ADDITIVE

Hotel Marketing Software (MarTech for Hospitality)additive.eu

ADDITIVE is a specialized performance marketing agency and MarTech provider for the hotel industry, combining proprietary ADDITIVE+ software (automation, analytics, newsletters, vouchers) with digital marketing services to over 500 hotels across six European countries.

Company typePrivate
Founded2004
HeadquartersLana, Italy
Headcount11–50
GTM typeB2B
OfferingSoftware

What ADDITIVE does

ADDITIVE is a specialized performance marketing agency and MarTech provider serving the European hotel industry, founded in 2004 and headquartered in Lana, South Tyrol, Italy. The company combines proprietary marketing software (the ADDITIVE+ suite, comprising Marketing Automation, Marketing Insights, Newsletter, and Vouchers) with data-driven digital advertising services to help hotels increase direct bookings, optimize marketing ROI, and improve guest acquisition. The platform applies real-time guest behavior and reservation data analysis, automated personalization, and increasingly generative AI features (AI avatars, AI-powered newsletters, AI-based campaign automation) to deliver measurable performance outcomes for hotel clients.

The company serves over 500 hotels across Europe through offices in Lana, Bolzano, and Rome (Italy), Innsbruck (Austria), Berlin (Germany), Barcelona (Spain), and Stockholm (Sweden). Revenue is generated through a dual model: performance-based marketing services, under which ADDITIVE manages approximately €30 million in client advertising budgets, and recurring ADDITIVE+ software subscriptions, with custom quote-based enterprise pricing billed annually. Distribution combines a direct enterprise sales motion targeting hotel decision-makers with a partner/agency channel (50+ resellers) for white-label deployment. ADDITIVE holds Google Premium Partner status (2023 and 2024), a TikTok Strategic Partner designation, and Meta partnership credentials with Facebook Blueprint certifications, and integrates with technology platforms including HubSpot, Webflow, and the Xenus property management system. The company operates as a privately held, founder/management-owned Italian limited liability company (ADDITIVE Srl) with no disclosed external funding, subsidiaries, or M&A activity.

ADDITIVE firmographics

Firmographics

Name: ADDITIVE
Legal name: ADDITIVE Srl
Website: https://additive.eu
Company type: Private
Founded year: 2004
Operating status: Operating
Headcount range: 11–50 employees
Short description: ADDITIVE is a specialized performance marketing agency and MarTech provider for the hotel industry, combining proprietary ADDITIVE+ software (automation, analytics, newsletters, vouchers) with digital marketing services to over 500 hotels across six European countries.
Ownership category
akta.pro rank

ADDITIVE industry classification

Industry

Product category: Hotel Marketing Software (MarTech for Hospitality)
NAICS: Advertising Agencies (541810), Media Buying Agencies (54183), Other Services Related to Advertising (541890)
SIC: Services-Advertising Agencies (7311), Services-Advertising (7310), Services-Prepackaged Software (7372)
akta.pro primary industry: Marketing Technology, AdTech & MarTech Services (BPAFAAAN)

Keywords

Hotel performance marketing
Hospitality marketing automation
Hotel direct booking campaigns
MarTech for hotels
Guest reactivation software

Where ADDITIVE is headquartered

Location

Headquarters

HQ city: Lana
HQ country: Italy
HQ region: Europe

Offices7 records

Markets served

ADDITIVE business model

Business model

GTM type: B2B
Offering type: Software
Cost components: Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

Performance Marketing Services: ADDITIVE generates revenue through performance-based marketing services for hotels, charging for campaign management and advertising services with a focus on measurable outcomes like reservations and ROI. The company manages approximately €30 million in advertising budget for clients.
Software Subscriptions (ADDITIVE+): Proprietary software solutions including Marketing Automation, Marketing Insights, Newsletter, and Vouchers sold as recurring subscriptions to hotel clients and agency partners

Pricing tiers

Model	Billing	Price
Subscription	Annual	Custom enterprise pricing based on hotel size and service requirements

Go-to-market motion1 record

Distribution channels2 records

Marketing channels10 records

ADDITIVE product offering

Product offering

Core offering

ADDITIVE provides specialized performance marketing services and a proprietary MarTech platform (ADDITIVE+) for the hotel industry. The software suite includes Marketing Automation, Marketing Insights, Newsletter, and Vouchers, enabling hotels to automate guest acquisition, engagement, and reactivation while tracking bookings, revenue, and ROI in real time. Services combine campaign management, media buying, and consulting across Google, Meta, and TikTok advertising channels.

Product overview

ADDITIVE offers a specialized marketing technology (MarTech) platform for the hotel industry, consisting of four integrated software products: ADDITIVE+ Marketing Automation (automated personalized campaign management), ADDITIVE+ Marketing Insights (real-time analytics and ROI monitoring), ADDITIVE+ Newsletter (newsletter creation and distribution), and ADDITIVE+ Vouchers (voucher sales and tracking). The platform is positioned as the #1 MarTech provider for hotels and agencies, combining marketing software with digital advertising services to enable measurable, data-driven hotel marketing with a focus on direct bookings, revenue optimization, and ROI improvement.

