Roibos
Roibos is a B2B marketplace platform connecting 21,000+ hotels with 200+ distribution partners (tour operators, OTAs, travel agencies) for direct contracting without intermediaries, complemented by Roibos Wallet payment processing, serving the global hotel distribution industry.
- Company typePrivate
- Founded2020
- HeadquartersPalma, Spain
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Roibos does
Roibos is a B2B marketplace platform that enables direct contracting and connectivity between hotels and distribution partners—tour operators, closed user groups, OTAs, and travel agencies—without intermediaries. Founded in 2019 and headquartered in Palma de Mallorca, Spain, the company has built its technology entirely in-house using .NET technologies, offering a single-connection platform that eliminates physical contracts and channel manager mapping requirements. The core Roibos Marketplace provides real-time control over distribution rates and inventory, while Roibos Wallet, launched in 2023, adds an integrated automated payment solution that serves as a cost-effective alternative to Virtual Credit Cards. The platform has scaled to 21,000+ hotels, 200+ distribution partners, and 50+ channel managers across 90+ countries, with strategic integrations including STAAH (Elite Partner), Reseliva (Premier Partner), D-EDGE, and TodoAlojamiento.
The company's revenue model combines marketplace commissions on bookings facilitated through the platform with transaction fees from Roibos Wallet payment processing. Both hotels and distribution partners can register for free, with a self-serve PLG motion complemented by enterprise field sales and event-driven demand generation across major travel industry conferences (HSMAI, ITB China, CON-X, Fitur, ABAV, EMITT). Roibos's go-to-market leverages channel partnerships with major hotel chains (Best Western, Choice Hotels EMEA) and tour operators (HotelPlanner, Odeon Tours, Paximum, DidaTravel, Emerging Travel Group) to expand market reach. The leadership team includes CEO Patricia Rosselló, CDO Anna Igual Llobet, and VP Contracting USA Jenny Patterson, with a sales presence in San Antonio, Texas supporting North American expansion.
Roibos has received EU Next Generation funds for its Hotel Wallet digitalization project under Spain's Recovery, Transformation and Resilience Plan, and has secured one venture funding round from Constellation VMS Ventures in 2023. The company targets two primary customer segments—hotels seeking distribution control and RevPar optimization, and distribution partners seeking direct access to unique hotels without intermediary friction—with a hybrid segmentation approach.
Roibos firmographics
Firmographics- Name
- Roibos
- Legal name
- Roibos
- Website
- https://roibos.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Roibos is a B2B marketplace platform connecting 21,000+ hotels with 200+ distribution partners (tour operators, OTAs, travel agencies) for direct contracting without intermediaries, complemented by Roibos Wallet payment processing, serving the global hotel distribution industry.
- Ownership category
- akta.pro rank
Roibos industry classification
Industry- Product category
- Travel Distribution Software
- NAICS
- Travel Agencies (561510)
- akta.pro primary industry
- B2B Agent/Partner Booking Portals (Extranet) (THALADAJ)
- akta.pro secondary industries
- B2B OTA/White-Label Booking Platforms & Affiliate Networks (THAKAAAO), Hotel & Accommodation Booking Platforms (THALAFAB), Group, Contract & Wholesale Rate Optimization (B2B Pricing) (THALAOAH)
Keywords
Where Roibos is headquartered
LocationHeadquarters
- HQ city
- Palma
- HQ country
- Spain
- HQ region
- Europe
Offices2 records
Markets served
Roibos business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Marketplace Commission: Platform connecting hotels with distribution partners, likely earning commissions or transaction fees on bookings facilitated through the marketplace
- Roibos Wallet Payment Processing: Cost-effective payment solution with significantly lower charges than Virtual Credit Cards, integrated into booking flow
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Registration - Basic Access |
| Transaction based/ take rate | Pay-as-you-go | Roibos Wallet Payment Solution |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Roibos product offering
Product offeringCore offering
Roibos operates a B2B marketplace platform that enables direct contracting and connectivity between hoteliers (independent hotels and chains) and distribution partners (B2B tour operators, OTAs, closed user groups, travel agencies) without intermediaries. The platform provides real-time control over distribution rates and inventory, supported by API integration with channel managers and an integrated payment solution called Roibos Wallet.
