What Roiback does

Roiback is a hospitality technology company that operates an integrated direct-booking channel platform for hotels and hotel chains. Founded in 2012 and headquartered in Palma de Mallorca, Spain, the company is incorporated as GLOBAL OBI S.L.U. and operates as a subsidiary of HBX Group. Its core product suite combines an award-winning booking engine (Motor de Reservas) with more than 100 customized functions and claimed conversion rates of up to 9-18%, web design services delivered by a 35+ person RB Design team, a digital marketing agency (RB Digital) with win-to-win commercial alignment, a multi-channel contact center, a guest loyalty solution (Loyalty 360), and payment solutions including Scalapay BNPL and Stripe. The platform is underpinned by OdysseIA, an AI-powered marketing intelligence layer that uses first-party behavioral data to identify likely bookers, build Smart Audiences for ad-platform activation, and provide data-driven attribution.

Roiback serves individual hotels and multi-property hotel chains across Spanish-speaking markets (Spain, Colombia, Mexico) and Portugal, with team members distributed across more than 9 countries and a branch office in Medellín, Colombia. Disclosed enterprise customers include Palladium Hotel Group, The Excellence Collection, Lopesan Hotels, Ilunion Hotels, Krystal Hotels, Canarian Hospitality, and Vincci Hotels, with SMB customers serviced through high-volume web project throughput of 280+ sites annually (120+ 360 projects and 160+ LITE projects) and 500+ annual technical support tickets. The company is organized into specialized sub-brands — RB Design, RB Digital, RB Advisor (Direct Channel Specialists), RB Tech (CRS and systems), and RB Lab (R&D) — reflecting an integrated-services operating model.

The revenue model blends recurring subscriptions (booking engine, loyalty, payments) with project-based professional services (web design, digital marketing, consulting). Distribution is primarily direct enterprise sales with personalized demos, supplemented by trade show presence in Iberia and Latin America, partner referrals through HBX Group's ecosystem, and integration partnerships with PMS, channel manager, CRM, and RMS providers. Roiback holds Google Premier Partner (top 3% globally), Meta Business Partner, and Stripe Partner statuses, has won the World Travel Tech Award for Best Booking Engine Solution for Hoteliers Worldwide in five consecutive years (2021-2025), and holds GDPR and Digital Services Act compliance certifications. Leadership comprises founder Javier Vich as co-founder, with Arturo Arévalo González as Chief IT Architect and Toni Calafat as CTO.

Name

Roiback

Legal name

GLOBAL OBI S.L.U

Website

https://roiback.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Roiback, a Spanish hotel technology subsidiary of HBX Group, provides integrated direct-booking solutions — booking engine, web design, digital marketing, contact center, loyalty, and payments — to hotel chains and individual hotels across Spain, Portugal, Colombia, and Mexico.

Ownership category

akta.pro rank

Product category

Hotel Direct Channel Technology

NAICS

Advertising Agencies (541810), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

B2B OTA/White-Label Booking Platforms & Affiliate Networks (THAKAAAO)

akta.pro secondary industries

Hotel Revenue Management Systems (RMS) (THALAOAB), Personalization & Recommendation Engines (Next-Best-Action/Offer) (THALAKAF), Customer Service, Contact Center & Loyalty Care Platforms (Case Management, Chatbots) (THALAKAN), Loyalty Commerce & Affiliate/Offer Platforms (Shopping Portals, Cashback, Offers) (THALAKAJ), Hotel Content Aggregators & Connectivity APIs (THALAJAD)

Keywords

• Hotel booking engine
• Direct channel technology
• Hotel digital marketing
• Hospitality e-commerce software
• Hotel CRM solutions

Headquarters

HQ city

Palma De Mallorca

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Booking Engine Software: Core booking engine technology licensed to hotels for managing reservations directly through their websites. Subscription or usage-based model for access to the CRS and booking functionality.
2. Web Design Services: Custom web design services for hotels including 360 web projects (120+ per year) and LITE web projects (160+ per year). Professional services component.
3. Digital Marketing Services: Full-service digital marketing agency specializing in hotel sector. Includes SEO, SEM, programmatic advertising, social ads, email marketing, affiliates, and web analytics. Win-to-win model where success tied to client outcomes.
4. Contact Center Services: Omnichannel contact center solution integrating voice, email, chat, social networks, and SMS. Contributes up to one-third of direct sales for hotels.
5. Consulting Services: Direct channel optimization consulting provided by Direct Channel Specialists who advise on commercial and technological strategies.
6. Loyalty and Payment Solutions: Loyalty program management and payment solutions including e-payments and Scalapay BNPL integration.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Roiback sells an integrated hotel direct-channel technology platform centered on its award-winning Motor de Reservas (Booking Engine), complemented by web design services, full-service digital marketing, omnichannel contact center, integrated loyalty program (Loyalty 360), payment solutions, and direct-channel consulting delivered by Direct Channel Specialists. The company targets hotels and hotel chains seeking to maximize direct bookings and reduce OTA dependency, with proprietary AI-powered marketing intelligence (OdysseIA) for predictive audience targeting.

Product overview

Roiback offers a comprehensive hotel direct sales platform with a modular architecture centered on the Booking Engine (Motor de Reservas) as the core product. The platform integrates Web Design, Digital Marketing (with sub-modules for SEO, SEM, Programmatic, Social Ads, Email Marketing, Affiliates, and Analytics), Contact Center, Loyalty (Loyalty 360), Payment Solutions (including Scalapay BNPL), and Consulting services. Additional booking-specific modules include Backhotel 360 (CRS), Booking Center Tool, Travel Agency Module, Flight+Hotel packages, Experiences, and Price-check/Personalization tools. The ecosystem is enhanced by AI-powered intelligence through OdysseIA for predictive analytics and marketing optimization.

