Cvent, the biggest company in event technology, will add another piece to its crowded platform.

The company plans to buy event app provider DoubleDutch, adding a third choice for companies using Cvent’s event app offerings. This follows the company’s acquisition of Wedding Spot last month, which aims at generating more weekend business for hotel partners.

As Cvent’s platform has grown, so too have the company’s headcount and product offerings. It’s all by design, and CEO Reggie Aggarwal laid out his strategy in an exclusive interview with Skift.

Check out the story below.

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— Andrew Sheivachman, Senior Enterprise Editor

The Future of Events and Meetings

Cvent Acquires DoubleDutch to Fuel Event Engagement Growth: Cvent has spent the last few years gobbling up innovative companies to round out its gigantic platform for planners, hotels, and corporations. DoubleDutch is yet another example of Cvent’s aggressive approach to building its platform through acquisitions.

Marriott Homesharing Strategy Is About Guest Loyalty, Not Profits: Some hotel chains, such as Marriott, feel they have no choice but to get into homesharing. Marriott is trying to turn it into a loyalty play to keep its customers engaged with the brand.

What If Accor Acquires Oyo? A full-blown acquisition or a stake in a tech-focused budget hotel player by a global hotel chain will be yet another strange development in the hospitality industry. But as we’ve seen, nothing is really strange anymore. This is an interesting development to watch, as the implications can be far-reaching.

Around the Industry

Hyatt’s Two Roads Hospitality Acquisition Drives Larger Loyalty Play: Hyatt keeps packing on the partnerships to please reward members, which is probably the smart play for the time being. Creating alliances with hoteliers is a faster solution than building a slew of new properties in new markets from scratch.

Gym Chains Want to Expand Beyond Fitness: If workout centers want to reach more customers, staying in the fitness lane may not cut it anymore. Instead forward-thinking athletic clubs are elevating themselves into full-fledged lifestyle brands.

The Man Who Puts the Sparkle in the Baccarat Hotel: When your brand is all about high-quality, custom-crafted crystal, you’d better be sure that the message shines throughout any product extensions. To uphold and safeguard Baccarat’s identity, enter the glass attendant.

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Skift Senior Enterprise Editor Andrew Sheivachman [as@skift.com] curates the Skift Meetings Innovation Report. Skift emails the newsletter every Wednesday.

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Photo Credit: Attendees at a Cvent corporate event in 2017. Cvent / Flickr