Robert Käll
CEO

Rob Käll, President of Bookt LLC, is a technopreneur at heart. He founded Bookt in 2007 to fill a large void in the global lodging industry, drawing upon his 15 years of experience in developing and implementing some of the most sophisticated (and visited) real estate and property websites in the world.

In his past life, Rob has architected and led the implementation of Remax.com - # 2 Real Estate Site in US (was #10 at project start), architected and led the implementation of LeadStreet, a CRM and Lead management system used by over 70,000 RE/MAX agents – Has delivered over 5M leads to RE agents in less than 2.5 years, and architected the First National MLS Search Enabled Brokerage web portal for Help-U-Sell.

He is a master of emerging web technologies, especially as they are applied to the travel industry, as well as behavioral targeting and engagement, deciphering marketing trends into successful online travel solutions.

Rob also has a successful track record as an entrepreneur. In 2001 he co-founded RECHANNEL, a real estate technology company, where he laid the groundwork for the REMS platform used by 5 of the largest real estate companies in the world (RE/MAX, Century 21, Coldwell Banker, ERA & Sotheby’s International Real Estate). In 2004 RECHANNEL was sold to eNeighborhoods where Rob was VP of Web Development until 2007.

Rob has a Bachelors degree in Computer Science from University of Borås, Sweden.

He enjoys travel, skiing, music and boating and resides with his wife and children in Miami Beach. Contact him at rob [at] bookt.com

Ben Strum
CTO

As VP of Technology, Ben possesses the experience and skill set to lead our tech team in implementing travel solutions for our customers. He has 15+ years experience as a technology leader and has developed large scale websites and embedded systems for Fortune 500 companies like Xerox, Lockheed Martin, Department of Defense and the Port Authority NY/NJ.

In 2005 Ben founded ThinkTron Corporation, a hosting and software solutions company based in Miami.

Ben has a Bachelors of Computer Engineering from University of Miami and a Master of Science from Columbia University where he also did cutting edge research related to the travel industry's pricing methodology.

Ben is the proud father of a little girl. He enjoys golf, sports, travel and of course computers.

Joel Fellman
EVP Marketing & Special Projects

Joel is a seasoned sales & marketing executive and gives voice to Bookt’s role as a staunch and determined ‘champion’ of the Vacation Rental Industry.

As our online marketing expert, Joel works 1-on-1 with clients in a very consultative way and helps match Bookt’s advanced platform capabilities with a client’s specific needs so they may solve their problems, gain a sustainable competitive edge and grow their business.

As Rob’s business partner at RECHANNEL, Joel was responsible for lead capture and conversion to revenue and worked with hundreds of real estate brokers & agents – helping drive their online success. Joel has 25 years experience in pharmaceuticals, biotechnology, information technology and internet marketing leadership.

Joel studied Hospitality at the University of New Hampshire, earning a BS from the Whittemore School of Business and Economics, a Hotel Administration Major with a Minor in English.

One of Joel's best childhood memories is two weeks down the Cape in South Yarmouth with his family in an ocean front Vacation Rental. Pictured, Joel in black trunks, age 9.

Matthew Hoffman
Vice President of Vacation Rentals

Matthew Hoffman is the Vice President of Vacation Rentals at Bookt. A leader in the Vacation Rental Industry, Matthew got his start by co-founding BidAvilla.com in 2005. Industry demand and outstanding success led Matthew to co-found InstaManager, the comprehensive Rental Property management service in 2008 based on the Bookt Platform. Instamanager fully automates the entire Rental Management process with cost effective Web Design, SEO, Online Booking, Accounting, Reservations & Customer Relations Software. InstaManager Inc was acquired by Bookt LLC in April 2011.

Matthew was elected to the Board of Directors for the Florida Vacation Rental Managers Association (FVRMA) and is currently assisting in the advancement of the association and vacation rental managers statewide. He graduated from Florida State University and earned a B.S in Marketing with an emphasis in International Affairs.

Matthew now provides strategic consulting to ensure the success of vacation rental management companies. Business development, web site traffic growth, business plans and sales strategy development. Primary objective is to make sure every decision/opportunity is in the best interest of the client and the vacation rental industry as a whole. He can be reached at our office in Celebration, FL.

Matthew was recently married and lives in Orlando, FL with his wife Amanda. He enjoys sports, music and new ideas.

Daisy Herrera-Käll
Vice President

Daisy’s background is a perfect fit for a global travel industry company. Fluent in four languages and seasoned in business, she has held positions in both sales and marketing.

As Sr. Account Executive with ACAMS, she sold very sophisticated certification programs to both domestic as well as international clients. She has worked as an Account Executive in the staffing industry, cruise line and the music industry.

Daisy also has extensive entrepreneurial experience. In 2000 she was the first employee of Vista Language Services, where she was quickly promoted to Director of Sales and Operations. In that capacity she brought in such profitable accounts as Bank of America, Coca Cola and the Discovery Channel.

Daisy holds a Bachelors Degree in Liberal Arts with a Minor in International Studies from Florida International University. Daisy lives on Miami Beach with her husband and childeren. She is an avid traveler who enjoys music, photography and art.

Roy Vella
Art Director

As Art Director, Roy oversees creative design deliverables and quality assurance. His detailed touch and award winning talent provide the outstanding aesthetics for our consumer friendly sites and applications.

Roy’s past industry experience includes creating designs for hundreds of web sites, including RE/MAX, Case Logic, Casual Male, Conair and Hamilton Beach.

As an experienced web developer and strong proponent of Web Standards, Roy understands the importance of a consumer friendly website, ease of navigation, and design attributes that strike an emotional cord.

He is a graduate of the Art Institute of Pittsburg and has an AA in Fine Arts from Broward Community College.

Roy’s passion for outdoor recreation gives him a deeper capacity to apply environmentally specific elements to his designs that capture any geographical area.