What AVENUE 9 SOLUTIONS LIMITED does

Avenue 9 Solutions Limited is a privately held UK hospitality IT consultancy, originally founded in 2016 and reconstituted as an independent entity on 6 January 2020 following a Management Buy Out by its founding consultants Mark Jelley and Dale Nix from Jones Lang LaSalle (JLL). The firm is registered in England and Wales (company number 12262606) with its headquarters in Towcester, and serves enterprise hospitality operators globally through a direct, relationship-based B2B sales motion. Its service model is organized around three interconnected lines — Consult (audit, strategy, and IT Director Services for firms lacking internal strategic IT capability), Implement (PRINCE2-qualified project delivery across PMS, EPoS, finance, HR, and time & attendance systems), and Manage (multi-vendor coordination and ongoing IT ownership post go-live). The company also operates a proprietary product layer comprising PowerAnalytics, Avenue9 Analytics, and Avenue 9 Reporting as a Service (RaaS), the latter launched in May 2021 as a subscription BI tool integrated with Guestline's PMS platform.

Revenue is generated primarily through bespoke professional services engagements with enterprise hotel groups, supplemented by a small but growing recurring subscription stream from RaaS. Pricing is not publicly disclosed and is structured per engagement. The firm's go-to-market is exclusively direct enterprise sales, leveraging the deep hospitality pedigree of its two founding Directors (combined 50+ years of experience across American Airlines, Forte, Le Meridien, and InterContinental Hotels), independence from supplier commissions, and a network that has produced marquee client relationships including Marriott, Jumeirah, Travelodge, Gleneagles, Virgin Limited Edition, easyHotel, and Jurys Inns. Operating geographies span the United Kingdom, Ireland, Spain, Greece, and the United Arab Emirates, with no institutional funding or external investors disclosed.

Name

AVENUE 9 SOLUTIONS LIMITED

Legal name

Avenue 9 Solutions Limited

Website

https://avenue9.solutions

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Avenue 9 Solutions Limited is a UK-based independent hospitality IT consultancy providing Consult, Implement, and Manage advisory services — plus proprietary BI products including PowerAnalytics and Reporting as a Service — to enterprise hotel groups across the UK, Ireland, and continental Europe.

Ownership category

akta.pro rank

Product category

Hospitality IT Consulting & Advisory Services

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Management Services (8741), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Enterprise Architecture & IT Operating Model (BPAHAEAB)

Keywords

• Hospitality IT consulting
• Property management systems
• Hotel technology advisory
• EPoS implementation
• Hotel IT director services

Headquarters

HQ city

Towcester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consultancy Services: Hospitality IT consultancy services including auditing hotel business areas, systems, processes and reports. Consultancy has been integral to the business since inception.
2. Implementation Services: Project and program delivery across departments, hotels and full estates including PMS, EPoS, Finance, HR, T&A applications. Services extend to working with contractor teams for new builds and refurbishments.
3. IT Management Services: Managing multiple vendors post systems go-live ensuring continuity through projects and beyond. Includes IT Director Service for firms without internal strategic IT capability.
4. Avenue 9 Reporting as a Service (RaaS): Simple and affordable reporting tool designed to save hoteliers time and money while delivering quick and effective data analysis.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Avenue 9 Solutions is an independent hospitality IT consultancy offering three core service lines — Consult, Implement, and Manage — covering IT strategy, PMS/EPoS system implementation, and ongoing vendor management for hotels and hospitality groups. The firm also provides a proprietary analytics and reporting product suite (PowerAnalytics, Avenue 9 Reporting as a Service, and Avenue9 Analytics) tailored to hospitality data analysis needs.

Product overview

Avenue 9 Solutions operates as a hospitality IT consulting firm offering advisory services (Consult, Implement, Manage) with technology-focused product modules built around analytics and reporting. Their product portfolio centers on PowerAnalytics as the core analytics platform, supplemented by Avenue9 Analytics for more comprehensive multi-application analysis, and Avenue 9 Reporting as a Service (RaaS) for streamlined business intelligence. All offerings are designed for the hospitality sector to help hoteliers analyze data, make informed decisions, and optimize operations.

