roomangel and SITA EGYPT Partner to Deploy hive Across MENA
The partnership will deploy hive AI and RaaS across MENA, helping hotels unify fragmented systems, improve commercial visibility, and capture performance-based demand.
The partnership brings roomangel's AI-powered hive platform to MENA hotels, unifying fragmented systems into a single intelligence layer with a pay-per-booking model.
Photo by roomangel
CAIRO, EGYPT and DUBAI, UAE - roomangel, the AI infrastructure company for hotels, has entered into a strategic partnership with SITA EGYPT, a leading technology provider across the Middle East and North Africa.
The partnership will bring roomangel’s hive platform and its performance-based commercial model, hive RaaS (Results-as-a-Service), to hotel groups across the region.
The collaboration addresses what roomangel calls “consolidation tax” - the cost and inefficiency created by disconnected hotel systems, where revenue, marketing, and distribution operate on separate data. By unifying these systems into a single intelligence layer, hive enables hotels to move from fragmented reporting to coordinated, asset-level decision-making.
hive sits above the existing hotel technology stack, connecting systems such as PMS, revenue management, marketing, and distribution into a single, continuously updated commercial view. Rather than replacing existing tools, it enhances them - allowing teams to understand not just what is happening, but why, and what to do next.
hive is already being deployed across multiple markets, including the UK, UAE, US, Portugal, India and Latin America, with early hotel groups using the platform to improve commercial visibility and unlock incremental performance.
Through hive RaaS, hotels gain access to a performance-based demand-generation model in which they pay only for confirmed bookings delivered. roomangel funds and operates campaigns independently, running in parallel to existing marketing activity and avoiding disruption to internal teams or agency relationships.
The hospitality industry has spent decades trying to solve intelligence gaps with more software. hive changes that. It sits above the stack, unifying fragmented data into a single commercial view - without disruption. With RaaS, we move beyond insight into execution. We don’t just show where revenue is lost - we help recover it. Brian Reeves, CEO of roomangel
We are very excited to partner with roomangel to bring a more sophisticated architectural standard to the MENA hospitality market. For years, the challenge for our hoteliers has not been a lack of data, but the inability to connect it. hive resolves this by turning disconnected systems into a single, functional intelligence layer. Adel Abdelmasih, Founder of SITA EGYPT
The partnership marks the beginning of a broader regional rollout, with initial deployments underway and additional hotel groups expected to onboard throughout 2026.
For more information, visit roomangel.com or sita-eg.com
About SITA EGYPT
SITA EGYPT is a leading technology provider specialising in the travel and hospitality sectors across Egypt and the MENA region. The company delivers integrated solutions that support operational performance and digital transformation for hotel groups across the region.
About roomangel
roomangel provides the intelligence layer for the modern hotel asset. Our core product, hive, harmonises fragmented data into a single, authoritative truth. We enable hotels to align sales, marketing, and revenue under a unified view, ensuring that meetings start where they used to end.
Media Contact
Adam Reeves
Director of Marketing [email protected]