LHS Leading Hospitality Solutions Acquires Majority Stake in Viato and Strengthens Brandnamic Unlimited’s Marketing-Tech Division

LHS Leading Hospitality Solutions, a European group of companies providing software solutions for the hospitality industry and backed by Elvaston Capital Management and Dolomites Invest GmbH, the reinvestment company of Brandnamic’s former founders, is acquiring a majority stake in Freiburg-based hospitality software company Viato.

Following the signing of the agreements on September 17, completion of the transaction is imminent. With the acquisition, the group is expanding its technology ecosystem in digital hotel distribution and, in particular, strengthening the Brandnamic Unlimited Marketing-Tech platform. For Brandnamic Unlimited, the investment creates new opportunities to further expand its position in South Tyrol and across the European hospitality technology market. Sebastian Pasik will remain Managing Director of Viato.

Viato has been developing software solutions for the online distribution of hotels and vacation rentals since 2008. The company’s portfolio includes a Channel Manager, Booking Engine, website solutions and additional services for the digital marketing of accommodation providers. Around 2,000 customers in Germany, Austria and Switzerland currently use the company’s solutions.

The transaction forms part of the growth strategy of LHS Leading Hospitality Solutions. The group is pursuing two independent strategic development paths: its PMS business under Simplify Hospitality Group and its Marketing-Tech business under Brandnamic Unlimited. Both business areas are operated independently and strengthened in their respective markets through targeted investments and acquisitions.

For Brandnamic Unlimited, Viato’s expertise in online distribution and direct bookings is particularly relevant. The Viato Booking Engine enables commission-free direct bookings through a hotel’s own website, while its Channel Manager supports the centralized management of multiple distribution channels and integrations with PMS platforms, online travel agencies and other systems. Viato therefore complements the existing Marketing-Tech ecosystem with solutions that directly contribute to the visibility, distribution and revenue of hospitality businesses.

LHS is pursuing a clear strategy: we want to bring together leading software companies in the hospitality industry and further develop their individual strengths within a European market environment. Viato is an excellent example of this. The company strengthens our PMS business in Germany while at the same time creating additional opportunities for our Marketing-Tech division. What is important is that both business areas retain their independence and remain focused on their respective markets and customers.

Valentin Binnendijk, CEO of LHS Leading Hospitality Solutions.

With Viato, we are gaining a company with close ties to the hospitality industry, a strong understanding of digital distribution and an established market position in the German-speaking region. For Brandnamic Unlimited, this represents a very interesting addition to our Marketing-Tech portfolio. At the same time, the investment reinforces our strategy of building a European technology ecosystem for the hospitality industry from our base in South Tyrol.

Michael Oberhofer, CEO of Brandnamic Unlimited.

Over the past few years, Viato has grown strongly from its base in Freiburg and established a solid position in digital hospitality distribution. Working with LHS now opens up new opportunities for us to further develop this expertise and scale beyond our existing markets. At the same time, we are pleased to contribute our experience in online distribution to a group that approaches the hospitality industry from a range of technological perspectives.

Sebastian Pasik, Managing Director of Viato.

The investment in Viato therefore strengthens both strategic pillars of LHS. While the transaction expands the PMS business, particularly in the German market, it also creates additional opportunities for Brandnamic Unlimited in the Marketing-Tech segment. The two business areas will remain clearly separated and continue to be developed independently.

With this investment, LHS continues its European expansion strategy and further strengthens its presence in key hospitality markets. For Brandnamic Unlimited, the transaction also represents a further strengthening of South Tyrol as a technology and software hub and another step toward building a European Marketing-Tech ecosystem for the hospitality industry.

Media Contact

Michael Oberhofer

Brandnamic Unlimited GmbH [email protected] +39 0472 678000