Tourism Innovation Lab

What Tourism Innovation Lab does

Tourism Innovation Lab Srl is a privately held Italian software house founded in 2019 and headquartered in Terni, Umbria. The company builds mobile-first web applications for the hospitality and tourism sector, with its core product StayMore enabling hotels and accommodation properties to sell ancillary services (room upgrades, F&B, spa, experiences) to guests through an automated, journey-spanning messaging flow. The platform integrates with leading Italian Property Management Systems (Bedzzle, Ericsoft/Zucchetti, 5 Stelle) and WiFi captive portals to automate guest contact acquisition, and offers a catalog of 500+ local tourist experiences to support territory-based upselling. Complementary products include Ristoroo, a restaurant order management system, and Hotel à la Carte, a digital welcome and information service.

The business operates on annual SaaS subscriptions priced in four tiers from €649 to €1,150 per year, with a customizable Suite plan, plus a commission stream on external territorial services sold through the platform. Distribution is hybrid: direct sales via website demo requests are complemented by channel partnerships with Green Consulting (a 25+ year web agency serving 200+ Italian hospitality clients) and Ombrellone.it (a beach-resort booking platform), as well as co-marketing with PMS providers. The company is a small, founder-led team of 5-7 people serving roughly 30 hotel properties, 5 destination consortia, and an installed base of 100+ distributed applications, with no external institutional funding disclosed.

Name

Tourism Innovation Lab

Legal name

Tourism Innovation Lab Srl

Website

https://tourisminnovationlab.it

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Hospitality Technology Software

NAICS

Travel Agencies (561510)

akta.pro primary industry

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

akta.pro secondary industry

Travel Ancillary & Add-on Booking Platforms (Insurance/Baggage/Seat/Upgrades) (BPAMAIAN)

Keywords

• Hospitality software
• Hotel upselling platform
• Ancillary services sales
• PMS integration software
• Tourism web applications

Headquarters

HQ city

Terni

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. StayMore Subscription Plans: Annual subscription tiers (Room Directory, Deluxe, Junior Suite, Suite) providing management and sale of property ancillary services plus local area activities catalog. Revenue is recurring annual subscription based on tier selected.
2. Commission on External Services: Hotels earn commission on sale of external territorial services and experiences, in addition to direct revenue from internal ancillary services

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Tourism Innovation Lab develops and sells a mobile-first web app platform, primarily StayMore, that enables hotels and accommodation providers to sell ancillary services (room upgrades, F&B, spa, local experiences) online throughout the guest journey. The platform automates customer communications via PMS, email, SMS, and WhatsApp integrations, and includes add-on products for digital guest welcome (Hotel à la Carte) and restaurant order management (Ristoroo).

Product overview

Tourism Innovation Lab operates as a software house offering an integrated suite of hospitality technology products. The core product is StayMore (also marketed as AppHotels), a web app platform for hotels enabling online sale of ancillary services through automated upselling and cross-selling throughout the guest journey. The product portfolio includes Hotel à la Carte for digital guest welcome services and Ristoroo for restaurant order management. All products share a mobile-first approach with no download required for guests, integrating with PMS systems for automated data acquisition.

Differentiator

Problem solved

Functional benefit

Brands

• StayMore: The main web app for hotels dedicated to online sale of ancillary services, enabling hotels to upsell services and experiences to their guests.
• Ristoroo
• Hotel à la Carte

Products and services

• StayMore StayMore is a web app for hotels enabling online sale of ancillary services such as room upgrades, spa treatments, F&B, and local experiences. It automates the guest journey from booking through post-stay via PMS-driven messaging across email, SMS, and WhatsApp, and is sold as an annual subscription to accommodation providers.
• Hotel à la Carte Hotel à la Carte is a digital welcome service for accommodation facilities that provides a single informational access point, replacing paper notices and delivering a modern check-in experience while supporting regulatory compliance. It is sold to hospitality properties as a stand-alone offering.
• Ristoroo Ristoroo is a restaurant order management system that enables managing reservations, takeaway, and delivery from a single platform with real-time notifications, eliminating commissions and intermediaries. It is sold to restaurants and hospitality food-service operators.

Quantifiable outcome

• Studies indicate upselling strategies can increase overall revenue by 10% to 30%
• +3 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability6 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core.

• Green ConsultingcoreChannel Partner/ Reseller/ DistributorFor over 25 years, Green Consulting has been a partner of hundreds of tour operators, developing web solutions, software and digital marketing plans. With over 200 hospitality companies, Green Consulting has chosen StayMore as WebApp to allow its hotels to sell ancillary and destination services to their guests.
• Ombrellone.itcoreChannel Partner/ Reseller/ DistributorOmbrellone.it is an innovative start-up that has developed a cutting-edge platform for booking spots on the beach. To bring even more innovation to the seaside, it has chosen StayMore to develop a dedicated version to be distributed to the world of beach resorts with the aim of promoting and directly selling beach umbrellas and extra services.
• Zucchetti / EricsoftcoreTechnology or IntegrationTechnical integration partner for PMS connectivity. Integration enables automated acquisition of contact data from guests at the property, allowing for seamless upselling opportunities and making the process fast and secure.
• BedzzlecoreTechnology or IntegrationPMS integration partner. Currently integrated with StayMore for reservation import and guest data synchronization.
• 5 StellecoreTechnology or IntegrationPMS integration partner enabling StayMore to import reservations and sync guest data automatically.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• HotelKit: HotelKit is a hotel operations and guest experience platform used by independent hotels and chains to streamline internal workflows and guest requests. It is an emerging player in adjacent guest communication territory.
• Beds24: Beds24 is a property management and channel manager solution popular with small accommodations and B&Bs in Europe. It overlaps with StayMore's SMB accommodation focus and offers some guest communication features.

Broad incumbents

• Amenitiz: Amenitiz is an all-in-one hotel management platform targeting independent hotels and small chains across Europe, offering PMS, channel manager and a guest portal. Its vertical (independent European hotels) overlaps with Tourism Innovation Lab's customer base.
• SiteMinder: SiteMinder is a global hotel commerce platform with channel manager, booking engine and guest experience offerings. As a broad incumbent, it competes with StayMore for ancillary revenue and guest journey mindshare.
• Mews: Mews is a cloud-based PMS for hotels and hospitality operators that increasingly bundles guest experience, payments and upselling into its platform. It competes indirectly by offering StayMore-style capabilities within a much broader hospitality stack.
• Cloudbeds: Cloudbeds offers an all-in-one hospitality management suite including PMS, channel manager and booking engine, with growing functionality in guest engagement. It is a broader incumbent that competes for the same hotel IT budget as StayMore.

Direct peers

• Oaky: Oaky is a direct competitor offering a hotel upselling platform that lets properties sell room upgrades, services and personalized deals to guests across the pre-stay and in-stay journey. It targets the same hospitality ancillary revenue use case as StayMore.
• Whistle: Whistle (formerly Frontline Anywhere) provides a guest messaging and engagement platform for hotels, enabling two-way texting, automated journey messaging and upsell offers. It is a peer in the guest communication and engagement layer.
• Upsell Guru: Upsell Guru provides automated hotel upselling solutions integrated with PMS systems, enabling properties to increase ancillary revenue through personalized pre-arrival and in-stay offers — directly comparable to StayMore's value proposition.
• Duve: Duve is a guest experience platform for hotels and short-term rentals offering a branded guest app, digital check-in, upselling, messaging and local recommendations. Its feature set overlaps directly with StayMore's web app and journey automation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tourism-innovation-lab-srl

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Tourism Innovation Lab