Hotels might offer digital check-ins, mobile room keys, and high-tech guest experiences. But behind the scenes, many are still ordering supplies using spreadsheets, emails, and even pen and paper.
Miami-based Reeco is changing that. And with nearly 1,000 hotels across North America now using its purchasing and payments platform, the startup is gaining ground in an industry that hasn’t always been quick to embrace new technology.
“We are in the process of bringing this industry to be more innovative,” co-founder and CEO Henrik Shimony told Refresh Miami.
Reeco helps hotels manage procurement, invoicing, and payments in one place, replacing disconnected systems that make it difficult for operators to track spending across multiple properties.
The company has added more than 30 hotel groups over the past 12 months and reports a 97% customer retention rate. Its strongest traction has come from hotel management companies and multi-property owners, including McKibbon Hospitality and Raines.
Meanwhile, Miami has become central to Reeco’s growth story.
Its local team [pictured above] has expanded from just two employees to approximately 27 over the past two years. Reeco now employs more than 80 people globally, with engineering operations in Tel Aviv and additional staff in Europe.
“All the go-to-market employees are in Miami,” Shimony explained, pointing to the company’s sales, marketing, customer success, and operational support teams.
And he made clear that Reeco’s Miami roots are permanent. “We’re going to have our headquarters in Miami forever,” he said.
The expansion comes alongside fresh investor support. Reeco, which has raised $32 million to date, added Dallas Venture Capital as a strategic investor in 2026, gaining access to its network of hotel owners, operators, and management companies.
Existing backers include Net Capital Ventures, Joule Ventures, and Aleph, which led Reeco’s Series A.
But perhaps the biggest change is happening inside the product itself. Reeco recently developed an AI-powered shopping cart that can automatically suggest what a hotel should order based on its existing inventory and operational needs. The goal is to move hotel purchasing from a manual process toward one where software increasingly handles routine decisions.
“Most people think of AI as something you chat with. The real shift is when AI acts and transacts,” co-founder and CTO Omri Shalev said. “In a hotel, that means the system doesn’t just report that a price went up. It catches it before the order is placed.”
Getting there requires bringing an often traditional industry up to speed. Shimony noted that many hotels still rely on outdated purchasing processes, making digital adoption a necessary first step.
Reeco is also building its reach through partnerships with hospitality technology providers, including M3, Actabl, and hotels’ property management systems.
Shimony expects these distribution channels to help Reeco reach thousands of additional properties in 2027.
For an industry still wrestling with paper-based purchasing, the next big upgrade might happen somewhere guests never see: the hotel storeroom.
READ MORE IN REFRESH MIAMI:
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- Reeco is checking in to more hotels, with AI in its luggage – October 27, 2026
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- Terminal acquires Miami AI startup Stationed, plans to double team in Wynwood – October 22, 2026
