hoga-data

What hoga-data does

hoga-data GmbH (legal name: hoga-data EDV und Kassen für Hotel und Gastronomie GmbH) is a privately held German IT solutions provider founded in 1986 and headquartered in Stuttgart, focused exclusively on the hotel and gastronomy sectors. The company bundles hardware, software, payment processing, and digital hospitality tools into integrated "Digitalisierungspakete" (digitalization packages) sold primarily through direct sales with personalized consultation, supported by a regional system-partner channel covering South-West Germany.

Its portfolio is anchored by ASA HOTEL, a modular Property Management System (PMS) available as cloud or on-premise, extended by embedded modules for housekeeping, meetings, spa, multi-property management, and ASA Webmail (a guest communication module with AI-assisted image and text generation). The platform is surrounded by a curated partner ecosystem: XENIA and Matrix POS for point-of-sale, Orderman/NCR hardware for mobile ordering, Bezahlsysteme (payment terminals with PCI-compliant processing and Pay-by-Link), DIRS21 for channel management and booking engine, happyhotel for ML-based revenue management, MY SPA for wellness scheduling, Straiv for digital guest journey, and the Travel Suite (an 11+ app platform for newsletter, booking, coupons, profiling, marketing analytics, GDPR consent, and a digital concierge named Carlito).

Revenue is generated from four streams: software licensing and subscriptions (cloud and on-premise), POS and payment transaction fees, hardware resale (Orderman, Pulse), and professional services including consulting, implementation, training, and support. Pricing is quote-based with annual billing cadence. The company is led by managing directors Rainer Burkhardt and Martin Burkhardt, has no disclosed external investors or parent company, and serves a reference base of approximately 30 named hotels and restaurants in Germany ranging from small pensions to enterprise chains and large banquet venues.

Name

hoga-data

Legal name

hoga-data EDV und Kassen für Hotel und Gastronomie GmbH

Website

https://hoga-data.de

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1–10 employees

Short description

hoga-data is a Stuttgart-based, family-owned German IT solutions provider founded in 1986 that delivers integrated hardware, software, payment, and digital guest-journey systems to hotels, restaurants, and spa operations in South-West Germany.

Ownership category

akta.pro rank

Product category

Hospitality IT / Hotel Management Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Point-of-Sale (POS) & On-Property Commerce (THALACAI)

Keywords

• Hospitality IT solutions
• Hotel management software
• Property management system
• POS cash register systems
• Restaurant payment solutions

Headquarters

HQ city

Stuttgart

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licensing and Subscriptions: Hotel management software (ASA HOTEL) and various hospitality software solutions offered either as cloud-based subscriptions or on-premise licenses.
2. POS and Payment Transaction Fees: Point-of-sale systems and integrated payment solutions generating transaction-based revenue through card payments and digital payment processing.
3. Hardware Sales: Sale of terminals, mobile devices, kitchen monitors, receipt printers, and other POS hardware from partners like Orderman and Pulse.
4. Professional Services: Consulting, implementation, installation, training, and ongoing support services provided as part of comprehensive IT solutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

hoga-data provides integrated IT complete solutions for the hotel and gastronomy industry, combining proprietary hotel management software (ASA HOTEL PMS), POS/cash register systems (XENIA, Matrix POS, Orderman hardware), integrated payment systems, and complementary digital hotel solutions (channel management, revenue management, digital guest journey, wellness planning, and a modular app suite). Solutions are sold as cloud-based or on-premise deployments with personalized consulting, implementation, training, and ongoing support, bundled into customized digitalization packages for each hospitality operation.

Product overview

hoga-data is an IT complete solutions provider for the hotel and hospitality industry, founded in 1986 and headquartered in Stuttgart, Germany. Its product portfolio is organized as a platform-plus-modules architecture anchored by ASA HOTEL, a professional Property Management System (PMS) serving as the core platform, available both cloud-hosted and on-premise. The portfolio is extended through three complementary solution areas: (1) Kassensysteme (POS/Cash Register Systems) covering XENIA and Matrix POS cash register software plus Orderman hardware, enabling restaurant and hotel point-of-sale operations; (2) Bezahlsysteme (Payment Systems) providing integrated payment terminals and PCI-compliant processing linked to both ASA HOTEL and the POS systems; and (3) Digitale Hotel-Lösungen (Digital Hotel Solutions) including DIRS21 (channel management and booking engine), happyhotel (AI/ML-based revenue management), MY SPA (wellness planning), and Straiv (digital guest journey/check-in). Additionally, the Travel Suite is a modular app platform that extends ASA HOTEL by pulling guest data from the PMS into independently bookable modules — covering guest communication (Newsletter App, Communication App), sales (Coupon App, Booking App, Follow-up App), analytics (Profiling App, Marketing App, Channel Manager), content management (Inventory App), compliance (Privacy App), and digital concierge services (Carlito). ASA HOTEL itself includes embedded modules for guest communication with AI-assisted content generation (ASA Webmail), digital check-in and signature capture (ASA Signature Manager, ASA ScanBox), event management (ASA Meeting Manager), housekeeping management (ASA Housekeeping Manager), spa management (ASA SPA Manager), and multi-property support (ASA Multi Property). Together, these products form an integrated ecosystem addressing front office, back office, revenue optimization, guest communication, and operations across the hospitality sector.

