Aspire Software, a division of Valsoft Appoints Rachel Douglas as CEO of roommaster, Leading PMS Modernization, AI Innovation, and Customer Value
New leadership marks a pivotal step in roommaster’s evolution toward smarter, AI-powered hotel management solutions.
roommaster, a trusted provider of hospitality management software for independent hotels for more than 30 years, announced the appointment of Rachel Douglas as Chief Executive Officer.
Douglas has partnered with roommaster in a strategic advisory role for the past three years, guiding operations, product strategy, and customer success. She has also led SaaS transformation initiatives across Aspire Software’s hospitality portfolio, helping technology providers modernize, sharpen their market positioning, and deliver stronger value to customers.
A Message from Kent Howard
“As someone who’s spent over two decades helping to build roommaster PMS, I know what hoteliers expect: reliable tools that don’t fail them, paired with innovation that simplifies operations,” said Kent Howard, former President of roommaster and current Aspire Software executive. “Rachel knows this business inside and out. She has been a driving force behind modernizing our PMS and launching tools like our brand new booking engine and channel manager. She’s also accelerated our vision for AI-powered products and integrations. We’re excited to welcome Rachel as our CEO. She’s the right leader to guide roommaster into its next chapter.
Modern PMS + Marketing & Distribution Suite
Under Douglas’s leadership, roommaster is evolving its PMS with AI-driven tools that make the platform more intuitive, responsive, and focused on delivering greater value to customers. As part of this effort, the company introduced its New Marketing & Distribution Suite, which includes a new booking engine and channel manager. Together, these tools give hotels stronger direct booking power, synchronized OTA distribution, and fully integrated workflows within the PMS.
AI Products and Integrations
roommaster is also investing heavily in AI-powered solutions and integrations to give independent hotels the same edge larger brands enjoy, including:
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roommaster Concierge → An AI-powered voice agent that answers guest calls in multiple languages, captures bookings 24/7, and ensures no revenue is lost to missed inquiries.
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ampliphi RMS Premier Partnership → An AI-driven revenue management system that forecasts demand, automates pricing recommendations, and keeps rates aligned across channels — fully integrated with roommaster PMS.
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Expanding API & Partner Integrations → Allowing hoteliers to connect roommaster seamlessly with a growing ecosystem of hospitality and revenue-driving tools.
A Customer-First Vision
“roommaster has always been recognized for dependability and service,” said Douglas. “My vision is to preserve that foundation while accelerating modernization. By combining a modern PMS, new booking and channel manager tools, and AI-powered tools like Concierge and ampliphi, we’re helping independent hoteliers compete more effectively, improve profitability, and create unforgettable guest experiences.”
Looking Ahead
Under Douglas’s direction, roommaster plans to further strengthen its collaboration with hotel partners through user-driven innovation and continuous feedback programs. The company is also expanding its training and onboarding resources to ensure every customer can fully leverage the latest technologies with confidence. In addition, roommaster will continue investing in product scalability, data security, advanced analytics, and global customer support to meet the evolving needs of independent hoteliers. With a renewed focus on innovation, service, and customer empowerment, roommaster continues to shape the future of hospitality technology, making advanced, reliable solutions accessible to independent hotels around the world.
