Reeco raises $30M to bring AI to hotels' back office

What's the deal? Reeco, an Israeli startup founded by Henrik ShimonyDealroom has a profile for this one. Try Dealroom → and Omri ShalevDealroom has a profile for this one. Try Dealroom →, has raised $30 million to automate the back-office operations of hotels using AI. The company focuses on procurement and supply chain management — an area of hospitality that has largely been overlooked by tech innovation.

Why now? Hotels have poured investment into guest-facing technology like booking engines and smart rooms, but behind the scenes, many still rely on manual processes, spreadsheets, and phone calls to manage purchasing. As margins tighten and labour shortages persist across hospitality, there's growing urgency to modernise these neglected workflows.

The signal: Reeco, classified as a "breakout" stage company on Dealroom with a marketplace spanning over two million products, is betting that hospitality procurement is fragmented enough to support a platform play. The $30 million raise underscores growing investor appetite for vertical AI applied to operationally complex, analogue-heavy industries where efficiency gains translate directly into margin improvement.

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