Cendyn, a global leader in cloud-based technology for the hospitality industry, has announced its acquisition of Knowland, the top provider of data-driven intelligence on meetings and events in the U.S. hospitality sector. This strategic move is set to reshape how hotels approach sales prospecting in the lucrative MICE (meetings, incentives, conferences, and events) market, providing hoteliers with the tools they need to secure more group bookings.
Knowland’s platform offers a wealth of market intelligence, gathering data from over 7,500 hotels in the U.S. and select international locations. By connecting hoteliers with these valuable insights, Knowland empowers sales teams to generate more revenue, speed up the sales process, and meet group sales targets with precision.
Cendyn’s acquisition of Knowland strengthens its already robust portfolio of hospitality solutions, including its Sales CRM, Proposals, and Grouprev platforms. By integrating Knowland’s event intelligence with these tools, Cendyn aims to offer a comprehensive, end-to-end solution for finding and securing group bookings.
“For hoteliers to succeed in group sales, they need quick access to reliable data. Knowland’s platform is the gold standard for event intelligence, and it perfectly complements our Sales CRM, helping hoteliers identify and target the right audience,” said Jack Blaha, CEO of Cendyn. “With Knowland, our customers can now find prospects and close bookings using our Proposals and Grouprev platforms, all in one seamless process. This acquisition aligns with our ‘Find, Book, and Grow’ mission for hoteliers, and with the backing of Haveli Investments, we’re poised to take our innovation even further.”
Haveli Investments, based in Austin, joined Cendyn’s private equity portfolio earlier this year alongside long-time investor Accel-KKR. With their expertise in supporting high-growth technology companies, Haveli’s involvement gives Cendyn the financial backing and strategic insight to accelerate innovation within the hospitality industry.
Jeff Bzdawka, CEO of Knowland, expressed enthusiasm for the new chapter, saying, “For the past 20 years, Knowland has provided essential data to help hotel sales teams pinpoint new business opportunities. This acquisition will allow us to take that commitment even further, offering sales teams the tools they need to adopt a more proactive, data-driven approach to group business.”
As the hospitality sector continues to rebound from the pandemic, business travel is projected to recover 95% of its pre-pandemic peak by 2024, according to the U.S. Travel Association. Cendyn’s acquisition of Knowland positions it perfectly to capitalise on this resurgence, offering customers a powerful combination of event intelligence and B2B prospecting solutions to simplify and automate group sales.
“We’re thrilled to partner with Cendyn and its shareholders, including Accel-KKR, as we look to seize the growth opportunities ahead,” said Ian Loring, Senior Managing Director at Haveli Investments. “With Cendyn’s comprehensive hospitality solutions, the company is well-positioned to expand into new markets and deliver even more value to its customers.”
This acquisition marks a significant step forward in equipping hotel sales teams with the intelligence and technology they need to thrive in an increasingly competitive market. Together, Cendyn and Knowland are set to lead the way in transforming how hotels find and book group business, helping them stay ahead in a fast-evolving industry.
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