This launch, announced at Hospitality Expo London, marks a major milestone on the path to the future full-scale virtual receptionist and offers a potentially game-changing solution to overstretched front desk teams and hotel customer service. BE-A Virtual arrives in the UK following its success in the Czech Republic, where it is already in use at several hotels.

Persistent staffing shortages remain a pressing issue for the UK hospitality sector, with vacancies 48% higher than pre-pandemic levels.  In response, FLAE Robotics is introducing a capable, multilingual alternative that is available 24/7.

BE-A Virtual sets itself apart from conventional chatbots and automation tools by directly integrating with leading property management systems, including Oracle, MEWS, and SABRE, with AI to understand and respond to requests from guests. This allows it to act as an active AI agent, giving it access to live data and the ability to perform actual tasks, from assigning rooms to sending confirmations. The service is designed to help hotels cut front desk labour costs by 40–60%, with pricing models offered on a monthly per-room basis. BE-A currently handles approximately 85% of guest requests and front desk operations within hotel environments for its existing clients.

The current iteration, BE-A Virtual, communicates via text, but before the end of this year FLAE Robotics plans to launch BE-A Voice, which will handle all telephone communication with guests. In 2026, hotels can look forward to BE-A Avatar, a physical receptionist capable of taking over the complete scope of front desk work and enabling face-to-face interaction with guests.

BE-A takes over routine tasks so human staff can focus on personal guest engagement, allowing hotels to bring back perfect service. The AI receptionist supports front desk teams by autonomously managing guest communications across channels such as email, web chat, and WhatsApp. BE-A Virtual can instantly respond to questions, process bookings and rebookings, and handle special requests – all without human intervention.

BE-A has been designed by hoteliers for hoteliers, with an expert team behind the technology. Founder, Filip Linek, brings deep hospitality expertise as owner and manager of luxury hotel group, PECR Hotels in the Czech Republic. The idea was sparked by the operational challenges with staffing and costs Filip faced while managing his own operations, and his conviction that the hospitality industry requires a major technological shift. The company assembled a working group of forward-thinking hoteliers to provide insights on BE-A’s development and align its capabilities with real operational needs.

Filip Linek, Founder of FLAE Robotics, said: “We created BE-A out of necessity – not to replace people, but because we couldn’t find them. We realised the industry needed a practical, scalable solution that could step in when staffing gaps exist, delivering a high level of service and responsiveness. The system was built for the real-world pressures of hotel operations – not just as a concept or showroom piece.

We also see BE-A as part of a broader transformation – one where automation and cutting-edge AI work in perfect concert with hotel teams to raise service quality, strengthen operational resilience, and help future-proof the industry. This is not about removing people from hospitality – it’s about giving them the tools to deliver even better service. With BE-A, we believe hotels can finally restore the perfect guest experience.”