01% cost
Booked direct
Almost the whole room night
The hotel keeps nearly the full illustrative £100 when the guest books directly.
01
The direct line, reimagined
Answer every call.
Sell every room.
Keep the commission.
An AI reservationist that answers your hotel's phone line around the clock, in over 30 languages, and books directly into your system.
24/7 availability30+ languages0% commission
Sorello OS
The Intelligent Front-of-House
for Hospitality
Answering calls, taking orders, and booking tables, rooms & spa slots 24/7.
Interactive Hospitality Front Desk OS demonstration. No real order or reservation will be submitted.Sorello Grand Hotel is a fictional property created for this demonstration. No real booking is taken and no payment is processed.
What a missed call really costs.
Online travel agents charge for being reachable at the exact moment your guest decides.
The Baseline
Unanswered Phones
The desk is busy and a high-intent caller will not wait.
- Calls lost at 3am and peak check-in
- Guests face hold, voicemail or callback
- International callers struggle to be understood
The Alternative
Booking Platforms
The guest books elsewhere because the platform is easier to reach.
- A cut taken from every booking
- The guest relationship belongs to the platform
- Acquisition cost paid on demand you already had
- Direct demand becomes commissioned demand
Our Solution
Sorello for Hotels
Always available. Immediate. Multilingual. Certain.
- Every call answered in seconds, 24/7
- Understood from the first sentence
- The room confirmed before they hang up
- Your team stays focused on the property
The real cost of acquisition
You think you pay 15%.
The real cost can be closer to 28%.
Follow one illustrative £100 room night from direct booking to the true cost of third-party acquisition.
RetainedRouteCommercial realityCost
15% cost
Headline commission
The number on the contract
A typical headline commission leaves £85 before placement and loyalty programmes.
02
28% cost
Effective acquisition cost
What the hotel may actually keep
Sponsored visibility, loyalty discounts and programme fees can reduce the same room night to around £72.
03
Base commission
Typically around 15% in the UK.
Preferred placement
Roughly three additional points to appear higher in results.
Loyalty discounts
A guest discount of 10–20% usually comes from the hotel’s rate.
Sponsored visibility
Additional bidding to appear above competing properties.
Commission is generally charged on the discounted rate rather than the original one. Contract clauses affecting direct pricing have changed significantly, but arrangements differ. This is commercial context, not legal advice; review your own agreements.
Illustrative £100 room nightIndustry range: 22–35% effective acquisition cost · Every contract differs
Your numbers
What is your phone
costing you?
Adjust four details to estimate the direct-booking opportunity at your property.
Estimated annual picture
Booked through OTAs£993,384
Handed over in commission£248,346
Recoverable if you win back one third£81,954
Sorello for the year£8,340
Illustrative. The 25% effective rate and one-third recovery assumption are conservative estimates based on industry analysis, not a guarantee.
Staffing maths
A receptionist is not a reservationist.
£20–25 per hour
Fully loaded London phone cover.
£42–52k a year
One full-time reservationist.
40 / 168 hours
Covered in a hotel week.
Four salaries
For genuine round-the-clock cover.
Running the building
Your receptionist already has a full job.
Selling the room
The phone needs focused attention.
Meet your new reservationist.
Every call, handled.
Recovery, not replacement. Your team keeps the judgement calls while Sorello answers instantly, checks live availability, sells the right room and hands over with full context whenever it should.
Always Answering
Every call picked up in seconds, 24/7—even when several guests call at once.
Global Fluency
Understands 30+ languages from the first sentence, with no menus to navigate.
Rooms & Revenue
Quotes live rooms and rates, then offers upgrades, breakfast and flexible arrival.
Hotel Judgement
Handles routine questions and passes sensitive calls to your team with full context.
Pricing intelligence
It does not just answer
the phone. It prices.
Your discount floors, blackout dates and minimum stays become hard operating boundaries. Every quote is tied to the rule that authorised it.
Live rate enginePMS · two-way sync
Your rules,
not guesses.
Real-time availability inside an immutable pricing envelope controlled by your hotel.
