3.12.2025
The hospitality industry has long been dominated by major hotel chains with access to sophisticated revenue management tools, leaving independent hotels, inns, and B&Bs struggling to optimize their pricing strategies. Enter Bobby Marhamat, CEO of TakeUp, a technology solution provider that’s changing the game by making AI-powered dynamic pricing accessible to independent operators.
With a career spanning over 15 years in SaaS, retail tech, and digital engagement, Marhamat has been at the forefront of helping businesses modernize their operations and maximize revenue. From leadership roles at Revel Systems and Raydiant to now spearheading TakeUp, his focus has remained on one key principle: democratizing technology to empower businesses that have historically been left behind. In this Spotlight Interview, Marhamat shares his journey into hospitality technology, the inspiration behind TakeUp, and how AI-driven pricing is transforming the way independent hotels compete in an increasingly data-driven industry. He also offers insights into the future of hotel revenue management, the evolving role of machine learning, and what’s next for TakeUp.
Can you share a bit about your professional background and what led you to the hospitality technology space?
For over 15 years, I’ve been immersed in tech and SaaS, leading companies that serve the brick-and-mortar world—whether in retail, restaurants, or hospitality. I’ve worked with companies like Revel Systems, where we helped businesses streamline operations, and Raydiant, where we enhanced customer engagement through digital experiences. A common theme in my career has been democratizing technology, making it more accessible to the businesses that need it most. Now, I’m focused on bringing that same philosophy to the hospitality space, ensuring operators—especially independents—have access to game-changing technology that helps them grow.
You’ve held leadership roles in multiple industries, from SaaS to retail tech—how has that diverse experience shaped your approach to running TakeUp?
Throughout my career, I’ve focused on bringing technology to businesses that often get left behind. When I came across the innovative approach TakeUp was bringing to revenue management, I knew it had the potential to change the game for independent hotels, inns, and B&Bs. My experience scaling tech solutions has taught me that the best products are the ones that solve a real problem and are easy to adopt. That’s the mindset I bring to TakeUp—ensuring operators can access top-tier revenue management without the usual complexity or cost.
What was the inspiration behind launching TakeUp, and what problem were you aiming to solve for independent hotels?
TakeUp was built after spending time with independent hotel operators and hearing a common frustration—they were leaving money on the table and struggling to maintain strong occupancy. Many simply didn’t have the tools or expertise to price their rooms optimally, and hiring a full-time revenue manager was out of reach. TakeUp solves this by providing smart, AI-powered pricing that automatically adjusts 24/7 and pairing it with expert revenue managers who guide each hotel’s strategy. This means operators can focus on what they do best—creating great guest experiences—while TakeUp ensures they’re maximizing revenue.
How has your experience as CEO of companies like Raydiant and Revel Systems influenced your leadership at TakeUp?
My leadership style is built around people. Whether at Revel Systems, where we helped businesses modernize their point-of-sale experience, or at Raydiant, where we transformed in-store engagement, success always came down to assembling the right team. At TakeUp, it’s no different. My focus is on bringing together a passionate, driven group of people who want to change the industry by giving independent hospitality operators access to technology that was previously out of reach. I also believe deeply in what I call PHD—Passion, Hustle, and Drive—which has shaped my approach to leadership and business.
What lessons have you learned from working with startups and scaling businesses that you’ve applied to TakeUp’s growth?
It always comes down to solving a real problem and building the right team to execute on that vision. I’ve seen firsthand that when you put passionate, driven people together and focus them on a clear mission, big things happen. At TakeUp, we’re solving one of the biggest challenges in independent hospitality—helping operators optimize their revenue in a way that’s easy and accessible. That clarity of purpose, combined with a team of PHDs who live and breathe this mission, is what fuels our growth.
How does TakeUp differentiate itself from traditional revenue management systems? Can you explain in simple terms how TakeUp’s AI-powered dynamic pricing works?
Traditional revenue management tools can be complicated, expensive, and often require a level of expertise that independent operators don’t have the time or budget for. TakeUp is different because we combine AI-powered technology with real human expertise. Our proprietary algorithm continuously optimizes pricing based on a guest’s willingness to pay, adjusting rates dynamically in real-time. But we don’t just leave it to the machines—each hotel also gets access to a skilled revenue manager who ensures the strategy is working effectively. This hybrid approach means operators get the best of both worlds—cutting-edge AI with personalized human support.
What makes TakeUp particularly well-suited for independent hotels, inns, and B&Bs?
Most independent properties can’t afford to hire a dedicated revenue manager or implement complex pricing tools. TakeUp changes that by offering an all-in-one solution that combines advanced AI with expert guidance. This means small hotels, inns, and B&Bs now have access to the same level of revenue management that big brands rely on—without the high costs or complexity.
How do you see AI and machine learning shaping the future of hotel revenue management?
AI and machine learning are transforming hotel revenue management by making pricing more responsive and data-driven. These technologies allow hotels to analyze booking trends, competitor pricing, and market demand in real-time, enabling smarter pricing decisions. As AI continues to evolve, it will not only optimize rates but also provide deeper insights into guest behavior, allowing hotels to personalize offerings and enhance the overall guest experience. In the future, we’ll see even more automation, allowing independent operators to compete on a level playing field with larger brands.
How has the landscape of hotel revenue management evolved in recent years, and where do you see it heading?
Revenue management has shifted from manual, time-consuming processes to more automated and intelligent systems. Dynamic pricing, once reserved for major hotel chains, is now accessible to smaller operators thanks to AI-driven solutions. Moving forward, we’ll see even greater adoption of predictive analytics, personalization, and automation, allowing hotels to make data-backed decisions faster and more efficiently.
How long does it take for a hotel to get started with TakeUp, and what does the onboarding process look like?
Getting started with TakeUp is quick and easy. We can typically have a property up and running in just a few days, with real results starting to show within the first 30 days. Every hotel works with a dedicated revenue manager who walks them through the setup, ensuring a smooth transition. Our goal is to make it as seamless as possible so that operators can start seeing the benefits right away.
What kind of revenue uplift do hotels typically see after implementing TakeUp? Can you share a success story of a hotel that significantly benefited from using TakeUp?
Most of our customers see a 10-15% increase in revenue within the first 60 days of using TakeUp. One of our independent hotel clients was struggling with inconsistent pricing and low occupancy. Within two months of implementing TakeUp, they saw a 12% revenue increase, which allowed them to reinvest in property improvements and enhance the guest experience. Seeing those kinds of transformations is what makes this work so rewarding.
As CEO, what’s your vision for the future of TakeUp? Are there any exciting updates or new features in the pipeline you can share?
I’m excited about the impact we’re having by combining technology and human expertise to help independent hospitality operators succeed. While we started with revenue optimization, TakeUp is evolving into a platform that will also help operators drive more bookings and create stronger connections with their guests. This is just the beginning, and we have some exciting developments on the horizon that will continue to level the playing field for independent properties. It’s an exciting time to be in this industry, and I can’t wait to see what’s next.