Northstar Divests Inntopia in Strategic Sale to Outside Interactive
Deal News | Feb 03, 2025 | EagleTree Capital
Northstar Travel Group has announced that it has sold its software division, Inntopia, to Outside Interactive, Inc. The sale marks the end of an 11-year relationship between Northstar and Inntopia. Inntopia operates in the travel and hospitality industry, providing a platform with booking, marketing cloud, and business intelligence solutions. The specific terms of the deal were not disclosed. Northstar Travel Group, owned by the investment firm EagleTree Capital since 2016, initially acquired Inntopia in 2014. The sale of Inntopia is part of Northstar's strategic refocusing on its core media, events, and marketing solutions. Both companies praised the productive relationship, with Northstar acknowledging the valuable contributions of Inntopia and its team. BrightTower provided exclusive financial advisory services to Inntopia for this transaction.
Sectors
- Travel & Tourism Technology
- Private Equity
- Media and Outdoor Recreation
Geography
- United States – All key participants, including Northstar Travel Group, Outside Interactive, and EagleTree Capital, are based in the United States.
Industry
- Travel & Tourism Technology – Inntopia provides software solutions for booking, marketing, and business intelligence in the travel and hospitality industry.
- Private Equity – EagleTree Capital, a private equity firm, owns Northstar Travel Group and is involved in the divestiture of Inntopia.
- Media and Outdoor Recreation – Outside Interactive focuses on media and services promoting outdoor recreation, aligning with its acquisition of Inntopia.
Financials
- Not Disclosed – The financial terms of the transaction between Northstar Travel Group and Outside Interactive were not disclosed.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Northstar Travel Group | Selling Company | Company | A media company providing information and marketing solutions to the global travel industry, owned by EagleTree Capital. |
| Inntopia | Target Company | Company | A software division acquired by Outside Interactive, providing booking and marketing solutions for the hospitality and travel sectors. |
| Outside Interactive, Inc. | Bidding Company | Company | The acquirer of Inntopia, focusing on outdoor media and service brands. |
| EagleTree Capital | Private Equity Firm | Company | A middle-market private equity firm that owns Northstar Travel Group. |
| BrightTower | Financial Advisor | Company | A New York City-based investment banking and M&A advisory firm that acted as the exclusive financial advisor to Inntopia. |
| Jason Young | CEO of Northstar | Person | The CEO of Northstar Travel Group who commented on the strategic divestiture. |
| Trevor Crist | Founder and CEO of Inntopia | Person | The founder and CEO of Inntopia, highlighting the growth achieved under Northstar's ownership. |