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NEW YORK, NY — March 22, 2017 — HeBS Digital is pleased to announce its parent company, Hotel360 Technologies (Hospitality Tech Holdings LLC), has acquired Serenata IntraWare GmbH, the most comprehensive hotel CRM (Customer Relationship Management) platform in the hospitality industry today. Combining Serenata with HeBS Digital, an existing portfolio company, Hotel360 is launching the hospitality industry’s first Fully-Integrated 360-Degree Past/Future Guest Engagement and Acquisition Technology and Marketing Platform.

Hotel360 was formed by HeBS Digital and Public Pension Capital LLC (PPC), a leading New York City private equity firm with extensive experience in technology-enabled business services. Hotel360’s single objective is to accelerate global expansion of its portfolio companies and acquire best-of-class hotel technology companies with complementary technology, product and service lines to better serve the global hospitality industry.

"Less than a third of hotel guests on any given night are repeat guests, while two-thirds are first-time guests. Yet many hotel companies, chains and independents keep their CRM efforts to engage and retain past guests in complete isolation from their efforts to acquire future guests” said Max Starkov, Global President & CEO of Hotel360 and HeBS Digital. “By combining HeBS Digital’s powerful guest acquisition suite (the smartCMS®, Smart Personalization Engine, Smart Data Marketing, and full-stack digital consulting and marketing solutions) with Serenata’s comprehensive hotel CRM suite, Hotel360 is “closing the loop” with the hospitality industry’s first Fully-Integrated 360-Degree Past/Future Guest Engagement and Acquisition Technology and Marketing Platform.”

According to a recent research study by Phocuswright, 79 percent of bookings on hotel websites were made by travelers that belonged to a hotel loyalty program or guest recognition program, i.e. travelers with loyalty status.  Hotel360’s Fully Integrated 360-Degree Guest Engagement and Acquisition Technology and Marketing Platform will allow mid-size and smaller hotel chains, luxury and boutique hotel chains, independent hotels, resorts and casinos to utilize this technology and marketing platform to engage, acquire and retain past/future guests like never before possible.

“We are pleased to welcome Serenata into the Hotel360 family” said Thomas Uger, Partner, Public Pension Capital, LLC. “We are excited to support the global expansion and continuous growth of Hotel360’s leading technology, product, and solutions platform. We are confident that the combination of Hotel360’s portfolio companies, HeBS Digital and Serenata CRM, will provide the global hospitality industry with next-generation guest engagement and acquisition solutions for forward-thinking hotel companies.”

Serenata will operate as the “CRM Division” of Hotel360 with HeBS Digital’s President & CEO, Max Starkov, as Hotel360’s Global President & CEO. Serenata’s Management Team, including CEO Johann Deil, President Dieter Dirnberger and CTO Manuel Deil will continue in their current roles.

The combination of HeBS Digital and Serenata under Hotel360 is part of a bigger overall strategy to accelerate global expansion and provide the hospitality industry with best-of-class hotel technology, products, and services fundamental to engage and retain past/future guests, increase direct bookings, and lower acquisition and distribution costs.  

About HeBS Digital

HeBS Digital, founded in 2001 and headquartered in NYC with five additional global offices in Las Vegas, Europe, Singapore and Australia/New Zealand, helps hoteliers around the globe drastically increase direct bookings and lower overall distribution costs by deploying industry’s best-of-breed guest acquisition suite, including the smartCMS® website technology platform, Smart Personalization Engine, Smart Data Marketing, and full-stack digital consulting and marketing solutions (

The firm is headquartered in New York City and has offices in Las Vegas, Europe, Singapore and Australia/New Zealand. HeBS Digital’s technology, website design and digital marketing services have won more than 400 prestigious industry awards, including World Travel Awards, HSMAI Adrian Awards, Stevie Awards (American Business Awards), W3 Awards, WebAwards, Travel Weekly’s Magellan Awards, Summit International Awards, Interactive Media Awards, and IAC Awards.

A diverse client portfolio of top-tier major luxury and boutique hotel chains, independent hotels, resorts and casinos, branded properties and hotel management companies, convention centers, spas, restaurants, DMO and tourist offices across the globe are all benefiting from HeBS Digital’s cutting-edge guest acquisition suite of technology, consulting and marketing solutions.

The HeBS Digital team is comprised of hospitality industry thought leaders, a truly diverse team of experts comprised of over 33 nationalities speaking over 22 languages. Contact HeBS Digital’s experts at 1 (800) 649-5076 (North America), +44 (0) 7730 779 213 (London), +64 (0) 9 889 8489 (New Zealand, Australia, South Pacific), +65 9005 1589 (Asia), or

Contact: Mariana Mechoso Safer / 212-752-8186

About Serenata

Founded in 1996 and headquartered in Munich, Germany and San Francisco, Serenata IntraWare combines 20 years of hospitality CRM technology experience with in-depth knowledge of guest data management, marketing automation and guest recognition/loyalty program solutions (

As a strategic CRM partner to leading hotel chains, luxury and boutique hotel companies, independent hotels, resorts and casinos, Serenata integrates its CRM solutions into the property’s existing IT infrastructure and connects CRM with PMS, CRS, ORM, RMS, website CMS, social media and other data sources, allowing hotels to develop a 360° view of their guests, and engage and retain past hotel guests via marketing automations, guest marketing, and guest recognition/loyalty program solutions.

At each step before, during and after their stay the CRM suite ensures guests receive the most targeted, dynamic and relevant communication with the goal of achieving long-term customer loyalty. Serenata’s Hotel CRM Suite has been awarded with the most prestigious industry award, The World Travel Award “World’s Leading Hotel CRM Technology Provider” in 2015 and 2016. The company has acquired a prestigious international client portfolio of “Who is Who in Hospitality”, from hotel chains and leading luxury and boutique hotel companies, independent hotels and resorts. 

About PPC

Public Pension Capital (PPC) is a New York City based private equity fund, founded by former senior partners of Kohlberg Kravis Roberts (KKR). PPC invests in a select group of industries, including Business & Industrial Services, Financial Services, Healthcare and Specialty Chemicals. 

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