Congratulations to FlexTrip, one of our WIT Start-Up alumni, for being acquired by Nor1, Inc. the technology leader in upsell solutions – and really it’s a nod to the growing interest in the tours and activities space.

Founded in 2011, Flextrip, based in Boulder, Colorado, enables travel companies to monetise existing bookings by offering a unique comprehensive selection of tours and activities via its automated interface.

By acquiring Flextrip, Nor1 will leverage the technology and expertise of both companies, thereby enhancing the upsell and cross-sell capabilities it provides its hotel customers, in a way that hasn’t been done before. Using its patented PRiME®, decision intelligence engine and platform, Nor1 enables its hospitality customers with a real-time, data-driven approach to making truly personalised offers throughout the reservation life-cycle that are based on the optimal pricing for products, coupled with buyer behaviour dynamics and statistical probabilities that predict willingness to pay.

“It’s not just about enabling our hotel partners to offer tours and activities to their guests. It’s about synchronising precise tour and activity offers into a much broader offer set across the reservation life cycle,” said Nor1 founder and co-CEO Jason Bryant (pictured above left). “Pairing Flextrip’s tours network with our PRiME® technology is a potent combination that will allow us generate additional ancillary revenue and guest satisfaction for our partners.”

FlexTrip’s co-founders, Chief Operating Officer Alex Kremer (pictured right) and CEO Leith Stevens, pitched their business at the Web In Travel conference two years ago,will immediately join the Nor1 team focused on broadening Nor1’s ability to drive incremental ancillary revenue for its customers.

“We have admired Nor1 over the years and are pleased to join a growing organization that is a leader in both analytics and upselling,” said Stevens. “With the combination of our expertise in tours and activities and Nor1’s focus on making relevant and targeted upsell offers to travelers across the reservation, we look forward to building new capabilities that allow customers to capture the ancillary opportunity that now exists.”

• Alex Kremer will be speaking at the WIT Bootcamp on October 21.