Revitup.Direct Blog
Lookers to Bookers: The 6th Revenue Masterclass Comes to Heraklion on 16 October
For the 6th consecutive year, running uninterrupted since 2020, the Revenue Masterclass returns — and this year it raises the bar. On Friday, 16 October 2026, at the TUI MAGIC LIFE Candia Maris in Heraklion, RevitUp.direct once again brings the worlds of technology and hospitality to the same table, under the central theme «Lookers to Bookers: Turning Data into Bookings».
This year's programme focuses on what defines a hotel's profitability today: pricing, data utilisation, distribution and the integration of technology into commercial decisions. It also brings global players — Google, IDeaS and Expedia Group — together with leading industry companies such as the webhotelier | primalres group.
Three sessions, one journey: from data to booking
The programme unfolds across three thematic sessions that follow the logical journey of revenue.
Session 1, «Know Your Numbers. Own Your Revenue», opens the day with a focus on data and revenue decisions. Speakers include Markos Kourgiantakis (Hellenic Mediterranean University), Dr Yannis Fotis (Deputy CEO, webhotelier | primalres), Giorgos Ergazakis (CEO, RevitUp.direct), Alberto Plaza (IDeaS), Markos Giannisopoulos (Expedia Group) and Savvas Mylonas (HolidayCheck).
Session 2, «The Intelligence Era: AI, Humans & the Future of Hospitality», moves the conversation into the age of Artificial Intelligence. The keynote is delivered by Professor Dimitrios Buhalis (Bournemouth University Business School, Director of the eTourism Research Lab) on «Lookers to Bookers: Profitability in the AI era», followed by Dr Savvas Chatzichristofis (Neapolis University Pafos), who explains why AI needs a strategy.
Session 3, «Price. Distribute. Convert. Repeat.», closes the loop with practical strategies for pricing, distribution and conversion. Taking the stage are Nikos Morantis (Destsetters), Nikos Giokas (Plusgrade), Evgenios Petoumenos (Wallbid), Dionysis Karavelas (RoomPulse) and Theano Iliadi Liebeck (Google).
Panel, workshops and networking
The day also features the panel «Direct vs. OTA: Myth, Reality & the Winning Strategy», moderated by Yannis Angelakis, along with parallel workshops from webhotelier | primalres, RevitUp.direct and Google. A standout moment is «The CEO's Open Discussion» with Dimitrios Buhalis (by invitation). The event concludes with a Buffet & Cocktail Networking Event, creating space for meaningful networking among hoteliers and industry professionals.
Practical information
The 6th Revenue Masterclass takes place on Friday, 16 October 2026, at the TUI MAGIC LIFE Candia Maris, Heraklion. Attendance is free, with registration, and places are limited
👉 Register here