Nor1 Announces Acquisition of Flextrip

September 25, 2013 | 7:00 AM
Nor1 Announces Acquisition of Flextrip

September 25, 2013 – Santa Clara, CA – Nor1, Inc. the technology leader in upsell solutions, announced today that it has completed its acquisition of FlexTrip, Inc.™, a strategic player in the online distribution of tours and activities, based in Boulder, Colorado.

Founded in 2011, Flextrip enables travel companies to monetize 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 personalized offers throughout the reservation life-cycle that are based on the optimal pricing for products, coupled with buyer behavior 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 synchronizing precise tour and activity offers into a much broader offer set across the reservation life cycle,” said Nor1 founder and co-CEO Jason Bryant. “Pairing Flextrip’s tours network with our PRiME® technology is a potent combination that will allow us to generate additional ancillary revenue and guest satisfaction for our partners.

FlexTrip’s co-founders, Chief Operating Officer Alex Kremer and CEO Leith Stevens, 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 Leith Stevens, CEO of Flextrip. “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.

About Flextrip

Flextrip is one of the world’s largest B2B tours & activities distribution network with over 15,000 bookable activities. Utilizing its industry-leading API offerings, Flextrip works with companies such as Rearden Commerce and Travelport to upsell Tours & Activities to their existing customers. A graduate of the prestigious Techstars Boulder accelerator, Flextrip is headquartered in Boulder, Colorado.

About Nor1 Inc.

Nor1, Inc. is the technology leader in upsell solutions. Headquartered in Silicon Valley, Nor1 provides data-driven pricing and merchandising solutions to maximize incremental revenues for hotels and resorts worldwide such as Hilton, Hyatt, IHG, Carlson Rezidor and Kempinski Hotels. Nor1’s patented, dynamic decisions intelligence engine, PRiME®, powers Nor1’s scalable upsell platform including its signature eStandby Upgrade® and the FrontDesk Upsell™.

Nor1 is creating the fusion between technology and guest experience. It’s that combination of expertise and skill that have set Nor1 apart and continues to attract technology’s most distinguished investors such as Concur (CNQR), Goldman Sachs and Accel Partners. For more information, please visit

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Media Inquiries:
Nor1, Inc.
Nicole Hockin
VP, Marketing & Public Relations
(408) 355-9848

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