What Fornova does

Fornova is a privately held business intelligence company founded in 2010 and headquartered in Tel Aviv, with additional offices in London, Borehamwood, and Amsterdam. The firm operates a multi-module SaaS platform, branded as the FornovaHBI Suite, that targets the global travel and hospitality industry. Its core products include Fornova Competitive Intelligence (rate shopping against comp sets), Fornova Distribution Intelligence (monitoring contracted and uncontracted OTA and metasearch channels), Fornova Revenue Intelligence (unified operational analytics), the Fornova E-Commerce Optimizer (Google Pay Per Stay campaign management), and Fornova Mobility Intelligence (car rental distribution analytics). Customers include more than 20,000 hotels worldwide, including Marriott, Hilton, Accor, Booking.com, Expedia, Melia, NH Hotels, Shangri-La, Loews, Premier Inn, Dusit International, and car rental operator Hertz.

The platform is built on patented rate-tracking technology that crawls 100,000 hotel brand.com, OTA, metasearch, and car rental websites daily and aggregates 1.25 billion rates per month from 72+ Points of Sale. Proprietary analytics include a Distribution Health Score KPI, a Revenue at Risk Calculator, multi-layered aggregation and filtering, net-vs-total rate classification, and Clickbait Detection with evidence-gathering for metasearch claims. The E-Commerce Optimizer combines Fornova's distribution intelligence with Google's Hotel Ads data to power a dedicated Google Pay Per Stay dashboard, a capability unlocked by Fornova's 2020 approval as the first hospitality BI Connectivity and Bidding Partner for Google Hotel Ads.

Fornova makes money primarily through recurring enterprise subscription licenses for its BI modules, with non-cancellable, non-refundable fees invoiced per order form, plus a secondary percentage-based revenue stream on Google Pay Per Stay campaign bookings it manages. The go-to-market is enterprise field sales to major hotel chains and OTAs, supported by a free-trial funnel, inside-sales qualification, and thought-leadership content marketing. Headcount stands at approximately 200 employees across 10 countries and four continents, and total disclosed venture funding since 2015 is roughly $26 million from investors including JAL Ventures, DTCP, Forestay Capital, Waypoint Capital, and noa.

Name

Fornova

Legal name

Fornova Ltd.

Website

https://fornova.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Fornova provides a SaaS business intelligence platform that tracks hotel, OTA, metasearch, and car rental rates to help hotels and online travel agencies optimize distribution, monitor rate parity, and manage Google Pay Per Stay campaigns. It serves over 20,000 hotels and major OTAs globally.

Ownership category

akta.pro rank

Product category

Hospitality Business Intelligence

akta.pro primary industry

Hotel CRS & Booking Engines (THALADAA)

Keywords

• Hotel distribution intelligence
• Hospitality business intelligence
• Competitive rate shopping
• OTA rate monitoring
• Metasearch clickbait detection

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Subscription Platform Access: Fee-bearing subscription license for access to Fornova's business intelligence platform including Competitive Intelligence, Distribution Intelligence, Revenue Intelligence, and E-Commerce Optimizer. Subject to terms in Order Form, invoiced per the Order Form with fees non-cancellable and non-refundable.
2. Google Pay Per Stay Campaign Management: Percentage-based fees of all booking revenues received from Pay Per Stay campaigns managed by Fornova after Reconciliations (deducting refunds and cancellations). Additional fees charged by Google including Pay-Per-Stay charges.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Fornova provides a SaaS business intelligence platform for the travel and hospitality industry. It tracks rates across 100,000+ hotel brand.com, OTA, metasearch and car rental websites daily, monitoring 1.25 billion rates monthly across 72+ countries, and delivers competitive intelligence, distribution monitoring, revenue analytics, and Google Pay Per Stay campaign management for hotel chains and OTAs.

Product overview

Fornova is a travel and hospitality business intelligence company offering a unified platform (FornovaHBI Suite) with multiple integrated modules. The core products include Competitive Intelligence (rate shopping and market positioning), Distribution Intelligence (OTA and metasearch distribution monitoring), Revenue Intelligence (unified analytics dashboard), E-Commerce Optimizer (Google Pay Per Stay integration for programmatic marketing), and Mobility Intelligence (car rental sector BI). The platform monitors 100,000+ hotel brand.com, OTA, metasearch, and car rental websites daily, tracking 1.25 billion rates across 72+ countries monthly. Fornova acquired HotelsBI in 2019 to expand its business intelligence capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• FornovaDI: Distribution Intelligence platform that helps hoteliers identify and target distribution issues to capture more revenue and profits.
• FornovaCI
• FornovaHBI
• FornovaEC
• Fornova Revenue Intelligence
• Fornova Mobility Intelligence

