Global ancillary revenue solution provider Plusgrade has acquired Netherlands-based upselling platform Oaky for an undisclosed amount.

The move brings together two companies that operate in the ancillary revenue sector, with Plusgrade planning to integrate features from both platforms into a single offering for hotels.

The unified platform will cover various stages of the guest journey, including pre-arrival offers and on-site upgrades, and aims to support hotels in generating additional revenue streams.

Plusgrade founder and CEO Ken Harris said: “Oaky has been awarded as 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.”

The company stated that the combined entity will serve a large portfolio of hotel properties and travel partners across multiple regions.

Oaky co-founder and CEO Erik Tengen said: “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.”

Following the acquisition, Erik Tengen will take on the position of president, hospitality upsell at Plusgrade.

Oaky’s shareholders were advised by Stifel, acting as exclusive financial advisor, while Osborne Clarke served as legal counsel.

Davies Ward Phillips & Vineberg and Stibbe advised Plusgrade on legal matters related to the acquisition.

In May 2025, Atlantis Resorts launched a new feature powered by Plusgrade to offer guests a more personalised experience.