Smartness

About Smartness

Smartness (formerly Smartpricing) is an Italian hospitality software company, based in Riva del Garda, whose mission is to transform the lodging industry with AI. It helps hotels, B&Bs and vacation rental properties break free from OTAs and manual online operations and unlock their full revenue potential, and describes its approach as helping owners work smarter rather than harder. In 2025 the company moved to the Smartness brand, bringing its earlier Smartpricing offering and related products under one name.

The product suite covers the main online operations of a property. Smartpricing is dynamic pricing software that uses AI to find the best rate. Smartchat is an AI chatbot that replies to guests around the clock across Booking.com, WhatsApp, Airbnb and email. Smartpms is an all-in-one property management system for multi-user, multi-property and multi-company set-ups with dynamic pricing built in. Smartconnect creates email marketing campaigns, segments customers and sells extra services through a marketplace of experiences, Smartsite builds and maintains a property's website to raise direct bookings, and Smartresults offers a results-based payment model with a dedicated team of experts.

Smartness says it is recommended by over 6,000 accommodation providers in Europe, with more than 4,000 hotels, B&Bs and vacation rentals using its tools to reduce manual work, increase direct bookings and grow revenue, and it publishes customer reviews and case studies. Independent hotels, short-term rental managers and lodging groups are the target customers.

The company sells its software to lodging businesses, with demos on request and optional dedicated consulting, and operates in the hospitality revenue management, property management and hotel marketing software market.