ROIBOS: Leading Mallorca’s Hospitality Technology Revolution

Our book on leadership in Mallorca only scratched the surface; this blog shares more of Patricia’s story.

ROIBOS is a leading travel technology company based in Mallorca, at the forefront of hospitality innovation and digital transformation. Founded during the COVID-19 pandemic, ROIBOS stands out for its simplicity, transparency and a technology-first approach that empowers hotels and travel distributors worldwide.

At the heart of it all is Patricia Rosselló, the company’s co-founder and CEO, whose passion, resilience, and entrepreneurial spirit have guided ROIBOS from a simple idea into a leading marketplace in hotel distribution.

ROIBOS is a technology-driven marketplace that connects hotels directly with global travel distributors. Its name is inspired by rooibos tea—a symbol of clarity, honesty and transparency—reflecting the company’s core values.

As Patricia explains,

“We wanted a name that reflected who we are, something transparent, simple, and easy to remember. Our company connects hotels and distributors clearly and straightforwardly, with no hidden margins. What you see is what you get.”

Since launching in March 2020, ROIBOS has focused on creating advanced technology that simplifies hotel distribution, helping businesses across the global travel industry work more efficiently and profitably.

ROIBOS was officially launched on 17 March 2020, just three days after Spain declared a state of alarm due to COVID-19. While the world shut down, Patricia and her small team of five pressed forward, driven by conviction and courage.

Rather than viewing the pandemic as a hindrance, they regarded it as an opportunity. With hotels shut and travel on hold, people finally found the time to listen. Patricia spent those initial months engaging directly with hoteliers and travel agencies, gathering feedback and refining ROIBOS’s model.

“The pandemic gave us the time to listen,” she recalls. “It was an opportunity to explain what we were building and to shape the product based on what the industry really needed.”

From those uncertain beginnings, ROIBOS emerged stronger, turning crisis into innovation.

Headquartered in Mallorca, ROIBOS operates at the heart of one of the world’s most influential travel technology ecosystems. The island isn’t just a Mediterranean paradise—it’s renowned as the “Silicon Valley of tourism,” home to global hospitality powerhouses like Iberostar, Meliá and Riu. These iconic brands have shaped international travel trends, pioneered digital transformation in the hotel sector and set industry standards for quality and innovation.

Being part of this vibrant hub has given ROIBOS an unparalleled vantage point. The company leverages Mallorca’s dynamic network, drawing inspiration and expertise from a region that leads the way in sustainable tourism, state-of-the-art technology and world-class service. This environment fuels ROIBOS’s growth, enabling it to attract international clients and build a culturally diverse team spanning Spain, Latin America and beyond.

Patricia sums it up:

“Our multicultural team and our roots in Mallorca give us both creativity and strength—qualities that set us apart on the global stage.”

At ROIBOS, the culture mirrors Patricia’s own personality, dynamic, transparent, and full of energy. The company values teamwork above hierarchy, and Patricia leads by example.

“If I see dirty cups in the kitchen, I clean them,” she says. “It’s not about position; it’s about attitude. Everyone here matters, and we all contribute.”

This philosophy has helped ROIBOS foster an environment where innovation thrives. The team celebrates successes together, analyses failures as a group, and continuously learns from both.

ROIBOS is not just a workplace, it’s a community where people grow, laugh, and build something meaningful side by side.

For Patricia, honesty and passion are non-negotiable when it comes to hiring. She looks beyond CVs and focuses on personality and purpose.

“When you build a startup, you can’t afford titles; you need people with energy and belief,” she explains. “Skills are important, but enthusiasm and trust matter more.”

As ROIBOS has matured, the team has evolved from multitaskers to specialists in marketing, distribution, and technology, reflecting the company’s growth and sophistication. Yet Patricia’s focus on values has remained constant.

“Soft skills should really be called strong skills.”

Patricia’s leadership style is refreshingly authentic. She believes in transparency, teamwork, and treating people with respect and equality. Her motto captures the essence of her approach:

“The company is a team. I may have had the idea and put the money behind it, but at the end of the day, everyone counts.”

She encourages her team to take ownership, make decisions, and learn from mistakes. This openness has not only strengthened internal trust but has also become part of ROIBOS’ external identity.

Patricia leads with empathy and conviction, a combination that inspires her employees and partners alike.

Launching a travel company during a global travel ban presented its own set of challenges. But Patricia’s optimism turned every obstacle into a lesson.

Her previous experience, spanning from building tour operators to serving as Chief Operating Officer at Iberostar, provided her with a solid foundation to handle uncertainty. She leveraged those years of knowledge to make swift, decisive decisions, transforming ROIBOS into a profitable and respected name in travel technology.

Her philosophy is simple yet powerful:

“Be nice when you’re on the way up because you’ll meet the same people on the way down.”

It’s a principle that has guided her through decades in the travel industry and continues to define ROIBOS today.

Now in its fourth year, ROIBOS continues to expand its reach and improve its technology. The platform evolves constantly to meet the changing needs of hotels and travel distributors worldwide.

The company’s long-term vision remains clear to be the world’s most transparent, efficient, and trusted travel marketplace.

“Our focus is laser-sharp,” Patricia says. “We’re not here to sell shoes today and chairs tomorrow. We do one thing, and we do it well.”

ROIBOS is not just transforming hotel distribution; it’s reshaping the values of the travel industry. Through innovation, honesty, and determination, Patricia Rosselló and her team have built a company that embodies modern leadership: human, humble, and forward-thinking.

From five people working at home during lockdown to a profitable company recognised across continents, ROIBOS embodies the power of resilience and purpose.

As Patricia says with a smile,

“We create a company where transparency isn’t just a word, it’s who we are.”