Franchise-focused hospitality group Choice Hotels EMEA has signed a distribution agreement with Roibos.

Roibos is a B2B marketplace that allows hoteliers to distribute content as well as rates to travel agents and B2B tour operators across the world.

The latest deal is to distribute the properties portfolio of Choice Hotels EMEA on the Roibos B2B marketplace.

This will allow the hoteliers and travel providers to directly connect without any mediators.

Through the direct integration agreement, the Choice Hotels EMEA franchisees will gain access to Roibos’ B2B network of travel distributors across the world.

In addition to increasing revenue, the hoteliers will also be able to change the rates and immediately broadcast their live inventory using the advanced technology of a single platform and connection.

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Choice Hotels EMEA commercial and operations senior director Helen ter Beek said: “Our aim is to continue enhancing and expanding our solutions and partnerships, helping our franchisees increase performance and efficiencies as part of our overall value proposition.

“This agreement provides increased options in leisure sale opportunities in the EMEA region for our franchisees while hotels can maintain control of their own offer and rates on the platform.

“Through this new partnership with Roibos, we are able to offer our hotel partners an automated distribution solution that will provide access to a vast network of clients, such as tour operators and online travel agencies, while maintaining both transparency and controlled distribution as franchisees can choose who they work with and at what rate.”