At Net Affinity, we’re focused on making it easier for hoteliers to grow direct revenue with the right mix of technology, expertise and support. That’s why we’re delighted to welcome Siggi Schrot as our new UK Sales Manager – a key appointment that reinforces our commitment to expanding our presence and partnerships across the UK hospitality market.
Siggi joins at an exciting time for both Net Affinity and Smarthotel, as the group continues to strengthen its combined proposition in the UK. In his role, Siggi will work across both businesses, supporting hotels in unlocking stronger commercial performance through a more integrated approach that brings together Net Affinity’s direct booking technology and digital marketing expertise with Smarthotel’s distribution and payment solutions.
A hotel-first perspective, backed by deep tech experience
Siggi brings more than 30 years’ experience spanning hotel operations, hospitality technology and commercial leadership. He understands what it takes to run a hotel day-to-day and he knows how to connect that operational reality with the technology that supports it.
With a strong grasp of hotel tech stacks, PMS integrations and client onboarding, Siggi is focused on turning product capabilities into outcomes – smoother processes, stronger conversion and better commercial results. His approach blends technical know-how with clear communication and data-led thinking, helping hotel teams feel confident in the decisions they’re making.
From the rooms division to strategic commercial leadership
Siggi’s career began in hotel operations, working in rooms division roles across several well-regarded Dublin properties, including the five-star Westbury Hotel. From there, he moved into hospitality technology, holding roles across customer service, implementation and support, before progressing into senior commercial positions.
Most recently, he served as Area Director for an Oracle Hospitality reseller, leading product integration and strategy across the DACH region, the UK and Ireland. That experience aligns strongly with Net Affinity’s position as an Oracle integration partner and it gives Siggi a valuable perspective on how hotels can unlock more value from integrated systems.
Supporting UK hotels with practical, sustainable growth
Now based in London, Siggi will work closely with UK hotels to build strategic partnerships and identify opportunities to improve digital performance. That means taking the time to understand each property’s goals, challenges and operational realities, then aligning the right solutions to drive tangible results.
As Siggi explains: “Net Affinity’s mission for empowering hoteliers resonates with me. My experience across boutique hotels, start-ups, and multinational tech providers has given me a strong understanding of the industry and the technology that drives it.
“Now based in London, I’m excited to work closely with UK hotels – getting to know the details of their operations and offering practical solutions that truly add value. It’s all about helping them grow their direct bookings and enhance digital performance in a way that’s both effective and sustainable.”
In his new role, Siggi will also deepen his expertise across the wider commercial ecosystem that influences hotel performance, including design, marketing, distribution and payments areas where innovation continues to accelerate.
Siggi describes himself as a ‘Hotel Head‘. Hear what Siggi had to say at Net Affinity’s recent Revenue Summit:
A valuable addition to our client-first team
Our Sales Director, Sharon Power Cowley, shared: “We’re thrilled to welcome Siggi to the team. His extensive experience across hotel operations and hospitality technology brings a unique perspective that complements our consultative, client-first approach. Siggi’s market insight and passion for supporting hoteliers make him a strong asset as we continue expanding our UK footprint. We’re confident he will play a pivotal role in helping our partners drive performance and long-term growth.”
What this means for UK hoteliers
Siggi’s appointment is part of our ongoing investment in the UK market – ensuring hotels have access to the personalised support, commercial insight and tailored technology they need to compete more effectively and grow direct.
Whether you’re reviewing your booking journey, planning a new website, improving conversion or exploring smarter integrations, our team is here to help you move faster, with more clarity and control.
Want to talk to our UK team?
To learn more about our solutions, visit https://www.netaffinity.com/ or contact our team at [email protected]