Septeo buys Backyou to build a European MICE software benchmark
What's the deal? French business software publisher SepteoDealroom has a profile for this one. Try Dealroom → has acquired BackyouDealroom has a profile for this one. Try Dealroom →, a cloud sales and management platform for MICE (meetings, incentives, conferences, and exhibitions) groups. The deal folds Backyou's 30 employees into Septeo HospitalityDealroom has a profile for this one. Try Dealroom →, integrating its technology into Septeo's property management (PMS) and central reservation (CRS) systems. Terms were not disclosed.
What do they do? Backyou, also based in France, serves more than 2,000 properties across 32 countries. Its platform runs an end-to-end workflow for group and event sales — from capturing enquiries to performance management — and includes AI features for sales and operations teams.
What's the endgame? Septeo calls Backyou the "missing link" in its software value chain. The acquisition extends group, meeting, and event management across all its markets: hotels, campsites, holiday parks, tourist residences, holiday villages, and wellness businesses.
What changes? Chief executive officer Antoine de Corson stays on to lead Backyou and will oversee the division's MICE offering. The platform will remain open, serving the wider market regardless of a property's PMS.
"Joining Septeo gives us the resources to accelerate while preserving what sets us apart," de Corson said, adding that the priority is to "improve MICE performance for every property, regardless of its size, operating model or PMS."
Why now? Septeo Hospitality, formed in 2023 after Septeo bought Sequoiasoft, has become one of France's leading hospitality and wellness software providers. It sees an opening in a fragmented segment.
"Backyou accelerates our expansion across Europe in a market segment where no player has yet established a pan-European lead," said Jean-Paul Grimalt, managing director of Septeo Hospitality.
The signal: The deal reflects steady consolidation in hospitality software, as publishers stitch together sales, operations, and revenue tools into single value chains. By linking group enquiries to operational delivery and revenue management, Septeo is betting it can set a European standard in a market that still lacks a dominant player.
Read more: c-mw.net
Image credit: Norman Lear Center
