Access Hospitality, a division of software firm Access Group, has bought out Wireless Social, a UK provider of guest WiFi, analytics and marketing solutions.
The terms of the deal were not disclosed.
Wireless Social's technology will be integrated with Access Hospitality's solutions to offer hospitality operators insight and understanding of guest demographics such as tracking ordering, time spent in the venue and visit frequency. Another aim is to enhance operators' ability to target and personalise loyalty offers by engaging with customers on a real-time basis.
Around 60% of guest data held by hospitality venues is sourced via guest WiFi. Wireless Social has worked with over 600 multi-site operators and last year saw 50 million logins across 7,500 venues.
Julian Ross, founder and CEO of Wireless Social, said: "This new partnership will open up many new doors for existing customers of both companies, as we blend our collective expertise to deliver even more cutting-edge tech solutions to market. Our passionate and hard-working team will also be rewarded with the career development opportunities and benefits that being part of one of the largest software companies in the world will bring."
Access Hospitality's managing director Champa Magesh added: "This exciting acquisition gives us a great opportunity to combine our innovative ideas, industry passion and robust data and offer an unparalleled level of insight and value."
The deal brings further breadth to Access Hospitality's technology portfolio, which provides IT solutions for all aspects of the hospitality business from guest booking, electronic point of sale (EPoS), table management and marketing to procurement, facilities management, training and hotel property management systems.
Last year the firm also acquired hotel operations provider Guestline, and restaurant bookings platform ResDiary.