Thoughtful technology for meaningful travel.
Built to help travel feel more human - for guests and hospitality teams alike.
Vära exists to make travel experiences feel considered, intentional, and aligned with the people having them.
For travelers, that means discovering experiences that fit how they like to explore.
For hospitality teams, it means having the clarity to prepare thoughtful moments at scale.
Why We Exist
Travel should feel exciting — not overwhelming.
Yet too often, planning becomes fragmented, recommendations feel generic, and sharing preferences with hotels turns into repetition rather than connection.
Vära brings everything back to what actually matters:
context, intention, and choice.
We help travelers:
discover experiences that align with their interests and pace
receive recommendations that feel relevant, not random
share preferences on their own terms
enjoy trips that feel more fluid and personal
We help hotels:
understand guest intent without extra effort
communicate more thoughtfully at scale
surface the right experiences at the right moments
deliver stays that feel memorable, not transactional
Our Approach
Vära is built around a simple belief:
Technology should support human experiences — not replace them.
We don’t believe in personalization that happens behind closed doors.
We don’t believe in profiling without permission.
And we don’t believe great hospitality should require more labor.
Instead, Vära is designed to:
work quietly in the background
adapt based on clear, user-approved context
remain flexible, transparent, and respectful
Every decision we make is guided by one question:
Does this make the experience feel more considered?
Privacy, by Design
Your information stays yours. Always.
You don’t need to understand the technical details to feel the difference — but they matter.
Vära is built on a consent-driven architecture that gives you real control over your information.
What that means in practice:
You decide what you share and when
You can update or remove preferences at any time
Information is used only for the purpose you approve
Preferences can remain property-specific or shared across partner hotels — your choice
Nothing is sold, repurposed, or used without permission
You can delete your account and data at any time
Privacy isn’t a feature at Vära.
It’s the foundation everything else is built on.
Where We Draw Inspiration
Vära is inspired by Estonia’s approach to digital governance — a system grounded in transparency, user rights, and explicit consent.
In Estonia, digital identity works because people understand:
what data exists
who can access it
and why
We believe hospitality technology should work the same way.
Our goal is to bring that philosophy into travel — creating systems that respect individuals while enabling better experiences at scale.
Looking Ahead
Vära is still early — and intentionally so.
We’re building thoughtfully, in partnership with forward-looking hotels and travelers who value trust, relevance, and experience quality.
If that resonates with you, we’d love to continue the conversation.
Join early access or explore partnerships
We’re building a more considered way to travel — together.