TrustYou now provides hotels with a state-of-the-art guest data platform, powered by Impala
“A smooth integration process and connected tech stack are the state-of-the-art practices every hotel solution provider needs to offer. Impala is the right partner when it comes to connecting to PMS.”

TrustYou makes listening to guest feedback easy and actionable by collecting, analysing, and processing review data for hotels. They are headquartered in Munich, and have six offices across the US, Europe, and Asia. With they work with global operating hotel brands, such as AccorHotels, Louvre, and RedDoorz, as well as license TrustYou’s summarised review data to power website search functionality for Google, Kayak and Hotels.com.
Impala spoke with Michael Menzel, SVP Strategic Partnerships at TrustYou to learn about why they decided to use Impala to power TrustYou’s connections to hotels, and why their existing hotel base should connect to Impala.
Helping companies succeed with the power of feedback
TrustYou’s goal is to help hospitality companies succeed with the power of feedback. For their technology to work effectively, they require hotel data, such as reviews, to provide recommendations to hotel staff to effectively manage their online reputation.
“Reviews are collected from over 200 sources across the globe and added to our database,” says Michael. “We then analyse sentiments, categories, scores, and more, so hotels can improve their performance and operations and manage their online reputation.
“Companies like Google, Kayak and Skyscanner display our summarised review data — Meta-Reviews — to enhance their online offering and personalise the search experience.”
Before connecting to Impala, TrustYou built their own solution called TrustYou Connect. This is an API connecting the core TrustYou product to a hotel’s PMS. But building an API that connects to the thousands of PMS that hotels use around the world is a long and difficult process.
“As TrustYou Connect is a time-consuming integration with many partners involved, we decided to partner with someone that is an expert in this field,” says Michael. “We initially did all the work on our own, which was time-consuming and difficult to scale.”
Working with the industry experts, Impala
Impala’s commercial team reached out to TrustYou directly and the collaboration began after meeting the TrustYou team at their headquarters in Munich.
“It’s a commercial decision, as now we can concentrate on our strength — building the most powerful feedback platform and simultaneously enable seamless integrations with PMS providers,” says Michael. “This is very relevant to our clients in order to build a fully connected tech stack.
“Our hotel customers can benefit from a straightforward process of integration, and the certainty that interfaces are always kept up-to-date. A smooth integration process and connected tech stack are the state-of-the-art practices every hotel solution provider needs to offer. Impala is the right partner when it comes to connecting to PMS.”
Connecting as many hotels as possible to Impala
With the first few hotels connected, TrustYou are looking forward to connecting as many hotels as qualify from their customer base as possible.
“The experience of connecting the first hotels was smooth, as the process has been tested diligently beforehand,” says Michael. “Relevant parameters are being exchanged and we are ready for more hotels to make use of Impala.
“It’s difficult at this point to say how many hotels will be connected, but any hotel that qualifies, and for us, we hope as many as possible will connect. With Impala, we can offer enhanced connectivity to our customers, while staying focused on the development of our own core products.”
By using Impala to power a hotel’s connection to TrustYou, these hotels benefit from a data flow that is easily connected to the technologies they wish to use, and more secure than existing options. Hotel staff can go back to providing the best possible guest experience, supported by the industry’s best technology.
“With a connected tech stack and automated processes, hotels can focus on what’s most important to them — providing a great experience to their guests,” says Michael. “It’s important to always be on top of the guest’s preferences, and connecting TrustYou to their PMS powered by Impala will enable the best possible data flow. This way, the hotel knows the guest’s preferences, and can take action even before they arrive.”
Michael’s advice to other review management platforms thinking of connecting to Impala:
“Just do it!”

