Hotel Tech Group buys CRM specialist For-Sight to connect the guest journey
What's the deal? Hotel Tech Group has acquired For-SightDealroom has a profile for this one. Try Dealroom →, a hospitality customer relationship management (CRM) provider, for an undisclosed sum. The deal brings For-Sight alongside the group's existing businesses, Net AffinityDealroom has a profile for this one. Try Dealroom → and SmarthotelDealroom has a profile for this one. Try Dealroom →.
What's the endgame? For-Sight adds CRM, Customer Data Platform (CDP), and marketing automation to the group's booking, distribution, and payment products. The aim is to centralise guest data — booking history, preferences, and interactions — into a single profile. That supports more targeted marketing, tailored packages, and upsells such as dining, spa, and golf.
Who's who? For-Sight helps hotels turn guest data into insights that encourage repeat business. It holds a 4.8 out of 5 rating on Hotel Tech ReportDealroom has a profile for this one. Try Dealroom →, with 95% of hoteliers recommending its CRM.
What changes? Co-founders Allan Nelson and Richard Bolton are leaving For-Sight on completion. "Bringing For-Sight's CRM and guest engagement expertise together with HTG's booking, distribution and payment capabilities opens up new possibilities for hoteliers," Nelson said.
Why now? Hotels are increasingly looking to simplify their technology and cut reliance on disconnected systems. A connected profile lets them move beyond one-size-fits-all guest experiences and generate revenue beyond the room booking.
The signal: This extends Hotel Tech Group's buy-and-build strategy: it combined Smarthotel and Hoteliers.comDealroom has a profile for this one. Try Dealroom → in 2024, then added Net Affinity in 2025. For-Sight adds a distinct guest-data layer, reflecting hospitality tech's wider push toward integrated software portfolios — though with no price or integration milestones disclosed, the significance rests on the product combination rather than proven commercial impact.
Read more: unitedcapitalgroup.eu
Image credit: Generated with Gemini
