Lorica Solutions Purchased by Hotel Technology Solutions

  • Lorica Solutions
  • 03.23.07
Hotel Technology Solutions (HTS), a company formed by Mark Holzberg and Seabury Capital, has acquired Lorica Solutions. 

Joining HTS as equity partners are New York based Enhanced Capital Partners and Stonehenge Capital Company.
Lorica is the developer of the Lorica Room Center (LRC), a cutting edge, managed converged network specifically designed for the hospitality industry.  Lorica has more than 150 hotel customers today, with brands including Marriott, Hilton, Mandarin Oriental, Choice, InterContinental and Radisson.
Lorica originated as the hospitality division of Synergy Global Solutions. Based on knowledge gained from 2 ½ years of working with the hotel industry to understand its unique challenges, Lorica expanded beyond its early HSIA and VOIP focus to develop the first true converged IP-based network for the hospitality industry.  This paradigm shifting technology is coupled with the company’s ability to remotely monitor and manage all hotel systems and provide ongoing support from its 24x7 network operations center and help desk.

Mark Holzberg, a 20-year travel industry veteran who has held CEO and other senior executive positions with TravelCLICK, Bartech, AlphaNet Hospitality Systems and Western Union’s Travel Industry Division, saw in Lorica a company poised for rapid growth on the leading edge of technology change in the hospitality industry.  Holzberg, who founded and headed Hotel Technology Solutions, has taken the role of chairman and CEO of Lorica Solutions. David Straitiff, an experienced technology pioneer and inventor of the LRC, continues as Lorica’s CTO with added responsibilities. 

“We had been seeking a company that could truly revolutionize the industry by consolidating and integrating the dozens of systems each hotel wrestles with into a single managed, converged network,” Holzberg said. “Lorica has immersed itself in the industry and developed not only an unprecedented managed IP-based network that solves problems today while future proofing hotels for tomorrow, but also includes the monitoring and support that relieves hoteliers of headaches, improves the guest experience, and provides a strong ROI.”

HTS has taken the name Lorica Solutions and, along with its investment partners, plans to use the company as a springboard for its continued growth in the hospitality industry. The company will build upon and exploit Lorica’s proven technology by investing in research and development and product development; customer support; business development and sales and marketing.
“We’re very cautious about the companies we select to partner with,” said John Luth, chairman and CEO of Seabury Capital. “We’ve known and worked with Mark for a long time, and in Lorica Solutions, we saw a ‘diamond in the rough’, one that given the right financial resources and sales and marketing savvy can achieve exponential growth.”

Under its new ownership, Lorica plans to partner and work with other industry vendors to deliver world class technology solutions to hoteliers worldwide. 

“Hotels need to satisfy technology-savvy guests, while lowering costs and relieving pressures on their own staff,” Holzberg said.  “By providing a single, unified network that addresses hardware, software, wiring, management and 24X7X365 monitoring and support, Lorica provides one-stop accountability for all the property’s electronics.”

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