Turkey-based B2B marketplace and part of SAN TSG Group Paximum has teamed up with Roibos, a Spain-based company offering a B2B marketplace for hoteliers.

Through this cooperation, hoteliers will have the chance to work with Paximum on special projects and increase their direct contracting through the Roibos platform.

This alliance is expected to streamline the process of content and rate distribution to travel agents and B2B tour operators globally, the companies said.

Paximum general manager Mustafa Türk said: “We are pleased to join forces with Roibos, a forward-thinking B2B marketplace, to establish a comprehensive network within the industry.

“Through this strategic partnership, our goal is to offer our business partners an advanced network by providing diverse accommodation options and implementing a transparent distribution system.”

Roibos chief distribution officer Anna Igual l said: “We are thrilled to welcome Paximum onboard and anticipate a successful partnership that will drive innovation in hotel distribution.

“The integration of Paximum, utilising our Wallet solution for payments, will not only streamline payment processes but also enable closer collaboration to enhance their direct contracting and boost sales.

“We are committed to delivering an unparalleled experience, and this alliance represents a significant step forward in the evolution of the hotel industry.”

Last July, Choice Hotels EMEA, a franchise-focused hospitality group, entered a distribution agreement with Roibos.

The objective of this agreement was to enable the distribution of Choice Hotels EMEA's property portfolio on the Roibos B2B marketplace.

This move was aimed at facilitating direct connections between hoteliers and travel providers, eliminating the need for intermediaries.

As a result, franchisees of Choice Hotels EMEA now have access to Roibos' B2B network.