The contest for a hotel booking begins well before the availability calendar. A traveller may discover a property on social media, compare it on a platform, read a review and eventually search for its name. RoomZero wants to work across that whole sequence. Presented in October and integrated into Grupo Hotusa , the agency proposes connecting the identity of a property with its digital visibility, demand acquisition and subsequent relationship with the customer.
That approach has a specific commercial expression. Its public offer combines campaigns on search engines and metasearch services, social advertising, remarketing, organic search positioning, the organisation of CRM data and email flows. The hotel brand is the thread intended to hold those activities together. The work goes beyond producing advertisements: RoomZero presents it as a way to generate demand for the property itself and encourage direct bookings with a recognisable proposition.
The context explains the ambition. In a Statista Consumer Insights survey, 73% of Spanish residents who had booked accommodation online named Booking.com among the providers they used; Airbnb was mentioned by 30% of respondents. The option of booking directly with the hotel or private accommodation reached 13%. Those are declared purchasing habits, rather than sales shares: the three figures place direct booking within a journey in which intermediaries already have an established presence.
An agency joining positioning with commercial activity
The announcement covered by MarketingDirecto on October 8 places Ángela Gómez Caruncho at the head of RoomZero, with more than twenty years of experience in communications consultancy, strategy and brand management. The communication subsequently published on Hosteltur explains that the agency works with independent hotels and chains across different categories, in Spain and international markets. Its integration into Hotusa comes with strategic, operational and commercial autonomy to approach individual projects.
The name has an earlier history within the group. SoloAgentes dates Keytel ’s announcement of Roomzero to February 2022, when it was described as hotel-brand advice to define positioning and differentiation. The 2026 presentation adds an identified director, Gómez Caruncho, and sets out strategic, operational and commercial autonomy. That comparison clarifies what is being communicated now: a specialist agency, rather than the first recognition that hotel businesses need to work on their brands.
The process described in the press note begins by examining the property: positioning, audiences, competitors, commercial objectives, opportunities and resources. Only then does the agency determine which activities to activate. That sequence matters when understanding what RoomZero is selling. Diagnosis comes first and channels come afterwards, rather than offering the same combination of advertising, content and communications to every hotel that approaches the business.
On its website, the company defines the problem in terms of differentiation and dependence. A hotel that communicates value has more reasons for guests to seek it out, while one that is difficult to distinguish ends up being compared through immediately visible attributes. RoomZero’s proposition is to work on positioning alongside commercial activity, giving the spending used to secure visibility a specific reason to turn attention into preference.
What the 73%, 30% and 13% actually describe
The Statista reference comes from its 2025 Consumer Insights Global Survey. The sample comprised 1,598 residents of Spain aged 18 to 64 who had booked hotels, holiday apartments or holiday homes online during the previous twelve months. The question asked them to identify the online providers they had used, through either a website or an app. The period recorded in the dataset is July 2024 to June 2025, with the figures published in July 2025.
Respondents could select more than one answer. The 73% for Booking.com, 30% for Airbnb and 13% for direct booking therefore do not form a market breakdown and should not be added together to construct a total. The same person could have used several alternatives. The unit is the percentage of people within that population who said they used each option, rather than the share of bookings, rooms or revenue secured by a channel.
Options used by Spanish residents to book accommodation online
Percentage mentioning each provider among 1,598 Spanish residents aged 18–64 who had booked hotels, holiday apartments or holiday homes online. Survey period: July 2024 to June 2025. Three options are shown from a multiple-response question.
% of respondents
Tap or hover for details. All values are also available in the data table.
Collapse notes
Multiple answers: percentages should not be added. Declared use, not booking or revenue share. The population does not represent all visitors to Spanish hotels. Historical context, not RoomZero performance.
Explore the data table
| Category | Respondents who used the provider |
|---|---|
| Booking.com | 73 % of respondents |
| Airbnb | 30 % of respondents |
| Directly with the hotel or private accommodation | 13 % of respondents |
The direct category is especially relevant to this story because it captures the behaviour RoomZero wants to encourage: booking with the accommodation provider itself. The 13% includes hotels and private accommodation within a question about online purchases through websites or apps. It is not limited to Spanish hotels and does not describe every route for direct sales. Its presence in the survey makes that commercial relationship visible beyond a comparison between platform brands.
