What The Hotels Network does

The Hotels Network (THN) is a Barcelona-based vertical SaaS company founded in 2015 that helps hotels grow their direct booking channel and reduce dependence on online travel agencies. Its platform combines a free competitive benchmarking tool (BenchDirect) with a paid suite spanning conversion optimization, ML-driven personalization, business intelligence, an AI voice agent (KITT), and a generative-AI booking discovery integration (Connect AI, 2025). The technology stack integrates with 250+ hotel booking engines and CRM/PMS systems, applies in-house machine-learning algorithms and 50+ language NLP to personalize user journeys, and aggregates anonymized conversion data across its network to produce proprietary metrics such as the Direct Booking Index (DBI) and RevDirect.

THN monetizes through tiered SaaS subscriptions, with a free benchmarking layer used to acquire a 20,000+ hotel funnel that converts 3,500+ hotels into paying clients. As of the 2023 acquisition by Lighthouse, the company operated 7 global offices with 101-250 employees spanning 30 nationalities, supported 30+ languages, and served hotels in 47+ countries, including enterprise hospitality groups (Barceló, Minor, One&Only) and a long tail of independent properties. Post-acquisition, THN's products are distributed through Lighthouse's hospitality intelligence platform, expanding the commercial footprint without proportional sales cost.

Name

The Hotels Network

Legal name

THE HOTELS NETWORK, S.L.

Website

https://thehotelsnetwork.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

The Hotels Network is a Barcelona-based vertical SaaS platform that helps hotels grow direct bookings via benchmarking, ML-driven personalization, conversion optimization, and AI-powered guest engagement tools. It serves 3,500+ paying hotel clients across 47+ countries and is distributed through Lighthouse following its 2023 acquisition.

Ownership category

akta.pro rank

Product category

Hotel Direct Booking Technology

NAICS

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

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Guest Experience & Engagement (CRM, Messaging, Loyalty) (THALACAF)

akta.pro secondary industries

Hotel & Accommodation Booking Platforms (THALAFAB), Lodging & Vacation Rental Booking Platforms (BPAMAIAC)

Keywords

• Hotel direct booking
• Conversion optimization
• Predictive personalization
• Hotel benchmarking
• Guest service AI

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription (Conversion & Personalization): Tiered subscription model scaling from low-priced entry-level options to all-inclusive enterprise solutions. Customers report 20x return on investment. Pricing is customized based on hotel size and needs.
2. BenchDirect (Free Tier): Free benchmarking platform for hotels, forever. Serves as a lead generation tool to attract hotels into the THN ecosystem before upgrading to paid Conversion & Personalization tools.
3. Partner Program Revenue: Agency partners and technology integrators pay for access or revenue share arrangements for deploying THN tools to their hotel clients.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

The Hotels Network provides a cloud-based SaaS platform that helps hotels grow direct bookings and reduce OTA dependency. Its core offerings include BenchDirect (a free benchmarking analytics platform), Conversion & Personalization (website personalization and A/B testing tools), and Predictive Personalization (a hospitality-specific ML algorithm). The platform is implemented via a single line of JavaScript and integrates with 250+ booking engines. AI-powered add-ons include Connect AI (ChatGPT integration) and KITT (an AI voice/text guest service agent available in 50+ languages).

Product overview

The Hotels Network (THN) offers a full-stack growth platform for hotels focused on direct booking channel optimization. The platform consists of core products including BenchDirect (benchmarking analytics), Conversion & Personalization (website optimization), Predictive Personalization (ML-driven targeting), and Business Intelligence (reporting and testing). AI-powered offerings include Connect AI (ChatGPT integration for AI search platforms) and KITT (voice/text AI guest service agent). Additional products include SafeDirect and an API for custom dashboard integration. The platform is implemented via a simple code snippet that integrates with any hotel website and booking engine.

