TakeUp has raised $11M in Series A funding, led by 1848 Ventures, to help small hotels compete with big brands through its AI-powered revenue optimization platform.
Democratizing AI in the hospitality industry
Independent properties have long been left behind in the race to adopt modern revenue optimization tools—with more than 92% still pricing manually and losing up to 30% of revenue to outdated methods. TakeUp’s platform uses causal inference AI to analyze real guest behavior and set optimal prices in real time. Running more than 38,000 micro analyses per day, it fine-tunes rates by date, booking window, and guest segment, all at a price point designed for smaller operators.
Bobby Marhamat, CEO of TakeUp, said:
“There can’t be a monopoly on AI for a handful of brands if the industry is going to continue to grow and thrive. 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.”
Turning pricing into a competitive advantage
Each property using TakeUp is paired with a dedicated revenue strategist who acts as part of the hotel’s team. Over the past year, TakeUp’s customer base has grown by more than 300%, helping hundreds of boutique hotels, inns, and glamping resorts increase topline revenue while cutting hours of manual rate-setting.
Doug Bagnasco, Owner of Devonfield Inn, shared:
“With TakeUp’s real-time dynamic pricing and the support of our dedicated rep, we’re making smarter pricing decisions faster—and bringing in more revenue. It gives us a real edge in the market, and the time we’re saving goes right back into creating a better experience for our guests.”
Beyond pricing with a full-funnel AI revenue engine
The new funding will accelerate TakeUp’s expansion beyond pricing into AI-powered demand generation and guest conversion products—creating what it calls the first full-funnel AI revenue engine for independents.
Kal Amin, Managing Partner at 1848 Ventures, added:
“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. 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.”
Purpose-built for independents
Founded in 2022, TakeUp delivers enterprise-grade AI combined with hands-on expert support, helping operators achieve an average 20% revenue lift and save up to 15 hours weekly on manual pricing. Its mission is clear—give independent hotels powerful, user-friendly tools to compete on equal footing with global chains.
