A new technology platform that allows hoteliers to distribute rates directly to the trade has launched in the UK as the “B2B version of Booking.com”.

Roibos gives travel agents, tour operators and OTAs access to hotel stock of more than 1,000 properties already signed up.

The B2B platform hopes to have 20,000 hotels signed-up to the system “within the next two to three years” and, for the UK market, is focusing on properties in Europe while adding the Americas and Middle East to its portfolio.

It has appointed Paul Riches, who has worked for bedbanks including Bedswithease, Lowcost and Youtravel, as development director and consultant to assist with the launch and sales development through the UK trade.

The platform was founded by Patricia Rosselló, former chief operating officer at World2Meet, who 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. Both hoteliers and travel operators have realised 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.”

The platform, which has been developed in-house by Roibos, takes payments via virtual credit card and allows hotels to load content, rates, and restrictions, which can be priced at individual agent level.

Riches said: “The initial feedback from the trade has been very positive. The system offers substantial cost savings to operators and agents and a direct relationship with hoteliers. We are aiming to become the B2B version of Booking.com.”