Listo

What Listo does

Listo (legally Listo Labs LTD) is a London-headquartered software company founded in 2025 that builds agentic commerce infrastructure for the travel and hospitality industry. Its core proposition has two layers: a Visibility layer, where Listo applies Generative Engine Optimization (GEO) to make hotels legible to AI assistants (ChatGPT, Claude, Gemini, Perplexity) through structured data, content structuring, and a free AI-visibility benchmarking tool; and an Actionability layer, where Listo builds Model Context Protocol (MCP) servers that connect a hotel's Property Management System and booking engine to AI platforms in real time, so AI agents can query live availability, rates, and policies and complete bookings inside the conversation without routing through OTAs. A single Listo MCP integration exposes the hotel to all major AI assistants simultaneously, and the company has extended the stack with Universal Commerce Protocol (UCP) support for in-conversation transactions and Agentic Resource Discovery (ARD) catalog publishing to agent registries.

The company sells primarily through a sales-led motion targeting hotels (independents and chains), tour operators, and travel businesses. Pricing is quote-based with a freemium entry point — a free AI visibility audit/benchmark — leading into monthly subscription engagements covering GEO services, MCP server development and deployment, and ongoing AI-channel distribution. Disclosed customers include TravelSupermarket, EconomyBookings, and Rusticae, plus a notable integration partnership with Valpas covering 300+ certified hotels across 80+ destinations through a ChatGPT App. Listo operates a three-person founding team out of London and Barcelona, has raised approximately $285K from Antler (September 2025), and has been featured in Shiji's 2026 Hotel Distribution Technology Chart alongside Booking.com and Expedia.

Name

Listo

Legal name

LISTO LABS LTD

Website

https://listoai.co

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

Listo is a London-based software company, founded in 2025, that builds GEO optimization services and MCP server infrastructure to make hotels visible and bookable inside AI assistants such as ChatGPT, Claude, Gemini, and Perplexity, serving hotels, tour operators, and travel businesses through subscription engagements.

Ownership category

akta.pro rank

Product category

AI Visibility and Agentic Commerce Software for Travel & Hospitality

NAICS

Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Computer Integrated Systems Design (7373), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Travel, Hospitality & Local Discovery Recommendations (HDAAAGAG)

akta.pro secondary industry

AI/ML Revenue Optimization Platforms & Decision Automation (THALAOAM)

Keywords

• Generative engine optimization
• Agentic commerce platforms
• AI visibility tools
• MCP server development
• Travel distribution software

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. AI Visibility and GEO Services: Ongoing services for measuring, optimizing, and improving how hotels appear in AI search results across multiple platforms.
2. MCP Server Development and Deployment: Build and deploy MCP servers connecting hotel systems (PMS, booking engines) to AI platforms, enabling real-time availability, pricing, and booking capabilities.
3. AI-Native Application Services: Development, deployment, and optimization of AI-native applications including MCP servers, AI platform integrations, and ongoing maintenance and support.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Listo provides an AI visibility and agentic commerce platform that helps hotels and travel businesses become discoverable and directly bookable inside AI assistants such as ChatGPT, Claude, Gemini, and Perplexity. The offering combines Generative Engine Optimization (GEO/AEO) services with proprietary Model Context Protocol (MCP) servers that connect a hotel's PMS and booking engine to AI platforms, plus ARD catalog publishing and UCP transaction support. Revenue is generated through recurring subscriptions and a free diagnostic audit that funnels prospects into a sales-led conversion.

Product overview

Listo is an agentic commerce partner for the travel and hospitality industry, founded in London in 2025, offering a unified platform that makes hotels visible and bookable inside AI channels. The core product is the Listo AI Visibility & GEO Platform, which operates across two layers: (1) Visibility — ensuring AI models can find and correctly interpret the hotel through GEO-optimized content and structured data, measured by the AI Visibility Benchmarking tool; and (2) Actionability — enabling AI to actually book the hotel via an MCP Server that connects live PMS and booking engine data to AI assistants (ChatGPT, Claude, Gemini, Perplexity). Listo extends this core with ARD integration (ensuring hotel capabilities are discoverable by agent registries) and UCP integration (enabling end-to-end transactional booking within AI conversations). One integration covers all AI platforms. The company is headquartered in London with an office in Barcelona.

