Booking Holdings Inc is acquiring Venga, a Washington D.C-based startup offering guest management solution for restaurants.
The deal will help Booking’s OpenTable restaurant booking platform to improve personalization and customer tracking.
Venga, founded in 2010, provides restaurants with customer relationship management tools and purchase history data.
It will be integrated within OpenTable’s GuestCenter platform once the deal closes.
“Diners increasingly expect personalized experiences, and restaurants are looking for data to better serve their guests,” said Andrea Johnston, OpenTable CEO.
Venga began colaborating with OpenTable several years ago and the acquisition will give it access to much more detailed data, like dining preferences and social media profiles.
Specifically, OpenTable will harness the data to track its email and social media marketing performance.
OpenTable has more than 50,000 restaurant partners worldwide.
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