A message from our founder
Dirk Taselaar
Founder & CEO, askng.it
Today, we proudly announce: on February 1st, Lacoly becomes askng.it.
Years ago, we were the first company in the European hospitality sector to send automated WhatsApp messages. That pioneering spirit has driven everything we've built since. Today, hundreds of hotels around the world trust us, especially in Europe, South Africa, and South America. What started as a simple messaging tool has grown into a complete platform for guest communication and guest management.
Why a new name?
Lacoly brought us far, but the name never told the full story. askng.it is different. It's direct. It's memorable. And it reflects our mission: innovative guest communication and guest management that helps hotels deliver exceptional experiences.
The name also fits our ambition. We've been an international company for years, and we need a name that travels as well as our platform does.
What's coming in 2026?
This rebrand marks our biggest product update yet.
We've had AI in our platform for a while, but now we've implemented it in a way that truly impresses. Not just another chatbot, but an intelligent layer that works with your team. It helps your staff respond faster, translate instantly, and never miss an important guest request.
We're also expanding our channels. WhatsApp remains our core, but guests and hotels need more. We're adding phone calls, OTA inboxes, email, and social channels including Instagram DM, Facebook DM, and TikTok.
We're also launching a completely redesigned dashboard. We built it together with front office teams from around the world, with one goal: closing the gap between how hotels want to use technology and how staff actually work with it. Teams see at a glance what the guest needs. No complexity, just clarity.
Our values stay the same
A new name doesn't change who we are. We remain fully focused on the guest experience. Every feature we build starts with one question: does this help hotels serve their guests better?
At the same time, we're building a supplier infrastructure that fits today's geopolitical climate. Reliability, compliance, and independence for our customers are central to this.
We're product people at heart. We'd rather build than sell. We believe great software sells itself through results, not promises.
Finally
When I started this company, I dreamed of a platform that would fundamentally change the way hotels communicate with their guests. That dream has become reality, thanks to everyone who has supported us along the way.
In the coming period, we'll share more details with our customers, partners, and other stakeholders. This is just the beginning.
From February 1st, we are askng.it.
Thank you to our team, our customers, and our partners for your trust and collaboration.