The Intelligence Layer
for Connected Hospitality

Reservoir is a cleanroom-enabled intelligence infrastructure built for the hospitality industry. It transforms fragmented guest behavioral data — spread across PMS, POS, loyalty, mobile apps, OTAs, and F&B systems — into unified, actionable intelligence that compounds over time, across stays, and across properties.

Critically, Reservoir does this without centralizing raw guest data or exposing personally identifiable information. We operate on privacy-safe identity tokens, meaning data stays inside hotel-controlled environments at all times. We are infrastructure — not a product layer, not a dashboard tool, not a CRM replacement.

The process has six steps: Ingest → Resolve → Protect → Activate → Deploy → Trigger.

Guest behavior is pulled from existing hotel systems via API (Ingest). Guest identities are resolved inside the hotel's own environment where raw PII still exists (Resolve). PII is then encrypted and tokenized — still within hotel boundaries — so no raw personal data ever leaves (Protect). Those privacy-safe tokens enter Reservoir's engine, where behavior becomes traits, preferences, and intent (Activate). That intelligence is re-attached to the guest token in the cleanroom and piped back into the same hotel systems that sent the data (Deploy). Finally, those systems use Reservoir intelligence to automatically trigger personalized actions at scale (Trigger).

At no point does Reservoir see or store raw guest identity data.

CDPs centralize guest data — which creates trust, privacy, and ownership problems. They require hotels to hand over their data. They produce dashboards, not decisions. They break under modern privacy regulations. They also don't compound intelligence; they aggregate it.

PMS/POS add-ons operate in siloed, local context. They execute workflows but don't learn from them. They can't cross property or brand boundaries. They don't generate behavioral intelligence.

Reservoir is none of these. We sit as a neutral intelligence layer above the stack — we don't replace existing systems, we power them. We operate only on privacy-safe tokens. And critically, the intelligence we generate compounds over time and across properties, creating a moat that grows with every interaction.

Reservoir uses a three-tier recurring revenue model:

Platform Access Fee: $2,000/property/month — covers core cleanroom, identity tokenization, and the base trait engine.

Input Integration Fees: $250/integration/month — hotels pay for each system sending events into Reservoir (PMS, POS, CRM, OTA, loyalty, F&B, etc.).

Output Integration Fees: $250/integration/month — hotels pay to pull personalized intelligence signals back into their execution systems.

A typical property runs roughly $50K ARR. At 100 properties that's $3–5M ARR; at 1,000 properties, $30–50M ARR+. The US market alone includes 60K+ hotels, representing a $3B+ annual opportunity. Globally, 187K+ hotels and a $9B+ opportunity.

Reservoir is currently raising a Pre-Seed round with two milestone-based tranches. We have already secured design partner commitments, multiple pilot agreements, and 8+ additional letters of intent across luxury, enterprise, and independent hotel segments — all pre-funding.

$350K tranche — delivers a working MVP in 12 weeks: unified event ingestion API, identity resolution, privacy tokenization, first-gen trait engine, guest intelligence API, and a lightweight demo surface. Goal: prove the intelligence pipeline is real and demo-ready for pilots.

$700K tranche — delivers production-grade, cleanroom-ready infrastructure with advanced normalization, scalable identity engine, probabilistic scoring, webhooks/activation framework, and CTO-grade technical documentation. Goal: pilot-ready, investor-confidence-building, Series Seed setup.

The founding CTO archetype has been defined and active conversations are underway with senior technical leaders experienced in data infrastructure, identity, and cleanroom-style systems. Compensation, equity, and a 90-day technical roadmap are scoped and ready to execute immediately post-funding.

Privacy is not a feature of Reservoir — it is the structural foundation. The entire architecture is designed so that raw guest PII never leaves hotel-controlled environments. Hotels remain in full governance and control of their guest data at all times.

Reservoir operates exclusively on privacy-safe identity tokens and derived behavioral signals. This design means Reservoir is inherently compliant with GDPR, CCPA, and emerging hospitality-specific data regulations — without requiring hotels to change their privacy policies or expose guest data to a third party.

This architecture also eliminates the trust problem that plagues CDPs and data aggregators: hotels don't need to "trust" Reservoir with their data because we never receive it in raw form.

Four converging forces make this moment inevitable:

Hotels became event-rich: Over the last 5–7 years, hotels digitized every guest touchpoint — PMS, POS, mobile apps, loyalty, F&B, activities, in-room tech. The data finally exists at scale.

Privacy regulation killed centralization: GDPR, CCPA, and consumer expectations made centralized guest profiles untenable — without any single platform able to replace the stack. This created the structural gap Reservoir fills.

Software fragmentation hit a ceiling: Hotels now run dozens of best-in-class systems that don't talk to each other. Replacing them is unrealistic. A neutral intelligence layer is the only viable solution.

AI raised the bar and exposed the gap: AI made personalization possible in theory, but without unified guest intelligence, progress remained isolated, manual, and non-compounding. Reservoir is the missing layer that makes AI-driven personalization structural.

Reservoir's moat is compounding intelligence. As more systems, properties, and partners participate, the intelligence becomes richer, more predictive, and more valuable — while the data itself remains siloed and controlled by each hotel.

This is a structural network effect: every integration makes every other integration more valuable. A hotel joining Reservoir in year two benefits from all the trait modeling and pattern recognition built from year one's activity — without ever accessing another hotel's guest data.

Additionally, because Reservoir becomes embedded in every existing execution system as the intelligence layer, switching costs compound over time. We become load-bearing infrastructure — not a vendor to be replaced.

Reservoir is founded by Matthew Kestenbaum, who has spent his career building the systems that turn human behavior into revenue — at scale.

In his first decade, Matthew helped scale Thrillist into the #1 travel and experience publisher in the world ($75M+ ARR), then scaled Group Nine Media into a global media powerhouse reaching and engaging 100M+ people daily ($200M+ ARR). He then founded Zero Moment Media — a data-driven revenue optimization platform and marketing technology stack — which he bootstrapped to $13.24M in revenue at approximately 80% margin in under 24 months, before successfully exiting via acquisition in June 2022. Since then, he has worked with leadership teams across industries helping design infrastructure that converts fragmented behavioral data into actionable insights that drive meaningful business outcomes.

Reservoir is the culmination of all of that work. His career has centered on a single conviction: if you truly understand what your audience wants, it's really not that difficult to give it to them. The founding team also includes Daniel Yang as Strategic Advisor — former Chief Customer & Innovation Officer at MGM Resorts International and current Managing Partner at Pacific Owl Ventures — who provides strategic guidance on large-scale property rollouts and monetization alignment.

Reservoir is designed to integrate with the full hospitality technology stack via API. This includes Property Management Systems (PMS), Point of Sale systems (POS), Online Travel Agencies (OTA), Customer Relationship Management platforms (CRM), enterprise systems (ENT), mobile guest apps (APPS), Food & Beverage systems (F&B), and activities/amenity platforms (ACT).

Critically, integrations require no workflow changes on the hotel side. Reservoir ingests events and activity data — not operational workflows — meaning hotels can connect their existing systems without disrupting daily operations.