Serent Capital-backed Sceptre Hospitality Resources, a provider of distribution technology and services, agreed to merge with Avvio, a provider of booking software and digital marketing services. Financial terms were not disclosed. “The coming together of Avvio and SHR creates a company that’s far more than the sum of its parts. Like myself, SHR’s CEO Rod Jimenez is a long-time entrepreneur and understands success is built around over-delivering for your customers every single day. Both businesses have innovation in their DNA and a real challenger mindset. I can’t wait to see what we can achieve together," Frank Reeves, Avvio CEO.