TakeUp’s $11 Million Funding Highlights Pricing Gap Crushing Indie Hotels

A pricing technology gap has created a David-and-Goliath dynamic in hospitality, where small, indie operators compete against chains. Can AI help level the playing field?

TakeUp said Monday it has raised $11 million to help independent hotels close a widening tech gap that’s making it harder to compete with big chains — especially when it comes to setting room rates.

The startup builds AI-powered pricing tools for boutique hotels, inns, B&Bs, and glamping retreats.

The funding underscores how independent properties have fallen behind in the race to optimize revenue while big hotel brands deploy data science teams and artificial intelligence to squeeze every dollar from their rooms.

"Less than 10% of folks have