The hotel technology services company owned by the hotel giant agree is strengthening its offering by acquiring a digital marketing agency.
agree-owned by D-Edge said this week that it has acquired Ecuadora Paris-based company that uses a proprietary software platform for marketing campaign tracking and reporting.
Equaero is now a wholly owned subsidiary of D-Edge. It will continue to be led by its founder and CEO, Jean-Dominique Brivet, who will report to D-Edge CEO Pierre-Charles Grob. All Equaero employees are expected to maintain their roles, according to a D-Edge spokesperson.
Terms of the deal were not disclosed.
D-Edge hotel offerings include central reservation software, a guest management system and more. Historically, the company has offered some digital advertising services to hotels through a partnership with Equaero. With the acquisition, these capabilities will become internal services offered by D-Edge.
Equaero has expertise in digital strategy for very large accounts, which will be useful as D-Edge develops even more services for hotel chains, the company said.
“As online sales continue to grow in the hospitality industry, D-Edge, through its website development and digital media offerings, is already helping hoteliers drive more traffic to their websites and convert that traffic in more direct bookings,” D-Edge said in a statement. “By adding new capabilities and talents, D-Edge completes its service offering: [search engine optimization] to name just one, and offers hoteliers a comprehensive range of multi-channel digital marketing services.”
Accor formed D-Edge five years ago after two acquisitions. Grob he said earlier this year that D-Edge roughly doubled the number of independent hotel customers during the pandemic, from 6,500 non-Accor hotels in July 2019 to more than 12,500 in April.
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