Roiback Acquires Spanish company ThinkIN to Accelerate AI Enabled Omnichannel Contact Center Capabilities for Hotels Worldwide

This acquisition will strengthen hotel partners’ direct sales conversion and guest engagement with 24/7, 9‑language support, AI voice bots, and data‑driven quality assurance.

London, 17 January 2026.-Roiback, an HBX Group (HBX.SM) company, today announced the acquisition of ThinkIN, a hospitality technology and services company headquartered in Canary Islands, Spain. The acquisition will enhance Roiback's partner offering with an AI‑enabled omnichannel Contact Center that drives direct sales conversion and elevates guest experience.

ThinkIN provides 24/7 support across phone, email, chat, social media, and SMS in nine languages, delivering a considerable increase in conversion and more than 30% average ticket uplift for hotel partners. Its integration of Phone Sales and Online Sales can generate an additional uplift of over 15%. ThinkIN’s AI voice bot and AI Quality Assurance solutions further improve performance and customer satisfaction, which currently stands at 92%.

Cristina Perea, General Manager of Roiback, said: “This acquisition reinforces our commitment to be the most effective partner for hotels. ThinkIN’s AI‑enabled Contact Center, combined with our global reach, will help our partners convert more demand into profitable direct bookings while delivering exceptional guest experiences.”

Alejandro Martin, Managing Director of ThinkIN, said: “Joining Roiback allows us to scale our technology and service innovation for hotels worldwide. We’ll continue to invest in the AI capabilities that help our customers grow.”

Since its founding, ThinkIN has expanded from 4 employees in 2015 to more than 70 today, reaching nearly 100 during peak season, and now manages over 450 hotels across Europe and the Americas.

Roiback, who will invest up to €2M contingent on business performance, will maintain service continuity for ThinkIN’s existing clients and align go‑to‑market efforts to deliver measurable revenue impact for hotel partners.

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About Roiback

Roiback, part of HBX Group, is an award‑winning HotelTech company specialising in services and technology for the Direct Channel, serving both hotel chains and independent hotels worldwide. The company’s offering includes a market‑leading, conversion‑focused booking engine, website development, hotel‑specialised digital marketing services and loyalty solutions. All of this is supported by a dedicated team of Direct Channel specialists to guide strategy and maximise results. Roiback is a Google Premier Partner and a strategic partner of TripAdvisor.

For more information, visit www.roiback.com

About HBX Group

HBX Group is a leading global B2B travel technology company and the owner of brands such as Hotelbeds, Bedsonline, The Luxurist, Roiback and The Civitfun. It offers a network of travel technology products and services, connecting travel businesses such as online marketplaces, tour operators, travel agents, airlines, loyalty programmes, destinations and travel suppliers.

HBX Group’s mission is to simplify the complex and fragmented travel industry through a combination of cloud‑based technology solutions, data and a comprehensive product portfolio designed to maximise revenue. HBX Group operates in more than 170 countries and employs over 3,500 people worldwide. The Group maintains a strong commitment to making tourism a force for good, creating positive social and environmental impact.

HBX Group International PLC (HBX.SM) is listed on the Spanish Stock Exchanges, ISIN: GB00BNXJB679.

More information:
www.hbxgroup.com

HBX Group Media Contact

PR & Media Relation smedia@hbxgroup.com

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