For-Sight joins Net Affinity and Smarthotel to strengthen guest engagement and create a more personalised hotel booking journey
Hotel Tech Group acquires For-Sight, adding CRM and CDP capabilities to its portfolio alongside Net Affinity and Smarthotel to offer a connected guest journey from booking to post-stay.
For-Sight, a leading hospitality CRM provider, is joining forces with Smarthotel and Net Affinity, marking an exciting new chapter for the company as it becomes part of a growing portfolio of hospitality technology businesses.
The acquisition brings For-Sight alongside established providers Net Affinity and Smarthotel, extending the group's capabilities beyond direct booking technology, distribution and payments to include customer relationship management (CRM) and Customer Data Platform (CDP). Together, the companies aim to provide hotels with a more comprehensive technology offering that supports the entire guest journey, from initial booking, upsells such as dining, spa and golf, through to post-stay engagement, whilst also expanding their ability to deliver personalised guest experiences and drive revenue growth for hotels.
For-Sight specialises in helping hotels turn guest data into meaningful insights, using CRM, CDP and marketing automation to strengthen customer relationships and encourage repeat business. Its expertise will add a valuable layer of guest intelligence to Hotel Tech Groups’ existing solutions, helping hoteliers better understand their guests and act on their preferences.
For-Sight’s reputation within the hospitality technology sector is reflected in its strong customer feedback. The company holds an impressive 4.8 out of 5 rating on industry review platform Hotel Tech Report, with 95% of hoteliers recommending its CRM solution.
As hotels increasingly look to simplify their technology and reduce reliance on disconnected systems, the combination presents an opportunity to bring booking history, guest preferences and interactions into a centralised guest profile along with integrated payment flows. This will support more relevant marketing campaigns, tailored packages and personalised offers, helping hotels move beyond one-size-fits-all guest experiences.
Co-Founders Allan Nelson and Richard Bolton are leaving For-Sight on completion of the acquisition. Hotel Tech Group thanks both founders for building For-Sight into a trusted partner for hotels, recognising their vision, dedication and the strong foundation they leave behind, and wishes them every success in their next chapter.
Joining Hotel Tech Group marks an exciting new chapter for For-Sight and our customers. We’ve always been passionate about helping hotels better understand their guests and build stronger, more meaningful relationships. Bringing For-Sight's CRM and guest engagement expertise together with HTG's booking, distribution and payment capabilities opens up new possibilities for hoteliers. It creates an opportunity to deliver a more connected guest journey, from the initial booking through to personalised communications and repeat stays. I'm confident For-Sight is well positioned for continued growth and success as it enters this next chapter
Allan Nelson, Co-Founder of For-Sight
The expanded offering also creates opportunities to generate revenue beyond the room booking. By using guest insights to identify relevant ancillary services, such as spa and wellness treatments, dining and golf, hotels will be better positioned to increase guest spend while enhancing the overall stay experience.
We’re delighted to welcome For-Sight to the Smarthotel and Net Affinity family. For-Sight's expertise in hospitality CRM, guest data CDP and personalised engagement is a valuable addition to our growing portfolio and complements the existing strengths of Net Affinity and Smarthotel.
Our focus is on creating a connected hospitality technology ecosystem that helps hotels increase profitability and improve operational efficiency. The addition of CRM to our existing direct booking, connectivity and payment solutions will enable us to help hotels build stronger guest relationships, unlock new revenue opportunities and deliver a more personalised journey from booking to return stay
Lauri Koop, CEO of Hotel Tech Group
The acquisition reflects HTG's continued investment in bringing together complementary hospitality technology businesses, building on the group's expansion following the merger of Smarthotel and Hoteliers.com in late 2024 and Net Affinity joining the group in 2025.
For-Sight is a Hotel CRM & Marketing Platform that helps hoteliers understand their guests, segment them effectively, and target high-value opportunities.
By integrating data from multiple hotel systems, For-Sight provides valuable insights into guest behaviour and enables personalised marketing campaigns and automated communications that enhance experiences, build loyalty, boost bookings, and grow revenue.
For-Sight supports hoteliers with personalised onboarding, ongoing support, and an optional Managed Service, helping teams get the most value from their guest data. For more information, visit: for-sight.com
Net Affinity is an Independent Digital Agency providing Revenue Generating Solutions for Hotels. Our services include Website Design, Digital Marketing and Booking Engine Technology. Our culture of award winning design and innovation together with a keen eye for emerging trends allows us to deliver services that directly impact on growing revenue for our clients. As experienced hoteliers we have a genuine and wholehearted passion in providing a complete customer centric service to our customers. We pride ourselves on the development of a relationship that allows us to nurture your business and ensure our success is your success.