News Ticker teams up with Trybe to bring spa and activity bookings to its network of 2,000 hotels has teamed up with Trybe to enable guests in its network of 2000 hotels to book spa treatments and other exciting activities as part of their room booking journey.

The partnership is the result of an innovation hackathon carried out in 2022. provides booking and retention technology to over 2000 hotels around the world. It has powered £3 billion in transactions and created the world’s first AI-powered hotel booking engine – which has analysed over 400 million online journeys to ensure guests at its hotels have the best possible stay. It is part of the SHR Group.

Trybe is an innovative business that provides next generation software that takes the pain out of spa and activity bookings. It has been designed from the ground up to integrate with the hotel’s existing software and publishes live availability through a branded shop website.

Chief Evangelist at Frank Reeves said:

“A partnership between and Trybe makes complete sense. Like us they’re a real innovator and their software is a game changer in the spa and leisure activity space. They make a great addition to our booking and retention engine, enhancing the customer experience even further.”

Ricky Daniels from Trybe added:

“We’ve long been a fan of and we’re so excited to be working with them. The way spa and other activity bookings are made is so antiquated and Trybe is on mission to change all that. I’m looking forward to seeing what Trybe and allora can do together to really shake up this space.”

Allora and Trybe have been trailing the integration with a number of hotels, including Shrigley Hall in Cheshire, UK. Sharon Rowe, Central Reservations Manager from Shrigley Hall Hotel & Spa said: “The addition of Trybe into our experience has already made a real impact on our ability to upsell spa and activity bookings at the point of booking.  I’m convinced that long term it’s going to make a major impact on the experience our guests have online and to our bottom line.”

Trybe will be available to be rolled out to the network of hotels over the coming months.