ROH
ROH is an AI-powered payments and sales management platform for the hospitality industry, processing bookings, contracts, and commissions between hotels, travel agents, and consortium partners across 1,600+ luxury properties worldwide.
- Company typePrivate
- Founded2013
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What ROH does
ROH is an AI-powered payments and sales management platform purpose-built for the hospitality industry. The company processes bookings, contracts, and commission disbursements between hotels, travel agents, and consortium partners, replacing the largely manual workflows that still dominate an addressable market the company sizes at over $4 trillion in gross payment volume. ROH integrates directly with property management systems, including Oracle OPERA Cloud, embedding payment capture and reconciliation inside the hotel's core operational system rather than as an external bolt-on.
The platform's product surface spans contract and booking-document ingestion (using AI/NLP for automated mapping), invoice management, virtual card and ACH payment capture, and real-time transaction validation. In 2024, the company processed approximately $250 million in invoices and $100 million+ in booking value, and its AI-driven auto-booking ingestion application recorded a 523% year-over-year increase in auto-bookings. The company originated as Carats & Cake in 2013 serving the wedding market, rebranded to ROH in February 2023 to reflect its broader hospitality focus, and is headquartered in New York.
ROH serves a roster that includes major flag chains (Marriott, Hilton, Hyatt, Loews), large multi-property operators (Highgate, Crescent, Auberge, Noble House, Evolution), and — through preferred-vendor status with Preferred Hotels & Resorts, Leading Hotels of the World, and Small Luxury Hotels of the World — more than 1,600 independent luxury properties across 80+ countries. The company operates with a quote-based, enterprise pricing model and a small team of 1–10 employees, having raised $9.2 million in a round led by HTV and Acrew Capital in April 2025.
ROH firmographics
Firmographics- Name
- ROH
- Legal name
- ROH Platforms Inc.
- Website
- https://roh.co
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ROH is an AI-powered payments and sales management platform for the hospitality industry, processing bookings, contracts, and commissions between hotels, travel agents, and consortium partners across 1,600+ luxury properties worldwide.
- Ownership category
- akta.pro rank
ROH industry classification
Industry- Product category
- Hospitality Payments Software
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Embedded Payments (Pay-ins, Pay-outs, Wallets) (FSAGALAB)
- akta.pro secondary industry
- Merchant Payment Gateways (API/Hosted Checkout) (FSAMACAA)
Keywords
Where ROH is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ROH business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- SaaS / subscription to intelligent payments platform: Hotels subscribe to ROH's Intelligent Payments Platform to manage contracts, invoices, payments and accounts across the booking lifecycle; positioned as a platform serving large hospitality groups, asset owners and brands managing over $4T in Gross Payment Volume.
- Embedded payment processing and transaction revenue: Embedded payment processing (card-not-present, ACH, card-on-file) with auto-charge, chargeback handling, and customized payment stacks — a processing-based revenue stream tied to hotel payment volume processed through the platform.
- Usage-based payments volume pricing: Commercial model scaled to payment volume — ROH 'decreases processing costs and increase margin overnight with its innovative payment solutions' and charges tied to managing bookings and payment flows across group bookings, events, corporate and leisure lines.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | — | Quote-based / not publicly disclosed — enterprise pricing negotiated via demo |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
ROH product offering
Product offeringCore offering
ROH provides an AI-powered Intelligent Payments Platform that serves as the financial infrastructure layer for hotels, automating the full lifecycle of contract-driven revenue (group bookings, meetings and events, corporate, OTAs, leisure) from contracts and invoices through payments, AR management, and ERP reconciliation. The platform embeds PCI-compliant payment processing, integrates natively with property management systems such as Oracle OPERA Cloud, and is sold to enterprise hospitality groups, asset owners, and brands.