The survey period precedes the presentation of the agency. It covers residents of Spain who book accommodation, a different population from all the tourists staying in the country’s hotels. The figures help establish the purchasing habits against which a strategy for demand directed to the property competes. RoomZero proposes strengthening that direct choice through branding, visibility and communications, while travellers retain several ways to discover, compare and book a stay.
A brand argument that travels across channels
The first part of RoomZero’s service offer is hotel branding. It includes defining positioning, the value proposition and the attributes that make a property relevant to its audiences. That is a different exercise from choosing a slogan. The agency links the work to recognition, preference and perceived value, broadening the commercial conversation beyond location, facilities or the room rate available at the moment a traveller makes a comparison.
The offer develops that identity through a narrative and communication territories. In practical terms, it means deciding which story the hotel tells and which messages it can support across its points of contact. A website, an advertisement and a media appearance do not need to repeat the same creative piece, but they do need to convey compatible propositions. RoomZero intends to establish that continuity between brand decisions and the activities used to attract guests.
Graphic design and audiovisual production sit within the same service area. The agency offers photographs and videos intended to convey the actual accommodation experience for use on websites, social media and campaigns. The connection with acquisition is straightforward: visual material presents what the traveller is considering when choosing a property. Its role extends beyond decorating a page, providing the material used to explain the hotel product through the purchasing journey.
Gómez Caruncho makes her diagnosis specific by pointing to the extent to which hotel marketing still rests on location, facilities and price. Her argument is that a property needs to identify what makes it distinctive and turn that into a proposition relevant to its audiences. The creative services listed on the website fit that sequence: positioning determines the subject, narrative organises the message, and photography and video give it a visible expression in commercial materials.
Search, metasearch and campaigns that bring attention back
The marketing offer includes paid-media campaigns on search engines, metasearch services, social networks and other digital environments. RoomZero connects them to four functions: generating demand, attracting qualified traffic, encouraging bookings and activating remarketing. These are different stages of commercial activity. One campaign can introduce new users to the hotel, while another presents the brand again to people who have already expressed interest during their search for accommodation.
Including metasearch alongside search engines helps define the scope of the offer. Comparison of the property and its booking conditions is central to the former; through the latter, the hotel can respond to a brand search or another traveller need. RoomZero places both within a common acquisition strategy. In doing so, its offer covers more than a single advertising format or one particular point at which someone decides to look for a hotel.
Organic positioning is also separated into two kinds of work. On-page SEO covers keywords and the optimisation of website content to attract searches with booking intent. Off-page SEO aims to strengthen the presence and mentions of the brand in relevant media, websites and external sources. The service offer therefore connects the clarity of the property’s own information with the authority it builds beyond the pages it directly controls.
Positioning in artificial-intelligence search services is added to that combination. The company says it works on structure, consistency and digital presence so that those systems can understand a hotel and consider it in conversational searches. This extends the discovery environment the agency wants to cover. The service appears alongside SEO and communications because its focus includes how the brand is described and represented in different digital settings.
CRM and email: what happens after attracting the traveller
RoomZero’s offer does not stop when traffic arrives. Its data-management and CRM service proposes organising the available information about customers and contacts so that communications can be segmented. The starting point is the information the business already has. The stated purpose is to make messages more useful and relevant to each audience, connecting acquisition with a relationship that can continue after the guest has completed a stay.
Email is presented as another service with that purpose. The agency offers communications and flows intended to sustain the customer relationship and create further booking opportunities. Within the overall proposition, email provides continuity. Advertising may help someone discover the hotel; organised information about a contact makes it possible to address them subsequently with a communication better suited to their relationship with that particular property.
The connection between those activities is one of the clearest martech elements in the proposition. Segmentation requires information to be organised and decisions about which messages belong with which groups. Designing flows adds a sequence to those communications. RoomZero includes both tasks in its offer, alongside acquisition and content services, so work on a hotel brand also covers how it addresses people who are already familiar with it.