Differentiator

Problem solved

Functional benefit

Products and services

ADDITIVE+ Marketing Automation Marketing automation platform for hotels that enables automated guest acquisition, engagement, and reactivation through personalized campaigns, supporting automated guest lifecycle marketing with real-time behavioral targeting.
ADDITIVE+ Marketing Insights Real-time campaign monitoring dashboard providing hotels with live data on bookings, revenue, and ROI for fully measurable marketing performance and analytics.
ADDITIVE+ Newsletter Newsletter creation and distribution tool for hotels, enabling beautifully branded, high-converting newsletters with AI-powered optimization designed for emotional engagement and performance.
ADDITIVE+ Vouchers Voucher management system for hotels enabling the sale, promotion, and tracking of vouchers including payments and detailed performance analytics in one tool.
Hotel Performance Marketing Services Performance-based marketing services for hotels including campaign management, advertising services, and consulting focused on measurable outcomes like reservations, direct bookings, and ROI. ADDITIVE manages approximately €30 million in advertising budget for clients.
Marketing Software for Agencies (Partner Program) White-label marketing software offering for hotel marketing agencies, providing automation, segmentation, tracking, and sales tools developed by what ADDITIVE positions as the #1 MarTech provider for hotels. Used by 50+ partner agencies.

Quantifiable outcome

960% average ROI in online marketing
+4 more outcomes

Companies that use ADDITIVE

Customer profile

Named customers9 records

Segments2 records

Ideal customer profiles2 records

ADDITIVE technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

ADDITIVE partnerships and signals

Strategic signal

Partnerships

Three partnerships are on record, tiered core.

GooglecoreTechnology or IntegrationGoogle Premium Partner status enabling access to advanced advertising tools, certification programs, and support for delivering effective Google Ads campaigns for hotel clients.
TikTokcoreStrategic or Co-development PartnerStrategic partner of TikTok, enabling innovative AI-powered guest acquisition campaigns for hotels using TikTok's advertising platform and creative formats.
Meta (Facebook/Instagram)coreTechnology or IntegrationIntegration with Meta's advertising platforms including Facebook Custom Audiences for remarketing and conversion tracking, enabling targeted hotel marketing campaigns.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

ADDITIVE competitors and assessment

Company assessment

Direct peers

Net Affinity: Net Affinity is a digital marketing agency and technology provider dedicated to the hotel sector, offering SEO, PPC, metasearch, and a proprietary CRM/CDP. Closely comparable to ADDITIVE's hybrid agency-plus-software model serving European hotel clients.
Sojern: Sojern is a travel-specific digital marketing platform combining data, programmatic advertising, and managed services for hotels, airlines, and destinations. Comparable to ADDITIVE as a performance marketing and MarTech provider focused on hospitality, with broader geographic reach.
Avvio: Avvio provides a hotel booking engine and digital marketing services, including direct-channel optimization. Comparable as a specialist hotel tech-and-marketing platform with European footprint targeting direct-booking performance.
Lighthouse (formerly OTA Insight): Lighthouse provides data, pricing intelligence, and direct-booking technology for hotels, including rate shopping and conversion tools. Comparable as a European-rooted hotel MarTech and intelligence platform serving the same buyer persona as ADDITIVE.
Travel Appeal: Travel Appeal is an Italian-based hotel reputation and digital marketing platform offering analytics, reviews management, and marketing tools. Comparable as a regional specialist serving European (especially Italian) hotels with a software-plus-services model similar to ADDITIVE.
Hotelchamp: Hotelchamp (now part of Lighthouse) offers a hotel-specific marketing and conversion platform focused on direct bookings. Directly comparable to ADDITIVE+ Marketing Automation as a vertical SaaS for hotel guest acquisition and engagement.
Triptease: Triptease is a hotel-specific direct-booking and marketing technology platform offering tools for conversion, guest messaging, and reviews. Directly comparable to ADDITIVE+ as a vertical SaaS-plus-services play targeting European hotel direct-booking acquisition.

Emerging players

Derbysoft: Derbysoft provides hospitality marketing technology and digital media services connecting hotels to demand channels. Comparable as a hotel-focused marketing technology intermediary, with a stronger emphasis on channel connectivity than ADDITIVE's direct-booking focus.

Broad incumbents

Salesforce Marketing Cloud: Salesforce Marketing Cloud is a large enterprise marketing automation and analytics suite used by major hotel chains. Comparable as a broad MarTech incumbent whose campaign automation, journey building, and analytics overlap with ADDITIVE+ Marketing Automation, though it is not hotel-specialized.
HubSpot Marketing Hub: HubSpot Marketing Hub is a leading general-purpose marketing automation and CRM platform used across industries including hospitality. Comparable as the broader MarTech incumbent whose automation, email, and analytics capabilities overlap with ADDITIVE+ but lack hotel-vertical specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

ADDITIVE compliance and trust

Trust signal

Compliance5 records

ADDITIVE financial estimates

Financial estimate

Revenue estimate

Valuation estimate

ADDITIVE leadership team

Management profile

Number of profiles

Profiles9 records

ADDITIVE funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

ADDITIVE M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about ADDITIVE

What does ADDITIVE do?

Is ADDITIVE a public or private company?

ADDITIVE is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was ADDITIVE founded?

ADDITIVE was founded in 2004. It employs 11 to 50 people.

Where is ADDITIVE based?

ADDITIVE is headquartered in Lana, Italy, in the Europe region.

How does ADDITIVE make money?

Two revenue lines are on record. Performance Marketing Services are the primary driver. The others are software Subscriptions (ADDITIVE+).

Who are ADDITIVE's main competitors?

Direct peers on record are Net Affinity, Sojern, Avvio, Lighthouse (formerly OTA Insight), Travel Appeal, Hotelchamp and Triptease. Derbysoft is listed as an emerging player. Broad incumbents are Salesforce Marketing Cloud and HubSpot Marketing Hub.

Does ADDITIVE have an API?

No public API is recorded for ADDITIVE.

What industry is ADDITIVE in?

ADDITIVE's product category is Hotel Marketing Software (MarTech for Hospitality). Its primary akta.pro industry code is BPAFAAAN, Marketing Technology, AdTech & MarTech Services. Its NAICS code is 541810 and its SIC code is 7311.