Product overview
ROH offers a single, unified intelligent payments platform for the hospitality industry — built as a core platform with integrated modules rather than a separately sold set of products. The flagship ROH Intelligent Payments Platform sits at the center and is composed of seven tightly coupled modules: Centralized Back-Office, AR + Accounting Management, Workflow Management, Data + Insights, Embedded Payments, Elevated Client Experience, and Booking Documentation. The platform is extended by native integrations such as the Oracle OPERA Cloud integration (announced Dec 2023), AI-driven document/contract ingestion launched in 2024, and ancillary end-user tools such as the public Charge Lookup Tool. Carats & Cake is retained as a legacy sub-brand serving wedding-focused property partners. The platform is consumed both directly by individual hotel properties and via preferred-partner programs with Leading Hotels of the World, Small Luxury Hotels of the World, and Preferred Hotels & Resorts.
Differentiator
Problem solved
Functional benefit
Brands
- Carats & Cake: A sub-brand of ROH that continues to engage a 100 million strong audience and serves as a marketing channel for ROH's wedding-focused property partners. Originally the parent brand before the 2023 rebrand.
Products and services
- ROH Intelligent Payments Platform Flagship AI-powered financial infrastructure platform for the hospitality industry that automates the full contract-to-payment lifecycle (group sales, meetings and events, corporate, OTAs, leisure) with embedded PCI-compliant payment processing, real-time AR management, and ERP reconciliation. Sold via enterprise sales motion to hotel groups, asset owners, and brands.
- ROH Oracle OPERA Cloud Integration Native integration with Oracle OPERA Cloud PMS that automates payment processing for sales and catering groups, validates payments in real time at the moment of cardholder data capture, eliminates paper payment authorization forms, and minimizes PCI scope.
- ROH Proprietary AI Application (Contract and Booking Ingestion) Proprietary AI capability within the ROH platform that ingests contract and booking files from PMS and other systems, automatically generating bookings based on executed contracts and mapping every transaction dynamically one-to-one to the correct source. Delivered 523% growth in automatically generated bookings in its first year.
- Carats & Cake Hospitality marketing and community sub-brand of ROH that engages a 100 million-strong audience and serves as a marketing channel for wedding-focused property partners.
Quantifiable outcome
- Over 80% of payments made through ROH are on time or early
- +7 more outcomes
Companies that use ROH
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
ROH technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability9 records
Feature6 records
ROH partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship, core and minor.
- Preferred Hotels & ResortsflagshipROH joined the Preferred Hotels & Resorts Alliance Partner Program as the recommended provider of financial infrastructure for member properties worldwide. Preferred represents more than 600 luxury hotels, resorts, residences and unique hotel groups in over 80 countries. The collaboration enables ROH to scale across Preferred's global portfolio of independent luxury properties, providing turnkey financial infrastructure for revenue visibility, operational efficiency and financial management.
- Leading Hotels of the World (LHW)flagshipROH was selected as a preferred payments platform provider for The Leading Hotels of the World via LHW's Leading Strategic Sourcing (LSS) program (spearheaded with DayBlink GPO). LHW is the largest collection of independent luxury properties with more than 400 member hotels in over 80 countries; ROH was already in use at five LHW properties at announcement.
- Small Luxury Hotels of the World (SLH)flagshipSLH partnered with ROH as its preferred payments platform, making ROH the endorsed solution across SLH's global portfolio of 620+ independently owned luxury hotels in 90+ countries. WestHouse Hotel New York was already running on ROH at announcement.
- Oracle OPERA CloudcoreROH integrated with Oracle OPERA Cloud to eliminate paper payment authorization forms and manual entry of payments into the PMS. The PCI-compliant integration automates the payment process for sales and catering groups and minimizes PCI scope by validating payments in real time at the moment of cardholder data capture.
- DayBlink GPOminorDayBlink GPO co-sponsors the Leading Strategic Sourcing (LSS) program together with LHW, through which ROH is delivered to LHW's member hotels as a preferred payments platform provider.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
ROH competitors and assessment
Company assessmentDirect peers
- Shift4 Payments: Directly competitive vertical payment processor for hotels and hospitality, offering integrated payment processing, PMS integrations, and enterprise sales motion aimed at the same group/segment/catering booking workflow that ROH targets.
- Canary Technologies: Hotel guest-facing payments and digital experience platform (mobile check-in, upsells, payments) that overlaps with ROH's elevated client experience and embedded payments modules, serving similar enterprise and luxury hotel customers.
Broad incumbents
- Adyen: Global payment platform with an explicit hospitality vertical; competes with ROH on enterprise hotel processing volumes and has the scale and proprietary rails to underprice or out-bundle ROH at large groups.
- Stripe: Horizontal payment processing platform widely used by hotel operators; while not hospitality-specialized, Stripe's developer-first APIs and Checkout compete for the same merchant payment volume that ROH targets with its AI-driven gateway.
- Oracle OPERA Cloud (Oracle Hospitality): Dominant enterprise hotel PMS and a current ROH integration partner; also a long-term competitive risk if Oracle bundles native payment processing into OPERA Cloud, displacing third-party platforms like ROH.
- Sabre Hospitality: Major hotel technology vendor spanning distribution, PMS and related commerce services; competes for the same enterprise hotel technology wallet and could bundle payments to defend or expand its footprint.
Emerging players
- Mews: Cloud-native hotel PMS with rapidly growing enterprise footprint and an integrated payments module; competes for the same property management + payments stack that ROH is building on top of legacy PMS systems.
- Cloudbeds: Cloud-based hotel management platform serving independent and chain-affiliated properties; overlaps with ROH's independent-luxury and select-service segments and offers its own payment processing capabilities.
- Cendyn: Hospitality CRM, revenue, and data platform (also a portfolio company of Highgate Technology Ventures); overlaps with ROH's data + insights and AR/revenue intelligence modules for similar enterprise hotel groups.
- Flywire: Vertical payments platform with travel and hospitality as a core vertical; comparable business model of combining vertical SaaS with embedded payment processing for large, complex receivables.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
ROH social profiles
Digital presenceROH compliance and trust
Trust signalCompliance1 record
ROH financial estimates
Financial estimateRevenue estimate
Valuation estimate
ROH leadership team
Management profileNumber of profiles
Profiles7 records
ROH subsidiaries and ownership
Company hierarchySubsidiaries1 record
ROH funding detail
Funding detailFunding overview
Funding rounds5 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ROH M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ROH
What does ROH do?
ROH provides an AI-powered Intelligent Payments Platform that serves as the financial infrastructure layer for hotels, automating the full lifecycle of contract-driven revenue (group bookings, meetings and events, corporate, OTAs, leisure) from contracts and invoices through payments, AR management, and ERP reconciliation. The platform embeds PCI-compliant payment processing, integrates natively with property management systems such as Oracle OPERA Cloud, and is sold to enterprise hospitality groups, asset owners, and brands.
Is ROH a public or private company?
ROH is a private company. It is classified as venture growth investor backed and is currently operating.
When was ROH founded?
ROH was founded in 2013. It employs 1 to 10 people.
Where is ROH based?
ROH is headquartered in New York, United States, in the North America region.
How does ROH make money?
Three revenue lines are on record. SaaS / subscription to intelligent payments platform is the primary driver. The others are embedded payment processing and transaction revenue and usage-based payments volume pricing.
Who are ROH's main competitors?
Direct peers on record are Shift4 Payments and Canary Technologies. Broad incumbents are Adyen, Stripe, Oracle OPERA Cloud (Oracle Hospitality) and Sabre Hospitality. Emerging players are Mews, Cloudbeds, Cendyn and Flywire.
Does ROH have an API?
No public API is recorded for ROH.
What industry is ROH in?
ROH's product category is Hospitality Payments Software. Its primary akta.pro industry code is FSAGALAB, Embedded Payments (Pay-ins, Pay-outs, Wallets), with a secondary code of FSAMACAA, Merchant Payment Gateways (API/Hosted Checkout). Its NAICS code is 522320 and its SIC code is 6199.