The roomangel Foundation, a pioneering non-profit organisation dedicated to advancing transparency and fairness in the hospitality industry, has announced the appointment of William Gibbs to senior advisor – strategy & growth.
Gibbs joins the Foundation to spearhead the global expansion of hive, the organization’s flagship AI platform.
It’s said to function as a connected intelligence layer by enabling hotels to leverage complex data to optimise yield, reduce reliance on intermediaries, and prepare for the next era of Agentic AI in travel.
In this role, Gibbs will oversee strategy, commercial growth, and operational excellence, shaping hive’s product-market fit and accelerating adoption among hotel groups, asset managers, and owners worldwide.
Gibbs, a seasoned hospitality operator and asset manager, has a proven track record of leading complex, multi-brand portfolios and delivering board-level commercial transformations.
Most recently, he served as hotels director & board member at Sir Richard Sutton, where he created and launched The Sutton Hotel Collection.
He has also held positions including executive director at The Hotel Collection and asset manager at Westmont Hospitality Group.
He began his finance leadership journey at The Dorchester on Park Lane and currently serves as a non-executive Director at HOSPA.
Gibbs said: “I am joining the roomangel Foundation with a clear mission: to make hive the performance engine that hoteliers have been waiting for.
“Hotels sit on oceans of data – PMS, RMS, finance, marketing, and reviews but the signals are often scattered. Hive connects those datasets and allows teams to ask questions in plain English, returning instant, visual answers with clear next actions.
“My mandate is to help hoteliers – and the asset managers who support them – pressure-test their strategies against market signals and align daily actions with what actually drives results. We are building the confidence to make better decisions, daily, across the whole enterprise.”
Brian Reeves, CEO of roomangel Foundation, added: “William brings genuine operator and asset-management depth to hive at a moment when hotels are demanding clarity and speed.
“He understands firsthand the pressures teams face and the impact that clean, connected intelligence can have on asset value.
“His strategic experience across multi-brand portfolios will ensure hive becomes the trusted performance engine hotels rely on.”
With hive already analysing billions of data points daily, Gibbs’ appointment is said to position the Foundation at the “forefront of AI innovation – building the frameworks required to drive global adoption across the industry”.
