Rubén Sánchez
Co-founder and CEO
About BEONx
13 years pushing the same frontier.
Big data in 2013 to understand the market. Machine learning in 2017 to decide better. Agents in 2026 to execute the strategy. We use whichever technology best solves the problem of the moment.
Our mission
Transform the hotel industry through innovation and user experience, so hotels can maximise their profitability.
Look at the last word. We didn’t say more bookings. We didn’t say more occupancy. We said profitability. That mission hasn’t changed a comma in 13 years. What has changed —three times— is the technology we could fulfil it with.
13 years, three leaps
The mission is the same. The technology isn’t.
Every leap followed the same logic: take away from hoteliers the work that technology could already do better than a person. This one is simply the biggest leap.
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2013
Understand
BEONx Market Intelligence
It was the age of big data. We gave revenue managers what was happening in the market as fast as possible, at a time when information was gathered by hand, hotel by hotel, and arrived late.
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2026
Execute
BEONx Spark · The Agentic RMS
The decision no longer waits for someone to apply it. You set the strategy. BEONx Spark executes it. Always.
From understanding the market to deciding the price. And from deciding the price to executing the strategy.
None of the three leaps was made by technology alone. The same people made them, with 13 years of hotel and technical craft behind them.
Management team
Behind every leap, the same team.
Founders with backgrounds in astrophysics and computer engineering, and a management team that combines hotel experience with a new generation of tech talent. Technology changes every few years; the judgement to know what to build doesn’t. That judgement is what has turned every technological shift into a product before anyone else.
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Emilio Galán
Co-founder and CTO
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Francisco Vieira
CFO
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Cayetana Fernández
VP of Product
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Álvaro Ponte
VP of Data
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Isaac Gómez
VP of Development
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Ignacio Gómez-Moreta
VP of Implementations
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Juan Ruano
VP of Sustainable Solutions
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Andrea Senarega
Head of Customer Success
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Cristina Villegas
Sales Manager LATAM
Our story
It started in Salamanca. With two people and an obsession.
In 2012, Emilio and Rubén saw the same thing from two different disciplines —astrophysics and computer engineering—: hotel revenue teams were still working with manual processes that no longer measured up in the digital age.
They applied to hospitality what they knew about handling huge volumes of data, with a very concrete goal: to make managing a hotel’s revenue simpler, more efficient and more powerful. That was the first transformation, and it gave rise to Market Intelligence, the RMS and the Hotel Quality Index.
13 years later, with more than 2,000 hotels in 35 countries, the second one arrives. BEONx Spark isn’t one more product in the catalogue: it is the answer to the same question we asked ourselves in 2012. Which part of this work can technology already do better than a person, so that the person can focus on what only they can do?
The answer has changed three times. The question, never. And we keep answering it from Salamanca.
BEONx in the ecosystem
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2012
Founded in Salamanca, Spain
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University
Collaboration with the University of Salamanca and the Pontifical University
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Ecosystem
Active members of Salamanca Tech and the Wolaria programme
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Endeavor
Entrepreneurs in the international network since 2017
What we are today
A professional RMS. And it isn’t a label we gave ourselves.
We compete head to head with the world’s revenue management elite. For four very concrete reasons.
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One
A real algorithm
Our own machine learning, refined over years. Not a layer of artificial intelligence bolted onto an old product.
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Two
More data
All of your hotel’s information. And your comp set’s too, the events that drive your demand and the Hotel Quality Index, which nobody else in this market has.
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Three
Real time
The system reacts the moment the market moves, not once a day. It isn’t a technical badge: it is what protects your inventory and squeezes out the last point of RevPAR.
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Four
Every segment
Transient, corporate, groups and tour operators. All of them, within the same strategy. Not just the easy part.
Our values
Technology evolves. Our pillars stay.
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Always Ahead of the Game
We never settle for doing what others do, or for optimising revenue alone: we want to reach total profit. That is why we are leading the launch of the first generation of agentic RMS.
