The Booking Factory
The Booking Factory is a cloud-based Property Management System (PMS) serving independent hotels, apartments, guesthouses, and cabins with booking engine, channel management (200+ channels), revenue management, and a white-label partner program. Founded 2014, headquartered in Reykjavik, Iceland.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What The Booking Factory does
The Booking Factory (legally Flekaskil ehf.) is a cloud-based Property Management System (PMS) provider founded in 2014 and headquartered in Reykjavik, Iceland, with development operations in Skopje, North Macedonia, and Belgrade, Serbia. The platform serves independent hotels, apartments, guesthouses, cabins, and emerging-market hospitality operators with an all-in-one SaaS stack comprising a core PMS, integrated booking engine, channel manager connecting to 200+ OTAs/GDS/meta-search platforms, revenue management, housekeeping coordination, payment processing, and a guest communication layer. Its technology architecture is API-first, with public APIs for Open integration, POS, public booking, and ARI (Availability/Rates/Inventory), supported by a Toolbox marketplace of 40+ third-party integrations spanning accounting, payments, POS, smart locks, revenue management, and guest experience tools.
The company operates a hybrid revenue model combining tiered monthly subscriptions (Basic, Advanced, Growth plans scaled to property unit count), a variable-fee Partner Plan tied to accommodation income, transaction fees from integrated payment processing and Google Hotel Ads placement, marketplace commissions on Reserva gift cards and third-party add-ons, and a White Label licensing program that enables hospitality consultants and agencies to resell the platform under their own brand. Go-to-market is multi-modal: direct self-serve sales via the website, a multi-step qualification sales form, content marketing targeting hoteliers, and a partner-led white-label distribution layer. The company maintains an active presence in emerging European markets (Albania, Georgia, Montenegro, Baltic states, Balkans) where multi-language and multi-currency capabilities serve as a regional wedge.
The product surface has expanded through sub-brands and modules including Reserva (gift card and accommodation marketplace), Travia (B2B travel agency marketplace), BF.Viva (in-room QR-code upsell platform), and 2025-launched AI features Cancellation Prediction and GenieIntelligence (the latter developed in partnership with RoomPriceGenie for AI-driven pricing recommendations). The company has raised approximately $706K across three disclosed funding rounds between 2016 and 2018 and has since operated without external capital raises, maintaining a micro-team of 1-10 employees. No parent company, institutional investor, or external ownership is disclosed.
The Booking Factory firmographics
Firmographics- Name
- The Booking Factory
- Legal name
- Flekaskil ehf.
- Website
- https://bookingfactory.io
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Booking Factory is a cloud-based Property Management System (PMS) serving independent hotels, apartments, guesthouses, and cabins with booking engine, channel management (200+ channels), revenue management, and a white-label partner program. Founded 2014, headquartered in Reykjavik, Iceland.
- Ownership category
- akta.pro rank
The Booking Factory industry classification
Industry- Product category
- Hotel Property Management Software
- akta.pro primary industry
- Property Management Systems (PMS) (THALACAA)
- akta.pro secondary industries
- Booking Engines & Direct Web Booking (THALACAD), Hotel & Accommodation Booking Platforms (THALAFAB)
Keywords
Where The Booking Factory is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
The Booking Factory business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription Plans (Basic, Advanced, Growth): Monthly subscription fees based on the number of accommodation units. Basic Plan is the entry tier with core PMS, booking engine, and channel manager. Advanced and Growth tiers add premium features like digital marketing, advanced BI reports, priority support, and enhanced revenue management tools. Fees are charged monthly with automatic renewal unless cancelled.
- Partner Plan: Variable fee structure where partners pay a percentage of accommodation income recorded in the system. Includes account manager services for OTA management, revenue management, online presence, and accounting oversight. Minimum charge applies. During commitment periods, early cancellation incurs fees based on recorded income.
- Payment Processing: Platform fee charged to payment providers (acquirers) on all transactions running through the system. Hotels benefit from integrated payment processing within the PMS.
- Google Hotel Ads: Meta search engine integration service where Booking Factory places hotel inventory on Google Hotel Ads, with fees charged according to their price list.
- White Label Program: Partners launch their own branded PMS business using Booking Factory's infrastructure, setting their own pricing and keeping profits from their client base.
- Reserva Marketplace: Gift card and upsell marketplace platform that charges a small percentage fee per gift card sold. Connects hotels with guests for premium upsell opportunities.
