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/

These innovative solutions are created to support the modern needs of hoteliers, addressing the growing complexities around payment processing, channel distribution and real-time availability management. Designed to assist with admin, minimise errors and create more revenue opportunities, they put automation and intelligence at the centre of your operations.

This launch represents a major milestone for both Net Affinity and the hotels it supports. As Net Affinity begins to operate with a stronger, integrated tech stack with wider functionality, the new tools will save hoteliers valuable time, reduce complexity and offer true value from day one.

Effortless hotel payments with Net Affinity’s Smart Payments

Many hotels still manage payments through a patchwork of disconnected systems, which requires teams to manually enter card details, chase payments and reconcile transactions over different platforms.

Instead, Smart Payments transforms this into one streamlined, secure and fully automated process – supporting every stage of the guest journey, no matter what Property Management System (PMS) or booking policies you use.

With features including:

• Payment page: Fully integrated with your booking engine for a seamless guest experience.
• Automatic VCC charges: Eliminate manual intervention and reduce human error.
• Payment links: Send secure links directly to guests, speeding up the payment process and boosting conversion.
• PIN terminals: Fully integrated terminals for on-site payments, linked to your ecommerce system for effortless reconciliation.
• Expert support: Our payment consultants are always on hand to guide your team and ensure best practice.

This future-ready solution streamlines operations, improves cash flow and enhances the guest experience.

Real-time control across every channel with Net Affinity’s Smart Channel Manager

Rate parity, channel restrictions and last-room availability management are just some of the everyday challenges hoteliers face while juggling multiple OTAs, GDS platforms and direct booking tools.

Smart Channel Manager gives you back control – consolidating all your channels into one powerful platform and allowing you to update rates, availability and restrictions in real time.

Benefits include:

• Real-time updates: Maximise every room sale while ensuring your direct channel always takes priority.
• Rule-based pricing: Implement strategies that optimise last-room availability and prevent overbookings.
• Boost visibility: Showcase your property across top-performing global channels to expand reach.
• Reduce manual tasks: Less admin, more time to focus on guest experience.
• Integrated support: Our team works closely with you to craft the right distribution strategy.

We’re delivering a more robust, scalable and connected offering that empowers hotels to move faster, operate smarter and grow with confidence – whether you’re a current client or discovering Net Affinity for the first time.

With our enhanced solutions now available to all clients, we’re not just evolving our tech – we’re expanding our ability to support hoteliers across every aspect of their operation. From cutting admin to maximising reach and unlocking new efficiencies, our mission remains the same, to empower you to do more, with less.

So, if you’re looking to reduce manual tasks, increase automation and future-proof your hotel’s digital infrastructure, these products are built with you in mind.

To learn more about how our technology can support your business in 2025 and beyond, get in touch with our sales team, sales@netaffinity.com  or visit https://www.netaffinity.com/our-solutions/ 

Understanding guest behaviour is a must in today’s competitive market, and leveraging data effectively can make all the difference.

Staying informed means you can make more strategic decisions, improve your guests’ experiences, and ultimately drive more bookings and revenue to your hotel.

Our latest data analysis reveals some interesting trends in hotel bookings for the first half of 2024, offering valuable takeaways for the industry:

Monday Night Madness

It’s worth noting our data shows that 9pm on Monday evenings is the most popular time for booking hotel stays, with the revenue generated at this hour significantly outpacing other times of the day.

This ‘Monday night madness’ exemplifies a pattern where the post-work slump prompts a surge in planning trips away.

Weekly Booking Trends

While Monday leads the pack, Tuesday follows closely behind in booking numbers. As the week progresses, booking activity gradually decreases, with Saturday being the least likely day for making reservations.

Interestingly, even though Saturday and Sunday see fewer bookings, they boast the highest average basket values, indicating that people tend to make higher-value purchases over the weekend.

Women Lead the Way

Our data reveals that women are the primary drivers of hotel bookings, accounting for nearly twice the number of stays compared to men and having a higher average basket value.

Specifically, women made up 64% of bookings and 65% of the total spend, which goes to show how much they influence the travel market.

Hourly Insights

When examining booking behaviour by the hour, early risers appear to spend less, with the lowest average basket value recorded at 11am. Most substantial booking activity occurs later in the day, particularly around the 9pm mark.

Harnessing the Power of Data

William Cotter, our Founder and Managing Director, emphasises the importance of these insights:

“There is power in data for many reasons, but mostly because it allows us to understand our customers better and improve their experience. Data insights around customer behaviour and preference can spark seismic changes in a hotel’s approach to marketing and communications, leading to significant improvements in bookings and upselling.”

As we move into the second half of 2024, we’re eager to continue monitoring these trends and anticipate further shifts by 2025. We’re dedicated to using data to help our clients, making sure we give them the best tools and insights for success in the hotel industry.

For more detailed information on how the team here at Net Affinity could support your hotel, visit our case studies page.

Alternatively, why not check out our guide on maximising revenue through the customer booking journey?