By Dustin Stone, HTN staff writer - 7.17.2026
Tambourine has acquired MyHotel, adding guest feedback and reputation management to a portfolio that has expanded well beyond the hotel websites and digital marketing services on which the company built its reputation. The deal (the terms of which weren’t disclosed) gives Tambourine another foothold in hotel commercial technology, this time at the intersection of guest feedback, online reputation and service recovery. MyHotel’s platform enables hotel teams to collect and analyze guest feedback, monitor online reviews and identify operational issues that can influence both guest satisfaction and future bookings.
It also strengthens Tambourine’s presence in Latin America. MyHotel operates in 24 countries and serves more than 2,000 hotels, according to the company. At the time of the acquisition, Tambourine CEO Rafael Cardozo said the transaction added approximately 1,600 hotel relationships and brought the region’s largest reputation management and guest experience platform into the company’s portfolio.
Founded in 1994, Tambourine has steadily broadened its business over the past several years. Once known primarily for hotel websites and digital marketing, the company now offers services spanning creative, digital advertising, metasearch, booking technology, reservations, personalization and commercial strategy for approximately 5,000 hotels worldwide.
The MyHotel acquisition follows Tambourine’s purchase of ReservHotel, which closed in August 2024 and was later introduced as Reserv by Tambourine. That acquisition expanded the company’s capabilities with a central reservation system, booking engine, hotel-and-air packaging, reservation call center services and regional support operations.
Tambourine subsequently introduced Reserv Encore, a redesigned booking experience intended to reduce friction between a hotel’s website and the reservation process. MyHotel extends that progression by adding technology that helps hotels manage guest sentiment after a reservation has been made and throughout the guest relationship.
The acquisitions illustrate how Tambourine has expanded its role across the guest journey. What began with attracting travelers through websites and digital marketing now reaches into booking, reservations, guest communications and online reputation. Rather than offering a collection of unrelated products, the company is assembling tools that support many of the commercial functions hotels manage every day.
That strategy aligns with changes taking place across hospitality technology. Hotels have traditionally relied on separate vendors for websites, booking engines, reputation management, CRM, digital marketing and guest engagement. While specialized systems remain common, many operators have become increasingly interested in reducing the complexity that comes with maintaining multiple platforms and integrations.
Tambourine approaches that challenge from a different direction than many hospitality software providers. Instead of beginning with operational systems and expanding into marketing, the company built its business around customer acquisition and direct bookings before adding reservations, booking technology and guest experience capabilities.
Guest feedback plays an increasingly important role in that equation. Reviews and surveys influence booking decisions, highlight recurring operational issues and provide insight into what travelers value most. When those insights are connected with marketing and booking technologies, hotels have an opportunity to respond more quickly to changing guest expectations and refine how properties are presented online.
The integration work will ultimately determine the acquisition’s long-term impact. Hotel companies have grown accustomed to platforms assembled through acquisitions, but operators increasingly expect those products to function as a unified system rather than a collection of separate applications. Shared data, consistent workflows and a seamless user experience matter as much as the breadth of the portfolio itself.
Tambourine has already demonstrated its intention to further develop acquired technologies through its work with Reserv, introducing new capabilities rather than simply maintaining the existing platform. MyHotel gives the company another opportunity to build on that approach while expanding its commercial technology offering.
The transaction also reinforces Tambourine’s investment in Latin America, where the company has continued to expand its operations and customer base. MyHotel brings an established regional presence that complements Tambourine’s existing business and provides additional opportunities for growth throughout the market.
Tambourine is no longer defined solely by websites or digital marketing. With capabilities spanning customer acquisition, reservations, booking technology, guest engagement and reputation management, the company has steadily evolved into a broader commercial technology provider. The MyHotel acquisition fills another piece of that strategy, extending Tambourine’s reach from attracting guests to understanding their experiences long after the reservation is made.