Roiback Innovation: all the new developments that have revolutionized 2025

We are about to close a year full of challenges and achievements. It is the perfect time to look back, celebrate our accomplishments together, and look forward to a 2026 full of opportunities and new ideas. At Roiback, our mission is clear: to boost the direct channel for hotels with technological solutions that make a difference.

Throughout 2025, we have worked tirelessly to offer you the best experience, higher conversion rates, and tools that enable you to grow. Here we outline the main innovations that have transformed our booking engine and your customers' digital experience.

Reservation Engine: technology that converts

At the beginning of 2025, we introduced the New Price Display: Innovation for a Leading Booking Engine, which represents a qualitative leap forward in booking engine technology, with improvements that directly impact conversion and user experience:

New room selection design: We have incorporated a vertical carousel layout, eliminating tabs, which allows for a clearer and simpler display of rates and reduces loading times by 60%.

New price display: We present rates in a linear format, which improves transparency, facilitates comparison, and simplifies selection. This redesign has generated a +13% increase in room nights and an +8% increase in bookings and revenue.

Image of the new room selection design and new price display

Visibility of exclusive loyalty rates: More attractive and prominent to encourage conversion and recruitment of loyalty program members.

**Image of exclusive rate for Loyalty program members**

Book and Join: New option that allows users to register for the loyalty program during the booking process, without any additional steps, to take advantage of an exclusive loyalty rate. Available on both the mobile version and the Booking Center.

Breakdown of fees and taxes: Greater transparency in information, making it easier for customers to understand the final price. In addition, we comply with legal regulations in this way.

Customization of Average Price/Night: Configurable according to the hotel's needs.

New currencies: Addition of the Jamaican dollar and Egyptian pound.

Improvements in integrations such as with Siteminder, which now allows you to map and synchronize occupancy directly from SiteMinder to Roiback, reducing errors and saving time.

The Mobile Revolution: Engine and User Experience (UX) Improvements

Mobile is key: almost 50% of bookings are made from mobile devices, and 90% of users use them to search for information about their trip. That's why we've improved the engine and optimized the experience on the mobile version of the booking engine:

New price display also on mobile: Redesign that improves the visibility and clarity of rates, with special emphasis on prices for loyalty program members. This improvement has achieved +30% in clicks in A/B tests and improvements in conversion rates.

Optimized results screen: Pop-up banner highlighting exclusive benefits, reducing scrolling and displaying all essential information at a glance.

Aligned sections: "Rooms," "Experiences," and "Discover the Hotel" now free up space and improve organization for greater clarity and visual appeal.

Redesigned filters: More intuitive, with icons to edit your search and apply filters in two clicks.

Share button and favorite room bookmark: Features that enhance interaction and the user experience, making it "more social."

Web design: customization to suit the consumer's tastes

Just a month ago, we introduced our web solution for independent hotels and small hotel groups, a new version of our website platform, now with an individual page model that allows you to create fully customized and modular pages without the need for complex structures, while maintaining the power and versatility of our most advanced solutions.

Among its main benefits are:

Modular and flexible design.

Optimized user experience.

Improved conversion.

Advanced SEO, optimized loading speed, and effective positioning.

Updates and premium support.

Over 40 modules available, multilingual support, social media integration, advanced typography, themed pages, and a powerful directory with smart filters.

BI Portal: the power of data

They say that without data, you only have an opinion. Introducing the new Demand Dashboard, which offers a comprehensive view of demand in your booking engine, integrating key data that helps you maximize your business opportunities. The new demand and competitiveness analysis module allows you to analyze both searches within the booking engine and user behavior before they reach the website. (You can read more in our post Master demand peaks and multiply your hotel's revenue).

With detailed analysis of availability searches made on the engine, cross-referencing this data with conversions and availability ratios, you can obtain key information about search and stay dates, volume of requests, availability and conversion percentages, as well as specific insights into markets, average stays, and advance booking.

In addition, integration with Google Hotel Ads allows you to know when your direct channel is more or less competitive compared to other online channels, correlating this information with conversion. You can also measure "impression share, " which is how often the direct channel is displayed when customers perform a search.

New booking funnel in the BI Portal: greater clarity, more control, higher conversion rates. It allows you to examine each stage of the purchasing process in detail, enabling you to detect opportunities, identify friction points, and analyze results to identify trends and critical areas. All this with consistent and homogeneous data from GA4, ensuring reliability and comparability.

Analyzing the six stages of the user journey—Searches, Available results, Add to cart, Begin checkout, Payment, Purchases— allows you to clearly see where conversion is lost and which areas need improvement.

