The Future of Hospitality Tech - Pre-ITB Reflection

As we are gearing up for ITB slowly but surely, there is one question people often ask me: What is the NEXT BIG THING? The tendency is often towards complexity. Mind the business: traveler behaviors are shifting because of many different factors, economic and generational shifts not to forget that stuffing crises internally is a very ongoing thing. As a recruiter, I should know:) . So here is my little reflection on the landscape. Short Friday read. Enjoy.

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Hi, my name is Rita and I am a Company Culture, Talent Acquisition, and Business Expansion consultant, leading the team at RaizUp , with a mission to scale diverse teams globally in travel and tech.

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The hospitality technology landscape is shifting rapidly. As industry pioneers like Mews , Cendyn , RateGain , and Lighthouse continue to expand through mergers and acquisitions, the sector is seeing a new dynamic emerge - consolidation at the top, innovation at the edges.

While these larger players integrate services and offer broader solutions, a new wave of niche tech innovators is filling the gaps, bringing agility, personalization, and profitability to hotels worldwide.

Consolidation in hospitality tech has undeniable benefits:

? Seamless integrations between essential systems

? Data centralization for better decision-making

? End-to-end solutions that promise operational efficiency

But with these advantages come significant challenges:

? Higher costs as bundled services become the norm

? Less flexibility, locking hotels into single-vendor ecosystems

? Slower innovation, as large corporations focus on integration rather than disruption

This shift is opening opportunities for specialized tech solutions that address the gaps left by major players, helping hotels maximize revenue, optimize guest experiences, and enhance operational efficiency.

The Rise of Agile, Niche Tech Solutions

At RaizUp , we believe that innovation thrives where friction exists - and in today’s hospitality tech space, these five companies are proving it:

?? Proposales – Automating RFP processes to boost conversion rates for group bookings and events.

?? ExpectMe – Personalising guest experience and upselling through attribute based pricing and rooms allocation.

?? HERA by Hotel ResBot – Boosting direct bookings for hotel and travel agencies with a co-bot reservation assistant via personalised e-mail offers.

?? Userguest – Boosting direct bookings and enhancing revenue with smart data and personalized messages and incentives.

?? Obvlo – Creating memorable guest experiences with AI-powered local recommendations and activity bookings.

These solutions don’t compete with the giants; they complement and enhance the broader ecosystem by addressing specific, high-impact pain points that larger platforms often overlook.

What’s Next?

The future of hospitality tech won’t be a battle of giants vs. startups—it will be about coexistence. Hoteliers will increasingly adopt a hybrid approach, combining the reliability of established platforms with the agility of niche innovations.

The real question is: Will the big players embrace this innovation, or will they eventually absorb it?

?? Join the conversation at ITB Berlin ! ?? https://weraizup.com/itb-afterparty

As the hospitality tech landscape evolves, one thing is clear: the future belongs to those who can adapt, innovate, and collaborate.

At RaizUp, we’re at the forefront of these discussions, championing innovation and empowering hoteliers to navigate this dynamic space.

?? Are you attending ITB Berlin ? Let’s connect! Let’s discuss how the latest innovations can shape the industry’s future. Drop a comment or send a message to set up a meeting!

#ITBBerlin #HospitalityTech #Innovation #HotelTechnology #RaizUp #FutureOfTravel