Industry Update
Supplier News25 February 2020

Nor1 Brings Advanced Machine Learning Upsell Technology to ITB Berlin 2020

Nor1 to showcase the hospitality industry’s only full life-cycle merchandising platform March 4th to 8th

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Nor1, the global leader in hospitality upgrade, upsell, and merchandising technology will exhibit at ITB Berlin - The World's Leading Travel Trade Show®. This year's mega-event takes place at Messe Berlin, Germany from March 4th to 8th, 2020. Nor1 will be showcasing its AI-driven technology designed to engage guests at every touchpoint across the reservation lifecycle, maximizing conversions, increasing revenue and amplifying service. Attendees and media are invited to visit Hall 8.1 Stand 120a to meet with the Nor1 team and view live demos.

For over a decade, Nor1 has been developing and refining the most sophisticated machine learning decisioning platform in the hospitality industry. At ITB, the company will be featuring the data-driven Merchandising and Intelligence Platform powered by PRiME®, including its signature eStandby Upgrade®, eXpress Upgrade™, and CheckIn Merchandising™ products. When implemented as a platform solution, PRiME® delivers relevant offers at booking, during pre-arrival, and at check-in , for room and non-room inventory. Using sophisticated algorithms trained on millions of transactions, AI-powered upselling technology can better predict guests' desires and willingness to pay for upgrades, while maintaining rate integrity and guest service standards.

"Nor1 is the first company to provide this level of technological sophistication for the travel industry," Jason Bryant, the company's founder, explains. "Our platform approach to upselling and merchandising elevates the guest experience at every touchpoint, leveraging AI-powered data to create value and true personalization. By assessing what each guest is willing to pay for a better stay, and refining the available offers, our next-level solutions can drive profitable opportunities across the entire journey."

With headquarters in Silicon Valley and offices across the world, including the US, Mexico, Singapore, and Germany, Nor1 services over 1 million rooms in more than 100 countries, 50 currencies and 20 languages.

For more information, please visit

About Nor1, Inc.

On November 18, 2020, Oracle announced that it has entered into an agreement to acquire Nor1. The acquisition extends Oracle Hospitality's OPERA Cloud Suite by adding Nor1's Merchandising platform that enables hotels to provide personalized offers throughout the guest journey using AI & machine learning, thereby improving guest engagement, and driving incremental revenue and improved loyalty for hotels.

Nor1 is the leader in hospitality upgrade, up-sell, and merchandising technology. Headquartered in Silicon Valley with offices across the world, Nor1 provides data-driven pricing and merchandising products that maximize incremental revenues for Hilton, IHG, Radisson Hotel Group, Accor, Wyndham, and other global hotels and resorts. Nor1′s real-time pricing and merchandising intelligence engine, PRiME®, powers eStandby Upgrade®, eXpress Upgrade™,  and CheckIn Merchandising™,to recommend the most relevant upgrade to the right guest at the right time for the most optimal price. For more information, please visit, or contact us at [email protected].

Ivana Johnston
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