At Net Affinity, we’re focused on helping hoteliers grow direct revenue through the right combination of technology, expertise and personalised support. That’s why we’re delighted to welcome Tom Shanahan as our new eCommerce Manager – an appointment that further strengthens the client services team across Net Affinity and Smarthotel.
Tom joins at an exciting time for both businesses, as we continue to develop our combined offering and support independent, resort and group hotels across Ireland, the UK and international markets.
In his new role, Tom will work closely with a portfolio of hotel clients, helping them identify opportunities to increase revenue, improve digital performance and create a more effective guest booking journey.
Bringing hotel experience and digital expertise together
Tom brings more than 30 years of hospitality experience spanning hotel operations, sales and marketing, eCommerce strategy and customer success.
Having worked within hotels as well as hospitality technology, he understands both the operational pressures facing hotel teams and the digital opportunities available to them.
This rounded perspective allows Tom to approach each client relationship with a clear understanding of how commercial strategies need to work in practice. His focus is on helping hotels interpret their performance, respond to changing guest behaviour and turn digital opportunities into measurable results.
From hotel operations to hospitality technology
Tom’s career began in hotel operations, where he developed a detailed understanding of the guest experience and the day-to-day realities of running a successful property.
He went on to work with several well-known Irish hotels, including Jurys Green Isle, Radisson Blu Hotel & Spa Limerick and Dromoland Estate, building extensive experience across operations, sales and marketing.
Tom later moved into hospitality technology, where he applied his hotel knowledge to eCommerce strategy and customer success. This experience has given him a strong understanding of how technology, data and commercial expertise can work together to improve performance.
Supporting hotels with practical, sustainable growth
As an eCommerce Manager, Tom will work closely with hotel teams to understand their objectives, challenges and commercial priorities.
His role will include reviewing digital performance, identifying revenue opportunities and helping hotels optimise each stage of the online booking journey. This could involve improving website and booking engine conversion, responding to emerging booking trends or developing strategies to strengthen the direct channel.
As Tom explains: “I’ve spent my career in and around hotels, so I understand how fast-paced and complex the sector can be. What I enjoy most is working closely with hoteliers, understanding their challenges and helping them find practical ways to grow revenue and improve performance.
“What stood out to me about the company was the people and the culture. From day one, it was clear that everyone wants each other to succeed, and that same care extends to clients. I’m excited to be part of a team that is so focused on helping hoteliers succeed.”
Tom’s approach is rooted in practical recommendations rather than one-size-fits-all solutions. By taking the time to understand each property and its market, he will help clients make informed decisions that support both immediate performance and sustainable long-term growth.
A valuable addition to our client-first team
Our Group Client Services Director, Gemma Hynes, shared: “We’re delighted to welcome Tom to the team. His background across hotel operations, sales, marketing and hospitality technology gives him a valuable understanding of both the pressures and opportunities facing our clients.
“Tom’s client-first approach, commercial insight and passion for helping hoteliers succeed make him a fantastic addition to Net Affinity and Smarthotel. Our hotel partners value practical guidance, honest advice and personalised support, and Tom’s experience aligns perfectly with that ethos.”
What this means for our hotel partners
Tom’s appointment reflects our continued investment in the people and expertise behind our technology.
Our hotel partners need more than access to an effective booking engine, website or digital marketing campaign. They also need an experienced team that understands their business, helps them interpret performance and provides clear recommendations based on their individual goals.
Whether a hotel is looking to increase conversion, improve its mobile booking experience, respond to changing guest behaviour or uncover new revenue opportunities, Tom will work alongside its team to provide the insight and support needed to move forward with confidence.
Want to strengthen your hotel’s direct performance?
Net Affinity and Smarthotel work with independent, resort and group hotels across Ireland, the UK and internationally, providing booking engine technology, website design, digital marketing, distribution and payment solutions designed to increase direct bookings and maximise revenue.
To learn more about our solutions, visit https://www.netaffinity.com/ or https://www.smarthotel.nl/.