Rachel Douglas Joins Roommaster as CEO, Steering the Future of Hospitality Management, New Update

Published on October 11, 2025

Roommaster, a leading provider of hospitality management software for independent hotels, has announced the appointment of Rachel Douglas as its new Chief Executive Officer (CEO). With over 30 years of experience in the industry, roommaster has been a trusted partner for independent hotels, offering cutting-edge Property Management Systems (PMS) designed to enhance operational efficiency and guest experience. Under Douglas’s leadership, the company is set to continue its mission to modernize and evolve in the rapidly changing hospitality sector.

Rachel Douglas, who has served as a strategic advisor to roommaster for the past three years, has been instrumental in shaping the company’s product strategy, operations and customer success initiatives. Her extensive experience also includes leading SaaS transformation efforts within Aspire Software’s hospitality portfolio. Through her expertise, she has helped numerous technology providers modernize their offerings, sharpen market positioning and enhance value for their customers. This deep understanding of the hospitality industry and technology landscape positions her as the ideal leader to guide roommaster into its next phase of growth.

AI-Driven Tools Enhancing the PMS Experience

A key focus under Douglas’s leadership is the integration of artificial intelligence (AI) into roommaster’s PMS platform. The company has introduced several innovative tools aimed at making the platform more intuitive, responsive and value-driven for independent hotels. One such development is the launch of the New Marketing & Distribution Suite. This suite includes a new booking engine and channel manager, which together empower hotels with enhanced direct booking capabilities, seamless OTA distribution and fully integrated workflows within the PMS. By incorporating these features, roommaster aims to simplify operations, increase revenue opportunities and improve the guest experience for independent hoteliers.

AI-Powered Solutions to Level the Playing Field

In addition to enhancing the PMS platform, roommaster is significantly investing in AI-powered solutions and integrations. These tools are designed to provide independent hotels with the same technological edge that larger hotel chains typically enjoy. For instance, the introduction of roommaster Concierge — an AI-powered voice agent — allows hoteliers to manage guest interactions around the clock. This solution answers guest calls in multiple languages, captures bookings 24/7 and ensures no revenue is lost due to missed inquiries.

Further strengthening roommaster’s position in the hospitality technology space is the partnership with ampliphi, which brings an AI-driven revenue management system to the platform. This system forecasts demand, automates pricing recommendations and keeps rates aligned across various distribution channels. With this integration, roommaster offers its customers an intelligent solution for managing pricing and maximizing revenue opportunities.

Expanding Connectivity for Hoteliers

To further enhance the value of its offerings, roommaster is expanding its API and partner integrations. This expansion allows hoteliers to seamlessly connect the PMS with an ecosystem of hospitality and revenue-driving tools. By making it easier for hotels to integrate third-party solutions, roommaster is helping its clients stay competitive in a market that is increasingly dependent on technology.

As roommaster continues to innovate under the leadership of Rachel Douglas, the company is solidifying its role as a key player in the hospitality management software industry. With AI-driven tools, enhanced integrations and a focus on customer success, roommaster is well-positioned to help independent hotels thrive in today’s fast-paced, technology-driven hospitality landscape.

Conclusion

Rachel Douglas’s appointment as CEO marks a pivotal moment in roommaster’s ongoing evolution in the hospitality management space. With her leadership, the company is poised to continue delivering innovative, AI-powered solutions that empower independent hotels to enhance guest experiences, improve operational efficiency and drive revenue growth. As roommaster pushes the boundaries of what’s possible in hospitality technology, it remains committed to providing hoteliers with the tools they need to succeed in an ever-evolving industry.