Topaz Services

What Topaz Services does

Topaz Services is a US-based, privately held provider of reservation and contact center services for the hospitality industry, founded in 1986 in San Francisco (now headquartered in Oakland) and co-owned since inception by Eric and Jill Gustavson. The company acts as a virtual reservations department and on-demand contact center for independent luxury, boutique, and lifestyle hotels, providing 24/7/365 voice reservation call handling and live chat services staffed by US-based reservation sales associates trained through its Topaz University certification program. Reported client outcomes include conversion rates of 55-72% of bookable calls and a 20-25X ROI cited by Pacifica Hotel Group, with voice channel bookings delivering higher ADR than online channels.

The company's core technology is C5 (Cloud-Connected Call Center Console), a proprietary cloud-based reservation platform purpose-built for hotel voice reservation workflows with a single-screen, cursor-based interface and integrated Ideal Call Guidelines. C5 integrates with major CRS and PMS systems including Oracle OPERA Cloud (via OHIP), StayNTouch, SHR Windsurfer, Vertical Booking, Amadeus iHotelier, and Sabre SynXis, and is hosted on AWS with SSL encryption and Security Groups. Topaz also offers Ressie, an AI-powered multilingual chatbot for hotel websites that retrieves information from the proprietary Topaz Hotel Information Resource and escalates to live agents when needed.

Topaz generates revenue primarily through subscription/recurring fees for voice reservation and live chat services negotiated individually with each hotel based on call volume and conversion performance, supplemented by C5 platform licensing to hotels' internal reservation departments and bundled reporting/analytics services. The company sells via an enterprise field-sales motion targeting hotel GMs, Revenue Directors, and owners, with multi-year contracts, and operates exclusively in the United States. Headcount is in the 11-50 range, with management and technology functions also US-based.

Name

Topaz Services

Legal name

Topaz Services LLC

Website

https://topazservices.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Topaz Services is a US-based, founder-owned hospitality contact center that provides 24/7 voice reservation and live chat services to independent luxury, boutique, and lifestyle hotels using its proprietary C5 platform and AI chatbot Ressie.

Ownership category

akta.pro rank

Product category

Hotel Reservation & Contact Center Services

NAICS

Telephone Call Centers (56142), All Other Travel Arrangement and Reservation Services (561599), Telemarketing Bureaus and Other Contact Centers (561422)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Hotel CRS & Booking Engines (THALADAA)

akta.pro secondary industries

Billing, Payments & Account Administration Centers (BPAAAAAF), Central Reservation Systems (CRS) (THALACAB)

Keywords

• Hotel reservation services
• Hospitality contact center
• Voice reservation handling
• Hotel booking software
• Reservation technology platform

Headquarters

HQ city

Oakland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Voice Reservation Services: Topaz provides 24/7/365 voice reservation call handling for hotels. Reservation sales associates answer calls and convert them into bookings using the C5 platform. Revenue is generated through service fees negotiated with each hotel partner, based on call volume and conversion performance. The company states it typically converts 55-60% of calls into bookings.
2. Live Chat Services: AI chatbot (Ressie) backed by live reservation sales associates available 24/7 for website visitors. Associates help convert website visitors into direct bookings, promoting book-direct pricing and incentives.
3. C5 Platform Licensing: C5 booking platform is offered to hotel properties for use in their own reservation departments, enabling remote and in-house reservation agents to handle reservations with ease across different CRS and PMS systems.
4. Reporting and Analytics Services: Full suite of reports including Call Traffic, Conversion, Turn-Down, Production, Performance and ROI reports provided through an online portal as part of the service offering.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Topaz Services operates as an outsourced virtual reservations department and contact center for hotels, providing 24/7/365 voice reservation call handling and live chat support staffed by US-based reservation sales associates. Associates use the proprietary C5 (Cloud-Connected Call Center Console) booking platform — which integrates with hotel PMS/CRS systems — to access real-time rates, inventory, and property information and convert callers into bookings. The company also licenses the C5 platform to hotels that want to run it inside their own reservation departments, and offers the Ressie AI chatbot for website visitor engagement.