Product overview
Roibos is a unified B2B marketplace platform for hotel distribution that connects hotels with distribution partners worldwide through direct contracting. The core product is the Roibos Marketplace, which provides a single connection for hotels to manage distribution rates and inventory in real-time. The platform is complemented by Roibos Wallet, an integrated payment solution that automates transactions and provides centralized invoicing. The Direct Connectivity Integration enables real-time synchronization between hotels and channel managers. The company has developed 100% of its technology in-house and focuses on eliminating intermediaries to improve sales, margins, and distribution efficiency for hoteliers.
Differentiator
Problem solved
Functional benefit
Products and services
- Roibos Marketplace B2B marketplace platform enabling direct contracting and connectivity between hoteliers and distribution partners (B2B tour operators, OTAs, closed user groups, travel agencies) worldwide without intermediaries. Provides real-time distribution control over rates and inventory, accelerating time to market.
- Roibos Wallet
Quantifiable outcome
- Over 21,000 hotels and 200+ distribution partners connected globally
- +1 more outcomes
Companies that use Roibos
Customer profileNamed customers11 records
Segments2 records
Ideal customer profiles2 records
Roibos technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability1 record
Feature5 records
Roibos partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and major.
- TodoAlojamientocoreTodoAlojamiento, a leading software company dedicated to the hospitality industry with over a decade of experience in hotel technology solutions, integrated with Roibos to enhance Channel Manager functionality. This collaboration offers unprecedented control over B2B hotel distribution and maximizes revenue per available room through direct connections between hotels and distribution partners.
- ReselivamajorLeading provider of integrated cloud-based reservation solutions for hospitality industry, headquartered in Turkey. Serves over 2,000 properties across 90 countries. Reseliva welcomed Roibos as a Premier Partner in Reseliva's connectivity program for long-term collaboration.
- STAAHcoreNew Zealand-based technology company specializing in cloud-based channel management and booking engine solutions. STAAH works with more than 20,000+ properties across 90 countries. Roibos joined STAAH's connectivity program as an Elite partner, enabling hotels to effortlessly onboard new distribution partners through streamlined integration.
- Odeon TourscoreSubsidiary of Coral Travel Group, Odeon Tours is a globally respected tour platform with room agreements with more than 7,000 hotels in 90 destinations and 40 countries. Partnership enables tour operators to collaborate on exclusive offers through Odeon Tours and develop direct contracts through Roibos platform.
- NitesmajorLeading tourism wholesaler operating as a B2B booking center exclusive to tourism professionals. Nites selected Roibos Wallet as preferred payment method, consolidating partnership expected to bring significant benefits in direct contracting and increasing sales.
- PaximumcoreLeading global B2B marketplace based in Turkey and part of SAN TSG Group, operating with 90+ global bed banks and 200+ DMCs. Offers a vast portfolio of more than 1 million hotels worldwide. Partnership aims to provide hoteliers with opportunities to collaborate on special deals and boost direct contracting through Roibos platform.
- Choice Hotels EMEAcore100% franchise-focused hotel company providing franchisees efficient and transparent access to Roibos global B2B network of travel distributors. New agreement provides dynamic access to properties in EMEA region with automated distribution solution.
- D-EDGE Hospitality SolutionscoreCutting-edge technology solutions provider facilitating successful collaboration between United Hotels of Portugal and Roibos. D-EDGE integration with Roibos provides seamless integration to common clients maximizing hotel revenue.
- HotelPlannercoreGlobal travel technology platform and hotel booking engine combining proprietary AI and 24/7 gig economy-based reservations. HotelPlanner deploys Roibos distribution channels to expand hotel room offerings globally while improving real-time inventory efficiency.
- Best Western Hotels & ResortscoreAward-winning global hospitality leader with properties in nearly 100 countries. New direct connectivity delivers dynamic access to BWHR properties to Roibos global B2B network of travel distributors, strengthening Roibos B2B marketplace model.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Roibos competitors and assessment
Company assessmentBroad incumbents
- SiteMinder: SiteMinder is a publicly listed hotel commerce platform with 40,000+ hotel customers and a comprehensive channel manager plus booking engine suite. Competes with Roibos on the hotel-distributor connectivity layer but at substantially greater scale and product breadth.