Differentiator

Problem solved

Functional benefit

Products and services

• Listo Core Platform (AI Visibility & GEO) Listo's primary product: an AI visibility and GEO platform for hotels that helps properties become discoverable and bookable inside AI assistants (ChatGPT, Claude, Gemini, Perplexity). It operates in two layers — Visibility (so AI can find and correctly interpret the hotel) and Actionability (so AI can book the hotel) — with analytics measuring how each hotel appears by platform, region, and citation source.
• AI Visibility Measurement & Benchmarking A free diagnostic and analytics tool that scores how visible a hotel is to AI assistants today. Tracks visibility and traffic across ChatGPT, Claude, Gemini, and Perplexity by platform, region, citation source, and competitive position, and delivers priority fixes for improving AI discoverability and recommendation ranking.
• MCP Server for Hotels Model Context Protocol server built and deployed by Listo that exposes a hotel's live transactional data (availability, rates, inventory, commercial rules) and operational content (amenities, policies, FAQs) to AI assistants in real time. A single MCP server works across all AI platforms supporting the MCP standard, turning a hotel from 'mentioned by AI' to 'bookable by AI'.
• ARD (Agentic Resource Discovery) Integration Integration that extends Listo's MCP server to support the Agentic Resource Discovery specification — an open standard published by Google, Cisco, Microsoft, GitHub, NVIDIA, and Salesforce for publishing, discovering, and verifying AI capabilities across the web. Helps hotels publish AI capability catalogs so their MCP servers are indexed by agent registries.
• UCP (Universal Commerce Protocol) Integration Integration that supports Google's Universal Commerce Protocol — an open standard for completing transactions inside AI conversations (AI Mode, Gemini). Enables AI agents to check live availability, validate real prices, collect guest details, and take payment with the hotel as Merchant of Record.
• GEO (Generative Engine Optimization) Services GEO optimization services that shape how AI models understand, trust, and recommend a hotel. Includes auditing website content for machine readability, implementing structured data (schema.org), optimizing entity clarity, publishing verifiable answer-shaped content, and ensuring crawler access (llms.txt, robots.txt for AI bots). Pairs Agentic Engine Optimization (AEO) so that AI platforms select the hotel's MCP integration over competitors'.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability5 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core and flagship.

• ValpascoreTechnology or Integration · 28 April 2026Listo developed the integration for Valpas's official ChatGPT App, enabling verified bed bug-safe hotel data to be accessible within ChatGPT as an AI travel assistant. The partnership covers 300+ certified hotels across 80+ destinations worldwide. Listo used its patented in-room technology to build the integration, with certification methodology independently verified by Bureau Veritas.
• ShijiflagshipStrategic or Co-development PartnerListo is featured in Shiji's 11th annual Hotel Distribution Technology Chart 2026 as an AI-powered direct booking environment. Shiji's chart documents how hotel distribution is expanding beyond traditional channels to include AI discovery, map-based commerce, and social messaging platforms.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Triptease: Hotel direct booking platform focused on reducing OTA dependency through on-site messaging, price comparison widgets, and booking optimization — overlapping mission with Listo's agentic commerce thesis.
• Mirai: Hotel direct booking technology provider; cited directly by Listo as a reference for MCP. Mirai is the closest comparable in helping hotels build direct, OTA-independent booking channels — the same thesis Listo extends into AI assistants.

Broad incumbents

• Shiji Group: Global hospitality technology platform (PMS, POS, distribution); featured Listo in its 2026 Hotel Distribution Technology Chart and serves many of the same enterprise hotel customers.
• Expedia Group: Major OTA and travel platform investing heavily in AI agents and conversational booking; competes with Listo for AI-driven direct-booking share of the same hotel supply.
• Booking.com: World's largest OTA, already launching AI Trip Planner and AI-mediated booking within its app; competes with Listo by capturing AI-driven travel demand directly rather than via third-party integrations.
• Sabre Hospitality: Large travel technology vendor with a hospitality distribution and CRS business; broad incumbent shaping how hotel inventory reaches new channels, including emerging AI surfaces.
• Lighthouse (formerly OTA Insight): Commercial data, pricing intelligence, and AI-driven decision platform for hotels and short-term rentals; broad incumbent selling AI-powered tools into the same hotel revenue/distribution stack as Listo.
• Cloudbeds: Cloud-based hospitality management suite (PMS, booking engine, channel manager) used by independent hotels and chains; comparable in selling software infrastructure that connects hotel systems to distribution channels.

Emerging players

• Atomize: AI-powered revenue management software for hotels; an emerging player in the AI-for-hospitality software category, addressing a different layer (pricing) but sold to the same hotel buyer.
• HiJiffy: AI-powered guest communication and booking assistant for hotels; uses conversational AI to drive direct bookings, making it an emerging player in the same AI-for-hotels distribution category as Listo.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/listoai

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Listo