Direct booking for Boutique Hotels
Sookzaa is the Thai-built hotel system that brings AI chat in every language, direct booking, upselling and a full property management system (PMS) together. It doesn't just record bookings: it helps guests book direct with you and spend more every stay.
What Thai hotels face every day
Every booking-site reservation loses commission before the money reaches you. Every unanswered chat is a guest who books elsewhere. And most hotel systems were built to record bookings, not to help you sell.
Every room sold through a booking site costs you a cut, every night, and the guest belongs to the site, not to you.
Sookzaa: bring guests to book direct in chat on WhatsApp, Facebook or LINE, with deals booking sites can't match
A guest asks for a price at 10pm. By the morning reply, they've already booked somewhere else.
Sookzaa: AI answers instantly, 24/7, with real availability and prices
Chinese, English, Korean: the front desk translates message by message, or leaves chats waiting.
Sookzaa: AI replies in the guest's language and translates into Thai for your team
Transfers, spa, breakfast, tours: all extra revenue, but nobody offers them at the right moment.
Sookzaa: offers extras in chat automatically, like an online shopping cart
No guest data, no follow-up. Next year they book through the booking site again.
Sookzaa: keeps guest records and sends deals to bring them back direct
One system for bookings, another for chat, accounts in Excel. Several bills, nothing connected, and mistakes slip through.
Sookzaa: chat, bookings, rates and guest data in one system, on one bill
Most hotel systems track who's in which room, but never tell you which nights need selling or which guests are ready to book again.
Sookzaa: shows what to sell, to whom and when, then helps you send it
Answering the same questions, re-typing details, paperwork by hand. Time that should go to the guest in front of them goes to admin.
Sookzaa: automates the repetitive work so your team gets back to hospitality
The same price all year: too cheap in high season, empty rooms in low season because nobody saw it coming.
Sookzaa: see rooms left to sell and demand ahead, then adjust rates and send deals in time
A 3-star review on Google or Agoda waits weeks for a reply, or never gets one. The next guest reads it, sees nobody cared, and books the hotel next door.
Sookzaa: AI writes a reply to every review in the guest's language, and you approve it with one tap
The commission you pay every month
Slide to your monthly room sales through booking sites and the commission rate you really pay. Every booking that moves to direct keeps that money in your hotel.
Commission paid to booking sites each month
฿36,000/monthThat's about ฿432,000 a year.
The currency fees you pay every month
When your hotel software bills you in US dollars, your card or bank adds a foreign-transaction fee and an exchange-rate margin every single month. Slide to your monthly bill and see what goes on fees alone.
Lost to currency fees each month
฿306/monthThat's about ฿3,672 a year.
Estimate at ฿34 to the US dollar. Your real fees depend on your bank and card.
More than a PMS
Chat, direct booking, rates, upsells and guest data work together in one system, every part pulling towards more revenue, from the guest's first message to the deposit.
Whatever the time or language, every message lands in one inbox.
Using your hotel's real rooms, prices and policies, and translating everything into Thai for your team.
Photos, prices and what's included appear as cards in the chat. Guests choose with one tap.
Transfers, spa, breakfast, late check-out, offered straight away like “frequently bought together”.
Flash deals and direct-booking codes make guests decide now, instead of comparing on booking sites.
Guests scan and pay in the chat. The booking lands in the room chart with their details, no re-typing.
Selling tactics from online shopping
The big shopping apps get people buying more every day with deals, codes and freebies. Sookzaa brings the same tools to your rooms, tuned for Thai and international guests.
Thai shoppers wait for every double-date sale: 9.9, 10.10, 11.11, 12.12. On the day, Sookzaa sends your deal to past guests on LINE and WhatsApp by itself. Book today, stay later, with no commission.
An empty room tonight is revenue gone forever. Send a limited-time deal to past guests on WhatsApp or LINE and turn quiet nights into sales.
Direct-only codes, returning-guest codes, birthday codes. Your direct price beats the booking sites, and you still keep more.
Room + breakfast + transfer, or room + couple spa. Bundles that beat buying separately make guests happy to spend more.
Welcome, first morning and pre-checkout messages go out automatically, with offers that suit each guest.
Stay a set number of nights, earn a free night or a gift. Guests see their stamps in their chat and come back to book direct.
Guests who booked through a booking site get an invitation to chat with you on WhatsApp or LINE, and a perk at check-in. Next time, they book direct with you.
What changes with Sookzaa
AI receptionist
The AI replies to guests in their own language with your hotel's real information, and translates every conversation into Thai for your team. Your front desk doesn't need to speak five languages to serve the world.