You can learn more about this in this post: Master real-time data analysis with Roiback

Digital Marketing

At Roiback, we have decided to maintain the commission-based model in Google Hotel Ads for our customers, following Google's decision to discontinue this model in March. With the aim of enabling hoteliers to continue investing in marketing without the high risk associated with advertising investment, while maintaining high conversion rates and fixed profitability, we wanted to maintain this solution, which our customers would otherwise not have had access to.

We have incorporated information about price disparities in Google Hotel Ads' Free Booking Links into our Metabase Pro reporting platform.

Email Marketing

In January, we introduced EmailBooster: a simple tool that is fully integrated with your Roiback engine and Loyalty module . In just 15 days, we will configure everything you need to monetize your database and boost communications with your customers. Designed for independent hotels and small hotel groups, it is aimed at optimizing email communications while boosting bookings in a simple, functional, and profitable way.

No technical knowledge or complications required, you have in your hands:

Custom email template with your brand.

Automations(such as welcome or birthday emails).

Marketing campaigns based on your marketing calendar

Adapted design and copy to your needs.

In your two most important languages

And a dashboard so you can easily analyze the profitability of this channel.

Double your open rate (industry benchmark 15-25%), click rate, and ROI by sending more relevant emails that generate more interest.

Booking Center

Loyalty rates: If you have a loyalty program and work with loyalty rates, these are now also displayed in the Booking Center with a new design.

RB Quotes: price per room: quotes will show the individual price for each room. This information allows agents to improve the detail of each quote and help customers by presenting a clearer offer, which is expected to improve the acceptance rate.

Travel insurance that works for you and your customer

Trip Protection & Assistance: can now boost sales of non-refundable rates and increase its share and conversion using the new plug & play insurance solution already integrated into the booking engine. Tailored to the needs of hotels and guests, who are increasingly looking for greater flexibility when booking and value options that offer them greater security, as well as the ability to adapt to unforeseen circumstances. It also offers protection throughout the trip, without placing an operational burden on your hotel. Benefits for your hotel:

Reduction in cancellations.

Improved cash flow.

Greater safety for guests.

Generation of additional income through the optional sale of insurance.

Available in Spain, Portugal, Italy, Mexico, and Colombia. Discover how Travel Insurance can increase direct sales and reduce cancellations at your hotel.

ePayments

ePayments Prepaid & Token: a simplified solution that allows you to easily collect payment for all your direct channel reservations and facilitate payment, even in the case of no-shows, as well as reducing cancellations. This solution, designed for independent hotels and small hotel groups, allows you to automate refunds, streamlining the modification and cancellation process and providing a better experience for both hotels and guests.

Roiback allows you to sell with installment payments on your website: with this new feature, you can offer your guests the option to book in advance and split the payment, an option that has proven to be very effective in other areas of the travel sector, such as cruises. All this without adding complexity or additional costs for the end customer and without any risk for the hotel.

You now have new automations that facilitate payment management and offer alternatives, reducing potential errors and helping you free up your teams' operating time. You also have redesigned notifications, with greater clarity and customization options in communication between the hotel and the customer.

Payment Gateways

New payment methods at ADYEN:

We continue to expand our payment options to offer greater flexibility to your customers.

Now, through ADYEN, the following are available:

PayPal: Payment method that allows you to make payments, send, and receive money worldwide. You can link your debit card, credit card, or bank account.

Klarna: Payment method that allows you to split the payment for your reservation.

SEPA: Payment method that allows you to pay for your reservation by bank transfer.

Resale of Reservations

New Integration with TripResale: aplatform specializing in the resale of reservations. With it, users can sell their unused reservations, and other interested parties can purchase them at the same or a reduced price.

TripResale allows hotels to reduce non-refundable rate cancellations and increase their revenue share in the face of high demand or price increases, thanks to selective repurchasing. Easy and effective for both the customer and the hotel, it opens up a new alternative for optimizing reservations.

More information about TripResale here

Innovation and growth backed by HBX Group

Being part of HBX Group means moving forward with the strength of a global leader in tourism. This alliance allows us to offer hotels a comprehensive and strategic view of distribution, so that each one can find the ideal combination of channels according to its identity, location, and objectives.

Having the support of a large group provides confidence and stability, ensuring access to secure technology, constant innovation, and standards that make a difference.

At Roiback, we combine expert knowledge of the direct channel, tailored solutions, and the backing of the HBX Group to become the strategic partner that drives the profitability and future of every hotel.