Vertus Group's hospitality portfolio, Jonas Hospitality, has announced the launch of The Unified Conference, a major new user event taking place November 2-4, 2025, at the MGM Grand in Las Vegas. As outlined in the Official Press Release, this conference will bring together thought leaders and industry experts for a unique experience designed to help hospitality professionals stay ahead of industry trends and connect directly with the teams behind the technology they use. 

It is a first-of-its-kind event for Jonas Hospitality and a meaningful step forward for the group's clients, brands, and long-term strategy.

"We're looking forward to bringing our companies, clients, and partners together for a few days of learning, networking, and fun," said Jim Rowe, SVP of Sales and Marketing at Jonas Hospitality. "This event will be invaluable to our users as they will get face-to-face time with our teams, in-depth live training, educational sessions, and a vast network of peers to connect with."

Showcasing the Full Jonas Hospitality Portfolio

The Unified Conference will feature representation from every major brand in the Jonas Hospitality family, including Springer-Miller Systems, Jonas Chorum, SpaSoft, Leonardo Worldwide Corporation, Vizergy Digital Marketing, b4, Tangerine Global, Aptech, Ariane Systems, and Jonas Unify. Each of these brands serves a distinct segment of the hospitality industry and operates independently, but over time, collaboration has become a defining strength of the group. 

A key example of this is Jonas Unify, a shared product built across the portfolio to solve one of the most pressing issues in hospitality tech: the all-in-one vs. best-of-breed trade-off.

Historically, hotel operators had to choose between specialized software (best-of-breed) and larger, integrated platforms (all-in-one). Each has benefits, and drawbacks. Jonas Unify eliminates this choice by combining the depth of specialized tools with the power of a unified experience by centralizing guest data across systems through UnifyCDP™ and a suite of connected applications.

The Unified Conference marks the first time all Jonas Hospitality brands, including Jonas Unify, will come together in one place. For users, this is a rare opportunity to explore the full capabilities of the ecosystem and see how these solutions can work in tandem to support every stage of the guest journey.

The Value of Vertus Group

The collaboration on display at The Unified Conference is not accidental. It is the direct result of Vertus Group and Jonas Hospitality’s buy-and-hold-forever acquisition philosophy.

Unlike traditional software rollups or PE firms, Vertus Group acquires software businesses forever. There is no exit timeline, and no pressure to consolidate operations. Each brand retains its leadership, team, and strategy while being encouraged to share best practices and collaborate with peers in the same vertical.

This structure has allowed Jonas Hospitality to grow as a functional ecosystem, where synergies naturally emerge. As Jim Rowe shard in a previous interview:

“We run our businesses separately, but because there’s so much experience within each company… there is a strong chance that one of the other Jonas businesses has already gone through the problem that you’re trying to solve. It makes natural sense to just reach out to somebody and say, ‘Have you experienced this and if so, what did you do?’”

That mindset, combined with the security of perpetual ownership, creates an environment where brands share knowledge and build together, without fear of being absorbed or reprioritized.

“We are not going to fold anything in operationally,” Rowe added. “We are not dissolving existing products or existing staff, and we are not just trying to buy a customer base. We are actually buying a business that makes sense for us, and we want to see that solution grow.”

Why the Unified Conference Matters: For Hotels, Founders, and Vertus Group

For hotel operators, The Unified Conference offers direct access to multiple product teams, hands-on learning, and the chance to help shape the future of their technology stack.

For software business founders, it’s a look into what life after acquisition looks like within Vertus Group: independent, supported, and increasingly collaborative. The conference is proof that operational independence doesn’t mean isolation, and that meaningful innovation can come from companies working together voluntarily over time.

And for Vertus Group, The Unified Conference represents the strength of the buy-and-hold acquisition model with a network of specialists collaborating to deliver something greater than the sum of their parts.

Learn More

To learn more or register for The Unified Conference, visit the official event site: Learn More or Register