SO Labs — Studio Oriente R&D SO Labs · Granada, Spain

Hotels that know themselves act smarter.

SO Labs is the R&D arm of Studio Oriente. We build practical AI tools for independent hotels — tools that create operational memory, understand guest intent, and communicate like a person who actually knows the property.

No legacy dependencies. No slide decks. Working software.

See the projects → Become a pilot partner →
The problem
3 sys.

The average independent hotel manages guest data across three or more disconnected platforms — none of which talk to each other, and none of which know what the guest actually wants.

The gap
0 mem.

Most hotels have zero operational memory. Every season, every employee, every channel starts from scratch. AI doesn't fix this — it amplifies it. Garbage in, garbage out.

The SO Labs bet
1 layer.

One structured knowledge layer underneath everything. The hotel schema that makes agents useful, communication personal, and discoverability inevitable — including in AI search.

SO Labs — Studio Oriente R&D Why SO Labs exists

AI arrived in hospitality.
Most hotels got better slide decks.

The hospitality industry spent the last three years being told that AI would transform everything. It was right about that. It was wrong about the timeline, the complexity, and who would actually benefit.

Large chains have data teams, integration budgets, and vendor relationships. Independent hotels have a reservations manager, a WhatsApp group, and a PMS from 2009 that nobody fully understands. The AI tools built for the first group don't work for the second.

SO Labs starts from the other end. What does a 40-room boutique hotel in Andalusia actually need to make AI work for them? Not a chatbot. Not a revenue management system that requires a consultant to configure. A foundation — structured knowledge about the property, structured understanding of the guest, and agents that operate over that foundation without anyone needing to manage them daily.

That foundation is what we build. Clean, minimal, legacy-free. Designed to be deployed by a team of two with no data background. And designed to get smarter the longer it runs.

Design principles

How we build

01

Legacy-free
by design

Every SO Labs tool is built to avoid PMS and CRS integration complexity. We operate above the legacy layer — in the channels hotels already own and the data they can already export. If it requires a system integration project, we don't build it.

02

Privacy as
architecture

Our guest intelligence tools are anonymous by design — not GDPR-compliant as an afterthought. We build profiles from intent and behavior, not from personal identifiers. The hotel knows what guests want without knowing who they are.

03

Ship something
real

SO Labs ships working software with reference hotel partners before offering anything to the market. No roadmap theatre. No beta waitlists for products that don't exist. If it's listed here, it runs somewhere.

Current projects

What we're building

SO–001 · Analytics
Hotel BI Platform
A natural language business intelligence layer for hotel operations. Ask your reservation data anything — occupancy, RevPAR, segment mix, forecast — in plain language, without a data team. Built on Vanna AI and Claude. Currently operational.
Live
→
SO–002 · Knowledge
Meridian
A structured, AI-ready knowledge base for hotel properties. Auto-populated from the hotel's website and OTA listings. What it can't find, it asks for. The result: a versioned schema that powers AI agents, enables LLM discoverability, and gives hotels a mirror of themselves they've never had.
Building
→
SO–003 · Intelligence
Alma
An intent-based guest CRM and AI communication layer. Anonymous profiles built from declared taste, behavioral signals, and future travel intent — not personal data. Ingests PMS extracts via encrypted pipeline. Makes every guest communication feel like it was written by someone who actually listened.
Pilot phase
→

Built with hotels,
not for them.

Every SO Labs tool is developed alongside a reference hotel partner — real data, real operations, real constraints. We don't release anything that hasn't survived contact with an actual property. The reference partner gets the tool first, shapes it, and becomes the case study.

Step 01

Reference partner selected

One hotel. Real access to real data. A contact who can tell us when something doesn't make sense for their operation.

Step 02

Pilot built on their infrastructure

Everything runs on SO Labs infrastructure. The hotel's IT team exports a file. We handle the rest.

Step 03

Results documented honestly

What worked, what didn't, what the tool actually changed in the operation. Published as a case study — with the partner's name, not anonymised.

Step 04

Offered to the next hotel

Once the reference pilot is solid, the tool is available to other properties. With a price, a timeline, and a realistic description of what it does.

Pilot partners · Cohort 01

Be the hotel that
builds what comes next.

We're selecting a small number of reference partners for Meridian and Alma. Independent hotels and boutique groups only. You provide data access. We build, deploy, and document. No budget required — just genuine interest in what AI can actually do for a property like yours.

No pitch deck. No sales call. 30 minutes. Honest conversation.