Since 2004, we’ve been running hotels. Managing properties. Navigating the chaos of group sales, revenue management, and operations. We’ve done every job—from front desk to ownership—and we’ve lived the daily grind that comes with it.
In 2013, we built and launched Kriya RevGEN, a revenue management platform born from our own frustration with the tools available to multi-brand operators. By 2022, we’d grown it into a solution that OTA Insight (now Lighthouse) acquired.
And now? We’re building Matrix.
Not because we saw a market opportunity. Not because investors told us there was a gap to fill.
We built Matrix because we were frustrated users who knew there had to be a better way.
If you’ve ever waited 30 seconds for a CRM page to load, rebuilt the same proposal for the hundredth time, or paid thousands for a “feature” that should’ve been standard… you know exactly why Matrix exists.
Who We Are Today
The Hotelier Foundation
Since 2004, we’ve been operating Kriya Hotels—a multi-brand portfolio where we’ve done every job imaginable. Not as passive investors watching from afar, but as hands-on operators living the day-to-day reality of running hotels.
From front desk operations to revenue strategy, from group sales to ownership decisions—we’ve been in the trenches. We’ve managed the workflows, felt the frustrations, and celebrated the wins that come with hotel operations.
That foundation matters because Matrix isn’t built by people who think they understand hotel sales. It’s built by people who live it.
The Tech Track Record
In 2013, we launched Kriya RevGEN because we needed brand-agnostic revenue management tools that simply didn’t exist. As multi-brand operators, we were tired of systems that only worked if you were 100% Marriott or 100% Hilton. We needed something built for the real world of hotel ownership.
So we built it ourselves.
By 2022, we’d grown RevGEN into a platform that OTA Insight (now Lighthouse) acquired. That exit wasn’t just a business milestone—it was validation that we know how to build hotel technology that actually works because we’re the ones using it every day.
The Partnership
As co-founders and partners in life and business, we’re never not thinking about Matrix. That might sound exhausting (and sometimes it is), but it also means we’re building this with a level of urgency and purpose that’s hard to match. When your livelihood, your reputation, and your family’s future are on the line, you don’t ship mediocre products.
Nina brings business rigor from OU’s business school, legal expertise from USC Law, and two decades of hotel operations leadership. She’s been the driving force behind Kriya Hotels’ success and now leads product development for Matrix. If you’ve ever used a feature in Matrix that just makes sense, that’s Nina’s operational excellence at work.
Together, we’re building the platform we wished existed when we started in 2004.
Nina Chudasama, Co-Founder – bringing operational excellence to every feature
The “Aha” Moment: Why Matrix Had to Exist
The Internal CRM (2014-2022)
Back in 2014, we built an in-house CRM for Kriya Hotels. Not because we wanted to be in the software business, but because nothing on the market fit our workflow.
For eight years, we refined it. Made it faster. Added features. Removed friction. It became the backbone of our sales operations—the tool our team actually wanted to use, not the one they were forced to tolerate.
And then in 2022, we took a hard look at what else was out there.
What we found was eye-opening.
The Spain Year: A Moment of Clarity
In 2022, we made a big decision: we picked up our family and moved to Madrid for a year.
It wasn’t just an adventure (though it was certainly that). It was a strategic pause—a chance to step back from the day-to-day grind, give our three kids a global perspective, and think deeply about what we wanted to build next.
It was during that year in Spain—away from the immediate pressures of operations—that we had the clarity to see just how broken the hotel CRM landscape really was.
What We Found (And What We Couldn’t Ignore)
We saw legacy platforms that felt like they were built in 2005 and never updated. Slow page loads. Clunky navigation. Architecture that couldn’t keep pace with how fast technology was moving.
We saw enterprise CRM tools that were wrapped in a “hotel skin”—built on massive platforms that were never designed for hospitality. Every feature was an add-on charge. Support was… let’s just say, less than stellar. And the workflows felt like they were designed by people who’d never actually worked a hotel sales floor.
We saw authoritarian development models where hoteliers were told what they needed rather than being heard. Companies that shipped features that looked good in a pitch deck but didn’t work in real life.
And everywhere we looked, we saw the same thing: PDF reports in an era of real-time data. Manual data entry when automation should be standard. Systems that felt like they were working against hotel salespeople instead of for them.
There was a structural hole in the market.
No one was building B2B CRM for hotels with modern architecture, real-time data, AI integration, and—most importantly—actual hotelier input driving every decision.
So we decided to build it ourselves.
From the ground up.
The right way.
