AURA vs DialogShift
Broad product portfolio or the deepest integration? The honest comparison.
Last updated: March 31, 2026
DialogShift is one of the most established providers of hotel AI in the German-speaking region. With more than 1,200 customers and 6 years of experience, DialogShift has built a broad product portfolio: Chat AI, Phone AI, Email AI, Journey Messaging and soon Review AI.
AURA is younger but takes a different approach: instead of breadth, AURA focuses on depth of integration. Especially when it comes to booking automation, AURA takes a different path than DialogShift.
At a glance
| AURA | DialogShift | |
|---|---|---|
| Founded | 2024 | 2018 |
| Focus | Hotels only (DACH) | Hotels only |
| Customers | 150+ hotels | 1,200+ hotels |
| Channels | Phone, email, chat | Chat, phone, email, messaging |
| PMS integrations | Ibelsa, Vioma, Mews, Apaleo and more | 13+ PMS |
| Direct PMS booking | Yes | Partial (depends on the PMS) |
| EU hosting | Yes | Yes |
| Pricing | Custom | From EUR 200/month base + per room |
Detailed feature comparison
| Feature | AURA | DialogShift |
|---|---|---|
| Booking & PMS | ||
| Direct booking in the PMS during the call | ||
| Booking vs. quote classification | — | |
| Upselling with direct booking | ||
| Sell packages | — | |
| Configurable sales logic | ||
| PMS integrations (hotel-specific) | ||
| Communication channels | ||
| Phone AI | ||
| Email AI | ||
| Web chat | ||
| Intent-based email workflows | ||
| WhatsApp / social media | ||
| AI & automation | ||
| AI feedback learning | — | |
| Automatic quote emails with alternatives | — | |
| 25+ languages | ||
| Natural language processing (NLP) | ||
| Management & dashboard | ||
| Multi-property management | ||
| Ticketing system with email notifications | — | |
| Semantic conversation filters | — | |
| Configurable chat widget | ||
| Restaurant management (table reservations) | ||
| Check-in support (codes, guest data) | — | |
| Closure / holiday mode | ||
| Security & compliance | ||
| EU hosting (GDPR-compliant) | ||
| Data encryption | ||
Booking & PMS
Direct booking in the PMS during the call
Booking vs. quote classification
Upselling with direct booking
Sell packages
Configurable sales logic
PMS integrations (hotel-specific)
Communication channels
Phone AI
Email AI
Web chat
Intent-based email workflows
WhatsApp / social media
AI & automation
AI feedback learning
Automatic quote emails with alternatives
25+ languages
Natural language processing (NLP)
Management & dashboard
Multi-property management
Ticketing system with email notifications
Semantic conversation filters
Configurable chat widget
Restaurant management (table reservations)
Check-in support (codes, guest data)
Closure / holiday mode
Security & compliance
EU hosting (GDPR-compliant)
Data encryption
Information about third-party providers is based on publicly available information (as of March 2026). Feature sets can change at any time. "—" means the feature is not publicly confirmed.
Verdict
Why hotels choose AURA over DialogShift
- Direct booking in the PMS during the call
- Sell packages and upsell with direct booking
- AI feedback learning: the AI automatically learns from every conversation
- Simpler pricing structure without per-room surcharges
- Configurable sales logic: you decide what the AI sells, when and how
See the difference from DialogShift for yourself
Try AURA live or book a free intro call.
Breadth vs. depth
DialogShift offers the broadest product portfolio of all providers: Chat AI, Phone AI, Email AI, Journey Messaging and, soon, Review AI. That is impressive — and a good choice for hotels that are primarily looking for a chatbot.
AURA instead focuses on depth of integration. Not five products side by side, but three channels (phone, email, chat) with maximum booking automation. The difference becomes clear at the point of booking.
Booking automation: different approaches
In 2025, DialogShift introduced a Booking Agent that enables direct bookings via selected PMS systems (e.g. Apaleo) and booking engines. For other systems, our research indicates a form-based process is used. Booking capability therefore depends on the respective PMS connection.
AURA books directly in the PMS across all supported systems and additionally offers an automatic booking-vs-quote classification: the AI recognises whether the guest wants to book immediately or first receive a quote. AURA can also sell packages and create upselling offers directly as a booking.
Pricing model compared
DialogShift's pricing model is based on a base fee plus per-room costs. For example: AI Database (EUR 200/month mandatory) + Chat AI (EUR 1/room/month, min. EUR 100) + Phone AI (EUR 2/room/month, min. EUR 200). For a 100-room hotel, that can quickly add up to EUR 700+ per month.
AURA offers custom pricing without per-room surcharges, adapted to your hotel's actual needs.
What DialogShift does well
DialogShift has 6 years of experience and more than 1,200 hotels in its portfolio. With 24 partners, its integration list is the longest on the market. The Chat AI supports more than 120 languages and works on WhatsApp, Instagram and Facebook.
Case studies such as Upstalsboom (1,000+ bookings via Phone AI) or Motel One (167 hours/month saved) show that DialogShift works for many hotels. For hotels primarily looking for a mature chatbot, DialogShift is a strong option.
Frequently asked questions
Does DialogShift offer direct PMS booking?
In 2025, DialogShift introduced a Booking Agent that enables direct bookings via selected PMS systems (e.g. Apaleo). Availability depends on the respective PMS. AURA offers direct PMS booking across all supported systems as well as an automatic booking-vs-quote classification.
Does DialogShift have more integrations than AURA?
DialogShift has 24 integration partners; AURA works with the PMS systems most relevant in the DACH region. The decisive difference is not the number but the depth: AURA uses PMS integrations for direct bookings, not just for data lookups.
Is DialogShift better for large hotel chains?
DialogShift has experience with large chains such as Motel One. AURA offers multi-property management and scales for hotel groups as well. The right provider depends on whether you primarily need a chatbot or deeper booking automation.
Transparency note
This comparison was created by AURA and is based on publicly available information (as of March 2026). We strive for a fair representation but cannot guarantee the completeness or timeliness of the information about other providers. Feature sets can change at any time. Providers who would like to correct or update information can reach us at info@auravoice.ai.