Differentiator

Problem solved

Functional benefit

Brands

• ASA HOTEL: Professional modular hotel management software/PMS - available cloud-based or on-premise, offering modules for front office, housekeeping, revenue management, and event management.
• Travel Suite
• XENIA
• Matrix POS

Products and services

• ASA HOTEL (Hotelsoftware / PMS) Professional, modular Property Management System (PMS) for hotel management, available cloud-based or on-premise, covering front office, reservations, housekeeping, revenue management, billing, meeting/events, and spa management. Includes ASA Webmail with AI-assisted content generation. For hotels of all sizes, from small pensions to 5-star luxury hotels and chains with multi-property needs.
• Orderman POS Systems & Handhelds Hardware brand offering POS cash registers (CX3, Pulse D60), handheld ordering devices, and mobile payment terminals for restaurant and hotel service. Includes the Orderman10 and Orderman9 models with belt printers and up to 6-year all-in care warranty. For restaurants, bars, and event gastronomy.
• Matrix POS Kassensystem An innovative, modular POS (Point of Sale) system for gastronomy and hotel operations, covering restaurants, hotel bars, self-service, and canteens. Modules include Matrix POS register, Matrix NEO mobile app, Inventory Control, Voucher, Bon Monitor (kitchen display), Wallet (loyalty), and Reporting App. For gastronomy and hotel F&B operations.
• XENIA Kassensysteme (POS Software) Restaurant and hotel POS software developed since 1997, platform-independent and available locally or cloud-hosted. Modules include QR-code ordering with payment, digital menu, online table reservation, customer management, CRM, online shop, reporting app, voucher management, inventory control, RFID/NFC integration, and extensive PMS/ERP integrations (DATEV, Fidelio, OnQ, etc.). For gastronomy and hotel operations.
• Payment Systems (Bezahlsysteme) Payment solutions for hotel and gastronomy covering POS terminals (POS It, PAX NFC), contactless NFC payment, Pay-by-Link, consolidated transaction reporting, and PCI-compliant card encryption. Integrated with ASA HOTEL PMS and XENIA/Matrix POS. For hotels and restaurants needing integrated card and digital payment processing.
• DIRS21 Channel Manager Web-based booking engine (IBE) and channel management system for hotels, managing direct bookings on hotel websites with payment integration, and synchronizing availability and pricing across multiple OTAs via Channelswitch. Managed via the DIRS21 Cockpit dashboard. For hotels seeking direct bookings and OTA distribution control.
• happyhotel Revenue Management Revenue Management Software using Machine Learning to calculate dynamic pricing recommendations. Analyzes demand, competitor rates, booking velocity, and events to generate automated price suggestions. Integrates with ASA HOTEL PMS. Includes Rate Shopper for competitive benchmarking and BI dashboard with RevPAR, ADR, Pickup, and occupancy metrics. For hotels seeking ML-driven pricing optimization.
• Straiv Guest Journey Solutions Digital Guest Journey platform including mobile check-in/out, digital registration (Meldeschein), digital door unlocking via smartphone, digital guest directory, automated journey messaging, and kiosk terminals (Kiosk Embedded Systems) for 24/7 self check-in/out. No app download required for guests. For hotels seeking contactless check-in and digital guest communication.
• MY SPA Wellness Planner Web-based wellness planner for hotel spa, beauty, and fitness offerings, managing course and treatment reservations, staff scheduling, room/equipment allocation, and customer packages. Includes online booking for day-spa guests and hotel guests, PayPal payment integration, and commission tracking for therapists. Fully integrated with ASA HOTEL and protel Cloud PMS. For hotels with spa, wellness, and fitness facilities.
• Travel Suite (Modular Hotel Software Platform) Modular hotel software platform extending existing PMS systems (e.g., ASA HOTEL) with apps including Newsletter App (responsive email with AI), Communication App, Coupon App, Booking App, Channel Manager, Profiling App, Inventory App, Privacy App (GDPR consent), Follow-up App, Marketing App, and Carlito digital concierge. For hotels seeking modular extensions to their PMS without full system replacement.

