Last weekend, during Xenia, SK Hospitality took part in the Travel Tech Forum, where our Managing Director, Celine Spataro, joined the speaker lineup to share hands-on insights on one of the biggest challenges facing hoteliers today:
How to strengthen B2B sales performance without compromising direct bookings.
Her session cut straight to the point. With distribution costs rising, contracting teams shrinking, and technology evolving at a rapid pace, hotels can’t afford to rely on outdated sales structures. Celine walked the audience through practical steps and real examples—from optimising WebHotelier B2B setups to building a healthier mix between wholesalers, retailers, luxury consortia, and specialists.
The message was clear:
A balanced, well-managed B2B ecosystem doesn’t compete with direct sales. It protects them.
Hotels that control their commission levels, maintain rate parity, and leverage the right tools can move faster, stay visible, and avoid unnecessary margin losses.
The event also highlighted the industry’s appetite for smarter, tech-driven solutions. The discussions with partners and hoteliers after the session showed that the market is ready for more strategic, data-driven approaches to contracting and distribution.
As SK Hospitality continues to expand across Greece and internationally, forums like this reaffirm our mission:
to support hotels with clear strategy, strong relationships, and results-focused representation.
