When Roman Townsend set out to build Belvera Partners in 2021, he wasn’t chasing a lifestyle brand or a freelance sideline. He was solving a problem he’d seen play out again and again from inside the travel tech industry.
After nearly two decades leading communications at companies like Amadeus, Vueling, and Hotelbeds, Roman knew that travel tech was a niche most agencies simply didn’t understand. Big global PR firms would pitch flashy, B2C-style campaigns involving celebrity endorsements and hotel pillow preferences, for companies that weren’t hotels at all. “We’re not a hotel, we’re not an airline,” he’d repeat, often in frustration.
So when Hotelbeds made his role redundant in the middle of COVID, the decision came quickly. Belvera Partners would be the PR agency built for travel tech, not adjacent to it, not dabbling in it, but fully embedded in the B2B travel technology ecosystem.
Building With Intent
From the start, Roman was clear: this wouldn’t be a solo gig. Belvera was going to be a real company, with a team, systems, and an identity that extended beyond his own personal brand. Four years later, Belvera has grown to a core team of 7+ across multiple time zones, servicing clients in Europe, Asia, and beyond.
Roman is the first to admit that moving from the corporate world to entrepreneurship came with a steep learning curve. Everything from setting up email systems to dealing with cybersecurity breaches had to be figured out, fast. But he also knew the value of outsourcing and staying focused on the work that mattered: telling stories that move the travel tech industry forward.
The Philosophy Behind the Brand
Belvera is not just about delivering coverage, it’s about offering credibility in an industry where expertise is rare. Roman believes in kindness, clarity, and building an internal culture that reflects the same values clients experience externally. As a remote-first business, the team spans continents but shares a strong common purpose: serving travel tech companies with insight, precision, and integrity.
A Business Built on Trust and Niche Knowledge
Whether he’s helping a startup land its first round of funding coverage or advising a global player on thought leadership strategy, Roman’s approach remains the same: long-term thinking, emotional intelligence, and deep industry fluency.
He’s proud of what Belvera has become, not because it’s big, but because it’s built right.
If you’re a travel tech company looking for a comms partner who truly gets it, Belvera might just be the agency you’ve been hoping existed.
This profile is based on a Free Lunch podcast interview with Eddie Ross and Roman Townsend. For the full conversation, reach out or listen here
