stuart dale


Industry veteran will oversee commercial expansion of hotel upselling and inventory merchandising innovator

Bethesda, MD – January 30th, 2023 – ROOMDEX, the leading innovator in automated upselling solutions for hotels, today announced that Stuart Dale has joined the company as Senior Vice President of Global Sales. In his new position, Stuart will be responsible for leading the ROOMDEX team in maximizing growth and expanding reach across all regions.

A 25-year veteran of the travel industry and hotel distribution, Stuart was most recently Chief Commercial Officer of RateDock, a platform that connects travel demand partners to a wide range of properties using different connectivity providers. At RateDock, Stuart played a pivotal role in launching the commercial proposition to the market and used his vast network to drive significant growth with customers and hotel partners.

Prior to RateDock, Stuart held numerous positions across 14 years at Hotelbeds and its acquisition, GTA, where he grew and managed business in Asia Pacific, Europe, the Middle East & Africa and the Americas. Stuart’s experience gave him a unique perspective on the commercial needs of hotels and chains.

“The most intriguing aspect of ROOMDEX is the technical innovation it brings to the space,” said Stuart. “Automated Upselling is just the tip of the iceberg. Looking at the product pipeline, ROOMDEX promises to revolutionize hotel inventory merchandising and provide hotels with new ways to monetize their inventory.”

“We are fortunate to be able to add Stuart’s leadership to our team,” said Jos Schaap, CEO and Co-Founder of ROOMDEX, “His global network, deep product understanding and commercial acumen will be tremendous assets as we accelerate growth over the next year.”



 ROOMDEX’s hotel upsell software, “Upgrade Optimizer,” automates, monetizes, and ultimately simplifies the hotel room upgrade process by putting the power of choice in the hotel guest’s hands. Automation is the cornerstone of our pioneering hotel optimization platform. ROOMDEX uses hotel reservation, guest data and its proprietary persona and price algorithms to deliver personalized digital offers, greatly enhancing the guest experience. The hotel upsell tool relieves hoteliers of the labor time required by other upselling solutions while delivering high margin revenue and a substantial ROI.

The company was founded by Jos Schaap, Pierre Boettner and Denis Bajet, three industry veterans (Ex. MICROS-OPERA (now Oracle Hospitality), StayNTouch, Shiji and Nor1) who together bring over 90 years of hotel software innovation experience in PMS, integrations, revenue management, BI, mobile, self-service and upgrade optimization software. Since founding in spring of 2020, ROOMDEX has been activated in more than 20,000+ rooms across the U.S., U.K. and Europe.

Twitter: @ROOMDEX



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