In today’s business landscape, technology no longer stands apart from operations: it shapes them. But in sectors defined by history and emotion, like hospitality and winemaking, innovation has often felt intrusive. HIT Hub emerged precisely to challenge this tension.
What began as a shared observation among three professionals, that Georgian businesses were struggling to connect tradition with modern operational standards, has grown into a unified ecosystem that integrates management, consulting, training, and industry-specific technological solutions.
HIT Hub – Hospitality & IT Hub is now both a company and a philosophy: a system of thinking built on the belief that technology should not replace the human element, but strengthen it. It is a platform created in Georgia that bridges cultural heritage with contemporary business practice, showing that sectors such as hospitality and winemaking can preserve their emotional roots while embracing structural rigor.
The company’s story is inseparable from the people behind it: Lado – creative vision and operational structure, David – engineering expertise and business pragmatism, Teona – design thinking and emotional intelligence.
The Origin: A Practical Need and a Strategic Insight
Vladimir (Lado) Kaperski, founder and managing partner of HIT Hub, spent years advising and restructuring hotels, helping them improve their technological and operational ecosystems. His background in management and technological transformation eventually revealed a broader problem: both hospitality and winemaking were struggling to integrate technology in a way that supported rather than disrupted their everyday realities.
Technology should never lead — people should. Our job is to make technology follow
David Tamarashvili, managing partner and expert in engineering and technological solutions for the wine industry, approached the issue from another angle. As founder of Vine & Wine Group, he confronted a practical need long before HIT Hub existed: automating and consolidating winemaking processes.
“The idea first appeared years ago,” David recalls, “when I needed a unified technological solution that would reflect the entire cycle from viticulture to the final product reaching the market.”
At the same time, Lado Kaperski had been refining digital and operational systems in hotels across the country, identifying the same recurring challenge: fragmented structures, inefficient workflows, and a perception of technology as a foreign, often frustrating element.
“We realized that this knowledge could serve more than just individual clients,” Lado says. “The experiences in both industries pushed us to build something that could transfer this expertise to a wider business audience.”
Their shared conclusion solidified into a clear philosophy: They would not begin with a program or a service; they would begin with understanding, and build from there.
A Concept Built around Integration: HIT Thinking
As Lado explains: “In hospitality and winemaking, technology had accumulated a reputation as an intruder; a result of years of negative experience. Our goal was to rewrite that narrative and turn technology into a natural part of the process.”
This approach became the foundation of HIT Thinking, the company’s core conceptual framework. The idea is simple but transformative: Innovation should serve efficiency; structure should support intuition, and people must remain at the center of every operational process.
We don’t sell solutions or products — we sell experiences
Within this philosophy, HIT Hub integrates three major industries: hospitality, winemaking, and information technology, to create a shared space where experience, operations, and digital solutions function together rather than in isolation.
Today, the company consists of four interconnected service directions: Management, consulting, training, and technological solutions.
All of these are expressed through a portfolio of specialized products and systems:
• HIT.HMS hotel management system
• HIT.POS sales and payment solution
• HIT.CMS channel management
• HIT.OBE direct online booking engine
• HIT.RMS revenue management system
• HIT.TRAIN professional training and team development
• HIT.WOM operational management system for wineries
This combination forms a holistic infrastructure for businesses whose workflows extend across multiple operational layers.
Design, IT Infrastructure and the Human Element
Co-founder Teona Kurasvhili, director of HIT.Design, places equal importance on structure, aesthetics, and user experience: “Technology is only a tool. It’s the right structure, organizational vision, and practical experience that ultimately shape success.”
Under the larger HIT Hub umbrella lies another crucial component: Fix IT, a company that provides IT environment management and professional services, an offering increasingly essential in a market where digital reliability is no longer optional.
With this addition, HIT Hub has moved beyond being a provider of hospitality and winemaking solutions. It has become a comprehensive ecosystem a single space that integrates technology, operational expertise, and human capacity.
“Our goal is to give every partner access to a full ‘one-window’ experience,” Teona explains. “We don’t sell standalone services or technologies: We deliver a complete experience.”
In the wine sector, David emphasizes a critical shift: “Where everything begins with emotion, we turn digital tools into a sustainable operational backbone. For the first time in Georgia, wineries can access a full cycle through WOM, from production control to sales. This brings structure, standardized processes, and reliable data for informed decision-making.”
With the help of their Canadian partners, HIT Hub is currently reshaping expectations of how the Georgian wine industry can operate in the 21st century.
Training is another central pillar. HIT.Train has become one of the company’s strongest assets, bringing together seasoned professionals who create ongoing value by strengthening business teams and sharing actionable knowledge.
A Year of Growth, Partnerships and Market Validation
In its first year, HIT Hub has delivered more than ten projects across hospitality and winemaking, while also establishing strategic international partnerships. The company is now the official regional representative of Yanolja, NewHotel, Kelsius, 360winery, Accountdynamics, and others.
This gave Georgian businesses access to global-standard tools and practices previously inaccessible to small and medium companies due to cost and availability.
Bringing an international wine-technology partner into Georgia was particularly challenging, David notes, due to the market’s modest size. Yet 360 Winery not only joined; it became an active supporter, contributing significantly to pilot projects that will soon be presented to wineries and academic institutions nationwide.
What’s Ahead: New Services and Sector Integration
Looking forward, HIT Hub is preparing to launch several new service directions:
• HIT.Analytic data analysis and reporting to support evidence-based decisions
• HIT.Cost cost accounting and revenue control for hotels and wineries
• HIT.Law specialized legal services for industries where regulations and contracts are mission-critical
Parallel to these, the team is developing HIT.Train+, a digital training platform, as well as a new platform for design services.
In the wine industry, the team is working toward a structural shift: “We want to create a new-level network where small and medium producers operate within a shared system,” David explains. “A model where resources are combined and companies enter the market with unified standards.”
To support this vision, HIT Hub is building a collaborative project that will bring multiple factories together into a single warehouse and distribution system: The first step toward deeper integration in Georgia’s wine sector.
Teona adds: “Interior and graphic design are a natural extension of our philosophy. Starting next year, HIT.Design will officially become part of our portfolio, offering branding, interior design, and visual communication ensuring a consistent style and mindset across all touchpoints.”
By Kesaria Katcharava
