Gentrix.ai and Priority Partner to Launch AI Agent for Israel’s Hotel Industry - fully automated through AI

A groundbreaking collaboration in Israel’s hospitality sector was announced this week between Gentrix.ai, a startup from the SQLink Group, and Priority, developer of the leading hotel management system Optima Priority.

Under the partnership, Gentrix.ai will develop and implement a dedicated AI agent for the hotel industry, integrated directly with Priority’s Optima system through an advanced API. The new solution will allow guests to book rooms, make payments, receive confirmations, and check in or out through text or voice conversation — without filling forms or waiting for a representative.

The system will be accessible via websites, mobile apps, WhatsApp, or digital kiosks, and will be available to all hotels using the Optima platform through the Priority Hospitality Marketplace — enabling simple, fast, and code-free integration.

Revolutionizing the Guest Experience

Shelly Mehrez, VP of Technology and Business Development at the SQLink Group, said the partnership marks “a historic digital revolution” for the hospitality industry.

“The combination of Priority Optima and the Gentrix.ai platform allows guests to talk to the hotel naturally — to consult, choose, pay, and manage their stay as if speaking to a live representative,” Mehrez said. “We expect around 20 customers to join in the first year and 30 more in the second. Its placement on the Priority Marketplace will make adoption fast, simple, and accessible to every hotel.”

The Gentrix.ai agent, powered by natural language understanding, draws real-time data from the Optima Priority system, identifies guest intent, asks clarifying questions, and presents personalized recommendations — including room options, images, prices, availability, and local experiences. The AI assistant then completes the booking, payment, and confirmation in a fully conversational process.

About the Companies

Priority – Acquired by the U.S. investment giant Blackstone, alongside Fortissimo and TA Associates, Priority is a global leader in enterprise and hospitality management solutions. Its Hospitality Division serves hundreds of hotels in over 40 countries, offering a PMS system that integrates digital operations, guest experience, and revenue management tools.

SQLink Group – One of Israel’s leading technology providers, SQLink delivers solutions in software development, data analytics, AI, cybersecurity, QA, and infrastructure, employing more than 2,800 experts. Its clients include some of Israel’s largest corporations and public institutions.

Gentrix.ai – Backed by SQLink, Gentrix.ai specializes in AI agents that integrate with corporate systems, process unstructured data, and support multiple languages, including Hebrew.