A1 launches its third Partnership Program: A new era for the hospitality industry

Digital products that enhance guest experience and improve business efficiency are gaining the opportunity for pilot projects and market entry through A1

A1 Serbia is launching the third cycle of the A1 Partnership Program, which aims to identify and develop innovative digital solutions that enhance the operations of hotels, restaurants, event venues, and other hospitality services. Applications are open from October 13 to November 15, 2025.

This thematic call focuses on B2B and B2B2C solutions designed to optimise any segment of the guest experience or business operations — from digital booking and smart accommodation services, to more efficient staff and resource management, loyalty programs, and event operations.

For startups and emerging tech companies, this represents a concrete opportunity for growth and collaboration. Selected solutions will gain accelerated market access through the A1 customer network and the possibility to be immediately included in the A1 Hospitality portfolio, making them available to relevant clients. Solutions will be validated in real market conditions through insights from A1’s business customer base, with access to key partners and A1 Group markets across the region.

“Through the A1 Partnership Program, we aim to support the development of digital solutions that elevate customer experience and business efficiency across industries. Our goal is to connect agile innovators with the infrastructure and expertise of a large company, accelerating digital transformation in the market. With its strong fixed and mobile network, A1 already provides the most reliable foundation for new digital services, and through the Partnering Program, we are building a bridge between technology, business, and end users,” said Branka Pudrlja Durbaba, Chief Business Officer, A1 Serbia.

The A1 Partnership Program has already demonstrated that collaboration between large systems and startups can deliver tangible results and accelerate innovation. Over the first two cycles, approximately 130 companies applied, five pilot projects were implemented, and the solutions B2Bee, TAU Commerce, and CastIT demonstrated the greatest commercial potential, being integrated into the A1 portfolio.

The new call is intended for startups and tech companies in the growth stage that already have a market-ready product and initial customers. Solutions should be tailored to the needs of the hospitality sector or adaptable to its specific requirements. Although the call is based in Serbia, international teams may apply, provided their product is ready for the local market.

Applications are open from October 13 to November 15, 2025. The selection process includes evaluations and interviews, followed by the final selection of solutions to enter the A1 portfolio. More information, selection criteria, and the application form are available on the official program website: A1 Partnering.