What Oaky does

Oaky is an Amsterdam-headquartered hotel upselling SaaS platform that helps hotels and hotel chains maximize ancillary revenue (TRevPAR) across the full guest journey. Founded in 2013 as an in-stay feedback tool and pivoted to hotel upselling in 2015, the platform is built around three core modules — Pre-Stay Upsell (automated pre-arrival email campaigns), Front Desk Upsell (real-time check-in upsell automation with gamification), and In-Stay Upsell (QR code and messaging-based offers) — supported by a shared platform layer that includes a 100+ template Deal Library, a Chain Dashboard for multi-property management, Guest Segmentation, Dynamic Room Upgrade Pricing (via an OTA Insight integration), and Revenue Reporting. The technology stack is cloud-based SaaS with two-way native PMS integrations (Mews, Guestline, Shiji, Oracle) and revenue management partnerships (IDeaS, Duetto) that automate pricing and availability across the guest journey.

Oaky monetizes through custom SaaS subscriptions billed annually, with pricing tailored to each hotel's situation and product mix (no public tiers), and supplements subscription revenue with transaction-based fees on upsell volume processed through the platform. The go-to-market combines a product-led surface (revenue calculator, demo booking, self-serve exploration) with an enterprise field sales motion targeting multi-property hotel groups, supported by case-study-led marketing and referral programs. Customers include enterprise hotel chains such as Radisson Hotel Group, Accor, Hard Rock Hotels, Minor Hotels/Anantara, Iberostar, Sofitel, Strawberry (Clarion), and Elite Hotels of Sweden, alongside a long tail of independent hotels. The platform serves 3,000+ hotels across 100+ countries, with offices in Amsterdam (HQ) and Singapore.

Following its acquisition by Plusgrade on October 6, 2025, Oaky now operates as the dedicated hospitality upsell business unit within Plusgrade's broader ancillary revenue platform. Co-founder Erik Tengen transitioned to President, Hospitality Upsell at Plusgrade, and the combined entity is positioned to deliver a unified upsell experience spanning pre-arrival through on-property departures, alongside Plusgrade's existing airline, cruise, and rail ancillary offerings.

Name

Oaky

Legal name

Oaky B.V.

Website

https://oaky.com

Company type

Private

Founded year

2013

Operating status

Acquired

Headcount range

11–50 employees

Short description

Oaky is a hotel upselling SaaS platform that helps hotels and chains maximize ancillary revenue across the pre-stay, front desk, and in-stay guest journey through automated personalized offers. It serves 3,000+ hotels in 100+ countries, including Radisson, Accor, Hard Rock, and Minor Hotels, and now operates as part of Plusgrade following its October 2025 acquisition.

Ownership category

akta.pro rank

Product category

Hotel Upselling Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Upsell, Ancillary & Merchandising Platforms (THALACAN)

akta.pro secondary industry

Hotel Revenue Management Systems (RMS) (THALAOAB)

Keywords

• Hotel upselling software
• Guest experience platform
• Hotel revenue management
• Ancillary revenue solutions
• Hospitality SaaS platform

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription: Subscription-based hotel upsell software with pricing tailored to specific hotel situations and products chosen. Revenue generated from licensing the platform to hotel properties for upselling services, room upgrades, and ancillary offerings throughout the guest journey.
2. Platform Transaction Revenue: Revenue from upsell transactions processed through the platform, generating increased ancillary revenue for hotel partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Oaky is a cloud-based hotel upselling SaaS platform that helps hotels maximize ancillary revenue through personalized upsell offers across the entire guest journey. The platform provides automated pre-arrival email campaigns (Pre-Stay Upsell), real-time check-in upsell recommendations (Front Desk Upsell), and on-property QR-code-based offers (In-Stay Upsell). It is built specifically for hotel chains, with a multi-property chain dashboard, 100+ pre-built deal templates, guest segmentation, and two-way PMS integrations supporting 25 languages.

Product overview

Oaky is a hotel upsell software platform built for hotel chains to maximize Total Revenue Per Available Room (TRevPAR) through personalized offers and automation across the entire guest journey. The platform operates as a unified multi-module system comprising three core products: Pre-Stay Upsell (automated pre-arrival email campaigns), Front Desk Upsell (real-time check-in upsell automation), and In-Stay Upsell (QR code and messaging-based on-property offers). These three products are supported by a shared platform layer offering the Deal Library (100+ offer templates), Dynamic Room Upgrade Pricing (demand-based rate automation), Chain Dashboard (multi-property management), Guest Segmentation (personalized targeting), and Revenue Reporting (performance analytics). The platform was acquired by Plusgrade in October 2025 and now operates as part of a unified hospitality upsell solution spanning pre-arrival through departure.

