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Irish hotel technology provider Avvio announced today that it has raised £3.5 million (approximately $5.6 million) from private equity fund manager Calculus Capital.

Avvio drives direct bookings, increasing customers’ revenues, with a conversion optimization platform, analytics tools, website design, and digital marketing services. It primary platform Convert 5.0 helps hoteliers understand what drives conversions using A/B testing, sales triggers, and data collection.

The company serves more than 350 hotels across seven countries, but the majority, about 200 hotels, are located in Ireland.

The funding will be used to improve its booking conversation technology and accelerate the company’s growth in the UK and internationally.

Photo Credit: Avvio helps hoteliers drive direct bookings. Avvio