Other news from the world of Re:Guest
Welcome: ReGuest AG acquires opensmjle GmbH
The brand family is growing! 🌱
28.05.2025
There have been talks, ideas, closer contact and shared visions for quite some time – and now it's official: opensmjle GmbH, based in Cologne, is becoming part of ReGuest AG! We’re excited for the next major steps in our growth journey – and thrilled to welcome motivated new team members 👥.
Growing together
The acquisition of opensmjle GmbH is more than just a strategic move. Both companies are convinced they can grow faster and stronger together, while learning from each other 🚀. While ReGuest is pursuing growth through its Buy-and-Build strategy, opensmjle will continue to develop autonomously. Daniel Zelling remains Managing Director of opensmjle and will also contribute to the international expansion of ReGuest AG.
Who is opensmjle?
Opensmjle specializes in digital hotel marketing 💻 and innovative approaches tailored to the needs of the hospitality industry. In addition to digital outsourcing for marketing and hotel tech, opensmjle offers web design and development in flexible monthly packages – giving hotels, restaurants, and tech providers more time to focus on what really matters: the guest experience 🏨.Originally founded in Cologne in 2013 as a storytelling agency 🗨️, opensmjle now develops holistic marketing and tech stack concepts for hotels. It’s also the force behind the well-known Hospitality Industry Club brand and its UNconference event series – where ReGuest has been a regular presence.
Clear goals
With this acquisition, ReGuest AG aims for stronger and faster growth. CEO Michael Mitterhofer calls it a milestone in expanding the hotel tech stack horizontally 🎯: “The acquisition of opensmjle marks a milestone and sets the course for further growth under our Buy-and-Build strategy,” says Michael. Daniel Zelling will continue as Managing Director of opensmjle and will also focus on expanding ReGuest AG internationally: “I'm excited to pave the way and help make Re:Guest known in international markets. I see tremendous potential in AI-driven hospitality solutions and can’t wait for my team to become part of this growing hospitality tech and services platform.”
More news coming soon. Stay tuned! ✨
Download the press release
Press contact: :
press@reguest.io
With this acquisition, ReGuest AG aims for stronger and faster growth. CEO Michael Mitterhofer calls it a milestone in expanding the hotel tech stack horizontally 🎯: “The acquisition of opensmjle marks a milestone and sets the course for further growth under our Buy-and-Build strategy,” says Michael. Daniel Zelling will continue as Managing Director of opensmjle and will also focus on expanding ReGuest AG internationally: “I'm excited to pave the way and help make Re:Guest known in international markets. I see tremendous potential in AI-driven hospitality solutions and can’t wait for my team to become part of this growing hospitality tech and services platform.”
More news coming soon. Stay tuned! ✨
Download the press release
Press contact: :
press@reguest.io
