Sharon Cowley, Sales Director at Net Affinity, and Quinten Gazendam, Director of Sales and Marketing at Smarthotel, shared their insights on how this collaboration is benefiting hoteliers and their shared vision for the future.

A partnership built on strengths

Sharon Cowley of Net Affinity reflects on the benefits of working with Smarthotel: “Our collaboration allows us to compete with other providers that offer a broader range of services. With Smarthotel’s flexible infrastructure, we can now build custom connections — particularly valuable for region-specific strategies or even GDS.”

Meanwhile, Quinten Gazendam of Smarthotel emphasised how the companies’ complementary strengths are central to the partnership: “At Smarthotel, we specialise in distribution, PMS connectivity and payments. Net Affinity brings expertise in booking engines and digital marketing. Combining our skills provides a holistic solution for hoteliers that covers both front-end bookings and back-end operations.”

Working together to maximise hotel revenue and guest satisfaction

The main takeaway from their conversation is that while Net Affinity and Smarthotel are separate entities, their collaboration brings new opportunities to streamline hotel operations and revenue management. This partnership offers a seamless integration between booking engines, digital marketing, PMS and payment solutions.

For instance, hoteliers are now benefiting from faster issue resolution. Previously, hotels had to coordinate across multiple vendors when facing rate and package mismatches between websites and OTAs. Now, with the shared support team, issues are resolved quickly, saving time and reducing complexity.

Quinten added: “Previously, dealing with niche OTA connectivity was a dead-end. Now, we can build custom connections for our clients globally. This flexibility ensures we meet the unique needs of every hotelier we work with.”

What this collaboration means for the hotels

Here are a few ways the collaboration is already delivering tangible value:

Quicker resolution times: Clients now deal with one team who understands both sides of the system – cutting delays and increasing satisfaction.

Rate and package mismatches: Resolved faster with integrated support across website and OTA channels. Now, with joined-up support, issues are resolved quickly by one support team together.

Marketing that syncs with live data: Campaigns from Net Affinity are now backed by real-time availability updates, closing the loop between demand and inventory.

Automated payments: Smart Payments suite helps hotels collect OTA payments or send paylinks for group bookings, reducing manual admin and elevating the guest journey.

How hotels are already seeing the benefits 

One standout example of this collaboration is The Hawthorn Hotel, a stunning new property opening in 2026 on Ireland’s West Coast.

From day one, The Hawthorn has partnered with Net Affinity and Smarthotel to create an effortless, guest-centric digital ecosystem — all before their first guest checks in.

The hotel’s tech stack is mobile-first and revenue-driven, combining Net Affinity’s booking engine and marketing tools with Smarthotel’s channel manager and PMS integrations. The hotel is benefiting from a fully connected journey from pre-arrival to post-stay, designed to boost conversion, reduce friction and elevate the guest experience.

Watch the full interview here:

Looking at future prospects

Sharon and Quinten are excited about what lies ahead for the collaboration. Sharon sums it up perfectly: “It’s not just about now, it’s about guaranteeing our presence in the next decade. Our clients want stability and with this partnership, we’re future proofing our services.”

Quinten adds: “We’ve found a groove with Net Affinity. The synergy between our teams is strong and that’s where the real value lies – creating a better, more integrated experience for hoteliers.”

This corporation between Net Affinity and Smarthotel will be the ultimate solution for hoteliers to drive direct bookings, depend less on OTAs and increase their revenue strategies across Europe. 

For hoteliers looking for tailored digital solutions to grow their business, this partnership offers the perfect combination of expertise, innovation and customer-first values.

For more information about the Hotel Tech Group, please visit https://www.hoteltechgroup.com/ and to learn more about Net Affinity’s partner, Smarthotel, visit https://www.smarthotel.nl/.

As a team, we are committed to reducing our environmental footprint while promoting ethical governance within our company and through partnerships that contribute to meaningful change across the community.

Sustainability at the heart of our business model

As a remote-first company with sustainability at its core, we embrace the responsibility of promoting environmental awareness. Our goal is to build a company that thrives while nurturing the environment.

We are committed to achieve:

Ethical business practices: The foundation of Net Affinity’s success lies in our commitment to good governance and ethical practices. These values are embedded in every facet of our operations and guide us in ensuring sustainability remains a core principle.

Sustainability: Choosing a remote-first model is a conscious step towards reducing emissions linked to daily commutes. By staying committed to this structure, we contribute positively to the environment, while ensuring a flexible work culture that benefits our team.

Charitable support: We are passionate about giving back to the community. We actively participate in charitable activities to help elevate the importance of corporate social responsibility in our industry.

