How This AI Hospitality Agent Is Transforming Guest Communication Across 60 Hotels

It is midnight in a mountain town. You have been driving for nine hours, your kids are asleep in the back, and the hotel lobby is empty except for a bell on the counter and a sign that says “ring for service.” Nobody comes. Now imagine instead that an AI hospitality agent already knew you were arriving, answered your text before you had parked, and had your fishing guide booked before you had unpacked the car. That is not science fiction. Guest communication like it is already running across dozens of hotels in Europe, with a human-sized holographic front desk next on the roadmap.

FLAE Robotics is generating recurring revenue and preparing for international expansion, including the US market.

Ryan sits down with Filip Linek, founder of FLAE Robotics and creator of BE-A, the AI hospitality agent built by a hotelier who could not hire humans fast enough. Filip's story is the founder arc in miniature: he built packaging distributor OSKAR PLAST from 1997, sold it to global giant Bunzl in 2014, tried retirement, lasted three months on the golf course, then bought two hotels in the Czech Republic and discovered the industry's dirty secret. Hospitality is drowning. Hoteliers tell him the same thing every month: we hire anyone who shows up to the interview, if they show up at all.

So he built what he could not hire. BE-A is not a chatbot bolted onto a website. She handles the full guest journey across email, WhatsApp, phone, and soon a human-sized holobox at the front desk, with a physical humanoid targeted for the end of 2027. She matches OTA prices within set limits, escalates to humans on demand, maintains context across guest interactions, and gives hotels something they have never had: a full transcript of every guest conversation. Filip says the company is live in roughly 60 hotels, converting one in three demos, and eyeing international expansion, with Denver a likely landing spot in the US.

The deeper thread of this conversation is a contrarian bet: that guests may come to prefer AI as the first touch, because speed, accuracy, and availability beat a tired human at midnight. Filip is refreshingly honest about the limits too. He is a self-described skeptic on general-purpose humanoids, walking robots, and robot housekeepers. The front desk, he argues, is the one perfect use case: all communication, no locomotion.