Smartness, a travel technology company offering vertical SaaS solutions for the hospitality sector, has raised €47 million in a Series B funding round.
The financing, which includes a mix of equity and debt, was led by United Ventures and CDP Venture Capital, with participation from existing investor Partech. The funding will support international expansion, product development, and acquisitions as the company scales its AI-driven platform for hotels and short-term rentals.
What The Company Does
Founded in 2020, Smartness initially launched with Smartpricing, a dynamic pricing tool designed to help hospitality businesses optimise room rates based on demand and market conditions. Since then, the company has expanded into a broader suite of operational tools, including customer relationship management, payments, property management systems, and guest communication.
Its platform integrates these functions into a unified system, with increasing emphasis on automation through artificial intelligence. The company is working toward building what it describes as an “agentic” AI layer capable of managing core operational processes with limited human intervention.
By combining pricing, operations, and customer management, Smartness aims to help hotels and property managers reduce reliance on fragmented tools and manual workflows.
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Market Context / Industry Background
The hospitality industry has undergone significant digital transformation over the past decade, with software platforms becoming central to revenue management, distribution, and guest engagement. However, many operators still rely on multiple disconnected systems, leading to inefficiencies and increased operational complexity.
At the same time, dependence on online travel agencies continues to affect margins for hotels and independent property owners. This has driven demand for technology that enables more direct control over pricing, bookings, and customer relationships.
AI adoption is also accelerating in the sector, particularly in areas such as pricing optimisation, customer communication, and operational automation. Companies offering integrated platforms with measurable performance outcomes are gaining traction as the market shifts from tools to results-driven solutions.
Alongside this, hospitality businesses are placing greater emphasis on data centralisation and real-time analytics to better understand guest behaviour and optimise occupancy rates. Integration across property management systems, booking engines, and marketing tools is becoming a key competitive factor. As digital maturity increases, operators are also looking for platforms that can scale across multiple properties while maintaining consistent performance and user experience. Over time, this is expected to drive consolidation around a smaller number of end-to-end software providers. This trend is particularly visible among mid-sized hotel groups expanding internationally globally.
Founder / Investor Commentary
Chief executive and co-founder Luca Rodella said the company sees an opportunity to position itself as a global technology provider for both hotels and alternative accommodation providers. He noted that the business has been moving toward a model focused on delivering measurable outcomes rather than simply offering software tools.
Rodella added that the company has taken on greater responsibility for customer performance since its early stages, and that recent growth metrics support this approach.
Growth Plans / Use Of Funds
The new funding will be used to accelerate international expansion and support a strategy of targeted acquisitions. Smartness also plans to invest in further development of its AI capabilities, particularly in building systems that automate decision-making and operational processes across hospitality businesses.
The company aims to triple its revenue in the coming years while expanding its presence beyond its current base of more than 5,000 customers across 41 countries.
About Smartness
Smartness is a travel technology company developing AI-driven software for the hospitality industry. Founded in 2020 and headquartered in Trentino, Italy, the company provides an integrated platform that combines pricing, operations, and customer management tools to help hotels and property managers improve efficiency and increase revenue.
