Czech deep-tech company Flae Robotics has appointed Eishah Sulaiman as Head of UK Sales to spearhead its commercial expansion in the United Kingdom. This strategic move follows the company's entry into the UK market in September 2025 and is designed to enhance partnerships with hotel groups across the country.
Eishah Sulaiman, who previously held senior business development roles at Elite Traveller and MAPAL Group UK, brings a wealth of experience in hospitality technology and luxury media. Her expertise includes building strategic partnerships and driving revenue growth, particularly within the UK and international hotel sectors.
Flae Robotics is known for its innovative AI receptionist and front-office operating system, BE-A, which automates essential front-desk operations such as reservations and guest communications. In early 2026, the company introduced BE-A Voice, allowing guests to communicate naturally by phone. This system operates 24/7, supports multilingual communication, and integrates with major hotel systems, addressing labour shortages and improving operational efficiency.
The appointment of Sulaiman follows the successful presentation of BE-A at Hospitality Expo London last autumn and its deployment in Czech hotels. Flae Robotics' founder and CEO, Filip Linek, emphasised the importance of the UK market, stating, “Hotels are actively seeking technologies that deliver real operational impact. Eishah’s experience and deep sector knowledge will be invaluable as we scale BE-A across the UK.”
Sulaiman expressed her enthusiasm, noting the challenges hotel groups face with rising costs and talent shortages. She highlighted the potential of AI to enhance efficiency and guest experience, stating, “Flae Robotics brings a highly practical, hotel-first approach to AI, and I am delighted to be joining the company at this important stage of its growth.”
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