Smartness raises €47M to automate hotels and cut OTA dependence
Smartness, an AI platform built for lodging operators, just closed a €47 million Series B. The round combined primary equity, secondary equity, and debt, and was led by United Ventures and CDP Venture Capital, with existing investor Partech also participating. Total funding now exceeds €60 million.
The company is headquartered in Trentino, northern Italy, and serves more than 5,000 customers across 41 countries. It has grown more than six times since its Series A, crossed €10 million in annual recurring revenue, and reports monthly growth of around ten per cent.
What the platform does
Smartness covers property management, guest communication, CRM, payments, and pricing in a single modular stack. The stated goal is to reduce lodging operators’ dependence on online travel agents and replace fragmented point solutions with unified workflows. The company describes the system as agentic, focused on measurable outcomes rather than individual tools.
Net revenue retention above 150 per cent suggests customers are expanding into more modules over time, not churning.
How it got here
The path was not clean. Smartness reportedly came close to running out of cash twice. It built multiple products simultaneously rather than sequencing them, and it hired based on potential over experience. Both moves drew skepticism early on. The company says those choices are what made the platform competitive today.
When it opened its virtual data room for the Series B, it received multiple term sheets within two weeks.
What the capital is for
The company plans to scale engineering, grow its technical and commercial teams, and deepen the agentic layer of its platform. It is targeting expansion beyond Italy into global lodging markets. Longer term, the team has set a goal of reaching €100 million in revenue and a €1 billion valuation.
For operators in travel and hospitality watching the vertical AI wave, Smartness is one of the clearer funded bets in the European B2B lodging space right now.
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