Net Affinity, a leading hotel tech provider has partnered with Dutch private equity-backed Hotel Tech Group (HTG).
The move brings together two 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.
Net Affinity platform uses the latest booking engine technology, to drive direct business enabling hoteliers to focus on guest experience.
Combining forces is said to be a “logical step” 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 added: “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.”
