What SmartHOTEL does

SmartHOTEL B.V. is a Netherlands-based hotel technology provider founded in 2007, operating as SmartHOTEL B.V. with headquarters in Utrecht and an additional office in the United Kingdom. The company has built a PMS-independent, cloud-based platform comprising four core products: Smart Channel Manager (real-time synchronization of rates, availability, and restrictions across 160+ OTA, PMS, and GDS connections including Booking.com, Expedia, Airbnb, Hotelbeds, Ctrip, WebBeds, Agoda, Amadeus, Sabre, Travelport, Opera Cloud, and Suite8); Smart Booking Engine (a conversion-focused direct booking engine); Smart Website (tailored hotel website solutions); and Smart Payments (automated VCC processing for OTAs, payment links, payment pages, PIN terminal integration, and PCI-compliant folio posting). The platform targets independent hotels, boutique properties, and hotel chains across Benelux, Scandinavia, DACH, and the UK, serving 1,800-2,500+ hotel properties in 10+ countries.

The company generates revenue through subscription/recurring fees for its Channel Manager, Booking Engine, and Website products, combined with transaction-based fees on Smart Payments processing volume. Distribution is sales-led via direct field/enterprise and inside sales teams, supplemented by channel partnerships with its sister company Net Affinity (Hotel Tech Group) and OTA/GDS marketplace integration. Pricing is quote-based and not publicly disclosed. Customer logos include Van Der Valk Hotels, Louvre Hotels Group, Fletcher Hotels, Golden Tulip, Hotel de l'Europe, Dalata Hotel Group, Sunborn Yacht Hotel London, Grand Hotel Karel V, Legoland Billund, Resort Portavadie, Elite Hotels of Sweden, Europa Park Resort, Lapland Hotels, and Cabinn.

In March 2024, SmartHOTEL merged with Hoteliers.com and welcomed Connected Capital, a European B2B software investor, as a stakeholder to fund growth and execute a buy-and-build strategy. In January 2025, SmartHOTEL entered a strategic partnership with Net Affinity under the Hotel Tech Group umbrella, combining booking engines and digital marketing with channel management and payments into a unified offering. The leadership team comprises CEO Pitrik van der Lubbe, COO Derreck Weterings, and CMO Patrick Brand, with Quinten Gazendam as Director of Sales & Marketing.

Name

SmartHOTEL

Legal name

SmartHOTEL B.V.

Website

https://smarthotel.nl

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

SmartHOTEL is a Netherlands-based hotel technology provider offering a PMS-independent cloud platform for channel management, direct booking engines, hotel websites, and automated OTA payment processing, serving 1,800-2,500+ hotels across Europe.

Ownership category

akta.pro rank

Product category

Hotel Distribution and Payment Automation Software

NAICS

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

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Hotel & Accommodation Booking Platforms (THALAFAB)

Keywords

• Hotel distribution software
• Channel management platform
• Hotel payment automation
• Booking engine software
• PMS integration solutions

Headquarters

HQ city

Reeuwijk

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Smart Channel Manager: Subscription or usage-based fee for channel distribution services connecting hotels to OTAs and GDS networks. Hotels pay for access to real-time rate/availability synchronization across 160+ connections.
2. Smart Booking Engine: Subscription fee for the conversion-focused booking engine that drives direct bookings.
3. Smart Payments: Transaction-based revenue from payment processing including VCC automated charging, payment links, payment pages, and PIN terminal integrations. May include savings on transaction costs passed through to hotels via a single PSP.
4. Smart Website: Subscription fee for tailored hotel website solutions.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

SmartHOTEL provides a PMS-independent, modular hotel operations platform consisting of four core products: Smart Channel Manager (real-time rate/availability synchronization across 160+ OTA, PMS, and GDS connections), Smart Booking Engine (conversion-focused direct booking engine), Smart Website (tailored hotel websites), and Smart Payments (automated OTA VCC processing, payment links, integrated payment pages, and PIN terminal integration with PCI-DSS compliance). The platform serves independent hotels, boutique properties, and hotel chains across Benelux, Scandinavia, DACH, and the UK.

