Why We Updated GoTab’s Brand Promise: Putting Experience First in Hospitality Commerce
GoTab has unveiled an updated brand promise, positioning itself as the entertainment commerce platform built to elevate the guest experience. As hospitality operators face tighter margins, rising guest expectations, and new business models like eatertainment, GoTab is helping them do more with less—streamlining operations while delivering exceptional service. The update reflects the company’s continued evolution alongside its customers, offering powerful tools for mobile ordering, ticketing, events, and back-of-house efficiency. More than a rebrand, it’s a renewed commitment to helping operators thrive without compromising the moments that matter most.
GoTab has always stood for the belief that hospitality is about more than transactions—it’s about delivering amazing guest moments. Whether it’s a packed brewery on a Saturday night, a high-energy food hall during a rush, or a hotel rooftop at sunset, the best guest experiences are built on seamless and personalized service.
That belief is now front and center in our updated brand promise:
GoTab is the entertainment commerce platform built to elevate the guest experience. We empower every hospitality operator with budget-friendly tools to streamline service and grow revenue without sacrificing the moments that matter most to their guests.
Why the update? And what does it mean for our customers and partners?
The Evolution of Our Customers’ Needs
The hospitality industry is changing fast. Our customers have to do more with less—fewer staff, tighter margins, and rising guest expectations. Meanwhile, new business models like eatertainment and immersive dining experiences are pushing the boundaries of what it means to deliver a great experience.
GoTab has evolved alongside these trends. Our platform is now powering some of the most dynamic hospitality concepts in the country—places where operational efficiency has to exist in harmony with exceptional service. And that’s just here in the U.S. Stay tuned for some exciting news coming soon about our expansion abroad.
Why “Entertainment Commerce”?
“Entertainment commerce” reflects the reality of where the industry is headed. The lines between dining, entertainment, and retail continue to blur, and guests expect more from every interaction. They want ordering to be fast, payments to be easy, and their experiences to be memorable—from the moment they book to the moment they leave.
That’s why GoTab doesn’t just support what happens in-venue—we help operators create a cohesive journey across every guest touchpoint. Whether someone is reserving a bowling lane, buying tickets to a comedy night, or joining a group event, GoTab ensures the experience flows seamlessly from the digital to the physical.
We also support robust event management workflows and integrations—like our partnership with Tripleseat—to help operators better manage private events and group bookings. For large-scale venues, events are often a critical revenue driver, and our shared focus on operational excellence makes GoTab and Tripleseat a powerful match.
Prioritizing Experience and Efficiency
Our updated brand promise highlights two things we believe should never be in conflict: the guest experience and operational excellence. Hospitality operators shouldn’t have to choose between delivering a great time and running a profitable business. With GoTab, they don’t have to choose.
We’re here to help you:
Delight guests at every touchpoint—from first order to final check, including reservations and ticketing
Streamline service and kitchen operations with integrated back-of-house tools like opsi
Empower staff to do more with less and reduce labor strain
Unify your tech stack with our open API and broad integration ecosystem—from accounting and reservations, to brewery management and gaming
Looking Ahead
This update is more than just new language—it’s a re-commitment to the operators we serve. It’s a reflection of how far we’ve come, and where we’re going: building tools that prioritize people, not just processes.
To everyone who’s been part of the GoTab journey so far—thank you. We’re excited for what’s next.
Let’s grow!
-The GoTab Team
Tap Room Playbook Episode 2:
When you really think about it, with everything managers need to do in a tap room, the hospitality aspect is often overlooked.
Situated “in the heart of it all, yet tranquil enough to make you feel away from it all too,” The Limelight Hotel Snowmass offers 99 hotel rooms and 11 residences, as well as footsteps-to-gondola access in winter and summer — right in the middle of Snowmass Base Village.
The Situation
Especially over the last few years, the Limelight Hotels IT team had witnessed a significant shift to contactless technology in the hospitality industry. After evaluating friction points in the guest journey, aligning with modern technology platforms in their restaurant was determined to be an effective way to offer elevated contactless dining experiences to their guests while also evolving their technology platforms to continue to support long-term company goals. Limelight Hotel partnered with GoTab to provide an enhanced on-demand dining experience on par with the brand’s reputation for exceptional guest service.
The Solution
Reducing Staff Touch Points Without Sacrificing Guest Experience
Guests are now able to begin a tab from their room or the property’s restaurant by scanning a QR code, texting a link to friends or family members on the ski slope to add in their orders, then meeting up together at the patio or lodge to enjoy their meal and après ski festivities without interruption. By streamlining tasks like inputting orders and processing payments, this eliminates friction for hotel staff and allows them to focus on delivering renowned guest service for a memorable experience. Since partnering with GoTab, Limelight Snowmass has consistently seen higher check averages and sales.
“We found the Point of Sale platforms we were looking at offered the guest and staff limited opportunities to further reduce touch points or improve the traditional restaurant experience. The GoTab platform enabled the guest to take an active role over the flow of their experience while simultaneously reducing touch points and further streamlining restaurant operations.”Nick Giglio, Manager of Hotel IT Operations, The Little Nell Hotel Group
According to the Limelight Hotels team, some of the other platforms that were evaluated were either missing some of the pieces they were looking for, had weak customer support models, or had little willingness to develop integrations to existing hotel platforms already in place. To that end, GoTab integrated with cloud-based platform, Infor. Together, GoTab and Infor are providing dynamic solutions to support central, efficient service across hotel amenities and deliver exceptional guest experiences.
“Previously, guests would call down to the restaurant to begin an order from their room or while they were out enjoying the ski slopes. Using GoTab, guests can now place orders from anywhere on the resort, giving them the on-demand service they want without interrupting their day. GoTab empowers us to give control to the guest, reducing touch points and streamlining overall restaurant operations, making Limelight Hotel the resort of choice for Snowmass.”Nick Giglio, Manager of Hotel IT Operations, The Little Nell Hotel Group
Since introducing GoTab, The Limelight Hotel has seen a consistent level of upsells and items sold per check resulting in additional revenue capture. They have been able to maintain service levels in their restaurants during periods when there was reduced staffing available without significantly diminishing the guest experience.
The Benefits
Eliminate Phone Orders – Take Orders from the Slopes. Guests can start a tab from their room or on the mountain without interrupting the flow of their day.
Future-Proofed Technologies – Delivering elevated contactless ordering via integration with the Infor hotel management platform.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
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