Stuba is the new brand to emerge from the merger of B2B accommodation-only specialists getabed and roomsXML.
The new brand will be introduced over the course of 2018 while both existing brands will retain their identities within their respective markets in the short term.
Stuba’s commercial headquarters will be in Dubai, where both companies are based.
Operational offices will be retained in the UK, India, Australia and US.
The new brand will be officially unveiled during Arabian Travel Market in Dubai next week.
Matt Stuart, of getabed, now chief commecial officer of Stuba, said: “We wanted something unique and fresh to celebrate the combining of two innovative, experienced and trusted companies in our sector.
“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 – added: “We are ecstatic by this announcement and we look forward to taking it to market and creating further opportunities with suppliers and clients alike.
“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.”