Quantifiable outcome

• Revenue increases of up to 20% through implementation of automatically generated price suggestions
• +1 more outcomes

Named customers29 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration22 records

AI capability8 records

Feature8 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• OrdermancoreTechnology or IntegrationHardware partner providing POS systems, mobile handhelds, and peripherals including the NCR Orderman line (CX3, CX7, Pulse D60, Orderman9, Orderman10). Products come with up to 6-year all-inclusive warranty and are designed specifically for hospitality requirements.
• XenoData Kassensysteme (XENIA)coreTechnology or IntegrationPartner providing XENIA POS software, developed since 1997 specifically for gastronomy and hospitality requirements. Platform-independent and hardware-independent with extensive interface capabilities.
• Matrix POScoreTechnology or IntegrationPartner providing Matrix POS system - an innovative and flexible solution for all areas of gastronomy and hospitality with modules for inventory control, vouchers, kitchen monitoring, and customer loyalty.
• DIRS21coreTechnology or IntegrationPartner providing DIRS21 web-based booking engine and channel management system with over 20 years of experience. Includes Internet Booking Engine (IBE), Channelswitch, and Cockpit dashboard.
• happyhotelcoreTechnology or IntegrationRevenue management software partner using Machine Learning algorithms for dynamic pricing optimization. Suitable for vacation, individual, and chain hotels with potential revenue increases of up to 20%.
• StraivcoreTechnology or IntegrationHotel-tech partner providing digital guest journey solutions including digital check-in, mobile door opening, digital guest directory, and automated journey messaging without requiring app downloads.
• MY SPAcoreTechnology or IntegrationWellness management software partner providing web-based planner for beauty, wellness, and sports offerings with online booking, course management, and staff scheduling capabilities.
• protelcoreTechnology or IntegrationHotel software partner offering protel Air Cloud PMS system, referenced in customer implementations and case studies for hotel management solutions.
• Hoga SystemlösungenminorChannel Partner/ Reseller/ DistributorRegional system partner providing consulting, installation, training, and support services in the hospitality sector with dual competency in IT and hospitality industry experience.
• Florian RassmannminorChannel Partner/ Reseller/ DistributorRegional system partner providing consulting, installation, training, and support services with dual competency in hospitality IT and practical hospitality industry experience.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• SiteMinder: Global channel manager and booking engine provider — the international analog of hoga-data's DIRS21 partnership — competing for the same hotel customers on distribution and direct-booking technology.
• Lightspeed Restaurant: Global cloud POS platform for restaurants and hospitality, comparable to hoga-data's Matrix POS and XENIA offerings, particularly for SMB and mid-market gastronomy customers seeking integrated payment and inventory.
• Orderbird: Germany-headquartered iPad-based POS system for restaurants and hospitality, directly competing with hoga-data's XENIA and Matrix POS offerings for the same gastronomy and hotel F&B customers in the German market.
• ibelsa.rooms: German-origin cloud hotel software (PMS, channel manager, booking engine) targeting small to mid-sized hotels across Europe — a direct cloud-native alternative to ASA HOTEL with comparable mid-market positioning.
• Mews: Cloud-native, API-first PMS founded in the Netherlands, expanding across Europe and competing directly with hoga-data for independent and boutique hotels that prefer modern mobile-first UX over on-premise ASA HOTEL deployments.
• protel Hotelsoftware: German-headquartered PMS vendor offering protel Air Cloud, a direct competitor to hoga-data's ASA HOTEL. hoga-data actually resells protel to certain customers (SI-Suites, OaseWeil), but protel is also a head-to-head competitor for new PMS deals in the German mid-market hotel segment.
• HotelNetSolutions: German hospitality IT and digital marketing provider serving independent hotels with website, booking engine, and PMS-related services — a regional direct competitor for the same SMB hotel customer base in Germany.
• Cloudbeds: Global cloud-based hospitality management suite combining PMS, channel manager, and booking engine — directly comparable to the hoga-data integrated stack and targeting the same SMB/mid-market hotel segment internationally.

Broad incumbents

• Oracle Hospitality (OPERA): Global enterprise hospitality technology suite (formerly MICROS) covering PMS, POS, and revenue management. Competes indirectly with hoga-data at the upper end of the German mid-market and represents the incumbent alternative to ASA HOTEL for larger hotel chains.
• Shiji Group: Chinese-owned global hospitality technology platform offering PMS, POS, payment, and guest experience solutions. Overlaps with hoga-data's full-suite strategy at the broader, cross-region level, particularly for multi-property hotel groups.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hoga-data-GmbH-157333987625128
• LinkedInlinkedin.com/company/hoga-data

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 hoga-data