Product overview

SmartHOTEL offers a modular hotel operations platform built around four core products: Smart Channel Manager for multi-channel distribution, Smart Booking Engine for direct website bookings, Smart Website for branded hotel websites, and Smart Payments for payment automation. The platform is PMS-independent, connecting to 160+ OTAs, PMS systems, and GDS networks. Founded in 2007 and part of Hotel Tech Group since 2024, SmartHOTEL serves 2,500+ hotels across 10+ countries. In early 2025, SmartHOTEL formed a strategic partnership with sister company Net Affinity (booking engines and digital marketing) to offer a combined solution covering both front-end bookings and back-end operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Smart Channel Manager

Quantifiable outcome

• Up to 21% increase in direct revenue
• +3 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• AirbnbcoreTechnology or Integration · 8 July 2025SmartHOTEL's Smart Channel Manager officially integrated with Airbnb, enabling hotels to manage availability, rates, and restrictions through SmartHOTEL alongside other OTAs. The integration prevents overbookings through real-time updates, saves time, and reduces manual errors.
• Net AffinitycoreStrategic or Co-development Partner · 1 January 2025In January 2025, SmartHOTEL and Net Affinity entered a strategic partnership as sister companies under the Hotel Tech Group. Net Affinity specializes in booking engines and digital marketing, while SmartHOTEL provides channel management, PMS connectivity, and payment solutions. The partnership creates a holistic hotel tech offering covering both front-end bookings and back-end operations. Joint customer support enables faster problem resolution and integrated solutions for hoteliers across Europe.
• Hoteliers.comcoreStrategic or Co-development Partner · 3 March 2024SmartHOTEL and Hoteliers.com merged into a unified entity in March 2024, becoming a leading provider of hospitality solutions. The merger combined expertise, experience, and product offerings to help hoteliers optimize operations, increase efficiency, and boost revenue. Key leadership: Pitrik van der Lubbe (CEO), Derreck Weterings (COO), Patrick Brand (CMO).
• Hotel Tech GroupflagshipStrategic or Co-development PartnerSmartHOTEL is part of the Hotel Tech Group, a family of hospitality software companies sharing one mission: helping hotels do business better. Being part of Hotel Tech Group provides access to knowledge and experience from other hotel tech specialists while maintaining SmartHOTEL's own focus. For customers and partners, this means more stability, innovation, and a deeper understanding of hotel operations.
• Net AffinitycoreGTM or Marketing PartnerNet Affinity, SmartHOTEL's sister company, offers digital marketing services branded as 'Digital Marketing' and brought to hoteliers by SmartHOTEL. Net Affinity's tools help hotels generate more direct bookings and provide great online guest experiences. SmartHOTEL's website links to Net Affinity's digital marketing solution.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Sabre Hospitality: Sabre's SynXis CRS powers hotel distribution across GDS for corporate and travel agency bookings, overlapping with SmartHOTEL's GDS connectivity and channel distribution ambitions for larger hotel chains.
• Mews: Mews is a fast-growing cloud-native PMS that has expanded into payments, booking engine, and distribution. Competes with SmartHOTEL's PMS-adjacent payment and channel management offerings from a PMS-led incumbent angle.

Direct peers

• Little Hotelier: Little Hotelier provides channel management, booking engine, and website solutions specifically for small hotels, B&Bs, and independent properties. Closely comparable target customer (independent hotels) and product mix to SmartHOTEL.
• eZee Technosys: eZee offers eZee Absolute, a hotel PMS suite bundled with channel manager, booking engine, and payment solutions. Direct competitor in the mid-market and independent hotel segment with similar modular, integration-rich positioning.
• Cloudbeds: Cloudbeds offers an all-in-one cloud hospitality platform spanning PMS, channel manager, booking engine, and payments. Direct competitor targeting independent hotels and groups with a comparable integrated suite.
• SiteMinder: SiteMinder is the global category leader in hotel channel management, connecting 40,000+ properties to OTAs, GDS, and direct channels. Most direct competitor to SmartHOTEL's Smart Channel Manager across the same PMS-independent positioning.
• Seekom: Seekom provides a cloud-based booking engine and channel manager focused on small to mid-sized hotels and holiday parks. Comparable in scope (booking engine + channel management) and target customer profile.
• HotelRunner: HotelRunner is a B2B SaaS channel manager and booking engine serving hotels, B&Bs, and vacation rentals globally with 160+ integrations. Operates a very similar B2B SaaS model around channel management and direct bookings.
• Guestline: Guestline is a UK-focused hotel software provider offering PMS, booking engine, channel manager, and payment solutions. Direct competitor in the UK and Ireland market with strong European mid-market hospitality footprint.

Emerging players

• Lighthouse (formerly OTA Insight): Lighthouse is a commercial platform for hotels covering revenue management, market intelligence, and rate parity — adjacent to SmartHOTEL's channel management and pricing distribution workflow.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/smarthotel-b.v.
• Xx.com/smarthotel
• Facebookfacebook.com/smarthotel.nl

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 SmartHOTEL