Who We Are

We are a team of former hotel operators, engineers, designers, marketers, and more who share a deep passion for the hospitality industry, and we're on a mission to give $100M back to independent hotels through a combination of commission savings and waived SaaS fees.

We've been building technology for small businesses, restaurants, and hotels for over a decade now. Our team is globally distributed, but we are concentrated in New York and have an office in Soho (come visit us).

Independent hotels are up against the giants. ​

The Big Flag Brands have huge advantages in digital experience, demand, and loyalty. A little over a decade ago, 67% of hotels were independently owned, but now that figure is south of 40%. This is a trend we would like to reverse. We have a deep love and appreciation for the entrepreneurial creations of independent hoteliers, and we want nothing more than to see a thriving independent hotel industry. ​

In parallel to this challenging dynamic, OTA channels have been gaining share of bookings post-COVID, and now 60% of global volume is running through this (very expensive) channel. The reality is that, all else being equal, consumers will almost always opt for convenience, and that's OTAs. ​​

The answer isn't to fight these giants on their turf and try to beat them at their own game. The answer is to invent a new one.  

We've built a platform for independent hotels to survive and thrive: Safara 360. Our innovative technology and tool​s empower independents and delight guests. ​

We've aligned our purpose -- and importantly, our business model -- with independent hotels. Join us as we invent the future of hospitality that we want to live in, one day at a time.