Hotel Brokers International (HBI), the nation’s largest hotel brokerage organization with more than 30 offices coast to coast, announced the formation of a strategic alliance with OpenBook, to establish a referral system between the two companies.

The partnership establishes HBI as the preferred broker for OpenBook clients, which will provide referrals to HBI brokers. In turn, HBI will recommend leads to OpenBook of hotel owners or managers seeking to increase their profits through the company’s array of marketing and technology services.

‘This co-marketing and referral partnership is a beneficial situation for both organizations,’ said Brandt Niehaus, HBI board member, and president of Huff, Niehaus & Associates. ‘HBI has substantially more brokers in more locations than any other hotel brokerage organization, which gives us better local market intelligence. OpenBook has delivered a 30% increase in reservations among its hotel customers by building them a successful web presence, marketing them online, and allowing travelers to book quickly and easily online. Combined, we’ll extend our market reach and understanding, serving hotel owners with increased profitability or with buying and selling expertise.’

‘Our two companies reinforce each other’s offering - where OpenBook increases hotel performance, and HBI brokers know the market for hospitality transactions,’ said Zack Paul, OpenBook’s founder, and CEO. ‘This partnership indicates the confidence that both organizations have in one another and we have confidence in jointly delivering new value to the hotel industry.’

Paul also emphasized OpenBook’s focus on delivering profitability to mid-market hotels. ‘OpenBook’s recent track record of delivering results, even in a difficult economy is part of why it has grown quickly,’ he said. ‘We will work with HBI brokers to help them represent OpenBook’s various pay-for-performance services simply and effectively to their network of hotel owners.’