Selfbook
Selfbook is a hotel payment and direct booking software platform that enables independent luxury and boutique hotels to capture direct reservations through embedded checkout, one-click digital wallets, and a proprietary Direct Distribution Network reaching 500M+ authenticated users.
- Company typePrivate
- Founded2020
- HeadquartersWest Hollywood, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Selfbook does
Selfbook is a New York-based hospitality payment and direct booking software platform founded in 2020 that enables hotels to capture direct reservations through embedded checkout, one-click digital wallet payments, and a proprietary Direct Distribution Network (DDN). Its core technology stack includes Selfbook Layers (a customizable AI-powered booking engine), Selfbook Express (one-click checkout), Selfbook Station (property management interface), and supporting modules for upsells, add-ons, flexible cancellation, and secure guest payment links. The platform integrates with major payment processors (PayPal, Stripe, Adyen, Worldline), digital wallets (Apple Pay, Google Pay, Venmo), and hospitality technology ecosystems (Oracle OPERA, Sabre GDS, SevenRooms).
The company monetizes through transaction-based fees on bookings processed and subscription/platform fees, with quote-based enterprise pricing on multi-year contracts. Its go-to-market is sales-led targeting luxury and boutique independent hotels, supplemented by product-led one-click checkout and channel partnerships with enterprise platforms like Oracle Cloud Marketplace, Sabre, and Perplexity. Named customers span luxury and boutique properties globally (Eden Rock St Barths, Le Pigalle Paris, 11 Howard, Yotel, De L'Europe Amsterdam, Eden Roc Cap Cana), and the company has secured association-level partnerships with Relais & Châteaux, Forbes Travel Guide, and Design Hotels.
Selfbook has raised approximately $43M in total funding (Seed through Series A extension) led by Tiger Global Management with participation from Amex Ventures and other fintech-focused investors, reaching a $300M post-money valuation in 2022. The company employs 51-100 people across New York and West Hollywood, with documented customer outcomes including 43% revenue lift, 39% conversion improvement, and 11% AOV increase at reference properties.
Selfbook firmographics
Firmographics- Name
- Selfbook
- Legal name
- Selfbook, Inc.
- Website
- https://selfbook.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Selfbook is a hotel payment and direct booking software platform that enables independent luxury and boutique hotels to capture direct reservations through embedded checkout, one-click digital wallets, and a proprietary Direct Distribution Network reaching 500M+ authenticated users.
- Ownership category
- akta.pro rank
Selfbook industry classification
Industry- Product category
- Hotel Payment Software
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Alternative Payments & Digital Wallet Acceptance (A2A, RTP, wallets) (THALAHAH)
- akta.pro secondary industry
- Virtual Card Issuance & Tokenized Corporate Cards (THACAJAA)
Keywords
Where Selfbook is headquartered
LocationHeadquarters
- HQ city
- West Hollywood
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Selfbook business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Transaction-based Payment Processing: Selfbook charges hotels a percentage or fee on bookings processed through their platform, generating revenue per transaction. This is the primary revenue stream tied to payment processing and booking facilitation.
- Subscription/Platform Fees: Hotels pay subscription or platform fees for access to Selfbook's technology stack, including the booking engine, payment processing, and analytics capabilities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Multi-year contract | Custom enterprise pricing based on hotel property size and booking volume |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels4 records
Selfbook product offering
Product offeringCore offering
Selfbook is a hotel payment software platform that enables direct hotel bookings and one-click checkout through an embedded booking engine, payment processing, and a Direct Distribution Network that connects hotels with AI-powered platforms and habitual apps such as PayPal and Venmo. It serves independent, luxury, and boutique hotel properties with PCI DSS-compliant payment processing, digital wallet support, fraud and chargeback protection, and modular add-ons including upsells, secure payment links, and flexible cancellation.