- Third-party Add-ons/Plugins: Marketplace for third-party add-ons and plugins that extend platform functionality, governed by separate marketplace terms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Entry-level PMS with essential booking and distribution features |
| Subscription | Monthly | Enhanced features with digital marketing and priority support |
| Subscription | Monthly | Full-featured platform with booking office and treasury tools |
| Hybrid | Monthly | Managed service with account manager support |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
The Booking Factory product offering
Product offeringCore offering
The Booking Factory is an all-in-one cloud-based Property Management System (PMS) designed for independent hotels, apartments, guesthouses, cabins, and wedding venues. The platform consolidates reservation management, an integrated booking engine, a real-time channel manager, revenue management, housekeeping, payment processing, and guest communication in a single modular SaaS platform. It also operates the Travia B2B marketplace connecting hotels with travel agencies, a Reserva-based gift card and upsell marketplace, a White Label program enabling partners to resell a branded PMS, and a 40+ integration toolbox including accounting, POS, revenue management, smart locks, and AI-driven pricing tools.
Product overview
Booking Factory is a cloud-based all-in-one Property Management System (PMS) designed for hotels, guesthouses, cabins, and apartments. The platform operates on a modular architecture with a core PMS at its center, supplemented by integrated booking engine, channel manager, revenue management, housekeeping management, and guest communication modules. The ecosystem includes premium add-ons (Cancellation Prediction AI, Lock Access System, Gift Cards via Reserva, BF.Viva), a B2B marketplace (Travia) for travel agency partnerships, and a White Label program for partners. Additional modules include Website Builder, Guest Booking Page, Reviews & Automation, Cleaning Management, and B.I. Reports. The system integrates with over 200 distribution channels and offers an extensive Marketplace with dozens of third-party integrations across accounting, payment, revenue management, and operations categories.
Differentiator
Problem solved
Functional benefit
Brands
- Reserva: Marketplace for accommodations and travel agencies to connect; also offers gift cards and upsell capabilities.
- Travia
- BF.Viva
- GenieIntelligence
Products and services
- The Booking Factory PMS All-in-one cloud-based Property Management System (PMS) for independent hotels, apartments, guesthouses, and cabins, providing reservation management, inventory, pricing, operations, and reporting in a single platform.
- Channel Manager Real-time inventory, pricing, and reservation synchronization across 200+ distribution channels including OTAs, GDS, and direct booking platforms.
- Booking Engine Integrated direct booking engine allowing guests to check availability and complete reservations on the hotel website with real-time availability, seasonal pricing, derived rates, and occupancy-based pricing.
- Travia (B2B Bookings Marketplace) Marketplace platform enabling hotels to manage, negotiate, and contract with travel agency partners globally for direct B2B bookings.
- White Label Program Partner program allowing businesses to launch their own branded PMS under their own name, domain, and pricing using Booking Factory's technology.
- Gift Cards (Reserva) Automated hotel gift card system integrated with PMS, enabling room-type upselling, add-ons, and direct payments.
- Cancellation Prediction (AI) AI-powered predictive analytics that forecasts booking cancellations to enable proactive retention efforts and optimize inventory management.
- GenieIntelligence AI-powered daily pricing email service providing price recommendations to hoteliers, developed in partnership with RoomPriceGenie.
- Booking Factory Marketplace / Toolbox Marketplace of 40+ third-party integrations and add-ons including accounting, automation, distribution, housekeeping, key/locks, payment gateways, POS, revenue management, and self check-in tools.
Quantifiable outcome
- Hotels can be fully up and running within a few days of deciding to use Booking Factory
- +2 more outcomes
Companies that use The Booking Factory
Customer profileSegments8 records
Ideal customer profiles5 records
The Booking Factory technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration42 records
AI capability5 records
Feature10 records
The Booking Factory partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- ChannexcoreChannex integrates with Booking Factory's property management system to synchronize pricing, availability, and reservations across all channels. The integration enables hotels to manage their online presence and boost bookings through a user-friendly platform.
- SitemindercoreSiteminder connects Booking Factory hotels to over 400 distribution channels, offering real-time updates for reservations, rates, and availability. It streamlines distribution strategy ensuring properties are always up to date and visible to potential guests.
- Vertical BookingcoreVertical Booking offers an all-in-one solution to manage bookings and distribution channels with seamless integration to OTAs and GDS, making it easier to manage reservations and inventory from one centralized platform.
- Room CloudcoreRoom Cloud simplifies channel management by connecting Booking Factory properties to multiple OTAs and booking platforms with real-time synchronization to ensure accurate rates and availability.
- StripecorePayment infrastructure integration enabling hotels to process payments securely online through Booking Factory's platform.
- XerocoreAccounting software integration connecting Booking Factory with Xero's accounting platform for streamlined financial management and reporting.
