Amenitiz raises $45M to build a fiercely independent future for hospitality
From a family hotel to a global mission
The story of Amenitiz didn’t start in a startup hub. It began in the early 2000s, in the Swiss Alps, when my parents became owners of a small hotel in Verbier. They took pride in their work. Every guest counted, and every stay was built on care and effort. But the hotel was completely offline, with reservations in notebooks, invoices handwritten, and payments handled manually.
When we decided to modernise it, I saw just how broken the technology landscape was. Every system was complex, disconnected, and built for chains, and in most cases completely outdated. Nothing was made for people like my parents. It took months to implement basic tools, and none of it made their lives easier.
That experience stayed with me. I saw how much time, money, and energy were being lost, not because hoteliers lacked talent or ambition, but because they didn’t have the right tools. Years later, that realization inspired me to build Amenitiz - a platform purposely built to help independent hoteliers thrive.
Building the future of independent hospitality
When we raised our €25M Series A in 2022, Amenitiz was already powering 4,000 hoteliers across Europe. Today, more than 15,000 use Amenitiz every day, and demand has only accelerated since COVID as more hoteliers realise that trying to manage a hotel without the right system is like juggling in the dark. You can keep things moving, but not for long.
But more than customer growth, what excites me most is the platform we are building. Over the past three years, much of our focus has gone into creating products that are true revenue drivers for our hoteliers, tools that help them grow faster and run their business more efficiently.
We launched Amenitiz PriceAdvisor - one of the first revenue management systems built specifically for smaller properties, in a side of the industry where fewer than 10 percent of hoteliers were using RMS software, leaving a lot of money on the table. On average, PriceAdvisor helps our hoteliers grow revenue by 20 percent, and some see up to 40 percent. More than half of our customers have already adopted it, proving that when you make technology accessible, hoteliers adopt quickly.
Then we launched Amenitiz Boost - a tool that helps hoteliers leverage Google Hotel Ads and metasearch to grow visibility in order to attract more direct bookings. It was built on the same philosophy: allowing hoteliers to launch campaigns in a single click, literally, and pay only for reservations, not clicks. We are seeing great results, with some of our customers reporting they have more than doubled their direct reservations in just a few weeks.
Together, these products capture what Amenitiz stands for. For years, powerful technology was reserved for large hotel chains because it was expensive, complex, and required a team to run. We are changing that. We build technology that any hotelier can use easily, designed to help them compete, grow revenue, and spend more time on what truly matters: their guests.
What this round means for Amenitiz and our hoteliers
This $45M Series B is the natural next step in our journey. It gives us the means to double down on what works, accelerate product development, and continue building the platform our hoteliers rely on every day.
While powering 15,000 properties already makes us the largest independent-driven platform in Europe, it is still a tiny share of the hundreds of thousands of hoteliers who continue to rely on outdated tools built in another era. Our focus will remain on them, the independent hoteliers who deserve access to modern technology that truly empowers their business.
This investment will help us strengthen our presence across Europe and keep advancing the Amenitiz platform to automate more of their daily operations, from distribution and procurement to pricing and marketing. The goal is simple: help them save time, earn more, and focus on their guests instead of their admin.
We are building Amenitiz to be the growth partner every independent hotelier can rely on, a platform that not only simplifies how they run their business today but also prepares them for the next big transformation that is already reshaping our industry.
Getting independent hoteliers ready for the next revolution
The last big revolution in hospitality started in the early 2000s, when bookings moved online and the first OTAs were born. It changed everything. But the truth is, most independent hoteliers missed that moment. Chains were the first to adapt. They had the systems, the budgets, and the people to master digital early. Independents didn’t.
When we started Amenitiz in 2017, many hotels still didn’t have a proper website, or if they did, it couldn’t take direct bookings. Some had no PMS at all, and most of those that did weren’t on the cloud. That lack of technology made independents hugely dependent on OTAs, who dominated distribution for years simply because they played the digital game better.
Now, a brand-new revolution is here: AI. And this time, things will be different.
AI is going to reshape everything: how people plan and book trips, how hotels communicate with guests, and how hoteliers automate their daily work. With the right infrastructure in place, it will feel like having superpowers. Imagine an AI agent that not only tells you your best guests come from Germany but can also translate your website into German and launch a marketing campaign for that market in just a few clicks. That is the kind of future we are building for independent hoteliers, one where technology works quietly in the background to drive demand directly to them.
But the biggest change will be in distribution. According to a recent study from Propellic, when travellers use AI mode to search and book accommodation, 80 percent of bookings go directly to the operator, while only 13 percent go through OTAs. If AI can access all the world’s data and book anywhere, it will simply choose the best deal, and the best deal is almost always direct.
AI has the power to redefine hospitality at every level, and this could completely rebalance the industry. A shift like we haven’t seen in decades is coming.
With this new funding, our mission is clear: to put the power of AI in the hands of every single independent hotelier in Europe, ensuring that this time, they are the true winners of this revolution.
Now more than ever, the future belongs to the independents.
