VSR has signed an agreement with ALD Hospitality for expansion and cross-distribution in the United Kingdom, becoming the first VSR master agent outside of the United States. ALD’s GPO Hospitality group will offer VSR’s VAIA Conversational Assistant and Guest Center Cloud Telephony in the UK; while VSR will add the GPO brand retro-styled handsets to their line of telephony for hospitality customers in the US.  

The first cross-distribution of products will be in October 2025 at the Independent Hotel show in London and The Hospitality Show in Denver.  VSR is the hospitality industry’s cloud communications and telephony innovator with over three decades of product development and delivery. ALD’s GPO Hospitality is a leading supplier of retro hotel and hospitality products including telephone handsets and is based in Manchester, UK.

“This partnership combines the most recent innovations in technology with distinctive styling and is exactly what hotels around the globe are looking for in a communications provider today,” says Mark Cederloff, CEO of VSR. “Many hotels want to utilize modern technology, including AI and cloud communications solutions, while maintaining the design and feel that make them unique.”

“This partnership is an exciting step forward for us at ALD Hospitality Ltd. By combining GPO’s timeless British design with VSR’s VAIA Smart Concierge platform, we’re helping hotels deliver the best of both worlds— the charm of classic style and the power of next-generation conversational AI,” said Gary Basso, Managing Director, ALD Hospitality Ltd. “Together, we can transform the guest journey into something seamless, personalized, and truly memorable.”

VSR’s VAIA® is a multimodal conversational AI voice assistant platform designed to enhance both guest satisfaction and hotel efficiency with intelligent and expressive generative multilingual responses across voice, text, chat, and email. Guest Center is VSR’s cloud-based telephony platform designed especially for the hospitality industry, with features that staff and guests desire, with the easy installation and operation necessary for hotels.