Consolidation within online providers is causing some hoteliers to become agitated, according to revenue, marketing, and distribution service Busy Rooms.

Casey Davy, vice-president of the company, spoke to 4Hoteliers at the ITB Convention in Berlin. He said that many hoteliers were looking to keep their individuality instead of becoming another number.

Davy said, “They don't just want to become another number. They want the individual attention but consolidation deals in the market have had an impact. It's all about keeping it as direct as possible. That means understanding how the market is directing business to their website, keeping that client, and growing that business.”

Davy said that the Busy Rooms system was designed to be hassle-free for clients and that he and his developers strived to make its interface simple to use. Davy said that the company had some new clients, news of which would be released in May.

The Malta-based company was originally founded as addajet in 2008, before morphing into its incarnation as Busy Rooms five years later. That same year, the company scored USD 1.3 million in Series A funding backed by Smart Investors Group and Booking & Co..

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