Product overview
Selfbook is a hotel payment software platform offering a unified suite of products centered on direct distribution and payments. The core portfolio includes the Direct Distribution Network (DDN) for connecting hotels with AI-powered platforms and habitual apps, Selfbook Layers as a customizable booking engine, and Selfbook Station for property management. Additional modules include digital wallet support (Apple Pay, Google Pay), upsell and add-ons features for revenue enhancement, secure payment links, and flexible cancellation solutions. The platform streamlines the entire booking and payment workflow—from discovery through checkout—while empowering hotels with modern e-commerce tools and access to nearly half a billion authenticated users across partner networks.
Differentiator
Problem solved
Functional benefit
Brands
- Selfbook Layers: A bespoke, fully customizable booking engine built collaboratively with hotel brands, allowing hotels to tailor every touchpoint of the reservation flow.
- Selfbook Express
- Selfbook Station
- Direct Distribution Network (DDN)
Products and services
- Direct Distribution Network (DDN) A first-of-its-kind direct distribution network connecting hotels with AI-powered platforms and habitual apps; distributes private rates to authenticated users across high-intent channels with zero commission, designed for hotel properties seeking to grow direct bookings.
- Selfbook Layers Bespoke, fully customizable booking engine built collaboratively with hotel brands, empowering hotels to tailor every touchpoint of the reservation flow—room list, room detail, and confirmation pages—to enhance guest engagement, increase conversions, and unlock revenue opportunities.
- Selfbook Station
Quantifiable outcome
- 43% revenue lift for luxury hotel properties (Eden Rock St Barths)
- +3 more outcomes
Companies that use Selfbook
Customer profileNamed customers8 records
Segments1 record
Ideal customer profiles2 records
Selfbook technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
AI capability6 records
Feature5 records
Selfbook partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, flagship and minor.
- KatanoxcoreStrategic partnership with Katanox for AI-powered hotel booking technology, enabling direct distribution capabilities through their platform.
- PayPalflagshipSelfbook chose PayPal as its official Commerce Partner, integrating deeply with PayPal's consumer platform to enable direct hotel booking experiences for PayPal's 500M+ authenticated users through the Direct Distribution Network.
- PerplexitycorePartnership for AI-powered hotel bookings enabling travelers to discover and book hotels directly through Perplexity's AI search platform with Selfbook's payment processing.
- TripadvisorminorHotel booking integration through Perplexity partnership enabling Tripadvisor travelers to access Selfbook-powered direct booking options.
- Relais & ChâteauxflagshipOfficial partnership announced with Relais & Châteaux, the prestigious global hospitality association of independent hotels and restaurants, providing direct booking and payment solutions to member properties.
- Forbes Travel GuidecoreNamed Brand Official Digital Wallet Provider by Forbes Travel Guide, the world's renowned luxury hospitality rating system, establishing credibility in the high-end hotel segment.
- VenmocoreVenmo is part of the Direct Distribution Network, enabling hotel bookings and payments through Venmo's platform alongside PayPal.
- OraclecoreSelfbook is available on Oracle Cloud Marketplace, enabling integration with Oracle's hospitality technology ecosystem including OPERA Property Management System.
- SabrecoreTechnology partnership with Sabre, one of the largest Global Distribution Systems (GDS) in travel, enabling distribution through the Sabre travel marketplace.
- StripecoreStripe serves as a payment processing partner powering Selfbook's transaction infrastructure for hotel bookings.
- AdyencoreAdyen provides payment processing infrastructure for Selfbook's hospitality payment solutions.
- Apple PaycoreApple Pay integration enables seamless mobile payments for hotel bookings made through Selfbook's platform.
- Google PaycoreGoogle Pay integration allows hotel guests to pay quickly and securely through Selfbook's checkout experience.
- Design HotelsminorPartnership with Design Hotels Curated Collection providing direct booking solutions to member boutique hotel properties.
- The GuestbookminorPartnership with The Guestbook hotel collection enabling direct booking and payment services for member properties.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Selfbook competitors and assessment
Company assessmentDirect peers
- SiteMinder: SiteMinder is a hotel commerce platform offering a booking engine, channel manager, and direct booking tools. It is the most directly comparable peer to Selfbook, addressing the same independent hotel direct-booking use case with overlapping GTM toward boutique and luxury properties.