Product overview

Topaz Services offers a unified hospitality contact center and reservation technology platform built around its proprietary C5 (Cloud-Connected Call Center Console) booking software. The platform operates through three interconnected service offerings: Voice Reservation Services (24/7 call handling by trained associates using C5 with up to 72% conversion rates), Live Chat Services (agent-assisted website chat backed by Ressie AI chatbot), and Topaz University (internal certification and training program). C5 serves as the core technology engine, integrating with major hotel Property Management Systems (OPERA Cloud, Stayntouch) and Central Reservation Systems (Windsurfer, Vertical Booking, Amadeus iHotelier, Sabre SynXis) to provide real-time inventory, rates, and hotel information. The AI-powered virtual assistant Ressie handles initial chatbot interactions before escalating to human agents.

Differentiator

Problem solved

Functional benefit

Products and services

• Voice Reservation Services

Quantifiable outcome

• Conversion rate of 55-72% of bookable calls into reservations
• +3 more outcomes

Named customers3 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

Integration6 records

AI capability4 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• Oracle Hospitality (via OHIP)coreTechnology or Integration · 9 November 2022Topaz Services, as a member of Oracle PartnerNetwork (OPN), upgraded its C5 call center reservation platform to a more robust integration with the Oracle Hospitality Integration Platform (OHIP), enabling seamless connectivity with Opera Cloud Property Management System. This allows Topaz RSAs to access group blocks and negotiated rates reliably and consistently.
• StayNTouchcoreTechnology or Integration · 2 March 2022Topaz integrated its C5 hotel call center reservation platform with StayNTouch's cloud hotel property management system. The integration empowers StayNTouch customers to streamline call reservation processes with RSAs having instant access to critical booking information. Onboarding can be completed in as little as three weeks.
• Vertical Booking USAcoreTechnology or Integration · 23 February 2022Topaz integrated its C5 platform with Vertical Booking's Central Reservation System (CRS), enabling professional voice reservation support for Vertical Booking's hotel clients. RSAs access real-time hotel rates, inventory, and unique selling points to turn callers into hotel guests.
• SHR (Sceptre Hospitality Resources) - Windsurfer CRScoreTechnology or Integration · 16 February 2022Topaz integrated its proprietary C5 platform with SHR's Windsurfer Central Reservation System. Topaz RSAs gain full and instant access to a hotel's real-time inventory and rates in Windsurfer, enabling efficient conversion of calls into reservations.

Scale indicators5 records

Recent moves6 records

Direct peers

• Pegasus Solutions: Pegasus Solutions provides outsourced reservation, distribution, and contact center services for hotels, making it the closest historical analog to Topaz's voice-led reservation model targeting independent and chain properties.
• SHR (Sceptre Hospitality Resources): SHR's Windsurfer CRS is a hotel central reservation system Topaz integrates with, targeting a similar independent and boutique hotel customer base. Both compete to be the technology layer that powers direct booking and reservation workflows.
• Vertical Booking: Vertical Booking is a CRS provider that Topaz integrates with, serving independent hotels with reservation technology. It competes for the same hotel technology stack and direct-booking optimization decisions.

Broad incumbents

• Sabre Hospitality (SynXis): Sabre's SynXis CRS is one of the hotel central reservation systems Topaz integrates with and is the broadest incumbent in hotel distribution and booking technology. Overlap exists in targeting independent and chain hotels for direct-booking revenue capture.
• Amadeus Hospitality (iHotelier): Amadeus iHotelier is a leading CRS platform that Topaz integrates with and competes with at the booking-engine layer. It serves the same independent and boutique hotel customer base with a broader hospitality software suite.
• TravelClick (Amadeus): TravelClick (now part of Amadeus Hospitality) provides hotel digital media, booking engine, and CRS solutions to chain and independent hotels. It represents a broad incumbent offering overlapping with Topaz's direct-booking focus.

Emerging players

• SiteMinder: SiteMinder is a hotel commerce platform that unifies booking engine, channel manager, and guest acquisition for independent hotels — a customer base that overlaps significantly with Topaz's. It represents a modern, software-led alternative to Topaz's service-led approach.
• Cloudbeds: Cloudbeds is an all-in-one hospitality management platform (PMS, booking engine, channel manager) targeting independent hotels and small chains. It is a software-first alternative to Topaz's service-plus-technology offering.
• Mews: Mews is a modern hospitality operations platform combining PMS, booking engine, and guest experience tools for boutique and lifestyle hotels. It competes with Topaz for the same independent-luxury and boutique property technology budget.
• TrustYou: TrustYou is a guest experience platform for hotels, including reputation management and AI-powered guest messaging. It represents an emerging software-led alternative in the same independent-hotel customer segment that Topaz targets.

Market position

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/topaz-hotel-services

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Topaz Services