Jonas Software Rolls Up Hospitality Tech Group to Compete Against Bigger Players
Photo Credit: A photo of the lobby of the Bobby Hotel in downtown Nashville. The property uploaded this photo for distribution to online marketing channels via the tech platform Leonardo, which was recently bought by Jonas Software, which has put together a hospitality technology company through acquisitions of Leonardo, MSI, Springer-Miller, and BookAssist. Bobby Hotel / Lisa Diederich
Skift Take
The hotel tech group that Jonas Hospitality has put together through acquisitions of Leonardo, MSI, Springer-Miller, and BookAssist is admittedly small. But its creation says a lot about the pressures to consolidate in hotel tech. Experts debate the pros and cons of such roll-ups.
Jonas Software, a Toronto-based holding company for software providers across multiple verticals, recently decided to go big in travel.
Last June, it created Jonas Hospitality, a tech provider to more than 5,500 hotels, resorts, and spas in North America.
It built the company through acquisitions. In November, Jonas acquired Leonardo, which helps hotels manage their digitized visual assets to market their properties online. In 2017, Jonas expanded to Europe when it acquired BookAssist, a Dublin-based provider of digital marketing and direct booking hotels primarily to European hotels.
Jonas and some of its subsidiaries didn't respond to several invitations to speak for this story.
Yet it appears that Barry Symons, CEO of parent group Jonas Software, has begun to group some of the smaller tech vendors that have grown up to serve independent and other smaller hospitality players with property management tools and online marketing and distribution expertise.
"Barry appears
