Hotel revenue optimization specialist TakeUp has secured $11 million in Series A funding.
The investment in the artificial intelligence-driven platform, which was led by 1848 Ventures, will go towards TakeUp’s vision of reinventing “how small hospitality brands drive demand, convert guests and capture every dollar of revenue.”
TakeUp said its technology uses causal inference AI models to continuously fine-tune pricing based on guest behavior.
"There can't be a monopoly on AI for a handful of brands if the industry is going to continue to grow and thrive," said Bobby Marhamat, CEO of TakeUp. "So, we're tearing down the walled garden and democratizing the landscape by giving our customers transparent, automated tools to win - first on pricing and eventually across the entire revenue funnel.”
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The company, which plans to expand beyond pricing, is building a revenue engine to help independent properties generate demand, drive conversion and implement a revenue strategy.
“By observing what works and what doesn't, the system adapts in real-time, setting prices that meet the market moment by moment. TakeUp then pairs every property with a dedicated revenue strategist who acts as an extension of the team, turning pricing into a competitive advantage,” the company said.
“The independent hospitality space has been underserved for too long. Smaller hotels have been left with spreadsheets while big brands use AI to win guests and dollars," said Kal Amin, managing partner at 1848 Ventures. "TakeUp is arming this industry with smarter tools and bold execution. They're not just building software—they're giving independents a fighting chance in a market stacked against them."