Net Affinity, a market leader in the UK and Ireland with a growing portfolio of hotels internationally, welcomed more than 140 independent hoteliers to Dublin’s Castleknock Hotel on Tuesday 11th February.
Following an open address from William Cotter, Founder and Managing Director of Net Affinity, which is celebrating 25 years of supporting the industry this year, keynote speaker Maeve Walls, eCommerce Services Manager at Net Affinity, explored some of the most insightful data and trends from 2024 and early 2025.
Maeve discussed how hoteliers need to be mindful of guests’ preferred method of booking dependent on country, with January 2025 showing 62% of all bookings came from mobiles (72% in Ireland, 56% in UK, and 20% in the USA). The latter figure highlights the cultural nuances, with Americans still preferring to use desktops to book.
Looking at consumer behaviour, she also revealed that conversion rates are strongest when there are five or less packages to offer – with a 46% drop-off when hotels offer 15+ packages. Data also highlighted that 42% of all 2024 voucher purchases were made in December, with 5% bought on Christmas Eve. Finally, Maeve explored spikes in bookings for the year ahead caused by major events, such as Oasis performing throughout the summer. Using Dublin as an example, she showed how there were just 0.7% bookings prior to the announcement of the band’s August tour dates, but a 14% spike post-announcement.
Following on from this, the summit’s first of two discussion panels took place which covered ‘Revenue strategies for success in 2025’. Moderated by Gemma Hynes, Client Services Director at Net Affinity, panellists included Caroline Morrone, General Manager at Horwood House Hotel, Sharon Dunne, Revenue Manager at Bishop’s Gate Hotel Derry, Vanessa Davis, Director of Revenue at Glenlo Abbey Hotel & Estate, and Réamonn Mc Donnell, Director of Sales & Marketing at Tulfarris Hotel & Golf Resort.
Key highlights of the discussion included how front desk and reservation teams should be educated on profit management and incentivised to upsell by giving them data to act on. Ideas on how to get a creative edge on sustainability over competitors were also explored, before the panellists delved into the importance of embracing change through digital tools and automations.
Another keynote speaker, Frank Zimmermann, Founder of Smarthotel, which partnered with Net Affinity last month to form one of the industry’s fastest growing technology groups for independent hotels and chains, discussed how hoteliers can maximise guests’ payment journeys. He shared how embedded payments automate payment processes, helping hoteliers eliminate manual work and providing them with comprehensive reporting and reconciliation tools.
The final panel discussion covered ‘What’s keeping hoteliers up at night?’ and was moderated by Sharon Cowley, Sales Director at Net Affinity. Her guests included John Burke, Managing Director at Armada Hotel, Nicky Logue, General Manager at Intercontinental Hotel Dublin, Janet Moore, General Manager at The Mespil Hotel, and Aidan O’Sullivan, General Manager at Kilkea Castle.
They shared stories on how they are having to adapt to rapid changes in booking trends through social media platforms like Tik Tok and WhatsApp. They also said they would be watching what US President Trump does carefully this year and how it may impact bookings from America. Finally, they acknowledged that despite all the uncertainty from fast-paced changes in the industry, hoteliers need to ensure the services they offer accurately match the prices charged to guests, recognising loyal customers need to be looked after.
Reflecting on the event, William said: "The hospitality industry is evolving at an unprecedented pace, and events like the Revenue Summit are crucial in helping hoteliers stay ahead. This year’s discussions highlighted the power of data-driven decision-making, the growing role of automation, and the importance of adapting to changing guest behaviours. At Net Affinity, our focus remains on providing innovative technology and expert insights that empower hoteliers to drive direct bookings and long-term profitability. It’s fantastic to see so many industry leaders come together to share ideas and strategies for success in 2025 and beyond."
Founded in 2000 and headquartered in Dublin, Net Affinity simplifies the lives of hoteliers by delivering commercial success through direct bookings for independent, resort and group hotels. Its platform uses the latest booking engine technology on the market, driving a rapid increase in direct business and enabling hoteliers to focus on creating the best guest experiences.
For more information on Net Affinity, visit: www.netaffinity.com.