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Predict to Transform
Forecast accuracy has always been our hallmark, and it is non-negotiable. When you can trust your forecast, you stop reacting to your environment and start acting ahead of it.
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Transparency & Explicability
A glass box, not a black box. Every agent has a conversational skill so you can ask it the why behind a forecast or a recommendation. We don’t ask for blind faith in an algorithm.
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Human & AI Synergy
Human-in-the-loop by design: the system analyses, predicts, plans, pushes rates and learns, but always within the goals and limits your team sets. The machine executes; the person decides what kind of business the hotel wants to be.
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Backed by Experts
Our secret weapon is service: former revenue managers who have walked in your shoes and understand the problems you face every day.
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Flexibility & Speed
Responding fast to the market has always been our edge. We use AI in our own development cycles to move faster, and we bring that speed to your day to day.
What they say about us
13 years bring many things. This is the one that matters most to us.
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“We used to work with large American suppliers, but we had no flexibility: long development times and high costs that held back our growth. We chose BEONx for its flexibility, its constant support and because its RMS is allowing us to grow with profitability above the industry average.”
Reyes Mañeru Chief Business Growth Officer, Hotelatelier -
“Having BEONx as a strategic partner means having an innovative, powerful and agile tool that meets the analytical needs of today’s revenue management, with a unique support team behind us.”
Sandra Kieft Global Director of Revenue Management, Iberostar -
“Our BEONx account manager is (almost) one of the team. Communication is fluid, she makes sure she gets to know our hotels, and the relationship is very easy and friendly.”
Juanma García Director of Sales and Revenue, One Shot Hotels
BEONx in numbers
More than a decade building hotel tech.
- 2,000+
- Hotels on the platform
- 35
- Countries
- 2012
- Founded in Salamanca
Frequently asked questions
What people ask us most about BEONx
Sustainable Profitability
What is Sustainable Profitability?
Sustainable profitability is all about creating a more profitable revenue management strategy that takes all your revenue streams into account, not just occupancy levels and operating costs. Read more in our Total Guide.
HQI
What is HQI and how does it work?
HQI (Hotel Quality Index) is a unique index created by BEONx that measures the objective quality of services and facilities plus the online reputation of each hotel.
The index has been built taking into account those services that are most important for each customer profile (couples, solo travelers, friends, families and business travelers).
Learn more about HQI here.
Why is HQI important?
Yes – no one knows your hotel and your competitors better than you do. The HQI’s automatically downloaded information can be manually modified, so you can add more services as well as revise evaluations of competitors.
Integrations
How often are real-time PMS updates?
Both forecast and recommendations can be updated up to 5 times per day. These updates also include PMS performance data, competitor pricing data and HQI.
Functionalities
Does the tool also provide group displacement cost analysis?
Yes. The BEONx Groups module includes a complete analysis of displacement, price recommendations for each room type, alternative optimal dates and other revenues for each group quotation.
Will I be able to perform open pricing per room type/segment?
HQI (market quality positioning), current competitor prices, historical competitor pricing strategies and destination events. In the near future, we will also consider the destination demand index, competitor benchmarks and hotel demand (regrets and denials).
Reporting
Are there any reporting possibilities in the tool?
Yes. BEONx unifies tactical decisions and strategic analysis so you have all your hotel’s data in one system. There are more than 10 reports that analyze your strategy from different angles including distribution costs, corporate strategy analysis, cluster reports, etc. Read more in our Total Guide.
Support
Are there any e-learning tools provided?
BEONx has a powerful e-learning tool available called BEONx Academy. It provides member-only access to resources to improve knowledge and skills related to several levels of revenue management. Read more in our Total Guide.
Put BEONx Spark to work on your strategy
Thirty minutes with our team, on your portfolio and your KPIs. You’ll leave knowing what BEONx Spark can execute in your chain and what it can’t.