Bespoke Hotels partners with Aven Hospitality to strengthen reservations and distribution across its UK portfolio
The new agreement will unify reservations, global distribution, direct booking and digital marketing capabilities for Bespoke Hotels across 58 properties
Published 3 November 2026 • 3 minute read
London, United Kingdom – Aven Hospitality, an independent global technology and SaaS leader in the hospitality industry, powering how hotels sell, distribute, and deliver guest experiences, today announced that Bespoke Hotels has selected its SynXis platform and suite of hotel commerce solutions to centralise reservations, strengthen distribution and enhance direct booking capabilities across its portfolio of 58 properties representing 3,350 rooms.
Beyond core reservation and distribution technology, the agreement includes digital marketing and retailing solutions designed to help Bespoke Hotels attract more qualified demand, grow direct bookings and unlock new revenue opportunities through room upgrades and experiences. The connected approach will also provide the flexibility to support the operational needs and individual character of its diverse portfolio of independently owned hotels.
“Every hotel in the Bespoke collection has its own character and our approach is to support that individuality with the expertise and technology that each property needs to succeed,” said Thomas Greenall, Chief Executive Officer of Bespoke Hotels. “Our partnership with Aven Hospitality will help us strengthen distribution, make it easier for guests to book directly and create more opportunities for our hotels to grow. It is an investment in both the guest booking experience and the long-term commercial performance of our portfolio.”
Bespoke Hotels will leverage Aven Hospitality's SynXis Central Reservation System (CRS), Booking Engine, GDS Distribution, Retailing and Digital Marketing services, alongside a corporate booking tool. Together, these solutions will help streamline operations, expand access to corporate travellers and travel agencies, and support more effective merchandising and digital acquisition across properties.
“Independent hotel groups need technology that enables them to compete more effectively without compromising what makes each property unique,” said Claudine Gardner, Head of Commercial, EMEA at Aven Hospitality. “By unifying direct and indirect distribution backed by the power of SynXis CRS, we're helping Bespoke Hotels centralise management, strengthen performance and create new opportunities for growth. Our partnership delivers the flexibility, scale and agility to enable Bespoke Hotels to adapt with confidence as market and business needs evolve.”
About Aven Hospitality
Aven Hospitality is an independent global technology and SaaS leader in the hospitality industry, powering how hotels sell, distribute, and deliver guest experiences. SynXis, the leading global hospitality commerce and distribution platform, coordinates hotel information across 600+ integrations to ensure accuracy, consistency, and competitiveness wherever travelers discover, compare, and book. Trusted by 35,000+ hotels across 190+ countries, Aven Hospitality serves as the connective layer behind many of the world’s most iconic brands, simplifying complexity behind the scenes so hoteliers can operate with confidence today and stay ready for what’s next. avenhospitality.com
About Bespoke Hotels
Bespoke Hotels is an independent hotel group with a diverse collection of properties across the UK, from city hotels and historic country houses to coastal retreats. Built on a belief in individuality, Bespoke provides tailored management and commercial expertise to support hotel owners, enhance guest experience and preserve each hotel’s distinctive character. For more information, visit www.bespokehotelmanagement.com