Czech technology startup Flae Robotics has expanded its AI receptionist BE-A into Germany and Austria, pushing deeper into the European hospitality market after earlier deployments in Czech hotels and a recent launch in the UK.
The company says BE-A is a front-office operating system for modern hotels. It automates routine guest communication and front-office tasks, handling questions, requests, reservations and messages by email, WhatsApp and voice around the clock in more than 100 languages.
BE-A also connects with hotel systems including property management systems, booking engines and channel managers, allowing hotels to link guest interactions with existing workflows.
The move into the DACH region marks the latest step in Flae Robotics’ international push. The company is targeting hotels that want to reduce repetitive work at reception while maintaining continuous guest support across multiple channels.
Artificial intelligence tools are becoming more common in hospitality as operators look for ways to cut costs, ease pressure on staff and respond faster to guests. Front-office automation has become one of the clearest use cases, particularly for hotels handling large volumes of enquiries before and during a stay.
Flae Robotics has positioned BE-A as a product aimed at that demand. By offering multilingual support and integration with hotel software, the startup is pitching the platform as a way for properties to streamline service without replacing their existing systems.
The company’s expansion comes at a time when hotels in Europe are continuing to test how far AI can go in guest services. Industry adoption remains uneven, but operators are increasingly open to technology that can take over repetitive administrative tasks while staff focus on higher-value service.
BE-A is designed to work continuously, which gives hotels coverage outside normal reception hours. That may be especially relevant for international properties, where guests often expect immediate replies regardless of time zone or language.
The startup’s next challenge will be convincing more hotel groups to adopt the system at scale. For many operators, the appeal lies in balancing efficiency with service quality, a pressure point that has intensified as staffing shortages and guest expectations reshape the sector.