- Google Hotel AdscoreMeta search integration enabling hotel website rates to be visible directly in Google search results, driving direct booking traffic.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
The Booking Factory competitors and assessment
Company assessmentDirect peers
- Cloudbeds: Cloudbeds is a cloud-based all-in-one PMS/booking engine/channel manager for independent hotels, hostels, and small properties — overlapping target customer and product bundle with Booking Factory.
- Mews: Mews is a cloud PMS with integrated booking engine and automation aimed at hotels and hostels; it competes for the same independent and boutique-hotel segment and offers a similarly modular product set.
- Little Hotelier: Little Hotelier targets very small properties (B&Bs, guesthouses, small inns) with an all-in-one PMS and channel manager — directly comparable to Booking Factory's apartment, cabin, and guesthouse segments.
- Hotelogix: Hotelogix is a cloud PMS with booking engine, channel manager, and revenue management for independent hotels and groups — offering a comparable product mix to Booking Factory.
- eZee Absolute: eZee Absolute is a cloud-based PMS with channel manager and booking engine focused on small-to-mid independent hotels, similar in scope and pricing approach to Booking Factory.
- RMS Cloud: RMS Cloud provides a cloud PMS, booking engine, and channel manager for hotels and accommodation providers — overlapping core product surface and customer base with Booking Factory.
- RoomKey PMS: RoomKey PMS is a cloud PMS with integrated booking engine aimed at independent hotels and small chains, comparable in product offering and target customer to Booking Factory.
Broad incumbents
- SiteMinder: SiteMinder is a large, established hospitality platform spanning channel management, booking engine, and PMS — overlapping with Booking Factory's channel manager and broader ecosystem but at significantly greater scale.
Emerging players
- Guesty: Guesty is a property management platform built for short-term rentals and vacation rental managers — adjacent to Booking Factory's apartment and cabin segments with overlapping PMS, channel manager, and marketplace functionality.
- Hostaway: Hostaway is a vacation rental PMS and channel manager serving short-term rental managers — adjacent to Booking Factory's apartments/cabins segment with comparable channel distribution features.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The Booking Factory social profiles
Digital presenceThe Booking Factory compliance and trust
Trust signalCompliance1 record
The Booking Factory financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Booking Factory leadership team
Management profileNumber of profiles
Profiles5 records
The Booking Factory funding detail
Funding detailFunding overview
Funding rounds3 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Booking Factory 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 The Booking Factory
What does The Booking Factory do?
The Booking Factory is an all-in-one cloud-based Property Management System (PMS) designed for independent hotels, apartments, guesthouses, cabins, and wedding venues. The platform consolidates reservation management, an integrated booking engine, a real-time channel manager, revenue management, housekeeping, payment processing, and guest communication in a single modular SaaS platform. It also operates the Travia B2B marketplace connecting hotels with travel agencies, a Reserva-based gift card and upsell marketplace, a White Label program enabling partners to resell a branded PMS, and a 40+ integration toolbox including accounting, POS, revenue management, smart locks, and AI-driven pricing tools.
Is The Booking Factory a public or private company?
The Booking Factory is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Booking Factory founded?
The Booking Factory was founded in 2014. It employs 1 to 10 people.
Where is The Booking Factory based?
The Booking Factory is headquartered in London, United Kingdom, in the Europe region.
How does The Booking Factory make money?
Seven revenue lines are on record. Subscription Plans (Basic, Advanced, Growth) is the primary driver. The others are partner Plan, payment Processing, google Hotel Ads, white Label Program, reserva Marketplace and third-party Add-ons/Plugins.
Who are The Booking Factory's main competitors?
Direct peers on record are Cloudbeds, Mews, Little Hotelier, Hotelogix, eZee Absolute, RMS Cloud and RoomKey PMS. SiteMinder is listed as a broad incumbent. Emerging players are Guesty and Hostaway.
Does The Booking Factory have an API?
Yes. Booking Factory offers multiple APIs for integration: Open API for general integration capabilities, POS API for point-of-sale integration, Public Booking API for guest booking functionality, Availability/Rates/Inventory (ARI) API for real-time inventory and pricing synchronization, and Booking Engine Deep Links for embedding booking functionality. APIs enable developers to automate reservations, pricing updates, and inventory management across channels. Developer documentation is at documenter.getpostman.com/view/4290559/RW1ekHtT?version=latest.
What industry is The Booking Factory in?
The Booking Factory's product category is Hotel Property Management Software. Its primary akta.pro industry code is THALACAA, Property Management Systems (PMS), with a secondary code of THALACAD, Booking Engines & Direct Web Booking.