Roch was founded by dog owners who were tired of hotels falsely advertising themselves as pet-friendly. We learned the hard way that the “pet friendly” label on booking sites often means very little in practice. Like many dog owners, we have been turned away because our Labrador was inexplicably too big, or because only a couple of rooms allowed dogs, or because restrictive policies made stays impossible rather than welcoming.
We were frequently hit with steep cleaning fees, banned from bars, lounges, or restaurants, and told we couldn’t leave our dog alone in the room, making it impossible to enjoy the hotel at all. Over time, we grew tired of the pet friendly noise and how hard it was to find hotels that genuinely welcome dogs, rather than treating them as an inconvenience. That shared frustration is what led us to create Roch. We wanted a clear, honest way for dog owners to know what to expect before they arrive, one based on rules, access, and real treatment, not marketing terms and labels.
Rather than trying to fix “pet friendly,” we chose to define something clearer and more honest: what it means to be dog-friendly.
Our mission is to define and uphold a clear, global standard for what “dog friendly” truly means. We exist to give dog owners honest, transparent information when they travel, by assessing and ranking hotels against a consistent, published framework. Our goal is to make it easy to find places that genuinely welcome dogs, not just tolerate them, wherever you are in the world, while raising the standard of canine hospitality across the industry.
Because true hospitality means everyone is welcome, including our dogs.
Our partners play a vital role in helping hotels improve their dog‑friendly position, and helping dog owners travel across borders with their dogs. We work closely with dog friendly hospitality consultancies and canine travel planning experts to better serve dogs, their owners, our customer hotels, and the wider industry.
Roch is a member of the NVIDIA Inception Program, which supports companies building advanced data-driven products. The program provides technical resources, industry support, and access to NVIDIA’s global industry network.
