HQ: Ramsen, Switzerland |
Find them @: axing. com |
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Ünal Isler, who heads up business development and new technologies for Swiss company Axing, is well aware that he works in a business segment that doesn’ t gain too much attention, but whose technology plays a crucial role in running a successful, optimized hotel.“ Middleware solutions are not as publicized or talked about in the context of the hotel tech stack,” he said.“ It doesn’ t grab headlines.” That may be, but it’ s the“ silent enabler” or“ invisible conductor” he calls it, powering a seamless hotel technology |
experience, where things like the TV, broadband, the PMS and other guest services need to work in harmony. Consider Axing’ s IPTV middleware, which links the headend hardware with smart TVs, IPTV tuners and the hotel’ s PMS system,“ creating one smooth, connected experience,” Isler said.“ That means guests can enjoy custom welcome screens, easily navigate channels, order room service from the TV or check out without calling the front desk— all from one intuitive interface.” Like most, he has a future in mind |
for middleware that leans on intelligent automation, real-time personalization and deep system integration and,“ Yes, he said, AI will play a central role.” Middleware platforms are already laying the groundwork by connecting PMS systems, smart TVs, streaming tools and guest services into a unified network, he said.“ The next step is using AI to analyze guest behavior and automate decision-making where, for instance, middleware can proactively adjust room environments based on preferences, recommend |
Ünal Isler, head of business development, Axing
content or even suggest hotel services based on previous stays.
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DerbySoft |
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HQ: Dallas |
Find them @: derbysoft. com |
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DerbySoft isn’ t categorically traditional middleware, but it is certainly a type of middleware, according to Divisional CEO Duane Overgaard. Its software offers connectivity services through a single connection to travel distributors. Consider its Property Connector, which enables hotels to connect to more than 500 channels and manage rates, availability and inventory on one platform through the PMS.“[ Our ] solutions focus on driving sales opportunities and helping hotels reach a broader global marketplace,” Overgaard said, through online travel agencies |
or direct bookings. At its core, DerbySoft puts property rates, availability and inventory where travelers are shopping. You could say it was put on the map several years ago when a large global chain came to it with a connectivity challenge related to a global OTA.“ We successfully solved this challenge for them, and the result was our industryleading cache,” Overgaard said. Though DerbySoft is assuredly a technology company, Overgaard counts listening as its best service.“ This is what DerbySoft does best,” he said.“ Often, a hotel chain or distributor will come to us with a problem and it is not quite sure what solution |
they’ re looking for. We dig into the challenges and listen to understand the gaps that they’ re trying to solve. At the end of the day, we’ re problem solvers.” It’ s also into AI, working on an initiative to take free-form descriptive text and format it into useful data elements, allowing details about a specific room, such as bedding, amenities, view, to be displayed alongside the room listing, helping properties differentiate their offerings.“ While this may seem like a given, the antiquated technology systems that many travel companies use today are simply unable to accommodate this type of detail,” Overgaard said. |
Duane Overgaard, divisional CEO, DerbySoft |
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July / August 2025 hotelsmag. com 75 |