Bidroom

About Bidroom

Bidroom is a travel technology company that operates a membership-based marketplace for hotel bookings, positioning itself as a disruptive force in the online travel agency (OTA) sector. The company was founded in 2014 by Michael Ros and Casper Knieriem, with its headquarters initially in The Hague and later moving to Amsterdam. The genesis of Bidroom stemmed from Ros's experiences in the travel industry, where he witnessed firsthand the frustrations of hoteliers with the high commission rates charged by major OTAs. Inspired by the subscription-based models of companies like Netflix, Ros, a serial entrepreneur who had previously founded and sold a travel agency, envisioned a fairer ecosystem for both hotels and travelers. The core of Bidroom's business model is to eliminate the hefty commissions that hotels typically pay to OTAs, which can be as high as 25%. Instead of a commission per booking, Bidroom offers hotels two main options: a significantly lower fixed distribution fee of 6% or an annual membership fee. This approach allows hotels to increase their profit margins and gives them the flexibility to offer more competitive rates and complimentary perks to attract guests. For travelers, Bidroom operates on a subscription basis, providing members with access to hotel deals that are guaranteed to be between 5% and 25% cheaper than on public booking platforms. The company's platform is a closed marketplace, which enables hotels to offer lower prices without violating rate parity agreements they may have with other OTAs. Members not only benefit from discounted room rates but also receive additional perks such as welcome drinks, free room upgrades, and discounts on hotel services like spa treatments. Beyond hotel bookings, a Bidroom membership also unlocks a range of other travel-related discounts on services like car rentals, airport lounges, and tourist attractions. Bidroom's journey has been marked by several significant milestones, including securing a €1 million investment in 2016, which helped fuel its initial expansion. A more substantial €15 million Series A funding round followed in 2018, aimed at further product development and international growth. This funding round also coincided with a management reshuffle, with Bas Tolmeijer, a former managing director of Apollo Hotels, taking over as CEO, while co-founder Michael Ros transitioned to the role of Chief Operating Officer. Another key achievement for Bidroom was the establishment of a strategic three-year partnership with Visa in 2018, which offered European Visa cardholders free access to the platform, significantly expanding its reach. More recently, in January 2022, Bidroom launched uGO, a white-label "Travel-as-a-Service" loyalty solution that allows other businesses to offer Bidroom's travel benefits to their own customers and employees.