This article was originally published in the Winter 2024 issue of Hospitality Ireland magazine, in December of 2024.
Nadja Buckenberger, CPO and founder of RoomRaccoon, tells Hospitality Ireland about her journey from hotel owner to entrepreneur, and why she started a podcast.
Nadja, please tell us about your journey with the Bliss Boutique Hotel. Where did this start?
When you think of cities in the Netherlands, places like Amsterdam, Rotterdam and The Hague probably come to mind, but about an hour from Amsterdam is a charming city called Breda, where I settled after moving from Germany to study at Breda University of Applied Sciences.
My journey as a hotelier began somewhat unexpectedly, when my parents came to visit and I needed to find them a place to stay. That’s when I discovered the Bliss, a beautiful boutique hotel with nine luxury-themed suites. It immediately felt like home for them, and for me. I fell in love with the unique character of the space and the personal touch it offered to every guest.
When I heard that the Bliss was up for sale, a small voice inside me whispered, What if? It’s just nine rooms – how hard can it be? At first, I brushed it off as a joke – after all, I had no experience in hotel management, and there was no way I’d actually get approved, right? – but the idea lingered, and the more I thought about it, the more it felt like an opportunity I couldn’t let pass by. With a mix of excitement and nerves, I decided to take a leap of faith, made an offer, and it got accepted!
That leap set me on a journey filled with valuable lessons – lessons that I now share in Diary of a Hotelier, our new podcast and content series we created to empower independent hoteliers with practical advice from my own industry experiences.
Why did you want to pursue this project?
I’ve always had a love for hosting. There’s something incredibly special about creating a space where people immediately feel welcome and comfortable. For me, moving into the hospitality industry felt like a natural step.
When I first took over the Bliss Boutique Hotel in the Netherlands, I was drawn to the creativity and personal touch that come with curating unforgettable guest experiences. I’ll never forget my first day – it was complete chaos! From burning the breakfast toast to managing a sudden leak, it felt overwhelmingly stressful, but once I finished housekeeping and started checking guests in, everything clicked.
The moment I saw the guests’ faces as they arrived and checked into their rooms, all the stress melted away. That look of excitement made it all worth it, and I knew I was exactly where I was meant to be.
What were the greatest challenges that you encountered?
Owning a hotel like the Bliss Boutique Hotel was such a rewarding experience, but it came with its own set of unique challenges. One of the biggest was the constant sense of responsibility for my guests. In a small, independent hotel, there’s a personal connection with each guest, and that naturally brings a certain level of worry. Our team would clock off at night, but I’d keep my phone on loud beside my bed, ready to respond to any emergency, because, at the end of the day, guest satisfaction and safety were everything to me.
Were there moments when you felt that you might give up?
Absolutely! The technical challenges were overwhelming at times. Like many small hotel owners, managing reservations, dealing with invoicing late into the night, and trying to keep track of everything manually – honestly, it was exhausting.
Without a streamlined system, I quickly realised just how much time and energy were being drained on tasks that could easily have been automated. That experience was the catalyst for what eventually became RoomRaccoon.
What kept you going?
My love for hospitality and the joy of building something of my own kept me going. It was incredibly rewarding, and I wouldn’t have changed it for anything, but once we started developing RoomRaccoon, it became even more exciting. Testing features at the Bliss and seeing how much stress was lifted from those manual processes gave us the time and freedom to focus on what truly mattered: our guests.
Please describe your own background and career so far – where you were born, what you studied, your professional career, etc.
I was born and raised in Germany and later moved to the Netherlands, where I earned a bachelor’s degree in media and entertainment management. After graduating, I ventured into the world of film and online marketing before founding two online businesses: GadgetDeals and BierGaarde. In 2014, I took a big leap and purchased the Bliss Boutique Hotel, where I recognised a significant gap in the market for an all- in-one hotel management solution for independent hotels. This insight led to the creation of RoomRaccoon, where I now serve as the founder and chief product officer.
Please tell us about the highs and lows of hotel ownership.
There’s nothing like seeing guests enjoy their stay and knowing you’ve created a memorable experience for them. I loved the personal connections I built with guests and the pride I felt in running a business that brought people so much joy. The satisfaction of crafting a unique, welcoming space and watching it come to life each day was incredible.
There were certainly lows as well. The pressure of being responsible for everything – from the smallest details to major issues – was tough. From Day One, I understood that I’d be juggling multiple roles, which is the reality of running a small boutique hotel. There are no specialised positions in a small team, so we had to wear many hats: front desk, housekeeping, breakfast service, and everything in between. That’s still very much the case today.
Ultimately, it’s the balance of these highs and lows that makes hotel ownership such a dynamic and fulfilling journey. It’s not easy, but it’s definitely worth it.
Please tell us about scaling RoomRaccoon.
