Miami's Reeco Brings AI to the Hotel Storeroom, Now Serving Nearly 1,000 Hotels

MIAMI — Guests can check in from their phones and open their rooms with a digital key. Behind the scenes, though, a lot of hotels still order towels, cleaning supplies and coffee pods with spreadsheets, email threads and sometimes pen and paper. Miami-based Reeco is betting that the next big hotel upgrade happens where guests never look.

The startup’s purchasing and payments platform is now used by nearly 1,000 hotels across North America, Refresh Miami reported on Oct. 27. And the company says its headquarters is staying put.

“We’re going to have our headquarters in Miami forever,” co-founder and CEO Henrik Shimony told Refresh Miami.

What Reeco Does

Reeco puts procurement, invoicing and payments in one place. For a single hotel, that replaces a tangle of supplier emails and paper invoices. For a management company running many properties, it solves a bigger problem: seeing what every hotel is spending, with whom, and whether prices are creeping up.

That multi-property pain point is where Reeco has found its strongest traction. Over the past 12 months it added more than 30 hotel groups and reports a 97% customer retention rate. Customers include hotel management companies and multi-property owners such as McKibbon Hospitality and Raines, according to the report.

“We are in the process of bringing this industry to be more innovative,” Shimony said.

AI That Places the Order

The newest piece of the product is an AI-powered shopping cart. It suggests what a hotel should order based on its existing inventory and operating needs, moving purchasing from a manual chore toward a process where software handles routine decisions.

Co-founder and CTO Omri Shalev described the shift this way: “Most people think of AI as something you chat with. The real shift is when AI acts and transacts. In a hotel, that means the system doesn’t just report that a price went up. It catches it before the order is placed.”

That framing is worth noting for any business owner evaluating AI tools. The most valuable uses are often not chatbots but quiet automations that prevent small, repeated losses, like paying a higher price for supplies without noticing.

A Miami Go-to-Market Engine

Reeco’s Miami story is a hiring story. Its local team grew from two employees to about 27 over the past two years, and the company now employs more than 80 people worldwide. Engineering is based in Tel Aviv, with additional staff in Europe.

“All the go-to-market employees are in Miami,” Shimony said, referring to sales, marketing, customer success and operational support.

That split, with engineering abroad and commercial teams in Miami, has become a common pattern for Israeli and international startups that choose South Florida as their U.S. base. For a hotel-tech company, Miami also puts the sales team close to one of the country’s busiest hospitality markets.

The Money Behind It

Reeco has raised $32 million to date. In 2026 it added Dallas Venture Capital as a strategic investor, gaining access to that firm’s network of hotel owners, operators and management companies. Existing backers include Net Capital Ventures, Joule Ventures and Aleph, which led Reeco’s Series A, according to Refresh Miami.

The company is also growing through partnerships with hospitality technology providers, including M3, Actabl and hotel property management systems. Shimony expects those distribution channels to help Reeco reach thousands of additional properties in 2027.

Why It Matters

Miami’s economy runs on hospitality, and the region’s hotels have had a strong year: the Greater Miami Convention & Visitors Bureau’s October 2026 industry update says Miami-Dade outperformed economists’ hotel forecasts this year, particularly on average daily rate. That makes back-of-house efficiency a real business lever, not a nice-to-have. When a platform can flag a price increase before an order goes out, the savings show up on every property’s monthly statement.

For Miami’s tech scene, Reeco is also a useful example of building a “boring” business well. Hotel purchasing is not glamorous, but it is a large, recurring spend in an industry that has been slow to digitize, and a 97% retention rate suggests customers do not leave once they switch.

Takeaways for Local Operators

Hotel owners, restaurant groups and other businesses that buy supplies at volume can borrow a few ideas from Reeco’s approach, whatever software they use:

• Centralize spending data. You cannot catch price creep if invoices live in five inboxes.
• Automate the routine. Reorders of predictable items are a good first candidate for automation.
• Keep a human check on exceptions. Let software flag unusual prices or quantities, and have a manager approve them.

As Reeco looks toward thousands more properties, the next wave of hotel tech may be measured less in guest-facing features and more in what gets saved in the storeroom.

Source: Refresh Miami.