When we launched Smartpricing in 2020, our team was just three people. Three longtime friends: Luca, Tommaso, Eugenio.

They were the founders, the developers, and the sales team of a software no one had heard of yet, but they knew it would help hoteliers run their business better and earn more.

Selling dynamic pricing software in a market still dominated by fixed rates was definitely a challenge. But our ambition was so strong, nothing could stop us, not even a global pandemic that, just months after launch, brought the entire world to a halt.

Instead of giving up, we embraced a new mission: to provide hospitality businesses with the tool that would help them recover from the crisis and maximize revenue when they needed it most. And it worked, with clients seeing an average +30% annual revenue increase.

By 2024, Smartpricing had become the fastest-growing hospitality startup in Europe, with over 4,000 clients across 41 countries, a team of 100 talented people, and more than €15 million raised in 3 funding rounds.

We’ve spent every single day since listening to our customers’ stories, challenges, and ambitions, while watching the market evolve at breakneck speed, becoming more complex and competitive: new booking habits, new guest expectations, the explosion of short-term rentals, the overwhelming dominance of OTAs, and the burden of managing increasingly complex operations with limited time and small teams.

That’s why we added Smartconnect and Smartfree to our offering. But we knew we needed to go even further.

Smartness is born

Today, Smartpricing, Smartconnect, and Smartfree come together under a new brand: Smartness.
An integrated platform that reflects our continued commitment to growing and evolving alongside the hospitality market.

With Smartness, we want to stand by even more hoteliers and property managers and bring our new mission to life:

As Luca Rodella, Smartness CEO and co-founder, explains, it all starts from one simple truth:

Why Smartness is different

Unlike other platforms, Smartness is not just a tool, it’s your operational partner. It doesn’t just give you data or handle a few tasks; it actively supports you by managing all the strategic activities you don’t have the time or resources to take care of, such as:

• Analyzing internal data and market trends to implement effective dynamic pricing strategies
• Centralizing guest data and segmenting it based on demographics and booking behaviors
• Automating guest communications before, during, and after their stay
• Suggesting email marketing campaigns to drive direct bookings and maintain occupancy
• Recommending and promoting services to enhance guest experience and increase revenue
• Conducting in-depth market analysis to improve positioning and optimize pricing strategies

What’s next for Smartness

We didn’t create Smartness just to bring our existing tools together. We built it because our new mission demands more room to grow. In 2025, we’re getting ready to launch new tools that will make Smartness the go-to platform for fully managing and automating the online operations of hotels, apartments, guesthouses, vacation rentals, and B&Bs.

This is just the beginning, and we’re excited to keep shaping the future of hospitality with you. Stay with us: the best is yet to come.

Now that you know what Smartness is all about, it’s time to see it in action.

From revenue management to marketing, upselling, cross-selling, and guest communication, Smartness helps you achieve all your growth goals with ease.

Request a personalized demo and we’ll show you how it works!