Chief investors include Montage Ventures, Digital Garage and 500 Startups. The tool claims to
match travelers' preferences against 40 million collected "traveler sentiments" on hotels, including TripAdvisor reviews and Facebook posts, to find personalized hotel recommendations for travelers. Rather than search through a list of hotels, travelers either email a location and times of their trip or send a calendar invite to Olset, and it responds with hotel recommendations along with reasons for them. The company eventually plans to add booking capabilities through text, chat and Twitter. Olset also announced that it has added former American Express Global Business Travel vice president Hervé Sedky to its advisory board.