A collective commitment to Restore Our Planet

This year, we celebrated World Environment Day with the theme Restoring our planet by encouraging our team to engage in simple, impactful actions.

Here’s how our staff contributed to making a difference:

Eco habit sharing: Our team shared their sustainable habits, from reducing waste and saving energy to mindful shopping and even organising local eco-friendly initiatives. For example, one team member set up a group in their local community to exchange children’s items, preventing unnecessary waste while supporting others in need.

A staff member shared their experience on Eco Habit Sharing: “I created a dedicated WhatsApp group for parents in our estate to share kids’ clothes, toys and furniture. It’s reduced waste and helped neighbours connect.

“We also run a school uniform pop-up shop each summer. Parents donate uniforms and the funds raised go straight into school projects — like our recent playground revamp.”

Virtual trash talk: Inspired by the theme of environmental restoration, our staff participated in local clean-ups, sharing their efforts on social media to encourage others to make an impact.

Tree planting initiative with Reforest Nation

One of the most impactful initiatives we’ve launched is our partnership with Reforest Nation, Ireland’s leading corporate tree-planting initiative. This partnership will see a tree planted for every employee and for each new team member that joins Net Affinity, helping us offset our carbon footprint and restore native forests.

Each tree we plant represents our shared responsibility for the environment and a collective effort towards a healthier, greener future. This partnership with Reforest Nation is just the beginning and we look forward to expanding our environmental impact as our company continues to grow.

Building a greener future for hospitality

Environmental sustainability is now a core concern for both hospitality providers and their guests, with regulatory, reputational and financial pressures converging as 2026 approaches. By championing sustainability in meaningful ways, Net Affinity aims to inspire other businesses, thereby amplifying our collective impact.

We are proud to lead by example and encourage all businesses to consider their contribution to a sustainable future. Sustainability is central to Net Affinity’s identity, shaping our internal policies, partnerships and long-term goals. As we continue to innovate and progress, we remain dedicated to growing our business in a manner that respects and restores the environment.

We invite you to join us in this journey to create a more sustainable, responsible future. To learn more about Net Affinity, visit netaffinity.com/our-solutions/

These impressive statistics reflect the dedication to excellence at the heart of our operations, which is key to driving our continued growth and success.

To provide an insight into what makes us unique, we sat down with four of our client services team, to learn more about their roles and what they believe sets us apart in the industry:

Meet some of our Client Services Team

For this blog, we spoke to four of our valued employees: Charlene McGovern, Sara Antoszewicz, Milena Hanrahan, and Deirdre Bracken. The client services team are all hired from within the hotel industry, with over 100 years of experience between them.

Charlene is our Client Experience Manager, having been a part of Net Affinity for 7 years. In her role, she talks to clients to learn more about their experience with the company, analyses client feedback and data, and collaborates with various teams to implement relevant actions. She also ensures continuous quality assurance and internal education through writing reports, delivering workshops, and attending meetings to give clients a voice in all departments.

Sara, our Senior eCommerce Manager, has been with us for 5 years. Sara helps hotels optimise tools and processes, implementing strategies to meet their KPIs, with her day-to-day responsibilities including identifying trends and sharing best practices with our clients.

Milena, a Senior Client Success Executive, has been part of the team for over 3 years. Milena acts as the first point of contact for clients, helping them boost their performance and coordinating revenue migrations.

Deirdre is an eCommerce Manager and has been with Net Affinity for just over 2.5 years. She serves as the primary contact and account manager for a selection of clients. Her daily responsibilities include reviewing client performance, assisting with queries, and helping with overall marketing and revenue strategies by identifying key opportunities in the market.

What sets Net Affinity apart from its competitors?

We asked Charlene, Sara, Milena, and Deirdre why they thought Net Affinity had consistently outperformed its competitors. Their answers centered around the value of our product and the dedication of our team.

“It is a combination of our individualised approach to client management and our powerful new booking engine technology,” Charlene shared. “Our clients are our number one priority, and they are at the heart of every decision we make.”

Sara agreed, adding: “Our commitment to innovation and customer satisfaction is key. We not only meet but exceed industry standards by ensuring we understand and anticipate our clients’ needs.”

Given that client feedback and satisfaction drive our success, it’s no surprise that our employees feel Net Affinity stands out from its competitors.

“We genuinely care,” Deirdre said. “The personal interaction with each of our clients and the strong backbone of a great product sets us apart in the industry. Our customer service is exceptional, but it’s the combination of service and a high-quality product that truly makes the difference.”

Milena echoed this. “Understanding individual client’s needs and providing relevant suggestions tailored to their business helps us boost their performance. This personalised approach, combined with our quick response times and extensive knowledge, makes us highly effective and valued by our clients.”

