Roch was founded by dog owners who were tired of hotels that advertise themselves as pet-friendly. We learned the hard way that the 'pet friendly' label on hotels and booking sites often means nothing in practice. Like many dog owners, we have been turned away from hotels because our Labrador was 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 about what it means to be dog-friendly.
Roch is a certification body. Our mission is to certify hotels against a clear, published standard, and to give dog owners honest, independently verified information when they travel. We assess hotels against the Roch Dog Friendly Standard (RDFS-01), the only formally defined and publicly available standard for what dog friendly means in hospitality. Hotels that meet the standard are assessed, graded, and listed. Hotels that don't are removed. 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.
