Leading hospitality tech provider welcomes new UK sales manager to drive strategic growth

Siggi Schrot brings over 30 years of experience spanning hotel operations, hospitality technology and commercial leadership. With a deep understanding of hotel tech stacks, PMS integrations and client onboarding, he combines technical expertise with real-world hotel insight. Siggi is focused on turning product features into tangible value, using data, clear communication and a thoughtful approach to support hotels in driving performance.

His appointment is set to strengthen Net Affinity’s mission to deliver innovative digital solutions and advanced booking technology to UK-based independent and group hotels seeking personalised support and measurable results.

With strong roots in hotel operations, Siggi began his career in the rooms division at several well-regarded Dublin properties, including the five-star Westbury Hotel. He later transitioned into the hospitality tech sector, holding roles in customer service, implementation and support before progressing into senior commercial positions. As area director for an Oracle Hospitality reseller, he led product integration and strategy across the DACH region, UK and Ireland – experience that aligns well with Net Affinity’s position as an Oracle integration partner.

Commenting on his appointment, Siggi said: “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 focus on building strategic partnerships with UK-based hotels while also deepening his expertise in design, marketing, distribution and payments - an area of continuous growth and innovation for Net Affinity.

Sharon Power Cowley, sales director at Net Affinity, said: “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.”

This appointment represents another exciting milestone for Net Affinity, as the company continues to scale its tailored solutions for hoteliers across the UK, Ireland and further afield.

For more information on Net Affinity, please visit https://www.netaffinity.com/. For enquiries, please contact [email protected]