We’re proud to have received recognition for our market-leading booking engine technology that allows independent, resort and group hotels to drive more direct business. Our work with clients like The Castleknock Hotel, which saw a 23% increase in direct bookings and a 13.5% growth in online voucher sales after partnering with us, speaks to the power of what we do. 

Barberstown Castle has also seen growth in its direct revenue channels. One of the biggest wins has been a 30% increase in voucher sales, thanks to the streamlined and fully branded voucher system.

Furthermore, our work with Horwood House has brought exceptional results. By integrating a mobile-first booking strategy and launching a fully branded voucher platform, the hotel has seen a 48% surge in mobile bookings, alongside an additional £10k in revenue from vouchers alone. These successes showcase how our innovative technology is enabling hoteliers to maximise their direct revenue channels and adapt to evolving guest preferences.

At Net Affinity, we understand that independent hotels need more than just a booking engine – they need a partner that understands their world. Our mobile-first approach, seamless system integration and best-in-class support all play a role in helping hoteliers take control of their distribution, reduce reliance on third parties and ultimately grow their revenue. We don’t believe in one-size-fits-all solutions. We believe in tailored technology that evolves with our clients’ needs.

Net Affinity, Brand Executive, Emily Camp stated, “It is incredible to learn that we have been shortlisted for the Boutique Hotelier Awards for the second consecutive year. Winning the Best Hotel Tech Product award at the 2024 event was a tremendous achievement, and both my team and I are extremely excited to attend again in 2025.”

Being shortlisted for the Boutique Hotelier Awards is a huge honour for our team. It reflects our ongoing commitment to our clients, our passion for the hospitality industry and our drive to keep innovating. Winning this award would further validate the incredible work of our talented team and the success we bring to our clients every day.

We’re incredibly excited about this recognition and would greatly appreciate your support in helping us win the award.

Please show your support for Net Affinity by casting your vote here!

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/

This May saw Net Affinity staff from all over the World, put on their walking shoes, set their alarm clocks, and hit the local parks, beaches, forests, and mountains in support of Darkness into Light, for the second year in a row.

Each staff member who joined the fundraising event was asked to submit a picture of their local sunrise at the end of their walk and what a great selection we received! 

From Dublin, to South Africa, Essex to Turkey, Net Affinity staff, children and pets gave it their all, and the team is very proud of their efforts and the money they raised for such a worthy cause.

Following the fundraiser, Net Affinity will be hosting a virtual coffee morning, where the team will be given the opportunity to share their pictures and memories from their sunrise walks. 

Pieta House is a suicide intervention charity. Since 2006, Pieta House has established twelve centers across Ireland with almost 270 therapists and administration staff, providing free therapeutic services to over 30,000 people.  

If you would like to find out more about Darkness into Light, visit their official website for up-and-coming dates, event locations, and advice on how to donate – https://www.darknessintolight.ie/.

NHMC, will be held at the Hilton at St. George’s Park, Burton-upon-Trent, Staffordshire, and promises to deliver a day not to be missed for all those in Hotel Marketing, Sales, and PR.

This national conference offers delegates the opportunity to network with over 200 Marketing and Sales Managers, General Managers, Hotel Owners and leading Marketing Suppliers.

Posing many opportunities to learn, subjects in the program include: Ai – The Challenge – potentially the biggest change for hotel marketers since the advent of the web – for content, CRM, revenue management and so much more!

Award-Winning Hotel Marketing – with winning case studies from HMA Hotel Marketing Awards winners including Best Website (The Grove) and HMA’s Rising Star for 2024, Lauren Bradley, Marketing Manager of The Waldorf Hilton, the hotel which also won the HMA’s.

Most Creative Content Marketing Campaign

Benchmarking – benchmark your business performance and your hotel marketing and website kpi’s against the best!

Book Direct – tips and best practice for “Guest Direct” through 2025/26

View the full program here. 

Net Affinity’s Senior Marketing Strategist, Susan Scott-Lennon, will be speaking at this year’s event, while Sharon Cowley and Jake Dazely will be on hand throughout the conference and look forward to connecting with you.

To book a meeting with the Net Affinity Sales Team, please email Sharon – sharon@netaffinity.com 

To find out more about this event, visit the official NHMC website – https://hotelmarketingconference.co.uk/ .

The Hotel Marketing Association Awards recognise & celebrate Marketing Best Practices in the UK hotel industry and the best marketing talent.

The various categories of awards reflect what is current in hotel marketing. The HMA welcomes entries from small independent hotels to larger, branded chains and groups.​

This year, Net Affinity will be sponsoring the HMA Creative Excellence Award. 
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For more information about the 2025 Hotel Marketing Association Awards, please visit the HOSPA website –  https://www.hotelmarketingassociation.com/awards 

In February, Google recognised the achievements of top-performing digital marketing partners across the globe by awarding Premier Partner status as part of the Google Partners program. Net Affinity has been named a 2025 Premier Partner, which means:

●  We are among the top 3% of Google Partners participants, signaling our leading expertise in Google Ads, as well as our ability to forge new client relationships and support our clients’ growth. 
●  Net Affinity is listed in the Google Partners directory, which helps potential clients find top Premier Partners.
●  We receive exclusive benefits that promote client growth and success with Google Ads.

Net Affinity offers a comprehensive suite of digital marketing services to the hotel industry and is highly specialised in their field, measuring performance in real time and tailoring strategies to consistently maximise results.

About Google Partners
The Google Partners program is designed for advertising agencies and third parties that manage Google Ads accounts on behalf of other brands or businesses. Its mission is to empower companies by providing them with innovative tools, resources, and support to help their clients succeed and grow online. 

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.

The trade show is structured in addition to the geographic division by destinations, market segments such as Adventure Tourism, Business Travel, LGBTQ+ Travel, Luxury Travel, Medical Tourism, and Travel Technology are represented.

Net Affinity’s Sales Director, Sharon Power Cowley said: “ITB is a fantastic show and I am really looking forward to the 2025 event. Net Affinity will be exhibiting in partnership with Smarthotels this year and I am excited to see what opportunities this will bring.“

If you are attending ITB, Net Affinity will be exhibiting on stand 213, so please do pop over to the stand to learn more about our latest product offering. 

For more information on ITB 2025, please visit the official website here. 

ScotHot, Scotland’s leading showcase for food, drink, hospitality and tourism, will return to the SEC Glasgow from 26^th – 27^th February 2025. The show offers an unmissable opportunity to meet with suppliers, network with others to share ideas and inspiration, and learn about the latest trends from across the industry.

Net Affinity’s Business Development Manager, Jake Dazely said: “I am really looking forward to this event. It will be Net Affinity’s first time attending ScotHot but from speaking to others in the industry, I have high hopes. It is always great to catch up with industry leaders, friends and delegates at events, the networking opportunities are invaluable and as we are new to ScotHot, I’m excited to see what opportunities it poses for Net Affinity.“

Jake will be available to speak to throughout the duration of the event, so if you are attending please do get in contact with him. 

For more information on ScotHot 2025, please visit the official website here.