Reeco, an AI-powered procure-to-pay platform built for the hospitality industry, has added Dallas Venture Capital (DVC) as a strategic investor and expects to grow by more than 2,000 hotels over the next 24 months.
Omri Shalev, cofounder/chief technology officer, Reeco, told Hotel Business that the platform is ready and the funding will be used mainly to scale. “There are a lot of opportunities for us, lots of great deals that are pending,” he said. “Now, we need to start to deliver and execute.”
DVC, founded in 2012, invests in enterprise software companies in sectors that include hospitality. The firm has relationships with hotel owners, management companies, operators and hospitality technology partners, and its DVC Advantage program is meant to extend that network to portfolio companies.
Shalev said the investment brings access to DVC’s network in addition to capital. Most of DVC’s limited partners are owners, management companies and wealthy individuals in the hospitality space.
“Hospitality is incredibly relationship-driven,” he said. “You can build great technology, but you still need the trust of the owners and management companies and the broader system that’s going to make this space work. You can raise money from multiple sources, but raising money from the right partner is difficult. Dallas is a great fit for us.”
Henrik Shimony, cofounder/CEO, Reeco, said the company was selective about who joined its investor base.
“When you raise money, you understand very fast that not all investors are the same,” he said. “For us, it was never only about the money. We are lucky to be in a place where we can choose who we want next to us as we grow, and we chose Dallas Venture Capital because they truly understand hospitality. Through the DVC Advantage, they started opening doors for us even before they invested.”
Dayakar Puskoor, founder/managing director, Dallas Venture Capital, said the firm sees Reeco as established in the sector. “Reeco is already a platform of record in hospitality, solving a clear operational problem in a large and diverse market with a team that understands the industry deeply. Beyond capital, we look forward to accelerating Reeco’s momentum through our network and the DVC Advantage, including customer and relationship development, strategic partnerships and go-to-market.”
Shalev also described where he sees hospitality technology heading. He explained that AI use moved from chat in 2025 to action in 2026, and 2027 will center on transacting. In the action stage, a user can ask for a pizza recipe based on occupancy, inventory level and purchase history. In the transact stage, the user sets an objective, such as reducing food cost, and the system builds a menu around it rather than a single recipe.
He said hospitality remains stuck between the chat and action stages because operators’ technology tools, in general, “don’t really communicate with each other very well.”
In the past couple of years, Reeco has built partnerships with other vendors in the space so that operators’ systems work together.
