Overview
Exceptional guest experiences depend on exceptional hotel operations. Yet the systems that run a hotel, from the PMS and revenue management system to housekeeping and maintenance tools, often operate in isolation.
Marta is Sirma’s AI agent for hotel teams, powered by Sirma.AI Enterprise. It connects these systems, translates operational changes into clear next steps, and keeps every department working from one current plan.
The Challenge
Hotel systems are good at their own jobs but rarely aware of what is happening elsewhere.
This leads to:
- Manual coordination across departments
- Operational plans that quickly fall out of date
- Delays in responding to changes in demand, inventory, or group business
- Managers spending time reconciling systems instead of running the hotel
Most operational tools report information. They do not explain what it means for the rest of the hotel or coordinate the response.
The Solution
Sirma’s AI Agent for Hotel Teams (Marta) acts as a connected operational layer within the hotel ecosystem.
Built on Sirma.AI Enterprise, it:
- Connects to PMS, revenue management, and operational systems
- Monitors changes in rates, pickup, inventory, tasks, and group business
- Identifies their impact across departments
- Updates plans and routes tasks to the right teams
Unlike a traditional dashboard, Marta does not simply display information. When conditions change, it helps teams understand what needs to happen next and keeps the operational plan current.
How It Works
- Signal Detection – Monitors connected systems for operational changes
- AI Interpretation – Understands what those changes mean across the hotel
- System Integration – Connects PMS, revenue, and operational platforms securely
- Coordinated Action – Updates plans and directs tasks to the right teams
- Real-Time Visibility – Gives each role a clear view of the current plan
Use Cases Across Hotel Operations
Revenue Meets Operations
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Translates rate, demand, and pickup changes into operational implications for arrivals, housekeeping, and staffing
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Highlights gaps between forecast and live PMS data
Impact: Revenue decisions and operational plans stay aligned.
Inventory Integrity
- Reflects out-of-order rooms across relevant systems, preventing unavailable inventory from being sold
- Restores availability consistently when rooms return to service
Impact: A clearer, more accurate view of what the hotel can deliver.
Event-Driven Coordination
- Turns group bookings and booking changes into coordinated actions across housekeeping, maintenance, staffing, and room blocks
- Keeps affected teams informed without manual relay
Impact: One event triggers one coordinated response.
Operational Support
Marta also supports hotel teams:
- General Managers: See a single, current operational picture and understand why it changed
- Front Desk, Housekeeping & Maintenance: Work from synchronized information and receive coordinated tasks
Impact:
- Less manual reconciliation
- Faster cross-department coordination
- Plans that stay current as conditions change
Business Impact
- Connected systems and more consistent operational data
- Reduced coordination workload for managers and staff
- Faster, better-informed decisions
- More efficient hotel operations
- Smoother guest experiences
Powered by Sirma.AI Enterprise
Sirma.AI Enterprise enables hotels to build and deploy AI agents that are secure, scalable, and fully integrated into real operational environments. By combining advanced knowledge retrieval architecture, secure system integrations, and flexible orchestration capabilities, Sirma.AI helps organizations move from AI experiments to production-grade deployments.
Combined with Sirma’s Travel & Hospitality 360 Connect framework, it ensures AI becomes part of a connected ecosystem, not another standalone tool.
Conclusion
Hotels do not need another system. They need their existing systems to work together.
With Marta, revenue decisions, PMS data, and operational tasks stay connected in one coordinated plan, helping hotel teams spend less time reconciling information and more time running the hotel.
Related Solution
Looking to automate the guest experience?
While Marta keeps hotel systems and teams aligned around one current operational plan, Vela is Sirma’s guest-facing AI agent. It manages guest conversations, answers questions, and turns requests into real-time actions across the hotel.
Built on Sirma.AI Enterprise, the two agents work together seamlessly: Vela turns guest conversations into action, while Marta helps ensure those actions are reflected in a coordinated plan across the operation.
