What Guestline does

Guestline is a UK-based provider of cloud-native property management and hospitality software, founded in 1991 and headquartered in Shrewsbury. The company serves over 3,500 hoteliers through a platform-plus-modules architecture centered on a core Property Management System (PMS) and extending into distribution (2,000+ global partners), a direct booking engine, revenue management, guest engagement, digital check-in kiosks, payments (GuestPay), EPoS, catering and event management, guest vouchers, and staff scheduling (Rotaready Evo). In July 2023, Guestline launched Guestline Evo, an AI-powered unified workspace that uses natural language processing and predictive analytics to surface real-time operational and revenue insights across the underlying suite. Guestline was acquired by Access Hospitality, part of The Access Group, in July 2023, and operates as a wholly-owned subsidiary within the group's diversified UK software portfolio.

The company generates revenue through subscription-based SaaS contracts billed annually, with quote-based pricing tailored to enterprise and mid-market hotel operators across the UK and selected international markets (Australia, New Zealand, Singapore, Malaysia, the US, and Ireland). Its go-to-market is sales-led, conducted primarily through the Access Hospitality direct sales organization and website-driven demo requests. The customer base spans enterprise groups (Best Western, Cromlix, Rick Stein Group), mid-market management companies (Optimum Hotel and Leisure Management, Point A Hotels), and independent SMB hotels (Duck Bay Hotel & Cottages, St Michaels Falmouth). In October 2022, Guestline acquired Newbridge Software to extend into the restaurant industry, and in April 2025 it partnered with Trust Payments to embed payment processing into the platform.

The technology stack is cloud-native, supports natural language and structured-data AI modalities through Guestline Evo, and is differentiated primarily through integration interoperability (2,000+ distribution partners) and domain specialization across the full hospitality operations lifecycle.

Name

Guestline

Legal name

Guestline

Website

https://guestline.com

Company type

Private

Founded year

1991

Operating status

Acquired

Headcount range

51–100 employees

Short description

Guestline is a UK-based provider of cloud-native property management and hospitality software, serving over 3,500 hoteliers with a PMS-centric platform spanning distribution, booking, payments, RMS, and an AI-powered unified workspace.

Ownership category

akta.pro rank

Product category

Hospitality Property Management Software

NAICS

Traveler Accommodation (7211), Hotels (except Casino Hotels) and Motels (72111), All Other Travel Arrangement and Reservation Services (561599)

SIC

Hotels & Motels (7011), Services-Facilities Support Management Services (8744)

akta.pro primary industry

Property Management Systems (PMS) (THALACAA)

akta.pro secondary industry

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

Keywords

• Hotel property management
• Hospitality software
• Hotel booking engine
• Revenue management system
• Guest engagement platform

Headquarters

HQ city

Shrewsbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Hotel Management Software Subscriptions: Subscription-based SaaS model providing access to property management systems, distribution, booking engines, and other hotel management tools. Products include PMS, revenue management, guest engagement, payments, EPoS, catering and event management.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Guestline provides cloud-native hotel property management software (PMS) and a suite of integrated hospitality modules, including distribution, direct booking engine, revenue management, guest engagement, digital check-in kiosks, payments, EPoS, and catering/event management. Its flagship Guestline Evo platform connects all systems through an AI-powered workspace, serving over 3,500 hoteliers primarily in the UK.

Product overview

Guestline is a comprehensive hotel management software suite offering a platform-plus-modules architecture. The core platform consists of the Property Management System (PMS), which serves as the central hub, supported by Distribution, Booking Engine, and Revenue Management System. Additional modules include GuestStay (guest engagement), Digital Check-In/Kiosk, Hotel Catering and Event Management, Payments/GuestPay, EPoS, Guest Voucher, and Rotaready Evo (staff scheduling). All products connect through Guestline Evo, an AI-powered unified workspace that enables natural language queries, real-time insights, and data synthesis across all systems. The suite serves over 3,500 hoteliers with cloud-native, AI-powered tools designed to automate operations, boost direct bookings, and maximize revenue. Guestline was acquired by Access Hospitality (part of The Access Group) in July 2023.

Differentiator

Problem solved

Functional benefit

Brands

• Guestline Evo: Unified digital workspace connecting Guestline systems, providing AI-powered insights, real-time data analysis, and system integration across PMS, distribution, and operations.

Products and services

• Guestline Property Management System (PMS) Cloud-native property management platform that automates hotel operations, manages reservations, guest profiles, housekeeping, and front desk workflows, serving as the central hub connecting all other Guestline products.
• Guestline Distribution

Quantifiable outcome

• Serving over 3500 hoteliers with hotel management software
• +3 more outcomes

Named customers13 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• Trust PaymentscoreTechnology or Integration · 7 April 2025Guestline partnered with Trust Payments for hospitality payment processing solutions. This integration enables hotels using Guestline software to process secure, frictionless payments for improved guest satisfaction and operational efficiency.
• 2000+ Global PartnerscoreTechnology or IntegrationGuestline connects with over 2000 global partners to optimize distribution mix for hotels, enabling connection to various booking channels and distribution networks.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Shiji Group: Shiji provides enterprise PMS, POS, and distribution software for hotels and F&B. It overlaps with Guestline's PMS and EPoS modules and serves comparable enterprise and mid-market hospitality customers globally.
• Oracle Hospitality (OPERA Cloud): Oracle's OPERA Cloud is the dominant enterprise PMS used by global hotel chains. It competes with Guestline at the enterprise end of the market with a broader portfolio spanning CRM, finance, and back-office software.
• Booking.com (BookingSuite): Booking.com's BookingSuite offers software (PMS, channel manager, booking engine) to hotels connected to its OTA platform. It competes with Guestline primarily in distribution and booking-engine capabilities, especially for European hoteliers.

Direct peers

• Mews: Mews is a cloud-native hotel PMS used by hotels, hostels, and serviced apartments. It directly competes with Guestline's PMS offering, with a similar platform-plus-integrations strategy and a strong AI/automation product narrative.
• Cloudbeds: Cloudbeds offers an all-in-one hotel management platform combining PMS, booking engine, and channel manager, targeting independent hotels and groups globally — directly overlapping with Guestline's core suite and target customers.
• Hotelogix: Hotelogix is a cloud-based PMS for hotels and hospitality groups, with modules covering reservations, POS, and channel management. It targets the same SMB and mid-market hotelier segment as Guestline.
• RoomKey PMS: RoomKey is a property management system serving hotels and resorts with reservation, distribution, and reporting modules. It is a direct peer in the North American and European mid-market hotelier segment.
• SiteMinder: SiteMinder provides a hotel commerce platform including a channel manager, booking engine, and PMS. It is a direct competitor in distribution and reservation software, often cited alongside Guestline for mid-market hoteliers.

Emerging players

• HotSOS (Service Optimization Solutions): HotSOS provides hotel operations and guest experience management software. It is an emerging peer where Guestline's GuestStay and Evo engagement modules overlap, particularly for enterprise hotel groups.
• Little Hotelier: Little Hotelier focuses on small hotels, B&Bs, and hostels with an integrated PMS and booking engine. It overlaps with the SMB end of Guestline's customer base with a more self-serve, transparent-pricing model.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/guestline

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A1 record

Investments

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

Frequently asked questions about Guestline