Amsterdam-based upselling platform Oaky gets acquired by Canada’s Plusgrade: Know more

Dutch upselling platform Oaky has been acquired by Plusgrade, combining their tools to create a unified upselling platform.

Amsterdam-based Oaky, a Dutch upselling platform, has been acquired by Plusgrade, a global provider of ancillary revenue solutions.

The move brings together two platforms in travel and hospitality technology to create a unified upselling experience for hotels, airlines, cruise lines, rail operators, and loyalty programs.

Oaky is a hotel upsell platform that helps hotel chains increase revenue and manage guest offers across the entire stay, from pre-arrival to check-out. 

The platform allows hotels to scale upselling strategies across multiple properties, personalise guest offers, and track team performance through integrations with Property Management System (PMS) and Revenue Management System (RMS) systems. 

Oaky provides hotels with a central system to generate additional revenue while offering guests flexible upgrade options throughout their stay. It is used by groups including Accor, Radisson Hotels, Minor Hotels, Hard Rock Hotels, and Strawberry.

“When we started Oaky, our mission was simple: help hotels unlock new revenue while enhancing the guest journey. Over the years, we’ve been proud to see our solution recognised as one of the best in the industry and embraced by thousands of hoteliers worldwide,” mentions Oaky in a blog.

“Now, with Plusgrade, we can take that mission to a global scale. This isn’t just about two companies coming together—it’s about accelerating what’s possible for hotels and their guests everywhere.”

Aim of the acquisition

Oaky’s tools help hotels increase revenue by personalising guest offers before and during stays. With this acquisition, Oaky’s technology and expertise will be integrated into Plusgrade’s broader network of revenue-enhancement solutions.

Plusgrade works with more than 275 travel and financial brands across the world, providing revenue-generation tools through upgrades, seat selection, and other ancillary services.

By combining Oaky’s hospitality-focused upselling capabilities with Plusgrade’s scale and presence across multiple travel sectors, the partnership aims to deliver a single, comprehensive upselling platform. 

The integration will allow hotels and guests to access more flexible and valuable upgrade opportunities within a wider ecosystem of travel experiences.

Both companies stated that the merger represents an opportunity to extend upselling solutions beyond hotels and create new pathways for revenue across the global travel industry.

Ken Harris, Founder and CEO of Plusgrade, says, “Oaky has been awarded the Best Upselling Software for five consecutive years. Now, the leader in hospitality upsell will be powered by a global leader in ancillary revenue. By acquiring them, we are combining the best of both of our worlds: Our products, our customer footprints, and our teams.”

“We are thrilled to welcome Oaky’s partners, and in doing so, create what is now a premier portfolio of hotel and resort partners in the industry. This vast network of incredible properties will enable us to deliver even greater value and innovation to all as we accelerate our shared success together.”

Erik Tengen, co-founder and CEO of Oaky, adds, “Oaky has built a leading reputation for helping hotels create upselling experiences that guests actually value. Now, with Plusgrade, we’re merging the best of two platforms into a single experience to truly supercharge our ability to bring innovation and more revenue back to hotels worldwide.”

“Together, we will set a new standard of what ‘best’ means because when the best comes together, everyone benefits.”

As part of the acquisition, Erik Tengen will become President, Hospitality Upsell at Plusgrade, overseeing the integration and future development of the hospitality upselling business.

Lars Jonker, co-founder of Oaky, mentions, “We’re incredibly proud to have found a strong new home with Plusgrade for the business we’ve built with such care and commitment. This marks an exciting new chapter as two passionate teams come together, aligned by a shared vision for growth and innovation.”

With this strategic acquisition, Plusgrade strengthens its position in the global ancillary revenue market. The combined platform will support thousands of hotels and numerous travel partners, expanding opportunities to generate new revenue streams and improve the overall travel experience for millions of travellers worldwide.

Brief about Plusgrade

Plusgrade provides revenue-generation solutions for the global travel industry. It works with travel and financial brands and more than 2,500 hotel and resort properties across sectors such as airlines, hospitality, cruises, and rail. 

The company helps its partners develop additional income streams and improve customer experiences, having generated billions in new revenue. Founded in 2009, Plusgrade is headquartered in Montreal with offices in multiple locations worldwide.