Why our Client Services Team chose Net Affinity

Whilst the opportunity to build strong working relationships with clients was an important factor for Charlene, Sara, Milena, and Deirdre, there was also so much more about the business that initially drew them to join us.

Charlene’s first experience with Net Affinity was working with them as a client. From the outside looking in, it seemed like “a fun, progressive company with a great leadership team that not only delivered great results but deeply cared about both their clients and employees.” This inspired her to join the company, and seven years later, she believes it was one of her greatest decisions.

Sara was drawn to Net Affinity for its reputation for innovation and commitment to excellence. She wanted to be part of a dynamic team at the forefront of the industry. What she enjoys most about her role is the fast-paced work environment and the constant challenges that push her to grow and develop her skills continuously.

Milena, who has a background in hospitality, did some research on Net Affinity before joining and found positive feedback from current employees. This assured her that she wanted to be part of the company. “What gives me most satisfaction is receiving good feedback from our clients, proof that we helped and understood our clients, and that they are happy with our support,” Milena shared.

Deirdre, with over 20 years in the hotel industry, felt that her previous roles positioned her well to understand her clients at Net Affinity. She enjoys building relationships with clients and values the trust they place in her and the team. Joining Net Affinity allowed her to leverage her passion for the tourism and hospitality industry in a new and impactful way.

Our team culture and development opportunities

In return for their commitment and hard work, the team feel we’ve provided a supportive work environment and nurtured a culture of continuous personal and professional development.

“Although we’re a remote-first company, we make sure we don’t miss out on the social side of work life,” Sara highlighted. “I prioritise understanding our clients’ needs and goals, which involves regular check-ins and performance reviews, staying updated on industry trends, and anticipating potential challenges.”

Charlene agreed. “We put extra focus on making sure our team members feel supported, both in their work and on the social side of things. I’m constantly making changes to processes, updating documents – and the team are still open and willing to try new ways of doing things.”

“The team has always been inclusive and supportive,” Deirdre commented. “We genuinely care. The personal interaction with each of our clients and the strong backbone of a great product sets us apart in the industry. We have access to a huge number of online courses, which is crucial for our continuous learning and development.”

Milena added, “The most satisfaction comes from receiving good feedback from our clients. It proves that we have helped and understood our clients and that they are happy with our support. This environment, where client satisfaction is a priority, makes it a rewarding place to work.”

What do our Client Services Team see in our future?

All four believe that there’s an even brighter future ahead for Net Affinity. “Net Affinity will always be ahead of the curve when it comes to technology for accommodation providers,” Charlene said. “We’re entering a new era of hospitality technology driven by changes in consumer behavior, technological advancements, and transformational global events.”

She continued, “As a company, we genuinely want hotels to be commercially successful and we strive to help them achieve their objectives through new, innovative, and intuitive solutions.”

Sara echoed this: “I see the company continuing to be a leader and innovator in the industry, driving forward the latest trends and technologies. We are committed to ensuring that we not only meet but exceed industry standards.”

Milena added, “Understanding individual clients’ needs and providing relevant suggestions tailored to their business helps us boost their performance. This personalised approach, combined with our quick response times and extensive knowledge, makes us highly effective and valued by our clients.”

“I hope to see Net Affinity continuing to expand their product offering and client base and to remain a market leader within their field,” Deirdre commented. “Our role as eCommerce Managers allows us to be the voice of the client and take that feedback to our senior team. We aim to continue offering top-tier service to both the client and the guest.”

Find out more about Net Affinity’s Client Services here – https://www.netaffinity.com/client-services.html 

It also offers companies a unique opportunity to celebrate and showcase all of the activities that they are putting in place for their employees throughout the year.

Over the year’s Net Affinity has worked exceptionally hard to create a calm, positive, and supportive environment for all its staff. 

Since becoming a remote-first company, staff wellbeing has become front and center in our minds. As we all know, working remotely can be challenging at times, and with this in mind, Net Affinity is committed to providing a work environment that fosters and supports positive mental and physical health.

We genuinely care about the well-being of our workforce and we’ve strived to make their lives happier, better, and easier, where we can.

Here are a few things we provide to all staff at Net Affinity:

– Zevo wellbeing platform
Zevo’s platform offers employees round-the-clock access to professional mental health support. 

– Flu Vaccination
The flu vaccine helps protect against flu, which can be a serious or life-threatening illness. 

– Wellbeing snack packs
Eating different fruits and vegetables can add a good range of nutrients to your diet. These nutrients help to keep us mentally and physically healthy.

– Gym Subsidy
Regular exercise can have a profoundly positive impact on depression, anxiety, and ADHD. It also relieves stress, improves memory, helps you sleep better, and boosts your overall mood. 