Our Philosophy: How We Build Differently
Users First, Founders Second
Matrix exists because we needed it as hoteliers. That changes everything.
We’re not trying to force an existing product into a hotel workflow. That’s like jamming a round peg into a square hole—it might fit eventually, but it’ll never feel right.
Instead, every navigation path, every click, every data point in Matrix is designed from our real-life experience managing hotel sales. We know what information a salesperson needs at 9 AM when they’re triaging leads. We know what a sales director needs when they’re coaching their team. We know what a revenue manager needs when they’re analyzing group pace.
We know because we’ve been there. We are there.
Built for Speed, Data, and Intelligence
Matrix is built on modern architecture that moves as fast as technology moves.
That means real-time reporting, not PDFs that are outdated the moment they’re generated.
AI-powered insights that surface opportunities you might have missed, not endless manual data entry.
Intuitive workflows that feel natural from day one, not systems that require weeks of training and still never feel right.
We’re not wrapping an old platform in new packaging and calling it innovation. We’re building from scratch with speed, data, and user experience as non-negotiables.
Getting Started Shouldn’t Be the Hard Part
We’ve seen it too many times: hotels that want to switch CRM platforms but feel trapped by the nightmare of data migration.
Legacy systems make it expensive, time-consuming, and risky to move your data. They drag out implementation timelines. They charge consulting fees for what should be straightforward. Some even seem designed to keep you locked in—because if leaving is painful enough, you won’t.
We designed Matrix differently.
We make data migration as inexpensive and frictionless as possible. No complex consulting engagements. No months-long implementation projects. No hidden fees for importing your contacts, accounts, and opportunities.
Why? Because we’ve been the customer stuck in that position. We know what it’s like to have years of sales data locked in a system that’s not serving you anymore. We know the fear of losing critical information during a migration.
Your data is yours. Moving it to Matrix shouldn’t feel like a hostage negotiation.
We built migration tools that work. We provide hands-on support during the process. And we price it fairly—because we believe the barrier to better technology shouldn’t be the pain of getting there.
The Feedback Loop That Changes Everything
Here’s what makes us fundamentally different: Kriya Hotels uses Matrix every single day.
Our sales team isn’t just a case study we trot out for marketing. They’re our beta testers, our reality check, our frontline feedback loop. When something doesn’t work, we hear about it immediately—because it’s affecting our own operations.
When a user says “this could be better,” we’re not just listening. We’re experiencing it firsthand.
That two-way feedback model drives our innovation. We don’t shove features down your throat because they tested well in a focus group. We build what actually works because we’re living it alongside you.
Bootstrapped, Independent, and Proud
We’re self-funded. No venture capital strings. No corporate overlords. No pressure to build features that look good in a pitch deck but don’t work in real life.
We’re the David in a market full of Goliaths—and honestly? We like it that way.
It means we answer to hoteliers, not shareholders. It means we can take the time to build things right instead of rushing to hit arbitrary growth targets. It means when we say “we’re listening,” we actually mean it—because our success depends on building something you actually want to use.
Are we smaller than the big enterprise players? Absolutely.
Do we move faster, care more, and build better because of it? We think so.
What Drives Us
We’re building Matrix for the hotel salesperson who’s drowning in administrative work when they should be selling.
For the sales leader who can’t see what their team is actually doing until it’s too late to course-correct.
For the revenue manager who needs forward-looking visibility into the pipeline, not just historical data about what already happened.
For the hotel owner who wants to own their data, not rent it from a platform that holds it hostage.
For the consultant managing five properties who needs one system that works across all of them.
This isn’t a quick flip for us. We’re not building Matrix to sell it in three years and move on to the next thing.
We’re hoteliers. This is our industry. These are our challenges. And we’re in this for the long haul.
We’re building the platform we wished existed when we started in 2004—and we’re building it for every hotelier who’s ever felt like their CRM was fighting them instead of helping them.
Building the future of hotel sales—one thoughtful workflow at a time
Join Us on This Journey
Matrix is live. It’s working. And it’s getting better every single week.
We’re not looking for beta testers or guinea pigs. We’re looking for hotel operators who want to be part of building the future of hotel sales technology. Partners who help us shape what comes next. Hoteliers who are as frustrated with the status quo as we were—and ready for something better.
If you’re tired of CRM platforms that feel like they’re working against you instead of for you…
If you believe hotel sales technology should be built by people who’ve actually done hotel sales…
If you want a partner who’s listening, innovating, and moving fast because they’re living your challenges every day…
Then let’s talk.
Let’s build something better—together.
Raj & Nina Chudasama
Co-Founders, M1 Intel