- Cloudbeds: Cloudbeds provides a unified hotel management platform combining PMS, booking engine, and payment processing. It competes with Selfbook's combined Layers + Station + Express stack for the same independent hotel segment.
- Mews: Mews is a cloud-native PMS with integrated payments and booking engine capabilities targeting modern independent and boutique hotels. Overlaps with Selfbook's payment-processing and direct-booking value proposition.
- SHR (Sceptre Hospitality Resources): SHR provides a hotel CRS, booking engine, and direct booking platform focused on chain-scale and independent hotels. Its booking engine and direct-channel focus make it a comparable peer for Selfbook's Layers product.
Emerging players
- Canary Technologies: Canary Technologies offers hotel guest management software including mobile check-in, digital payments, and guest journey tools. Partial overlap with Selfbook's payment and digital wallet capabilities for the same hotel customer base.
Broad incumbents
- Booking.com: Booking.com is the dominant global OTA that Selfbook helps hotels bypass through direct booking. It is the principal indirect competitor defining the OTA commission problem Selfbook solves.
- Expedia Group: Expedia Group operates major OTA brands (Expedia, Hotels.com, Vrbo) and is the second pillar of the OTA duopoly that Selfbook's direct-booking solution is positioned against.
- Oracle Hospitality (OPERA): Oracle OPERA is the enterprise PMS standard in hospitality and a Selfbook technology partner (via Oracle Cloud Marketplace). Oracle's broader hospitality suite overlaps with parts of Selfbook's booking and payment layer.
- Sabre Hospitality: Sabre is one of the largest Global Distribution Systems and a Selfbook GDS partner. Its SynXis CRS and booking solutions overlap with Selfbook's booking engine and distribution functionality.
Others
- Adyen: Adyen is a global payments platform and a Selfbook payment processing partner. As infrastructure rather than a direct competitor, it is thematically adjacent to Selfbook's payment processing layer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Selfbook social profiles
Digital presenceSelfbook compliance and trust
Trust signalCompliance3 records
Selfbook financial estimates
Financial estimateRevenue estimate
Valuation estimate
Selfbook leadership team
Management profileNumber of profiles
Profiles3 records
Selfbook funding detail
Funding detailFunding overview
Funding rounds6 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Selfbook M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Selfbook
What does Selfbook do?
Selfbook is a hotel payment software platform that enables direct hotel bookings and one-click checkout through an embedded booking engine, payment processing, and a Direct Distribution Network that connects hotels with AI-powered platforms and habitual apps such as PayPal and Venmo. It serves independent, luxury, and boutique hotel properties with PCI DSS-compliant payment processing, digital wallet support, fraud and chargeback protection, and modular add-ons including upsells, secure payment links, and flexible cancellation.
Is Selfbook a public or private company?
Selfbook is a private company. It is classified as venture growth investor backed and is currently operating.
When was Selfbook founded?
Selfbook was founded in 2020. It employs 11 to 50 people.
Where is Selfbook based?
Selfbook is headquartered in West Hollywood, United States, in the North America region.
How does Selfbook make money?
Two revenue lines are on record. Transaction-based Payment Processing is the primary driver. The others are subscription/Platform Fees.
Who are Selfbook's main competitors?
Direct peers on record are SiteMinder, Cloudbeds, Mews and SHR (Sceptre Hospitality Resources). Canary Technologies is listed as an emerging player. Broad incumbents are Booking.com, Expedia Group, Oracle Hospitality (OPERA) and Sabre Hospitality. Adyen is listed as an others.
Does Selfbook have an API?
No public API is recorded for Selfbook.
What industry is Selfbook in?
Selfbook's product category is Hotel Payment Software. Its primary akta.pro industry code is THALAHAH, Alternative Payments & Digital Wallet Acceptance (A2A, RTP, wallets), with a secondary code of THACAJAA, Virtual Card Issuance & Tokenized Corporate Cards. Its SIC code is 6199.