Differentiator

Problem solved

Functional benefit

Products and services

• Pre-Stay Upsell Automated pre-arrival upsell module that sends targeted emails to guests before check-in, enabling hotels to promote room upgrades, add-ons, and services upfront to maximize revenue from the booking-to-arrival window. Two pre-arrival emails with 80% open rate and 40% click rate.
• Front Desk Upsell Real-time upsell automation at the point of check-in, empowering front desk agents with live availability data, gamification elements, and smart upsell prompts to close incremental revenue opportunities during the guest interaction.
• In-Stay Upsell On-property upsell module delivered via QR codes or in-stay messaging, allowing hotels to present offers to guests throughout their entire stay until departure, capturing revenue opportunities missed at pre-stay and check-in phases.

Quantifiable outcome

• Hotels report 360-381% increase in upsell revenue
• +6 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature10 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• PlusgradeflagshipStrategic or Co-development Partner · 6 October 2025Plusgrade acquired Oaky in October 2025 to build a unified hospitality upsell platform combining pre-arrival offers, room upgrades, and on-property add-ons. Oaky co-founder Erik Tengen became President, Hospitality Upsell at Plusgrade. The acquisition signals continued consolidation in hotel merchandising and gives Plusgrade a clearer hospitality beachhead.
• OTA InsightcoreTechnology or Integration · 1 September 2020Award-winning integration partnership for Dynamic Room Upgrade Rates. Automatically sells room upgrades at rates that follow demand using real-time data collection and dynamic rate calculation, resulting in high conversion rates and positive impact on hotel revenue.
• IDeaScoreTechnology or IntegrationPartnership with IDeaS for dynamic pricing on upselling. Integrates revenue management expertise with Oaky's upselling platform to help hoteliers achieve revenue goals through automated upsells and dynamic pricing optimization.
• MewscoreTechnology or IntegrationProduct partnership for Front Desk Upsell automation. Joint webinars and product collaboration showcasing how to turn front desk agents into upsell superheroes through automated upselling at check-in.
• Heyward GroupminorImplementation/ SI/ Consulting PartnerTraining partnership for front desk upsell training programs. Collaborative training designed to help hotels master upselling techniques and implement effective incentive programs.
• Hotel for TreesminorStrategic or Co-development PartnerSustainability partnership offering 'Plant a Tree for Your Stay' deal that incentivizes guests to opt out of housekeeping in exchange for tree planting, supporting hotel sustainability initiatives.

Scale indicators20 records

Recent moves9 records

Expansion highlights5 records

Emerging players

• Revinate: Hotel guest experience and direct booking platform with upsell-adjacent features targeting similar hotel chain and revenue manager buyers as Oaky.
• Whistle: Hotel guest messaging and experience platform that increasingly intersects with Oaky's in-stay upsell module by enabling real-time guest communication and offer delivery.

Others

• Duetto: Hotel revenue management system partnered with Oaky for dynamic room upgrade pricing; competes adjacently in the hotel pricing and revenue optimization category.
• IDeaS: Hotel revenue management software vendor partnered with Oaky for dynamic upsell pricing, representing an adjacent category in hotel revenue optimization that increasingly overlaps with upsell automation.

Direct peers

• TripTease: UK-based hotel technology platform offering direct booking tools and pre-stay upselling functionality, competing directly with Oaky for the same hotel chain and independent property buyers.
• Hotelchamp: Amsterdam-headquartered hotel upselling and direct booking conversion platform that targets a similar customer base (hotel chains and independent properties) with comparable pre-arrival and on-site upsell mechanics.
• Nor1: Hospitality upselling and merchandising platform (acquired by Sabre) offering pre-arrival and on-property upsell solutions to enterprise hotel chains, directly overlapping with Oaky's core product modules.
• SHR (Sceptre Hospitality Resources): Hotel technology provider with a CRM, CRS, and upselling suite that competes with Oaky's chain-focused upsell and merchandising capabilities.

Broad incumbents

• Plusgrade: Global ancillary revenue platform (and Oaky's parent company post-October 2025) serving airlines, hotels, cruise, and rail; Oaky now operates within Plusgrade's broader hospitality upsell suite.
• Mews: Modern cloud PMS vendor and Oaky integration partner whose hospitality operating system includes adjacent guest experience and upsell capabilities, positioning it as a broader incumbent that could expand native upsell features.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/oakyapp
• YouTubeyoutube.com/c/Oakyapp
• Facebookfacebook.com/Oakyapp
• LinkedInlinkedin.com/company/oaky
• Instagraminstagram.com/oakynews

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds4 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Oaky