eBay for your hotel? Sort of.

With its acquisition of National Content Liquidators (NLC), the largest offline liquidator for hotel and resort properties in the country, Sunnyvale-based Zoho hopes to tap into an estimated half-billion dollar annual hospitality market by establishing a new auction channel covering all segments of the industry.

Zoho, which already serves as an online marketplace for big plays like Harrah's Entertainment and Starwood Hotels & Resorts Worldwide, plans to immediately integrate NCL operations under the name Zoho Liquidation Services, enabling hospitality properties to bid and sell liquidated furniture, fixtures and equipment. In addition, Zoho president and CEO Bill Fraine says the company will establish a complementary distribution channel to allow fixed price access to standardized liquidated merchandise as well.

"Since our launch in March, we have been 100% focused on executing our vision of delivering industry-changing services to all sectors of the hospitality life cycle, most recently expanding Zoho's supplier base threefold and bringing on board close to 75 properties," says Fraine. "By acquiring NCL, Zoho is once again breaking new ground, transforming the time consuming and costly liquidations process currently commonplace in the market today to a fully streamlined and automated solution that will dramatically increase return on assets from liquidated merchandise, delivering faster distribution channels and access to a broader, national audience of buyers."

In its 30 year history, NCL has purchased and re-marketed contents for over 800 hotels and resorts.