Stuba’s announcement comes just days after the two bed backs confirmed they were to merge.

Both existing brands will retain their identities for the foreseeable future while the Stuba brand is rolled out during 2018.

Stuba’s commercial headquarters will be based in Dubai where both getabed and roomsXML are currently sited.

However, it will retain operational offices in the UK, India, Australia and the US.

Getabed’s Matt Stuart, now Stuba chief commercial officer, said: “We wanted something unique and fresh to celebrate the combining of two innovative, experienced and trusted companies in our sector.

“We felt unifying under a new banner will go a long way to help integrate the teams across offices. The teams have already embraced the new brand really enthusiastically and are already excited about working with their Stuba colleagues.”

The new brand will launch officially at the Arabian Travel Market over April 22-25. Teams from getabed and roomsXML will be on hand to brief visitors on working with Stuba.

Ruchir Bang of roomsXML, now Stuba chief executive, added: “We look forward to taking [Stuba] to market and creating further opportunities with suppliers and clients alike.

“Stuba will be significantly larger in scale to what roomsXML and getabed were individually, but we are very mindful of not losing any of the values and ethos that made both brands so popular.”