Products and services

• Fornova Competitive Intelligence (FornovaCI) Rate shopping and competitive analytics platform that enables hotels and chains to compare their rates against competitors in their comp set, understand market positioning, and maintain competitive market visibility.
• Fornova Distribution Intelligence (FornovaDI) Distribution monitoring platform that helps hoteliers identify and target distribution issues across contracted and uncontracted OTA and metasearch sites, with Distribution Health Score, Revenue at Risk calculation, multi-layered filtering, and clickbait detection capabilities.
• Fornova Revenue Intelligence Unified revenue and operational analytics dashboard enabling hotels to analyze customer and channel segmentation and take immediate actions to reduce occupancy risks.
• Fornova E-Commerce Optimizer Optimizes marketing spend on direct programmatic channels by combining Google Pay Per Stay connectivity with Fornova's distribution intelligence data for better digital marketing ROI.
• Fornova Mobility Intelligence Business intelligence solution for the mobility sector providing competitive and distribution intelligence insights to help car rental operators optimize their market positioning.
• FornovaHBI Suite The overarching platform umbrella that encompasses all of Fornova's BI solutions including Competitive Intelligence, Distribution Intelligence, Revenue Intelligence, E-Commerce Optimizer, and Mobility Intelligence for the hospitality industry.

Quantifiable outcome

• Hotels can identify and resolve distribution issues that positively impact Distribution Health Score and Revenue at Risk metrics
• +1 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

One partnership is on record.

• GooglecoreTechnology or Integration · 20 November 2020Fornova became the first hospitality BI company approved as a Google Hotel Ads Connectivity and Bidding Partner. This partnership enables hotels to seamlessly connect to and automatically monitor Google Pay Per Stay campaigns through Fornova's platform. The partnership combines Fornova's distribution intelligence data with Google's Hotel Ads program, creating a dedicated Google PPS dashboard that dynamically increases conversion and monitors rates.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Lighthouse (formerly OTA Insight): Direct competitor offering rate shopping, parity and market intelligence for hotels and OTAs. Closely overlapping product surface with Fornova's Competitive and Distribution Intelligence modules, with Lighthouse also moving into revenue management via the Atomize acquisition.
• RateGain: Public travel and hospitality technology company providing rate intelligence, distribution and revenue management solutions to hotels, OTAs and airlines. Competes head-to-head with Fornova across rate shopping, parity and demand intelligence.
• SHR (Sceptre Hospitality Resources): Hospitality BI and revenue management vendor targeting hotel groups with rate shopping, CRS and analytics tools. Overlaps with Fornova's Competitive Intelligence and Revenue Intelligence offerings for mid-market and large chains.
• Duetto: Cloud-based hotel revenue management platform providing open pricing and revenue optimization. Competes with Fornova's Revenue Intelligence module for the same commercial and revenue teams at hotel chains.

Broad incumbents

• Amadeus (Hospitality / Travelclick): Large incumbent travel technology group whose Travelclick business offers hotel CRS, GDS distribution and revenue intelligence. Competes across multiple layers of the stack that Fornova addresses and brings significantly greater scale and bundling leverage.
• Sabre Hospitality (SynXis): Sabre's hospitality division provides CRS, distribution and revenue management technology to global hotel chains. Competes broadly with Fornova in distribution and intelligence workflows at enterprise customers.

Emerging players

• SiteMinder: Hotel channel manager and distribution platform with growing analytics and demand generation offerings. Overlaps with Fornova's Distribution Intelligence use case for independent hotels and small chains.
• Atomize: Cloud-based hotel revenue management software now part of Lighthouse. Provides RMS functionality targeting the same hotel commercial teams Fornova serves with Revenue Intelligence.
• Cloudbeds: Hospitality management suite for hotels including PMS, channel manager and booking engine. Increasingly bundles analytics capabilities and competes for the same independent and mid-market hotel budgets as Fornova.

Others

• HotSOS (Hotel Operations Solutions / Amadeus): Hotel operations and business intelligence platform (now part of Amadeus) serving chain-wide performance monitoring. Adjacent to Fornova's BI stack and often deployed alongside distribution and revenue tools at the same enterprise customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/fornova
• Facebookfacebook.com/102942156411439
• LinkedInlinkedin.com/company/fornova

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds3 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fornova