Cloud software provider Oracle has agreed to buy Nor1, a US-based hospitality upselling platform developer backed by travel management software producer SAP Concur, for an undisclosed amount.
Nor1 uses artificial intelligence and machine learning to help hotels provide targeted upsell offers to guests. The software is intended to improve guest engagement while also increasing hotel revenue and operational efficiency.
The deal will involve Nor1’s merchandising platform being added to Oracle Hospitality’s Opera Cloud Suite. Concur led a $9m series B round for Nor1 in 2012, two years before the corporate was acquired by enterprise software provider SAP.
Nor1 pulled in $12m of funding from one unnamed investor the same month, according to a securities filing. It had raised $8m from unnamed investors in 2009, a separate filing stated.
The company’s backers have also included Goldman Sachs, Accel, Plug and Play Tech Center, Par Capital Management, Otter Capital and Quest Hospitality Ventures.