Hotel Tech Group Buys CRM Firm For-Sight to Link Booking and Guest Data

Hotel Tech Group has acquired For-Sight, the Edinburgh-based hotel CRM and marketing platform, adding customer relationship management and customer data platform capabilities to a portfolio that already holds Net Affinity and Smarthotel. Both co-founders, Allan Nelson and Richard Bolton, will leave the company when the deal closes.

The group did not disclose the purchase price. That omission matters. Every claim about integration and growth rests on terms nobody outside the deal has seen.

What does the acquisition actually combine?

Hotel Tech Group's existing stack covers direct booking technology, distribution and payments. For-Sight brings CRM, CDP and marketing automation. The stated goal is a connected guest journey: booking history, guest preferences and payment flows consolidated into a single guest profile, replacing the disconnected systems many hotels currently run side by side.

The pitch is operational, not cosmetic. A centralised profile is meant to support targeted campaigns, tailored packages and upsells across dining, spa, golf and wellness. Hotels want revenue beyond the room booking, and guest data is the mechanism the group has chosen to find it.

Who is For-Sight and what do its customers say?

For-Sight holds a 4.8 out of 5 rating on the industry review platform Hotel Tech Report, with 95 percent of hoteliers recommending its CRM solution. The company integrates data from multiple hotel systems, segments guests and automates communications. It also offers an optional Managed Service alongside onboarding and ongoing support.

Nelson framed the deal as a natural extension of that work: "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."

He added confidence in the company's continued growth. Growth claims from departing founders deserve scrutiny. Nelson and Bolton will not be present to deliver them.

How does this fit the group's expansion pattern?

The deal follows a deliberate consolidation strategy. Smarthotel and Hoteliers.com merged in late 2024. Net Affinity, the Dublin digital agency covering website design, digital marketing and booking engine technology, joined the group in 2025. For-Sight is the third complementary acquisition in roughly a year.

Group CEO Lauri Koop said: "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."

What is not said?

The announcement leaves several questions open. There is no price, no revenue figure for any of the three businesses and no timeline for product integration. No mention appears of pricing changes for existing For-Sight customers, or of what the founders' departure means for product direction. Hoteliers now running separate systems will want proof of integration before committing to a single vendor.

For now, the group has assembled the pieces of a full-stack hospitality platform. The next test is whether the merged companies can convert a booking engine, an agency and a CRM into one system hotels actually replace their vendors for.