Meetings and event management technology firm Etouches has acquired hospitality sourcing and booking tool Zentila. Zentila will be integrated into Etouches’ Inevention request for proposal tool and will bring in meetings booking capability for an end-to-end solution. Specifically, Zentila CEO Mike Mason, who will be vice president of hospitality and sourcing solutions for Etouches, cited an interactive bid summary that compares offers, a negotiation engine that tracks the evolution of negotiations and automatic data capture. “The goal is to simplify the process to help planners and hotels get meetings booked,” he said. The first phase of the Zentila integration will be completed by the end of July. Etouches vice president of global sales Kathleen Roberge told BTN that during the integration window, the combined venue sourcing solution will be offered as an add-on to Etouches Core and Pro packages. Etouches did not immediately provide details on the sales model after the integration period.