- D-EDGE Hospitality Solutions: D-EDGE (owned by Accor) is a major hospitality technology provider offering channel management, booking engine, and connectivity solutions. Already a Roibos integration partner serving as a connectivity enabler, but with the resources to compete directly if commercially motivated.
- RateGain Travel Technologies: RateGain is a publicly listed travel technology company offering rate intelligence, channel management, and demand management software to hotels, OTAs, and tour operators. Competes with Roibos on the B2B distribution and pricing intelligence layer for hotels.
- Booking.com for Business / Booking B2B: Booking.com operates large-scale B2B distribution via its extranet and partner programs that connect hotels with resellers globally. The dominant player in hotel distribution by volume; poses an indirect competitive threat to Roibos via direct hotel relationships.
- Expedia Partner Solutions: Expedia Partner Solutions is the B2B arm of Expedia Group, offering hotel inventory, rates, and connectivity to travel partners worldwide. Competes for the same hotel supply and B2B reseller demand as Roibos at vastly greater scale.
Direct peers
- HotelBeds: HotelBeds is the largest B2B bedbank and hotel distribution marketplace, connecting 300,000+ hotels with 60,000+ travel distributors globally. Most directly comparable to Roibos on the B2B hotel distribution marketplace model, with much greater scale and a private-equity-backed balance sheet.
- STAAH: STAAH is a New Zealand-based channel manager and booking engine provider serving 20,000+ properties across 90 countries. Roibos has an Elite partnership with STAAH, but STAAH could launch competing direct-connect functionality that overlaps with Roibos's marketplace proposition.
- Paximum: Paximum is a global B2B travel marketplace (part of SAN TSG Group) offering 1M+ hotels through 90+ bedbanks and 200+ DMCs. Operates a similar two-sided B2B hotel distribution model to Roibos and is an active Roibos distribution partner, representing both collaboration and competitive overlap.
Emerging players
- Cloudbeds: Cloudbeds is a hospitality management suite serving 22,000+ hotels and hostels, with a marketplace that connects properties to distribution channels. Comparable in scale to Roibos on the independent hotel side, with overlapping distribution functionality and a similar growth-stage profile.
- Reseliva: Reseliva is a Turkey-based cloud-based reservation system provider serving 2,000+ properties in 90 countries. Already a Roibos Premier partner in Reseliva's connectivity program, with overlapping B2B channel manager and booking engine capabilities.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Roibos social profiles
Digital presenceRoibos financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roibos leadership team
Management profileNumber of profiles
Profiles3 records
Roibos funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roibos 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 Roibos
What does Roibos do?
Roibos operates a B2B marketplace platform that enables direct contracting and connectivity between hoteliers (independent hotels and chains) and distribution partners (B2B tour operators, OTAs, closed user groups, travel agencies) without intermediaries. The platform provides real-time control over distribution rates and inventory, supported by API integration with channel managers and an integrated payment solution called Roibos Wallet.
Is Roibos a public or private company?
Roibos is a private company. It is classified as venture growth investor backed and is currently operating.
When was Roibos founded?
Roibos was founded in 2020. It employs 51 to 100 people.
Where is Roibos based?
Roibos is headquartered in Palma, Spain, in the Europe region.
How does Roibos make money?
Two revenue lines are on record. Marketplace Commission is the primary driver. The others are roibos Wallet Payment Processing.
Who are Roibos's main competitors?
Broad incumbents on record are SiteMinder, D-EDGE Hospitality Solutions, RateGain Travel Technologies, Booking.com for Business / Booking B2B and Expedia Partner Solutions. Direct peers are HotelBeds, STAAH and Paximum. Emerging players are Cloudbeds and Reseliva.
Does Roibos have an API?
No public API is recorded for Roibos.
What industry is Roibos in?
Roibos's product category is Travel Distribution Software. Its primary akta.pro industry code is THALADAJ, B2B Agent/Partner Booking Portals (Extranet), with a secondary code of THAKAAAO, B2B OTA/White-Label Booking Platforms & Affiliate Networks. Its NAICS code is 561510.