Grevon joins AI Hospitality Alliance as a founding partner

Grevon, the agentic guest acquisition and connectivity company built for hospitality, has joined the AI Hospitality Alliance (AIHA) as a founding partner, taking a seat in the global body shaping the playbook  for how hotels are discovered and booked in the AI era. Grevon founder & CEO, Tom Buttigieg will join the AIHA Advisory board.

The alliance, launched in April 2026 by hospitality technology expert Ira Vouk, is an independent platform for responsible AI adoption across hotels. Its founding advisory board spans Wyndham, Choice Hotels, BWH Hotels, AWS, OpenAI and San Diego State University. Its first and flagship workstream is agentic direct booking and commerce: keeping hotels in the guest relationship, and advancing their interests with the major AI platforms.

That workstream is the reason Grevon joined. Trade coverage of the alliance has warned that the seats in the agentic channel are being assigned now, and that they are going to platforms and intermediaries rather than to hotels. Grevon builds the layer that gives operators a route back into that channel.

“We built Grevon because we could see two things happening at once. AI is changing what a direct booking can deliver. Understand a guest’s intent, and you can sell the room and the experience together, driving significantly higher checkout values. The AI shift also represents the first real chance to recover margins eroded for years by the OTAs, and to take back ownership of the guest conversation."

“We joined the AI Hospitality Alliance because the decisions about who owns the guest relationship are being made right now. Most operators will never see those rooms, let alone get a seat at the table"

Tom Buttigieg, CEO and founder of Grevon

Grevon's products sit directly in the alliance's flagship workstream. Pulse is a guest acquisition and branded travel agent for hotel websites. Echo answers inbound calls and reservations as a voice agent. Ops is a staff intelligence platform for SOPs. All run on Grevon Kore, a connectivity layer built on the Model Context Protocol, positioning hotels for discoverability as AI-powered travel planning develops.

As a founding partner, Grevon will contribute to the alliance's technical standards and direct-booking workstreams, the areas where interoperability protocols and contract protections for hoteliers are being defined.

"The industry can either help shape how AI works in hospitality, or have it shaped for them by people who have never run a hotel."

"Shaping it takes more than opinions. It takes people who build the infrastructure and understand how a booking actually reaches a guest. Grevon brings deep expertise in agentic technology, connectivity infrastructure, and an international perspective. The Alliance is committed to representing the global hospitality industry, not just a single market, and Grevon strengthens that mission."

Ira Vouk, founder of the AI Hospitality Alliance

About AI Hospitality Alliance

AI Hospitality Alliance is a global, vendor-neutral industry alliance dedicated to accelerating responsible artificial intelligence adoption across hospitality. Through collaboration, education, research, technical guidance, and industry standards, the Alliance brings together hotel companies, technology providers, educators, consultants, and industry leaders to help shape the future of hospitality in the AI era.

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