Priceline acquires Buuteeq

The Priceline Group PCLN has acquired Buuteeq, Inc., a digital marketing platform for hotels worldwide. Terms of the deal have not been disclosed. Skift reports that in acquiring buuteeq, the Priceline Group gets deeper into its burgeoning role as a hotel-tech provider.

Buuteeq, headquartered in Seattle, will continue to operate as an independent business within The Priceline Group, joining other units such as and Kayak, reports GeekWire.

"We are delighted to welcome buuteeq as the newest member of The Priceline Group," said Darren Huston, President and CEO of The Priceline Group. "Buuteeq has built an innovative, cloud-based marketing platform that we see playing a key role in helping us deliver even more value to our global accommodations partners worldwide."

The Buuteeq team of around 200 employees joins the Priceline Group’s unit, and will be able to market its services to independent hotels in Europe and Asia Pacific.

With the acquisition, the terms of which were not disclosed, can go into sales calls with hotels, and inform hoteliers that it can bring them online and provide data analytics services in addition to selling the properties’ hotel rooms.

The acquisition highlights an effort by the Priceline Group to deepen its involvement with its hotel partners by providing digital marketing services above and beyond selling their rooms online.

The Priceline Group’s acquisition of Buuteeq puts a Buuteeq competitor, GuestCentric, into play if an Expedia or Google, for example, seeks to answer the Priceline Group’s move. The acquisition also presents a challenge to companies such as TravelClick, Pegasus Solutions and Sabre Hospitality, which offer some services similar to Buuteeq’s, reports Skift.