Userguest, the Amsterdam-based startup with Moroccan roots, has secured €2.2 million ($2.4M) in seed funding, setting the stage for its ambitious plans to transform the hotel technology landscape. The round was led by Al Mada Ventures, alongside CDG Invest, Saviu Ventures, UM6P Ventures, Kalys VC, and Plug & Play. Esteemed business angels, including Philippe Limes and Thane Kuhlman, also participated. This milestone investment underscores the growing confidence in African-led tech innovation, specifically in the hospitality sector, as Userguest aims to reshape how hotels manage direct revenue.
Founded in 2018 by Hicham Benyebdri and Assil Bernossi, Userguest offers an automated platform designed to optimize direct bookings and increase revenue for hotels by leveraging data-driven tools. The platform has become a critical asset for hoteliers across more than 30 countries, generating over $100 million in direct revenue since its launch. Positioned at the intersection of technology and hospitality, the company has capitalized on the growing demand for solutions that help hotels boost profitability, particularly in the post-pandemic landscape.
Userguest’s €2.2 million seed raise comes at a pivotal time as the startup plans to scale rapidly and expand its product offerings. The lead investor, Al Mada Ventures, views the funding as a strategic opportunity to back a promising player in the African tech ecosystem that is making a global impact. “We are thrilled to lead this investment round,” said Yassine Soual from Al Mada Ventures. “Userguest’s focus on innovation and customer satisfaction has positioned it as a standout player in the hospitality tech space. We are confident that this funding will accelerate the company’s growth trajectory and allow it to continue delivering exceptional value to hotels and their guests.”
Other investors echoed this sentiment. Nawfal Fassi Fihri of CDG Invest highlighted Userguest’s resilience and agility in an industry hit hard by the pandemic. “Userguest has shown remarkable adaptability, and we believe the team has what it takes to drive sustainable growth in the long term,” he said.
This investment is intended to strengthen the company’s core operations, with a significant portion directed toward expanding its sales force and market reach. In addition, the funding will fuel the development of new features that promise to elevate direct booking strategies for hotels.
Userguest’s technology stands out by offering a plug-and-play solution that integrates seamlessly into hotel websites, enabling hoteliers to manage and enhance direct bookings more efficiently. As more hotels seek ways to reduce reliance on third-party booking platforms, the demand for direct revenue optimization tools has intensified. Userguest’s value proposition aligns with this need, offering a user-friendly platform backed by sophisticated algorithms designed to improve conversion rates and drive higher margins for hotel operators.
Co-founder and CTO Ahmed Chami provided insights into the company’s future product pipeline, noting that innovation remains central to their strategy. “In addition to enhancing our existing platform, we are currently developing a groundbreaking product that will address a critical gap in the market,” Chami said. “Our aim is to set new standards for innovation in the hotel tech space, providing tools that make it easier for hotels to generate revenue while offering better experiences for travelers.”
The company’s focus on continuous product development reflects its understanding of the rapidly evolving hospitality landscape. As hotels adapt to changing guest expectations and operational challenges, Userguest’s tools offer a tailored solution that helps them stay competitive.
Founded by a Moroccan team, Userguest is part of a growing wave of African tech startups that are attracting attention from global investors. While the company has built a strong presence internationally, its roots in Africa highlight the increasing role that the continent is playing in shaping global tech trends.
The startup’s co-founders — Hicham Benyebdri and Assil Bernossi — attribute much of Userguest’s success to their team’s dedication and shared vision. “Our team has been instrumental in driving Userguest’s growth and success, and we are deeply grateful for their hard work,” Bernossi said. “We also extend our appreciation to our investors for their trust and support. Together, we are pushing boundaries in the hotel tech space, offering solutions that benefit both hoteliers and their guests.”
As the company embarks on its next phase of growth, Userguest is well-positioned to capitalize on its early success. With new funding, a strong product pipeline, and backing from an impressive roster of investors, the startup aims to strengthen its market position as a leader in hotel technology. It is also exploring strategic partnerships that could accelerate its global footprint.