Rooms, prices, availability, check-in times, directions, pet policy: the AI answers instantly. Anything outside its scope goes to your team with a summary in Thai.
When a new review lands on Google, Agoda or Booking.com, the AI writes a reply that thanks the guest by name, answers what they raised and sounds like your hotel. Low ratings come to you on LINE first.
James C. · 2 days ago
Lovely staff and a great breakfast, but the room facing the street was noisy at night.
Thank you for staying with us, James, and for the kind words about our team and breakfast. We're sorry the street noise kept you up. Next time, mention it when you book and we'll keep a quiet garden-side room for you.
The owner's dashboard
Occupancy, revenue, average rate, where bookings came from and what's waiting for you today, wherever you are, on a computer or a phone.
The demo dashboard uses sample data from a fictional hotel.
Faster check-in
Everyone arriving at 2pm is fine, because the paperwork is done before the guests walk in. No paperwork at the desk.
Sookzaa does it automatically
Three taps
Less work at the desk, so the team has more time for guests.
See check-in in the demoProperty management system (PMS)
Everything a Thai hotel uses every day, from the room chart to TM30 documents.
Every room, every night, at a glance
Today's arrivals and departures in one click
Which rooms to clean first
Know which nights need a push
Stays, birthdays and allergies
Before arrival, during and after
Issue Thai-format tax invoices instantly
Foreign guest reporting, prepared
Track deposits not yet paid
Send quotes and follow up
Reminders to send deals and fill rooms
Occupancy, ADR and booking channels
Why Sookzaa
Hotel systems from abroad are built for a global market. Sookzaa is built for the way Thai hotels work, and the way guests in Southeast Asia actually book.
| Sookzaa | Hotel systems from abroad | |
|---|---|---|
| Your bill | Thai baht by bank transfer or PromptPay, no credit card. The price doesn't move with exchange rates | Usually billed in US dollars to a credit card, so the cost changes with the exchange rate |
| Language | Thai-first, in the system and the support team | Mostly English |
| Guest chat | WhatsApp, Facebook and LINE in one inbox, with multilingual AI replies | Often needs extra integrations, and rarely covers LINE for Thai guests |
| Selling | Flash deals, codes, bundles and upsell in chat, like the best online shops | Focused on managing rooms rather than selling them |
| Thai paperwork | Thai tax invoices and TM30 documents | Often handled outside the system |
| Guest payments | PromptPay deposits in the chat | Mainly credit cards |
| Support & training | Setup and staff training in Thai, from people who live here | Chat or email, often in English and another time zone |
| The Thai way | ||
| Kreng jai เกรงใจ | Your AI answers guests with Thai politeness: warm, never pushy | Often translated, one-size-fits-all replies |
| Jai yen ใจเย็น | Calm, patient help, even in the middle of a check-in rush | Often a ticket queue and auto-replies |
| Bunkhun บุญคุณ | A long-term partner who looks after your hotel, not just a contract | Usually a subscription and a help-desk link |
| Sanuk สนุก | Simple enough that your staff actually enjoy using it | Often complex, with long training |
| Phu yai, phu noi ผู้ใหญ่ ผู้น้อย | We respect your experience: we guide, we don't lecture | Usually one playbook for hotels everywhere |
Built by online sellers
We didn't start with hotel software. We started by selling online in Thailand, and built Sookzaa from what actually works.
selling online in Thailand
WhatsApp, Facebook and LINE in one inbox
currency fees: billed in Thai baht
Every kind of stay
From a six-room guesthouse in the old town to a pool villa on the islands: one system, set up for the way you sell.
Free rooms, money in and problems at every property, on one phone. If one place is full, the AI offers your other property instead of losing the guest to a booking site. Staff see only their own property; you see everything.
Pricing
From ฿2,000 a month for small places of up to 10 rooms. Larger hotels are priced by number of rooms, paid in baht. Tell us how many rooms you have and we'll send you a price. Setup, data migration and staff training are included.
Extra services
Done for you by the Sookzaa team, priced per job. Ask us on a free call.
A new site or a refresh, with direct booking and chat buttons
A profile guests can actually find
Photos, room names and descriptions that sell
Accounts, greetings and menus
From a team that sells on TikTok itself
Aircon, hot water and pumps, by an engineer
Get started
Pick a time that suits you. We call you, show you Sookzaa for your hotel and send you a price. No pressure, no credit card.
Prefer to chat? LINE or call +66 95 782 2057.
