A cloud-based central reservation system (CRS) from vendor Aven Hospitality that, according to the reports, manages reservations across more than 35,000 properties in over 190 destinations.

Why is Lopesan implementing the platform?

To improve direct sales, search-engine visibility and OTA performance and to achieve a balanced, profitable distribution mix — as part of its centralisation and digitalisation strategy.

How much is Lopesan investing?

No investment figure was disclosed. According to the reports, the company also did not make a timeline public.

Is this an isolated case?

No. The use of AI and central reservation systems is an industry-wide trend in hospitality aimed at tighter control of prices and distribution channels.

GRAN CANARIA · BUSINESS

Lopesan bets on artificial intelligence with the SynXis platform

Lopesan Hotel Group, one of the major hotel groups based in Gran Canaria, is betting on artificial intelligence to drive its centralisation and digitalisation strategy. To that end the company has implemented SynXis, a cloud-based central reservation system (CRS) from technology vendor Aven Hospitality. Canarias7 and eldiario.es reported the move on 18 August 2026.

19 August 2026 · By Martin Kosinski · 5 min

Photo: Martin Falbisoner, CC BY-SA 4.0 (Symbolbild).

With the step, Lopesan aims to optimise direct sales through its own brand websites, improve search-engine visibility and boost performance across online travel agency (OTA) channels. According to the reports, the company disclosed neither an investment figure nor a timeline.

What Lopesan has implemented

At the heart of the change is SynXis, a cloud-based central reservation system supplied by Aven Hospitality. It concentrates reservation management in one place and is meant to bring the group's various distribution channels together in a single environment.

According to the reports by Canarias7 and eldiario.es, SynXis manages reservations across more than 35,000 properties in over 190 destinations worldwide. The platform supports both large vacation resorts and urban hotels — a profile that fits Lopesan's mixed portfolio.

Why artificial intelligence

According to the company, the AI built into the platform is meant to increase distribution efficiency and maximise the group's commercial capacity. The goal is a balanced, profitable distribution mix between direct bookings and third-party channels.

The technology is intended to help strengthen direct sales through the brand websites, improve discoverability in search engines and optimise results on OTA platforms. Lopesan also wants the move to lay the groundwork for future expansion.

Voices from the companies

Melquíades Entrena, of Lopesan, framed the step this way: “This investment will allow us to offer more relevant proposals to guests, improve reservation performance and support continuous growth to compete at the highest level in the digital ecosystem.”

Guy Barnes, Sales Director for Europe at Aven Hospitality, said SynXis gives Lopesan “a centralized foundation connecting commercial capabilities in a single environment, improving efficiency and unlocking new revenue opportunities.”

Context: AI in hospitality

The move is not an isolated one. Across the hotel industry, the use of artificial intelligence and central reservation systems is part of a broader trend, as operators seek tighter control over prices, availability and distribution channels.

For Lopesan, the question is less about a single application than about the architecture of distribution: a shared technical base on which brands, channels and data flows can be pooled. How strongly this will affect revenue and occupancy cannot be quantified at this stage.

What it means for guests and sales

For travellers, the shift is likely to play out largely in the background. It could become noticeable where offers on the brand websites are tailored more precisely and booking journeys become smoother.

From a distribution standpoint, Lopesan is aiming for a balance: more direct bookings without giving up the reach of OTA channels. Whether that balance succeeds depends on execution — and the company has not so far released figures on it.

Tip for travellers: When booking Lopesan properties, compare the price on the brand website against the OTA portals.
Direct bookings through the hotel's own site more often come with extras or flexible conditions.

What remains open: Neither an investment figure nor a timeline has been published. The benefits cited are goals stated by the company and the vendor, not a proven result. How much efficiency and revenue actually improve will only become clear in operation.

Facts and figures

Lopesan Hotel Group (based in Gran Canaria) is betting on AI for its centralisation and digitalisation strategy (Canarias7, eldiario.es)
Implemented: SynXis, a cloud-based central reservation system (CRS) from Aven Hospitality
SynXis manages reservations across more than 35,000 properties in over 190 destinations worldwide
Goals: more direct sales, better search-engine visibility, stronger OTA performance, future expansion, a balanced distribution mix
No investment figure and no timeline were disclosed

FAQ

What is SynXis?: A cloud-based central reservation system (CRS) from vendor Aven Hospitality that, according to the reports, manages reservations across more than 35,000 properties in over 190 destinations.
Why is Lopesan implementing the platform?: To improve direct sales, search-engine visibility and OTA performance and to achieve a balanced, profitable distribution mix — as part of its centralisation and digitalisation strategy.
How much is Lopesan investing?: No investment figure was disclosed. According to the reports, the company also did not make a timeline public.
What role does artificial intelligence play?: According to the company, the AI built into the platform is meant to increase distribution efficiency and maximise its commercial capacity.
Is this an isolated case?: No. The use of AI and central reservation systems is an industry-wide trend in hospitality aimed at tighter control of prices and distribution channels.