The Roibos platform allows hotels to distribute their rates and content directly to agents, operators and online travel agencies.

Roibos has appointed industry veteran Paul Riches, who has experience working for several bed banks, as development director to launch the platform to the UK trade.

Patricia Rossello, founder of Roibos, said: “We are delighted to start working directly with the UK trade and to have Paul’s support and vast experience to help us in accelerating this process.

“Even in these tough times, the response we’ve had until now has been incredible. I think both hoteliers and travel operators have realised that changes were needed within the B2B distribution sector, and the unique technology we have developed helps both hoteliers and partners to improve sales and lower distributions costs.”

Currently the inhouse platform features more than 1,000 hotels and Roibos wants to have 20,000 properties live within the next two to three years.

“Our focus at present is Europe and in particular Spain and the islands. We are currently in the process of adding the Americas and the Middle East to our hotel portfolio’’, added Rossello.

Roibos takes payments through virtual credit cards and hotels can load content, rates and restrictions on to the platform.