Sabre Hospitality Solutions looks to strengthen its position through the acquisition of central reservation systems provider Genares.

Sabre, a technology solutions provider for the global travel and tourism industry, recently acquired Texas company Genares, a supplier of digital marketing services and central reservations systems (CRS) software for hotels. The timing of the purchase comes after Booking.com, a leading hotel-distribution company previously showing little experience as a CRS provider, recently improved its position in the field.

Priceline Group, which holds Booking.com as one of its subsidiaries, acquired both Hotel Ninjas and Buuteeq earlier this year and has been working to merge Hotel Ninja’s young CRS with Buuteeq’s hotel digital-marketing platform. Sabre Hospitality Solutions has been an established participant in the hotel-tech arena with its CRS standing as the largest third-party provider, based on its roughly 27 percent share of third-party hospitality CRS hotel rooms which are distributed through their global distribution system (GDS).

Sabre also produced a large chunk of its $3.04 billion of 2013 revenue from its travel agency network, servicing 18,000 hotels in 157 countries. With the acquisition of Genares which provides services similar to Booking.com and already has 2,300 customers among independent hotels and chains, the company’s position now looks even more formidable, especially in the face of any advancement by the Priceline Group.

Sabre Hospitality Solutions president Alex Alt tells TTR Weekly that “Genares is well-known in the industry for its commitment to outstanding customer service and vast industry expertise, and that is highly complementary with Sabre. We look forward to building upon, the standard of excellence that Genares has established while helping their customers reach the next level in growth through our broad portfolio of hospitality solutions.”

Terms of the transaction were not released. But it’s inevitable that Sabre will be filling all hotels in its portfolio with Genares’ services.

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