– Winter daylight hour
In winter, we all miss the lighter evenings! At Net Affinity, we encourage staff to take an extra hour away from their desks to help clear minds and boost vitamin D levels. 

– Paid Wellness Day
Doing something you love is the best medicine. Net Affinity offers a paid wellness day to all employees, to take when they want and how they want. A long walk, a spa day or simply sofa surfing, whatever they feel like, as long as it makes them happy! 

Here is what Niamh Foley, Digital Marketing Specialist at Net Affinity, has to say about her work-life balance…

For more information on the ibec National Workplace Wellbeing Day, visit their official website here – https://www.ibec.ie/employer-hub/corporate-wellness/national-workplace-wellbeing-day . 

Now, almost halfway through a busy year, we have also been certified as a Best Workplace in Tech 2023.

Client Services Director, Gemma Hynes says: “As a working mum, I am truly grateful for the flexibility Net Affinity gives me, which has allowed me to be more available to my children, and more present in my home life. I can incorporate school and activity drop offs into my day without feeling guilty, or like I am compromising anything.”

Ireland’s tech industry is currently a thriving and dynamic sector, within which, it is very important that the needs of employees are consistently considered and met. We always try and perform to exceptional standards in all aspects of our business, and particularly in this one – because we know our business wouldn’t be where it is without the people that make it so great.

Senior Digital Marketing Specialist, Suzie Earle says: “I am so grateful for the level of support and understanding from my managers since returning from maternity leave. The flexibility I have with my working day at Net Affinity allows me to balance my new family life, which is really important to me.”

By making this list, we’re in very good company. Our plan is to keep striving to nurture a truly empathetic culture by supporting our employees based on their own personal needs. Empathy trickles into our decision-making and people management strategies across the board, and we believe this equips our staff to be the best they can be and provide clients with a great service.

Client Success Team Manager, Maja Kowalska says: “I feel valued and respected at Net Affinity. There is a great company culture here, with plenty of room for diversity and creativity. I appreciate the fact that I can always be honest, and I know my opinion will be valued.”

Being a certified Great Place to Work, and a Best Workplace in Tech 2023, are achievements we are so proud of because they affirm our values and motivate us to continue striving for excellence.

U.K.-based University of Warwick found that workplace bliss leads to a 12% increase in productivity, while distress leads to a 10% decrease

You want your hotel to feel like a comfortable environment. It won’t feel like this if there are unhappy staff walking the halls, and people are very perceptive, they will pick up on more than you’re necessarily aware of. 

It’s very simple – when your staff are satisfied, it also means that they will treat your guests better. So, how can you make work a happy place for your employees?

Support your staff

As well as offering training and upskilling, one of the most important things you can do for your staff is to let them know they are fully supported. When they feel like you’re in there corner, they will be naturally committed to doing a better job. Support can be given through teamwork, collaboration, a willingness to listen and to help. Instilling these values from the top down will create a positive environment for the whole company to thrive within. 

Another element of support is trust. Trusting your staff will empower them and give them confidence to learn, and make the right decisions.

Community

Work is a type of community, and teams of people can often end up being friends. We spend so much time at work, it’s no wonder. Team bonding exercises are an important element in building this sense of friendship and breaking down any awkward barriers. It doesn’t have to be big, elaborate exercises – it’s just about making time to allow your employees to connect. This will help them work better together. 

Recognition is key

How can you make people feel motivated on an ongoing basis? Build their self esteem by practising encouragement and recognition! We all love to be recognised for our achievements, our hard work, our effort. After awhile, if we don’t feel like that effort is being appreciated, it can make us lazy. We might get disillusioned and stop putting in as much of an effort. So, just remember how important it is to celebrate the little things, and even if it’s just taking the time to say ‘great work’ – it will be appreciated, and will go a long way. 

People can only do their best if they have everything they need

You can’t expect your staff to perform miracles or move mountains. They can only do so much, and if you don’t have the tools and technology they need to fulfil their duties to the best of their ability, that’s on you. 

For numerous reasons, it’s so important as a hotelier that you recognise the enormous benefit of investing in the right tools for your staff and business as a whole. Invest in automation tools that will save your staff time and allow them to give more energy to guests. Make sure your booking engine is high-performing so it is not difficult for them to glean insights. 

Check out Net Affinity’s brand new feature-rich booking engine

Don’t forget human kindness!Whether you’re the leader of your team, the sales manager, the receptionist or the chef – in every single section of your hotel, practise kindness to your fellow staff members. Professionally, it’s something that will reflect well on your business. Personally, and on a human level, you never know what people are going through! Work is a huge part of our lives, and in this industry, things can get intense. Being kind has the power to make your colleague’s day that bit easier, and encourages people to trust each other.

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