Avvio Founder Announces the Establishment of The roomangel Foundation, an Initiative Hailed as the “Biggest Change in the History of Our Industry"

Based in London, the roomangel Foundation is a newly established non-profit organisation on a mission to transform hotel distribution. Structured as a Company Limited by Guarantee (CLG), the Foundation invites hospitality stakeholders to join.

This groundbreaking initiative unites booking engine providers and lodging establishments for the first time, creating a fairer market by restoring distribution power to the industry and booking power to travellers.

In addition to providing consumer regulatory oversight, the Foundation will serve the industry with a suite of cutting-edge technology solutions, including:

• A trusted stamp for hotel websites, boosting direct bookings and consumer confidence
• A revolutionary new hotel search and booking platform.
• A powerful data ecosystem to drive better decisions and optimise demand.

These innovations are designed to disintermediate hotel distribution, protect consumers, and elevate the search and booking experience.

Travellers rely on centralised search to compare accommodation options, which has historically given Online Travel Agencies (OTAs) a competitive edge. While hotels prefer direct bookings, they have struggled to compete with OTAs’ convenience, marketing budgets, and loyalty programmes.

The roomangel Foundation seeks to address this longstanding challenge by providing a platform that offers centralised hotel search designed for the customer while delivering reservations via the hotel’s direct channel, eliminating the need for third-party agents.

“This is the first global initiative in our industry’s history to present a viable solution to a decades-old problem,” says Brian Reeves, founding member of the Foundation. “roomangel aggregates inventory intelligently in one place, removes the influence of commissions and persuasion, and instead ranks results by best value for travellers’ convenience. It also provides a reliable verification system, including an independent value-for-money calculation, reinforcing trust in direct hotel bookings.”

To achieve this, the Foundation is launching a new hotel search and booking platform that will be directly connected to its hotel partners’ booking engines. This pioneering partnership with industry-leading direct distribution providers was introduced during the inaugural Booking Engine Summit, held in Dubai in October 2024. At the event, a select group of industry leaders hailed the initiative as “the biggest change in the history of our industry.”

‍The roomangel Foundation is inviting hospitality stakeholders to join this movement and reshape the future of hotel booking. Learn more at roomangel.org/join.