Roovook, a Korean startup providing sales automation solutions for hotels and convention spaces, has secured Series A funding from Hyundai Investment Partners and Los Angeles-based VC firm Strong Ventures. Industry experts view this investment as a pivotal step for Roovook to strengthen its position in the B2B booking solutions market.

Roovook focuses on digitizing the analog structure of the B2B event space and room reservation market, targeting group customers. Its Event & Sales Management Solution (EMS) streamlines the sales process by enabling online quote generation and offering VR content for virtual space previews, significantly reducing sales timelines.

The platform is already in use at over 70 venues in Seoul, including global hotel chains like Marriott, InterContinental IHG, and Accor, as well as renowned fine-dining restaurant Smith & Wollensky, famous for its lunch auctions with Warren Buffett.

The group booking market has lagged in digital transformation due to challenges such as room availability management, price volatility, and communication complexities. Roovook addresses these issues through its SaaS platform, enhancing demand forecasting and sales efficiency for hotels while providing clients with a seamless one-click booking experience.

Junbyeong Lee, Manager at Hyundai Investment Partners, who led the investment, stated, “Roovook has precisely identified a niche in the B2B travel and event industry and is rapidly penetrating the market with its SaaS-based solution.”

Roovook, which has operated the Roovook Venue Network to connect banquet halls and event spaces, recently launched Roovook Group Bookings, a new platform extending online group room reservations for hotels and resorts. This platform supports group bookings of 10 or more rooms and long-term stays, addressing a market segment underserved by most Online Travel Agencies (OTAs).

Roovook stated, “B2B bookings in the MICE and group travel sectors remain heavily offline. Roovook Group Bookings will tackle the chronic inefficiencies in this market.”