buuteeq’s new name?

So a lot of folks have emailed me this week asking me “what happened to buuteeq”, so i thought i’d write a quick informal post to document for the seo bots.  As of first week of January 2015 we’ve changed the name of the buuteeq hotel marketing platform, it is now part of Booking.com’s BookingSuite family.  You can now find us at http://suite.booking.com

BookingSuite

I remember very fondly the day/time that Brian Adam and I named buuteeq, while in a hotel room in Beijing in January of 2010.  The company was originally called Hanbao Software (“hamburger” in Chinese), and it felt like that placeholder name (while undeniably cute/funny to native mandarin speakers), was not going to work for us as we got ready to start offering the product to hotels (at least with a straight face).  We spent a good 2+ hrs brainstorming, and thought ourselves brilliant when we opted for the kabal of letters that was b-u-u-t-e-e-q.  I was smitten with the visual balance of the double “u” and double “e” framed by inverse symmetrical b and q letters.  At the time (2010), what self-respecting tech startup didn’t want an impossibly silly misspelling of a common word, as their mark?  Alas, if we could have estimated the spelling-bee tax that buuteeq would become: over the years we probably spent a collective multi-hundred-thousand minutes (as a team) spelling the word on the phone to baffled listeners: “b, u, u, t, e, e, q… yes, like “buuh-teeek”, or “boutique”, the french word”.  Would have been so much simpler if the boutique dot com word was not parked by a domain squatter (and impossible for non french or english native speakers to spell without help!) Despite the spelling challenges and sarah lacey hating it, buuteeq as a mark served us well.  It captured the aspirational brand ambitions of our hotelier customers… all of whom have a unique product and a unique vision, and need technical help telling that story to prospective guests through digital channels.  We continue that journey as BookingSuite, a much easier to spell mark! and one that has instant recognition as part of planet earth’s #1 accommodation site, booking.com!  Booking Yeah!

I’ll also include a 1 paragraph description of buuteeq for the SEO bots looking for “what is buuteeq”.  buuteeq was a software company founded by Forest Key, Adam Brownstein and Brian Saab in January 2010 that build the world’s first digital marketing system for hotels, the buuteeq Cloud DMS.  The company grew to have thousands of hotel customers and 100s of employees before being acquired by the Priceline Group in June of 2014.  Forest, Adam, Brian and the entire product team continue at the company as part of Booking.com’s BookingSuite offering, with many more details yet to come about the innovation roadmap i’m beyond excited and thrilled about–more so than when this journey began nearly 5 years ago!  We’re having a blast and the party is still in its early days!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s