Accor’s subsidiary and hotel technology solutions provider D-EDGE has acquired a customer relationship management (CRM) platform, LoungeUp, for an undisclosed sum.

This move is aimed at simplifying the hotel technology landscape.

The collaboration between D-EDGE and LoungeUp addresses the critical need for hotels to deliver a seamless and high-quality customer experience while increasing hotel revenue and profitability.

By enabling hotels to continuously collect and utilise customer data, the integrated D-EDGE & LoungeUp solution will empower them to significantly improve performance.

The combined offerings will now cover all stages of the customer journey, including traffic generation through D-EDGE's Digital Media and website offerings, conversion enhancement with D-EDGE's central reservation system (CRS), and boosting customer engagement and loyalty through LoungeUp's innovative solutions.

D-EDGE CEO Pierre-Charles Grob said: “LoungeUp is the brick that complements the technology range of D-EDGE, providing hoteliers with a suite of integrated solutions. By combining the advanced LoungeUp features with D-EDGE’s CRS, we define a new standard for a centralised and easy-to-use solution.

“This holistic approach addresses all the technological needs of hotels, groups and channels, both in terms of distribution and operations. This is one more reason for hotels to make D-EDGE their partner of choice.”

No changes are anticipated in the structure of the two entities following the acquisition, and the LoungeUp team will remain intact.

LoungeUp founders Mathieu Pollet and Lionel Tressens will continue to lead the development of the group's client management solutions (CRM) division.

LoungeUp CEO Mathieu Pollet said: “For me, with the integration of LoungeUp into the D-EDGE portfolio of solutions, a hotel can now effectively manage operations and distribution only two systems: D-EDGE and a PMS. This is a major change in a sector that suffers from a highly fragmented IT environment.”