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Plusgrade Unites Forces with Oaky for Enhanced Upselling Experience

In a landmark move on October 6, 2025, Plusgrade, a global leader in ancillary revenue solutions, has acquired Oaky, a highly-awarded upselling platform renowned for its innovative approach in the hospitality sector. Oaky’s reputation has been established over five consecutive years as the top upselling software, making this acquisition a significant enhancement to Plusgrade's extensive portfolio. This strategic merger aims to provide an unparalleled upselling experience for hotels and their guests, combining the strengths of both platforms into a cohesive, robust offering.

The fusion of Plusgrade and Oaky is set to optimize the entire customer journey in the hospitality industry. This collaboration will cover various aspects—ranging from pre-arrival offers to in-hotel upgrades, thereby assisting hotels in maximizing their revenue potential while delivering personalized experiences to guests. Ken Harris, the founder and CEO of Plusgrade, expressed excitement at the prospect of merging resources: "The combination of our offerings allows us to not only enhance our product capabilities but also extend the depth of our partner relationships. We are thrilled to integrate the Oaky partners into our ecosystem, thereby enriching the collective value for both our clients and the wider hospitality community."

The acquisition leverages Oaky’s established success in creating meaningful upselling experiences. Erik Tengen, co-founder and CEO of Oaky, shared his enthusiasm about the merger, stating, "Combining our expertise with Plusgrade opens doors for us to innovate further and generate additional revenue streams for hotels around the globe. Together, we will set a new standard of excellence in the hospitality industry."

Lars Jonker, another co-founder of Oaky, added, "It is a moment of pride for us to join hands with Plusgrade, a company that shares our vision for growth and innovation. This partnership builds a robust framework to foster creativity and revenue enhancement in our operations." As a strategic enhancement of its services, Erik Tengen will assume the role of President of Hotel Upselling at Plusgrade, bringing invaluable insights and expertise to this newly expanded team.

With this acquisition, Plusgrade is redefining its trajectory as a powerhouse in the auxiliary revenue landscape. The merger promises not just to fuel innovation for hoteliers but also to create billions in new revenue opportunities, ultimately elevating the guest experience for millions of travelers globally. Stifel acted as the exclusive financial advisor for Oaky, while Osborne Clarke served as its legal advisor. On the other hand, Plusgrade was supported legally by Davies Ward Phillips Vineberg LLP and Stibbe N.V.

About Plusgrade

Founded in 2009 and headquartered in Montreal, Plusgrade has made significant strides in the travel industry by providing premier solutions in ancillary revenue. Its services are trusted by over 275 global travel brands, including major airlines, hotels, and financial services. With a presence in various sectors such as cruise lines and passenger rail, Plusgrade plays a pivotal role in generating new revenue for its partners while enhancing customer experiences. For more information about Plusgrade and its offerings, visit plusgrade.com.

For media inquiries, contact Carrie Moench, Director of Brand and Communications at Plusgrade, via email at [email protected]