Hapi now connects more than 100 hotel systems in production across 15,000 hotels, and the Miami-based connectivity company is betting that infrastructure on a new pair of products: Hapi Guest Identity and Hapi Data Lakehouse.

Announced today, the solutions tackle a structural problem for hotel operators. The same guest typically appears differently in a property's PMS, restaurant, spa, loyalty program, and survey platform, leaving each system holding only part of the guest relationship. Hapi Guest Identity resolves those fragmented records into a single "golden" guest profile in real time, built from verified behavior across properties and touchpoints.

How does the identity matching work?

Hapi uses deterministic matching rather than probabilistic inference. The system links records only when they share verified identifiers — an email address, a phone number, or a loyalty ID paired with a name. When records conflict, Hapi applies precedence rules while keeping the original source records intact.

Critically for operators weighing AI investments, Hapi does not create a profile unless it is confident in the match. The golden record contains sourced guest information, not inferred or synthesized attributes — a governance position aimed at hotels feeding this data into CDPs, CRM platforms, business intelligence tools, and AI applications.

A companion browser extension, Hapi Guest Pop, pushes that identity intelligence to staff during the stay. It surfaces the known guest inside the applications employees already have open, including the PMS, so frontline teams can recognize guests at check-in without toggling between systems or adding another application to their workflow.

What replaces what — and who pays?

Hapi Data Lakehouse replaces the generic data cloud model that starts empty and requires lengthy integration work. It ships pre-connected to the hotel systems Hapi already supports and normalizes reservation, guest, stay, and folio data into one hospitality-specific, AI-ready data model. Data is stored in open formats, accessible in near real time or exportable to a hotel organization's own cloud environment.

Hotels retain control over which systems and technology partners can access and activate the data — a hedge against vendor lock-in as chains layer new tools onto their stacks.

Luis Segredo, founder and chief strategy officer at Hapi, framed the stakes in operational terms: "Getting an identity wrong in a marketing email may be a minor mistake. Getting a guest's name, loyalty status, or preferences wrong during the stay can undermine the experience in a much more meaningful way. The closer that data gets to the guest experience, the more important it is to know you have the right person."

He added: "The hospitality industry has talked about the golden guest profile for years, but the real opportunity is what hotels can do once they have one they can trust."

A sharper strategic focus

The launch marks Hapi's first major product initiative since the company exited the CRM space and moved Hapi Guest CRM to sister company Aquiva, a consulting and engineering firm with deep Salesforce expertise. The divestment positions Hapi as a data-and-identity layer that supports the broader hotel technology ecosystem rather than competing within it.

That neutrality matters for Hapi's client base, which includes IHG Hotels & Resorts, Wyndham Hotels & Resorts, Sonesta Hotels, Rosewood Hotels, and Starwood Hotels and Resorts. A connectivity provider that also sold a CRM would struggle to convince rival CRM, CDP, and AI vendors to plug into its data foundation.

By combining its existing connectivity footprint with identity resolution and a governed lakehouse, Hapi gives hotel organizations data portability across the tools they use today — and the option to adopt whatever comes next without rebuilding their guest data foundation.