Elevate Your Dog Friendly Standard

It is advisory work that finds and unlocks the revenue a hotel leaves on the table with dog owning guests. Using the largest pet travel dataset ever built, we map where your property is losing those guests, then design the policy, amenities, operations and pricing that capture them. The Roch Dog Friendly Standard is how we measure the gap and prove you have closed it.

Pet-friendly is an unregulated marketing label with no agreed meaning, which is why dog owners have stopped trusting it. Dog friendly, as we define it, is a measurable standard a hotel either meets or does not. When we assessed over 3,000 hotels across 50+ countries, 49 percent of those calling themselves pet-friendly scored a D or an F, and every one of those failures is revenue leaving by the door.

No. Dog owners stopped trusting ‘pet-friendly’ a long time ago, and even cat owners know a hotel rarely means them by it. The term has been claimed by properties that sting dog owners with steep fees and deliver nothing else: no real access, no genuine welcome, just a surcharge. That is exactly why the trust has broken down, and why you need to differentiate from it. Stop hiding behind a hollow label and prove, against a published standard, that dogs are genuinely welcome.

More than most hotels realise. Dog owning guests stay around 22 percent longer, spend about 30 percent more on food, beverage and services, and return at roughly 76 percent against a 30 to 40 percent benchmark. A guest whose dog is welcome in the bar and lounge stays on property and spends there; a guest whose dog is shut out takes that spend down the street. We quantify that gap for your specific property.

Through data, intelligence and analysis. We benchmark your property against its real peer set in our dataset, score it across up to 70 criteria, and pinpoint exactly where dog owners are being lost: which policies, which access points, which fees. Then we design and help you implement the fixes, turning the latent demand you already hold into bookings and on-property spend.

We assess your property against the Roch Dog Friendly Standard, benchmark it against its peer set, and map the revenue gap. From there we design a prioritised plan across policy, access, amenities, training and pricing, support you through implementation, then re-score the property. Engagements run from a few weeks for a focused advisory to several months for a full programme.

Yes, and the rank is the proof rather than the point. We close the gap between where your property performs today and where it could, then certify the result against the Roch Dog Friendly Standard. The verified grade is how dog owners find and trust you; the revenue it unlocks is why it matters.

Yes. Staff training is one of our core service lines. We build the knowledge, best practice and confidence your team needs so the dog friendly experience lands consistently on every shift, not just in a written policy.

Yes. Alongside single-property advisory, we run group-wide programmes that roll the standard across a portfolio, with a central training curriculum, brand standards and multi-property scorecards. In most groups the performance gap between properties under the same brand is wider than the gap between brands, and closing that inconsistency is where the largest revenue sits.

Every engagement is scoped to your property and goals, from a focused certification advisory to a multi-property programme, so we quote after an initial conversation. Set against the revenue a well served dog owning guest generates, the programme typically pays for itself many times over in the first year.

It is the independent, criteria based certification for dog friendly hotels and the measurement system behind our consulting. It scores properties across up to 70 criteria and grades them from A+ to F, and is published openly at rochstandard.com.

Our core markets are North America, CANZUK, Korea, Japan and China. With a dataset spanning 50+ countries, the standard travels with us wherever a hotel wants to compete for the dog owning traveller.