Differentiator

Problem solved

Functional benefit

Brands

• Avenue 9 Reporting as a Service (RaaS): A reporting and business intelligence platform designed to complement and enhance hospitality software reporting capabilities, saving hoteliers time and providing relevant reports for financial and operational decisions.
• Avenue9 Analytics
• IT Director Service (ITDS)

Products and services

• Consult Hospitality consultancy service that audits hotel business areas, systems, processes, and reports, then designs interventions to streamline processes and maximise service delivery. Delivered to hospitality organizations by Avenue 9's qualified team.
• Implement Project and program delivery service covering PMS, EPoS, Finance, HR, T&A, and other applications, executed by PRINCE2 qualified project managers across single properties, hotel groups, and full estates, including new builds and refurbishments.
• Manage Post-implementation management service that manages multiple vendors after systems go-live, ensuring continuity through projects and beyond, including a phased transition to client internal teams.
• IT Director Service (ITDS) Interim IT Director service providing guidance, advice, procurement, and vendor management to hospitality firms lacking an internal strategic IT voice, acting as interim IT Director for a defined period and assisting in finding a permanent replacement.
• PowerAnalytics Analytics and business intelligence tool for hospitality, positioned as a core product offering on the Avenue 9 website, designed to help hoteliers analyze data and make informed operational decisions.
• Avenue 9 Reporting as a Service (RaaS) Subscription-based reporting and business intelligence platform designed to complement and enhance hospitality software reporting suites, providing reports relevant to business drivers and adding insight to financial and operational decisions for hoteliers.
• Avenue9 Analytics Business intelligence application focused on hospitality, providing more comprehensive analysis through integration with many other hospitality applications into the dataset.

Quantifiable outcome

• Avenue 9 RaaS saves hoteliers time and effort by providing reports relevant to their business drivers, adding insight to future financial and operational decisions

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• GuestlinecoreTechnology or Integration · 18 May 2021Avenue 9 Solutions launched Avenue 9 Reporting as a Service (RaaS) alongside a seamless integration with Guestline. The partnership provides enhanced reporting and business intelligence capabilities for hotels. The platform complements and enhances Guestline's current reporting suite, saving hoteliers time and effort by providing reports relevant to their business drivers, adding insight to future financial and operational decisions. Guestline is a leading hospitality software company providing innovative property management, guest engagement and distribution software operating in 25 countries across five continents.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• HotStats: UK-based hospitality benchmarking and analytics provider serving hotels and chains. Directly comparable to Avenue 9's analytics offering and shares an overlapping UK hospitality client base.
• HVS: Global hospitality consulting firm covering hotel valuation, strategy, and operational advisory. Closest comparable peer as a hospitality-specialist consultancy serving similar clients with similar expert-services model.
• Screen Pilot: Hospitality digital agency and technology consultancy serving hotels and resorts. Comparable in delivering bespoke digital and technology advisory to similar hotel clients in the UK and North America.
• HeBS Digital (Next Guest): Hospitality digital consultancy and technology provider. Direct peer in delivering technology consulting, web/digital strategy, and platform advisory to hotel groups and chains.
• Tambourine: Hospitality digital marketing and technology services firm. Comparable as a boutique vendor specializing in technology-driven advisory for hotel groups, competing for similar CRO/digital budgets.

Broad incumbents

• STR (CoStar Group): Global hospitality benchmarking and data analytics incumbent, part of CoStar. Comparable as an alternative data and analytics source for hotel groups that Avenue 9's portfolio competes with for analytical mindshare.
• Shiji Group: Global hospitality technology platform with PMS, POS, and distribution products. Comparable as a vendor whose technology stack Avenue 9 implements; increasingly competitive in offering professional services directly.

Emerging players

• Duetto: Cloud-based hospitality revenue management platform. Comparable as a tech-enabled vendor that combines software with advisory services, often competing with Avenue 9 on revenue management system implementations.
• Lighthouse (formerly OTA Insight): Hospitality commercial platform providing rate intelligence, benchmarking, and analytics. Comparable as an analytics competitor to Avenue 9's RaaS and Analytics products, increasingly encroaching on consulting-adjacent advisory work.

Others

• Guestline: UK-based hospitality PMS and distribution software vendor operating in 25 countries. Currently a strategic partner via the RaaS integration, but also an adjacent peer whose ecosystem Avenue 9 depends on for distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/avenue9-solutions

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about AVENUE 9 SOLUTIONS LIMITED