Differentiator

Problem solved

Functional benefit

Products and services

• BenchDirect Free benchmarking analytics platform that provides hotels with competitive intelligence through real-time insights across 30+ metrics, including RevDirect, Direct Booking Index (DBI), website traffic, bookings, pickup, rates, and price disparities. Includes dynamic competitive sets powered by machine learning to identify true competitors.
• Conversion & Personalization Website personalization platform that tailors messages, offers, and content to individual visitors to boost direct booking conversion rates. Features include Smart Notes, Layers, Inliners, Exits, Swaps, Price Comparison, Reviews Summary, Saved Search, Last Search, and more than 40 built-in behavioral targeting criteria, with integrated A/B and multivariate testing.
• Predictive Personalization Hospitality-specific predictive algorithm that segments website users in real-time by assigning value scores based on hundreds of variables spanning past behavior, current interactions, THN network data, and external market data including OTA/competitor rates. Automates hyper-personalized campaigns using intent-based targeting.
• Connect AI AI product that integrates hotels with ChatGPT and other AI chatbots, enabling hotels to be listed in AI direct booking apps with brand-controlled storytelling, live rates, and direct booking links. Aims to reduce OTA dependency by enabling direct discovery through AI search platforms.
• KITT (AI Voice Guest Service Agent) AI voice and text guest service agent that handles guest inquiries via natural conversation in more than 50 languages, operating 24/7. Includes a dashboard providing satisfaction insights, and serves as the first point of contact for routine guest questions.
• Business Intelligence Analytics and reporting platform that tracks price disparities, demand analytics, campaign performance, and A/B/multivariate test results in real time. Includes accumulated demand tracking, search window analysis by visitor country of origin, and competitive benchmarking.
• SafeDirect Product offering in the THN ecosystem listed as a separate add-on module on the company's product page. Detailed product information is not included in the available source data.
• THN API API access that allows customers to import THN dashboard data and build custom dashboards, integrating THN analytics with data from other sources to support unified reporting.

Quantifiable outcome

• 20x return on investment for Conversion & Personalization users
• +3 more outcomes

Named customers26 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature10 records

Partnerships

Five partnerships are on record, tiered major and minor.

• LighthousemajorTechnology or IntegrationTHN joined the Lighthouse team following an acquisition. Lighthouse is a major hospitality technology company that integrated THN's direct booking optimization tools into its broader platform. THN now operates as part of Lighthouse while maintaining its product brand.
• SojernminorGTM or Marketing PartnerTravel marketing platform partner for joint hotel client digital marketing solutions.
• Preferred Hotel & ResortminorChannel Partner/ Reseller/ DistributorLuxury hotel brand partner accessing THN tools through partnership program.
• Small Luxury Hotels (SLH)minorChannel Partner/ Reseller/ DistributorGlobal consortium of independent luxury hotels accessing THN through partnership.
• OpenAI / ChatGPTmajorTechnology or IntegrationTHN's Connect AI product integrates hotels into ChatGPT's direct booking ecosystem, enabling hotels to list in the ChatGPT app with live rates and direct booking links. Hotels using THN can now be discovered within AI conversations and drive direct bookings bypassing OTAs.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SHR Group: Hotel CRS, booking engine, and direct booking optimization provider with comparable direct-channel and personalization capabilities for hotel groups.
• Avvio: Hotel direct booking platform providing booking engine and direct channel optimization technology; competes head-to-head with THN's Conversion & Personalization suite.
• Tambourine: Hotel digital marketing agency offering direct booking optimization, website personalization, and CRO services comparable to THN's Conversion & Personalization product.
• Hotelchamp: Direct competitor offering direct booking conversion, personalization, and messaging tools for hotel websites, serving the same hotel direct-channel pain points as THN.
• Travel Tripper (part of BookingSuite): Provides direct booking, CRS, and digital media solutions for hotels, overlapping with THN's direct channel and benchmarking capabilities, now part of Booking.com's BookingSuite.

Broad incumbents

• SiteMinder: Larger publicly listed hotel technology provider offering channel managers and booking engines with adjacent direct booking features; competes as part of a wider hotel tech stack.
• Lighthouse (formerly OTA Insight): Parent company of THN offering revenue management, business intelligence, and rate benchmarking for hotels; comparable as a broader hospitality data and analytics incumbent.
• Shiji (Pegasus / Profit): Major hospitality technology incumbent providing PMS, CRS, and direct booking platforms with overlapping functionality to THN's tools within a broader enterprise stack.

Emerging players

• Asksuite: AI-powered hotel guest service and booking assistant platform, directly comparable to THN's KITT AI voice/text agent and direct booking chatbot capabilities.
• TrustYou: Guest experience and review analytics platform with overlap into guest messaging and AI-driven engagement, comparable to THN's KITT AI guest service and personalization features.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/thehotelsnet
• Facebookfacebook.com/thehotelsnetwork
• LinkedInlinkedin.com/company/the-hotels-network

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds4 records

Investors4 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 The Hotels Network