Farco and The Palace Company

The Palace Company is a global, family-owned luxury hospitality group serving over 1.5 million guests annually with a team of 15,000+ people.Over the past three years, Farco has partnered closely with the company to drive its digital transformation—embedding within key teams to redefine the guest experience across multiple products.

A tailored guest app driven by context and data.

It has always been key that each guest’s experience is fully contextual and tailored. The app adapts to each guest by leveraging data—past stays, preferences, behaviors, trip context—in order to personalize recommendations and relevant experiences.

Employee tools that elevate service

The goal is not to replace human-to-human service, but to elevate it. We are building tools that give employees real-time insights into each guest’s preferences and context, enabling more proactive, personalized and consistent service, at scale.

What guests experience is shaped by what they don't.

We are bridging the gap between physical and digital experiences—connecting product and operations in an ‘invisible’ layer enables moments that feel effortless and elevated during a guest’s stay.

In addition, behind each guest-facing price is also a sophisticated system. Sales teams can precisely optimize pricing using real-time data (occupancy, costs, ADR, RevPAR), resulting in clearer, more competitive, and relevant offers.

Designing delightful moments throughout the guest journey.

Beyond functionality, we focus on creating moments of magic. Thoughtful micro-interactions and features create a sense of delight that reflects the essence of hospitality—making every moment feel considered, personal, and special.

Technology is redefining hospitality.

AI is unlocking a new level of personalization—adapting the app to every guest in real time—in order to remove friction, anticipate needs, and allow employees to focus on what truly matters: delivering exceptional, human-centered service.

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