Bedbanks getabed and roomsXML have announced the launch of a new brand, Stuba, following their merger earlier this week.
Both existing brands will retain their identities within their respective markets ‘for now’ but will eventually be phased out and replaced with the new global brand.
Stuba’s commercial headquarters will be in Dubai, where both companies are currently based, but will retain operational offices in the UK, India, Australia, and USA.
The new brand will be officially launched during Arabian Travel Market in Dubai next week.
Matt Stuart of getabed, now CCO of Stuba, said: "We wanted a short, sharp and unique sounding name, less about any meaning and more about being different and hopefully gaining good brand recall with our existing and future trade partners.
"We felt unifying under a new banner will go a long way to help integrate the teams across offices. The teams have already embraced the new brand really enthusiastically and are already excited about working with their Stuba colleagues."
Ruchir Bang of roomsXML, now CEO of Stuba, said he is looking forward to taking the new brand to market and ‘creating further opportunities’ with suppliers and clients alike.
"Mathematically, 1+1=2; but now with Stuba, we will change the equation to add up to 3," he said.
"Stuba will be significantly larger in scale to what roomsXML and getabed were individually, but we are very mindful of not losing any of the values and ethos that made both brands so popular and likeable."
Announcing the merger earlier this, the pair had already assured their travel partners that they would continue to remain ‘at the heart of everything’ and that the merged companies were ‘still small enough to remain personal and reactive to their demands’.
Getabed has been trading since 1991 and has offices in UK and UAE.
RoomsXML is an online accommodation wholesaler with offices in Australia, India, UAE and USA and has been trading since 2007.