DemandAutomated actionQuote
40%Quiet-night occupancy
Release closing rateAuthorised floor
Floor protected£145 / night
85%Busy-night occupancy
Hold rate integrityDemand-aware
Rate held firm£290 / night
2 nightsMidweek booking gap
Bridge the booking gapStay optimisation
Stay optimised£220 · 2-night min
Governance / controls
Zero unapproved
overrides.
Absolute authority remains with your revenue team.
Discount floorsMinimum authorised rateStrict floor active
Blackout datesPeak weekends and holidaysHoliday lock on
Minimum staysMulti-night bridge rulesAuto-enforced
Direct booking flow
From ring to room,
in one conversation.
One continuous guest journey. No transfers, duplicated questions or exposed card details.
Guest calls
A ready-to-book guest reaches the hotel’s existing direct phone line.
Sorello answers
Answers immediately in the guest’s language with no hold or phone menu.
Live availability
Checks exact stay dates and current rates directly in the PMS.
Room selection
Matches intent to the right room, view, package or upgrade.
Secure payment
Sends a hosted Stripe or Adyen payment link. Card details stay off the call.
Confirmation
Writes the booking to the PMS and sends the guest itinerary immediately.
The moments that matter
Demand does not wait
for a quiet front desk.
Sorello is present precisely when your team cannot be: after hours, across languages and during front-desk pressure.
The late arrival
Today. The desk is closed or occupied and the guest calls twice.
What it costs. Uncertainty, a poor arrival and avoidable staff interruption.
With Sorello. Sorello confirms the booking, explains late access and records the arrival note for your team.
The international visitor
Today. Language friction slows the room and spa enquiry.
What it costs. The guest returns to a large travel app that is easier to use.
With Sorello. Sorello answers every question and completes the direct booking in French.
Sunday lunchtime
Today. Three room enquiries arrive while the desk serves check-ins.
What it costs. Hold, voicemail or three high-intent callers lost.
With Sorello. Sorello takes every call, checks availability and offers the right room.
Your phone line · Your numbers
See it working on
your own hotel.
Tell us about your property, call volume and channel mix. We’ll show you where Sorello can recover missed demand and deliver a better guest experience.
A focused conversation about your hotel. No pressure.
Questions, answered
Before we speak.
Everything hotel teams usually ask before bringing Sorello onto their phone line.
What is an AI reservationist?
An AI reservationist answers hotel calls, understands guest requests, checks live availability and completes direct reservations. Sorello works around the clock, handles routine hotel questions, speaks more than 30 languages and passes complex or sensitive conversations to your team with the context intact.
How much commission do hotels pay online travel agents?
Headline commission is often around 15%, but placement programmes, loyalty discounts and sponsored visibility can raise the effective acquisition cost. Industry analysis commonly places the total between 22% and 35% of room revenue. Every agreement differs, so hotels should review their own contracts.
Can AI take hotel bookings over the phone?
Yes. Sorello can answer a call, understand dates and preferences, check live room availability, quote an authorised rate, offer relevant upgrades and send a secure payment link. Once the guest pays through the hotel's existing provider, the booking is confirmed without card details being spoken aloud.
Does Sorello work in other languages?
Yes. Sorello recognises and responds in more than 30 languages from the guest's first sentence, without a phone menu. This helps international guests ask about rooms, facilities, dining and arrival details in the language in which they are most comfortable.
Does it connect to my property management system?
Sorello is designed to work with a hotel's existing property and booking systems so it can use live availability and real rates. The exact connection depends on your current technology. We review that setup during discovery and agree the safest integration path before launch.
What does Sorello cost for hotels?
Hotel requirements vary by property size, call volume, systems and the guest journeys you want Sorello to handle. Enquire with our team and we’ll recommend the right setup for your operation.
Is it safe to take payments?
Sorello does not ask guests to speak card details and does not handle them in the conversation. It sends a secure payment link and payment remains inside the hotel's existing payment provider. The booking confirms only after that provider reports a successful payment.