An Israeli-developed AI platform is seeking to change how hotels plan guest rooms, allowing developers, hoteliers and architects to visualize, alter, price and make design decisions in real time before rooms are physically built.
The technology, developed for TG Studio with an investment of about 3 million shekels, has recently entered its pilot phase and is being used in the planning of model rooms for several new luxury hotel projects.
The system is designed to address one of the most time-consuming stages in hotel development: the creation of a mock-up guest room. The process often takes months and includes repeated revisions, changes in materials, design modifications and unexpected costs.
“Building a mock-up room is an integral part of the hotel development process,” said Yael Danieli, CEO of the venture and former CEO of the Israel Hotel Association. “Constructing a physical sample room is often an expensive, lengthy and highly complex process. Our goal was to significantly shorten this journey, both in terms of time and cost, while making it much simpler and more efficient.”
Danieli said the platform was also designed for public hotel spaces, including lobbies, dining areas, pools and other shared facilities, which traditionally do not undergo a dedicated mock-up process.
TG Group
(Photo: Liran Manor)
The system was developed by Israeli company Treedis. Users upload an initial floor plan and design concept, and the platform generates an immersive 3D visualization of the room and its components. The system relies on a database of thousands of real products and furnishings already loaded into the platform.
Users can select and replace nearly every element of the room in real time, including flooring, carpets, beds, lighting fixtures, wall coverings, custom millwork, coffee machines, bathroom accessories, artwork and full furniture packages. The platform also allows users to view the room under different lighting conditions throughout the day while immediately seeing the budgetary effect of each design decision.
The initiative is led by entrepreneur Tomer Gelfand, owner of TG Group, which has worked for more than a decade in planning, management and execution of large-scale projects, including senior living facilities, office developments, hotels and hospitality complexes in Israel.
TG Group
(Photo: Liran Manor)
“The hospitality sector is only the starting point for our introduction of AI technologies into the planning and hospitality industries,” Gelfand said. “We intend to expand into additional sectors that can greatly benefit from this type of technological advancement.”
Danieli said the platform gives developers early certainty over room design, bills of quantities and project costs.
“It automatically generates cost estimates and detailed specifications alongside the visual presentation, significantly streamlining and accelerating the workflow,” she said. “In the hospitality industry, time translates directly into substantial financial value.”
TG Group
(Photo: Liran Manor)
The system is presented as a fully immersive physical experience at TG Group’s headquarters in Herzliya Pituach, where a dedicated virtual planning environment has been created inside an experiential hospitality setting.
Designed by architect Asheret Ozery, the space replicates a luxury hotel suite, allowing developers, hoteliers and architects to enter a three-dimensional planning environment. Visitors can see in real time how materials, furnishings and atmosphere change while gaining a clearer understanding of the design and financial implications of each decision.
“It was important for us to create not just a technological platform, but a genuine experience,” Danieli said. “The fact that the space is located within a luxurious hospitality suite naturally connects to the hospitality sector in which we operate and reflects the high standards of the products featured in the platform’s database.”
The initiative is supported by suppliers to the hospitality industry whose products have been incorporated into the demonstration suite and the software’s database. Partners include Hezi Bank, Grohe, Geberit, Samsung, Renby, Exclusive, Hotelo, G1, Shapira Glass, Kashtan, Mekesef, YCD, Telstar, Corporal, Shaked Wines, Nespresso, Nirlat, Aminach, The Cotton Club and artist Eran Shmueli.