Scaling RoomRaccoon has truly been a whirlwind journey, and one that has evolved in ways I never anticipated. It all started with my partner and I working late into the night at the Bliss Boutique Hotel, building the system and getting it to a place where it could serve not only our needs, but the needs of other small, independent hotels as well.
We were fortunate enough to be surrounded by a community of boutique hoteliers who were just as passionate about improving their operations as we were. We would consult with them regularly, gathering feedback and making adjustments to the system, so that it could meet the specific challenges they faced.
This close-knit collaboration helped us continuously improve our minimal viable product and fine-tune the features that mattered most to hoteliers.
When we officially launched, in January 2017, we were both excited and nervous, unsure of how the market would react, but we didn’t have to wait long for the response. In just six months, we had over 100 hotels on board – we still have some of these properties with us today! The feedback from our customers was overwhelmingly positive, and we quickly realised that RoomRaccoon was filling a gap in the market.
As RoomRaccoon grew, so did the team, and we faced new challenges every day, whether it was expanding our infrastructure to support more customers, enhancing the software’s capabilities, or adapting to the evolving needs of the hospitality industry. Today, we employ over 100 ‘raccoons’ that serve over 2,000 properties in 55 countries.
Through it all, our focus has remained the same: to provide independent hotels with a powerful, all-in-one system that streamlines their operations, increases revenue, and helps them deliver a better experience to their guests.
Scaling has been a continuous learning process, but it’s been an incredibly rewarding one, and we’re just getting started.
What kind of customers do you attract?
At RoomRaccoon, we primarily attract independent hoteliers who are passionate about improving their operations and providing exceptional guest experiences.
These are often boutique hotel owners, small chains, and properties that may not have the resources to implement large- scale, complex systems, but are still looking for powerful, easy-to-use tools to streamline their operations. Many of our customers are driven by the desire to move away from manual processes, fragmented tech stacks, and outdated systems that are holding them back from focusing on what really matters: their guests
What are the main challenges within the industry right now?
One of the biggest hurdles for hoteliers is the increasing pressure on operational efficiency. They are juggling rising costs, labour shortages, and the need for personalised guest experiences – all while trying to maintain profitability. Small and independent hotels, in particular, are feeling this squeeze, as they often lack the resources to implement the same technology and infrastructure as larger chains.
Adopting the right technology can be a game-changer in alleviating some of this pressure. Hotel automation can streamline processes, reduce the manual workload, and help hoteliers focus more on the guest experience instead of administrative tasks.
However, there remains a hesitancy among traditional hoteliers to adopt new technology. Many worry about the complexity of the systems or the time it might take to learn them. Additionally, the upfront investment required for new software can be a significant barrier, especially for smaller properties with tighter budgets.
That said, the long-term benefits of embracing modern solutions far outweigh these initial hurdles. It’s about finding tools that fit the unique needs of each hotel. By using all-in-one platforms that consolidate data and tools in one place, hotel teams can get a real-time view of everything, from guest check-ins to service requests.
This enables faster, smarter decisions thatimprove operations, enhance the guest experience, and drive profitability.
What opportunities do you see?
It goes without saying that AI is more than just a trend – it’s a huge opportunity for the hotel industry. While big hotel chains are usually the first to jump on new tech, independent hotels have just as much to gain from AI.
For example, on the pricing side, AI tools are getting smarter by analysing everything from social media to guest data, and even global events. This helps hotels adjust room rates automatically, stay competitive, and maximise their revenue. It’s a huge opportunity for hotels of all sizes, especially in today’s competitive market!
What plans do you have for the future?
Two words: onwards and upwards.
We’re all about continuing to grow and evolve RoomRaccoon to meet – and exceed – the needs of independent hotels. In the past year, we’ve completed two acquisitions – most recently, Belgium-based Lobbi PMS – all while staying bootstrapped, which is something we’re really proud of. We’re excited to help these new hotels succeed with RoomRaccoon by their side.
Every day, we collaborate with thousands of hoteliers, learning about their challenges and getting real insights into what they need to thrive. That connection keeps our innovation engine running and pushes us to lead, not follow.
We’re constantly challenging ourselves to think bigger and do things differently.
Looking ahead, it’s not just about adding more features – it’s about staying dynamic, always improving, and staying ahead of the curve. Ultimately, our mission is simple: to make life easier for independent hoteliers and empower them to succeed in a competitive industry.
We’re just getting started!
Your business in a nutshell?
RoomRaccoon is a leading cloud-based hotel management system trusted by thousands of independent properties across the globe. Within our all-in-one platform, we offer a comprehensive range
of products and solutions to optimise business efficiency, increase revenue, and build stronger relationships with guests.
The foundation of our product consists of a fully integrated booking engine, channel manager and property management system, along with a number of plug-and- play upgrades, to help hotels grow without the hassle of complex integrations.
