well as embedded payment solutions.
William Cotter, Founder and Managing Director of Net Affinity said: “Becoming part of the growing HTG family marks an exciting new chapter for Net Affinity and our clients. By aligning our strengths with other group companies we can better support our clients by providing a unified distribution, booking and payment solution, ultimately delivering exceptional guest experiences.”
William continued: “We look forward to building on the successes of 2024 as we start this new era with HTG, and I would like to thank all those involved in securing the partnership, particularly Pegasus Capital who advised us throughout the process.”
Pitrik van der Lubbe, Founder & CEO of the Hotel Tech Group, said: “We are delighted that Net Affinity will be a sister company to Smarthotel. Net Affinity’s direct booking, marketing and website solutions are a great addition to the HTG as a leading tech organisation. Our focus will be on impacting the guest journey via our cutting-edge payment and connectivity platform, which seamlessly integrates the Net Affinity product suite.”
Net Affinity simplifies the lives of hoteliers by delivering commercial success through direct bookings for independent, resort and group hotels. Its platform uses the latest booking engine technology on the market, driving a rapid increase in direct business and enabling hoteliers to focus on creating the best guest experience possible.
About Net Affinity
Founded in 2000 and headquartered in Dublin, Net Affinity simplifies the lives of hoteliers by delivering commercial success through direct bookings for independent, resort and group hotels. Its platform uses the latest booking engine technology on the market, driving a rapid increase in direct business and enabling hoteliers to focus on creating the best guest experiences.
About Hotel Tech Group
Hotel Tech Group has been raised by merging Smarthotel and Hoteliers.com. Hotel Tech Group executes its M&A strategy supported by Connected Capital; a prominent European B2B software investor. Connected Capital provides essential input by offering growth capital and implementing a 'buy-and-build strategy' alongside its expertise. Its participation in the company will accelerate the development of new products and services, as well as drive expansion into untapped markets.
About Smarthotel
Smarthotel, founded in 2007, is a forward-thinking technology company, transforming the hospitality industry with its innovative connectivity and payment platforms. By seamlessly embedding automated payments in every step of the booking process, Smarthotel empowers hoteliers to optimise their guest journey, bringing more efficiency to its operations and driving more confirmed bookings.
Committed to excellence through driving digital transformation in hospitality, Smarthotel has become a trusted partner for properties in the Benelux, UK & Ireland, Nordics and DACH regions, redefining what it means to deliver exceptional service in the modern hospitality industry.