Differentiator

Problem solved

Functional benefit

Brands

• RB Design: Web design team responsible for hotel website creation and technical support, comprising over 35 professionals worldwide delivering over 120 web projects annually.
• RB Digital
• RB Advisor
• RB Tech
• RB Lab
• OdysseIA

Products and services

• Motor de Reservas (Booking Engine) Award-winning hotel booking engine with 100+ customized functions that achieves conversion rates up to 18% and serves as the cornerstone of hotel direct sales. Used by individual hotels and chains to manage reservations directly on their websites.
• Diseño Web (Web Design) Custom website design service for hotels with UX/UI specialization in the hotel sector, delivered by a team of 35+ designers producing 120+ 360 web projects and 160+ LITE web projects annually.
• Marketing Digital (Digital Marketing) Comprehensive digital marketing solution for hotels covering visibility, disintermediation, loyalty, and strategy, delivered with a win-to-win model through the RB Digital team with 10+ years of hotel sector experience.
• Contact Center Omnichannel contact center solution integrating voice, email, chat, social networks, and SMS, contributing up to one-third of direct sales for hotel clients.
• Fidelización (Loyalty) Loyalty program enabling guest enrollment throughout the entire customer journey including check-in, featuring tier progression and advanced recognition for direct channel bookings, including guests from OTAs and tour operators.
• Soluciones de Pago (Payment Solutions) Payment solutions including Epayments and flexible payment options via Scalapay BNPL integration for the direct hotel channel, available across multiple European markets.

Quantifiable outcome

• Conversion rates up to 18% with booking engine
• +5 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability6 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core, strategic and minor.

• HBX GroupcoreStrategic or Co-development PartnerHBX Group is the parent company of Roiback. Roiback operates as part of HBX Group, leveraging shared resources, referral networks, and integrated hospitality technology ecosystem. Job opportunities and careers are managed through HBX Group portal. HBX Group provides corporate infrastructure and strategic direction.
• ScalapaystrategicTechnology or IntegrationBuy Now, Pay Later (BNPL) payment solution partner enabling flexible payment options for hotel bookings. Available in Spain, Italy, France, Germany, Belgium, Netherlands, Austria, Portugal, and Finland. Partnership strengthens Roiback's payment solutions and aims to increase conversion rates by reducing booking friction.
• Google (Premier Partner)strategicGTM or Marketing PartnerPremier Google Partner providing advertising platform access and expertise. RB Digital team is part of top 3% of Google partners globally. First booking engine to achieve this distinction. Includes Google Ads, demand generation, and brand search capabilities.
• Meta (Facebook Business Partner)strategicGTM or Marketing PartnerMeta Business Partner providing social advertising capabilities and platform expertise for hotel marketing campaigns.
• SojernminorGTM or Marketing PartnerTravel marketing partner providing additional digital marketing capabilities for hotel client campaigns.
• TrivagominorGTM or Marketing PartnerMetasearch engine partnership for hotel visibility and booking referrals.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Profitroom: Profitroom is a hotel technology provider offering a booking engine, website design and digital marketing services aimed at driving direct hotel bookings. It is the closest functional analogue to Roiback, competing head-to-head for independent and chain hotel customers with a similar integrated direct-channel proposition.
• The Hotels Network: The Hotels Network specializes in direct booking conversion tools for hotel websites, including personalization, price comparison widgets and AI-driven messaging. It directly competes with Roiback's OdysseIA and personalization features for the same hotel marketing and revenue teams.
• Triptease (Lighthouse): Triptease, now part of Lighthouse, offers a direct booking platform with price comparison, personalization and metasearch tools for hotels. It competes head-to-head with Roiback in the hotel direct-channel marketing layer, particularly against the OdysseIA personalization stack.
• Net Affinity: Net Affinity is a digital marketing agency and technology provider specialized in hotels, offering booking engine, SEO, SEM, web design and CRM services. It mirrors Roiback's combined technology-plus-services model and targets the same independent and chain hotel segments, primarily in Europe.
• Hotelogix: Hotelogix provides cloud-based hotel management software including PMS, booking engine, channel manager and POS, with strong presence in Europe and emerging markets. It competes with Roiback in the booking engine category, particularly among independent and small chain hotels seeking integrated cloud solutions.
• D-EDGE: D-EDGE (formerly part of Accor) provides booking engine, digital media and data services to hotels worldwide, with a focus on European chains. It is a direct competitor to Roiback across booking engine, digital marketing and central reservation system capabilities for chain hotel customers.

Broad incumbents

• SiteMinder: SiteMinder is a global hotel commerce platform spanning channel management, booking engine, PMS integrations and guest acquisition tools. It is a broader incumbent that overlaps with Roiback in the booking engine and direct-channel categories but operates at greater international scale and with a wider product footprint.
• Cloudbeds: Cloudbeds provides an all-in-one hospitality management suite including PMS, booking engine and channel manager, targeting independent hotels and small chains worldwide. While broader than Roiback, it competes in the booking-engine and direct-booking space and serves similar independent and mid-market hotel customers.
• Mews: Mews is a cloud-native hospitality operations platform that bundles PMS, booking engine and guest experience tools and is expanding into payments and workflow automation. It competes with Roiback on booking engine and integrations but addresses a broader operational software mandate.
• BookingSuite (Booking.com): BookingSuite is Booking.com's B2B arm offering websites, booking engines and digital marketing services to hotels to help them capture direct demand. It is a broad incumbent that competes with Roiback's booking engine and marketing offerings but benefits from Booking.com's distribution scale and brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/roiback
• Xx.com/Roiback_Tech

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Roiback