Built by Soulution · Live · Luxury hospitalityWe built an AI platform for luxury hotel partnerships. This is what that looks like.
Penguins.travel is an AI-powered collaboration platform connecting luxury hotels with elite travel advisors — making every representation relationship measurable and profitable for the first time.
Built and operated by Soulution — live today, with more than four hundred luxury properties in the catalogue.
Hotels spend millions on representation. They have no idea what's working.
A luxury hotel invests in representation partnerships — paying fees, hosting FAM trips, creating offers, building relationships with travel advisors.
And then operates completely blind.
Did that FAM trip generate bookings? Which advisors actually drove revenue? Which offers converted? What's the ROI on the last 12 months of representation spend?
Nobody knew. Not because the people weren't capable. Because the data layer didn't exist.
There was no digital workspace where hotels and advisors could collaborate, track performance, and prove results.
Penguins built it.
Four capabilities.
Prove your representation ROI
Advisors upload booking confirmations. Hotels finally see verified performance. Not guessing. Not hoping. Clear data showing which advisors deliver and which offers work.
Agent Maria: 18 bookings, $74K revenue, 4.9/5 satisfaction, 94% booking completion.
Agent Carlos: 2 bookings, $9K revenue, 3.5/5 satisfaction.
Now you know who gets invited to your spring FAM trip. And who doesn't.
Smart offer distribution
Create offers in 15 minutes using templates. Distribute to targeted advisors. Offers automatically white-label with advisor branding and personalise for their client segments — family travelers, adventure seekers, spa clients.
Winter Romance Package: Created Monday 10am.
Distributed to 30 advisors. Auto-personalised.
22 advisors shared it. 8 proposals sent.
3 confirmed bookings by Friday.
$18K revenue. 5 days.
The 24/7 knowledge assistant
AI assistant trained on verified hotel data. Advisors get instant answers about property details, amenities, experiences, and offers — any time, any time zone, without waiting 18 hours.
Before Skipper: 40–60 advisor questions/month, 12-hour average response time.
After Skipper: 6–10 questions/month reach the sales team. 87% answered instantly. Sales team refocused on strategic accounts.
Drive advisor activation
Points-based rewards for bookings, training, engagement. Advisors compete to perform. Hotels decide the values. Representation becomes performance-driven.
After launching rewards: advisor bookings increased 34% in Q1.
Top 10 advisors went from 8 to 14 bookings/year. Advisors prioritise properties where their work is recognised.
The properties advisors research here.
More than four hundred luxury properties sit in the catalogue an advisor searches — each with its own rooms, photography and the material Skipper answers from. A few of the houses represented:
- 400+
- luxury properties in the catalogue
- 800
- luxury advisor records, researched rather than self-reported
- 24/7
- answers from Skipper, grounded in each hotel’s own material
No change to how you book. Just a collaboration layer on top.
Advisor books client through any channel
Hotel website, phone, email, GDS — any method. Penguins doesn't change the booking process.
Advisor uploads confirmation
Web interface. Takes 2 minutes. Future: automated via PMS integration.
Hotel verifies the booking
Hotel team confirms in their system.
Attribution and rewards confirmed
Booking attributed to advisor. Hotel sees performance data. Advisor earns reward points.
Think of it as LinkedIn for hotel-advisor relationships: you still do business your way, but now hotels see who's driving results.
Penguins is Soulution's thesis applied to an industry.
The problem is the same one we see everywhere: a business making decisions about its best customers without the intelligence to know who they are and what they deliver.
Hotels didn't know which advisors to invest in. Which FAM trips to invite people to. Which offers to create for which market segments.
We built the data layer. Added AI where it removes friction (Skipper). Added matchmaking where it improves targeting. Made invisible relationships visible.
If your industry has the same problem — invisible performance, unmeasured partnerships, decisions made on faith instead of data — that's the kind of problem we build for.
Penguins.travel is a Soulution product. Built and operated by Soulution Insights LDA, Cascais, Portugal.