This reading gives substance to the retention element in the agency’s presentation. It appears as the continuation of a relationship begun through other channels, rather than an activity detached from the rest of the journey. The commercial objective described is to encourage demand for the hotel itself and direct bookings. The public offer explains the disciplines intended to serve that objective without implying that every customer uses the same underlying technology platform.
Reputation, creators and media also shape the choice
The communications area includes content strategy, social-media management and message development. RoomZero proposes adapting a hotel’s presence to each channel while retaining its personality. In a purchase that involves consulting several sources, this helps explain why the company brings communications and marketing under the same strategic direction. Each appearance contributes to the traveller’s perception of what a property offers and the reasons for considering it.
Media relations are connected to visibility, reputation and legitimacy. The agency includes rankings, awards and recognitions among the relevant spaces, alongside editorial coverage. Their role within the proposition is to extend the brand’s presence beyond its own channels. A property’s authority can be built through its own messages and through the way other sources present it to potential guests during the search and comparison process.
The service catalogue also includes partnerships with influencers, creators, media and other relevant profiles. Relevance is the operative word: the agency places those collaborations within the positioning and objectives of the brand. It does not present them as an undifferentiated purchase of reach. The selection criteria form part of the strategy, just as the choice of content, search environments or audiences belongs within a paid-media campaign.
Fragmentation of the journey is precisely the argument Gómez Caruncho uses in the launch communication. Search engines, social media, reviews, the press, platforms and new conversational environments participate at different moments. RoomZero tries to coordinate that dispersal from the property’s identity. Its proposition is not that hotels must appear everywhere, but that the diagnosis of each business should determine which spaces and activities can contribute value.
The agency explains the same proposition on its own website
RoomZero’s website organises its offer around branding, marketing and communications. From the homepage, visitors can reach a service description and a contact route to discuss their project. That structure shows how the agency addresses the hotel buyer using the principle it offers its clients: a value proposition first, the capabilities that can support it next, followed by an invitation to begin a commercial conversation.
The homepage shows how that work is represented within the team. Its article about marketing for independent hotels is signed by Ángela G. Caruncho, identified as Managing Director. The piece about words in a hotel brand carries the name of Paula Pérez Buxó, Content & SEO Strategist. Another article by Caruncho addresses the role of public relations in recommendation. These are subjects and professional roles visible in the agency’s editorial storefront, without having to infer who manages private client accounts.
The website belongs to HOTELISTIC, S.L. , operating under the RoomZero trading name. Its legal notice identifies a registered address and commercial registry in Barcelona. That information establishes the company offering the service, while the October communication describes its integration into Grupo Hotusa. The international scope of the hotels it addresses does not change the identity of the Spanish business from which the proposition is being developed.
The same page includes a less immediate route for maintaining contact: a newsletter. Its form asks for full name, company, professional position and email address, together with a checkbox confirming that the reader has read the privacy policy and agrees to commercial communications. This provides a specific observation of its B2B acquisition: subscribing also identifies the reader’s professional context. The website presents that route and project contact as different ways to begin or sustain a relationship with a hotel business.
Who's who and how to read the figures
RoomZero is the specialist hotel-branding, marketing and communications agency whose website identifies HOTELISTIC, S.L. as its owner. Grupo Hotusa is the group into which the presentation places its business integration. Ángela Gómez Caruncho heads the agency. Keytel appears in the earlier history of the Roomzero name reported by SoloAgentes ; that 2022 reference is distinct from the agency proposition announced this October.
OTAs are intermediary booking platforms; Booking.com is one of the brands cited in the context of this story. A metasearch service helps compare accommodation options and conditions. A CRM organises information about customers and contacts. In RoomZero’s offer, those concepts relate to different functions along the journey: discovery and comparison, acquisition, data organisation and communications intended to create further opportunities to book.
The 73% for Booking.com, 30% for Airbnb and 13% for direct booking come from Statista Consumer Insights and refer to options used by residents of Spain who had booked accommodation online. The survey covers 1,598 people aged 18–64, permits multiple answers and spans July 2024 to June 2025. The figures provide demand context; they do not measure RoomZero’s sales, revenue shares or hotel advertising outcomes.
In this article
Marian Vasile
Marian Vasile is a MarTech and growth professional. His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution.