In a world increasingly shaped by convenience and instant service, the travel and hospitality industry is undergoing a significant transformation. As consumer behavior evolves driven by delivery apps, ridesharing platforms, and frictionless digital services expectations around travel are shifting. Leading this evolution is Aidana Aituarova, Founder and CEO of Porte Tech, a pioneering TravelTech startup reshaping how hotels and guests connect in the modern era.
With a mission to bring clarity, ease, and enablement to mid-tier hotels often left behind by high-end digital solutions, Aidana is proving that the future of hospitality isn’t just about luxury or artificial intelligence it’s about thoughtful, human-centered technology that works seamlessly in the background.
Let’s delve in to learn more:
Bridging the Digital Gap in Hospitality
Today’s travelers no longer settle for clunky check-ins, outdated communication, or limited service options. Yet, many small and medium-sized hotels still lack the digital tools to manage operations efficiently or deliver the kind of experience modern guests expect.
This is where Porte Tech is making a real impact. Rather than building flashy AI tools that few people ask for, the company focuses on solving the real pain points fragmented guest communication, outdated service booking processes, and unscalable service delivery.
Aidana shares, “It’s not about jumping straight to AI. It’s about fixing the basics—better access, smoother logistics, and simplified service layers that benefit both guests and service providers.”
Empowering Hotels with Seamless Tech
At its core, Porte Tech is a digital concierge-as-a-service giving guests direct access to features like:
- Online check-in and check-out
- Digital room keys
- Food and amenities ordering
- Service requests through a simple interface
Hotels don’t need to replace their locks or overhaul systems. Porte Tech integrates with existing operations, giving properties an extra hand to upsell services and streamline guest support without requiring a full concierge team or dedicated IT resources.
This plug-and-play solution is tailored for hotels that serve the everyday traveler where comfort should never be compromised due to lack of tools.
Human Behavior Over High Tech
In a sector often driven by trend-driven technology, Aidana takes a refreshing stance: innovation should serve behavior, not overwhelm it.
“Travelers aren’t asking for voice-activated bookings or AI-powered rooms,” she explains. “They want clarity, control, and customization. They want to plan their stay easily, access services without friction, and feel understood.”
The most impactful TravelTech tools today, she believes, are not the most high-tech but the most intuitive. That means enabling hotels to offer a personalized experience without requiring guests to download yet another app.
By focusing on behavior-driven enablement, Porte Tech is simplifying the hospitality journey while preserving the essence of human service.
From Finance to Founding: Aidana Aituarova’s Entrepreneurial Journey
Aidana brings a unique blend of finance, real estate, and startup expertise to her leadership role. With a strong foundation from PwC and EY, and experience as CEO of a leading real estate startup, working at Mercury Properties (the largest real estate company in Kazakhstan), she understands both the operational and service dimensions of hospitality.
She founded Porte Tech with the vision of unlocking better experiences for every hotel not just the premium ones. Today, she’s a celebrated voice in the tech world, having led Porte Tech to:
- Finalist at SheLovesTech and Aurora Tech Award
- Winner of the Startup World Cup in Central Asia
- Finalist in the Entrepreneurship World Cup supported by His Majesty the Crown Prince of Saudi Arabia
- Top 10 of Taqadam, the GCC’s biggest accelerator backed by KAUST
While the startup is two years old, her team has been working together on different ventures for over five years, a testament to the strength and synergy behind the mission.
Unlocking the Future of Travel One Stay at a Time
As AI continues to make inroads into hospitality through dynamic pricing, operations, and feedback analysis Aidana urges a balanced approach. “AI will come, and it already adds value in many areas,” she says. “But we shouldn’t overpromise. Hospitality still runs on relationships, culture, and service.”
Porte Tech is a powerful reminder that innovation doesn’t always mean replacing humans. Sometimes, it simply means removing the friction between guests and great service.
In Aidana’s words: “Making people feel comfortable during their stay that’s the real goal. And that’s where TravelTech needs to deliver.”
