Smartness

While online travel agencies (OTAs) face increasing scrutiny from EU institutions, Smartness – the newly integrated platform from Smartpricing – is helping hoteliers and property managers take back control, improve efficiency, and maximise profitability.

As hoteliers and property managers look for new ways to reduce OTA reliance and grow revenue, Smartpricing has emerged as the fastest-growing B2B SaaS startup in the European hospitality sector. Supporting over 4,000 clients, the company has gathered deep industry insights, revealing that revenue optimisation alone is no longer enough. What properties now need is a more autonomous, efficient, and profitable way to operate.

“Today, lodging businesses often spend over 25% of their budget on marketing and revenue management—more than twice the average for other SMEs, which is around 8–10%,” adds Rodella. “That’s exactly where Smartness steps in. If ‘independent’ used to be just a label to distinguish non-chain properties, we want to turn it into something real and tangible.”

Enter Smartness: a newly unified platform bringing together Smartpricing, Smartconnect, and Smartfree under one brand. Its mission is clear: transform the way hospitality businesses operate using AI by unlocking revenue potential, reducing OTA dependence, and fully automating online operations.

The Smartness platform already offers tools to dynamically optimise room pricing, manage guest relationships from booking through post-checkout, automate email marketing campaigns for direct bookings, and conduct market analysis. And this is just the beginning: new tools launching in 2025 will further establish Smartness as the go-to operational partner for hoteliers and property managers worldwide.

Founded in Trentino in 2020 with the launch of its first product, Smartpricing, Smartness revolutionised hospitality revenue management with an advanced AI-driven dynamic pricing algorithm. In 2024, it was recognised by the Sifted 250 (Financial Times) as the fastest-growing B2B SaaS startup in European hospitality. Today, Smartness serves over 4,000 clients in 41 countries and is the operational partner of choice for property managers and hoteliers