Revitup.Direct Blog
RevitUp’s 5th Masterclass: George Ergazakis on Revenue Management & Digital Marketing Strategies for Hotels
Greek hospitality professionals are gearing up to explore the latest in revenue management and digital marketing at one of Greece’s most anticipated industry events: the 5th Revenue Masterclass on Crete by RevitUp.direct.
On October 21, Heraklion will host the 5th Revenue Masterclass, bringing together hotel executives, revenue managers, and industry professionals at the Amphitheater of the Hellenic Mediterranean University.
After successful editions on Crete, Santorini and two masterclasses on Cyprus, the Masterclass returns to Crete — where the idea first took shape — with an expanded agenda featuring panels, case studies, interactive solutions hubs (roundtables) and interviews with leading experts in the field.
RevitUp.direct CEO George Ergazakis.
RevitUp.direct, the company behind the Masterclass, is known for integrating revenue management, digital marketing, and performance strategies into a holistic model that helps hotels maximize direct bookings and profitability.
“The Masterclass is not just an event but a true institution that creates real value for the hospitality sector,” CEO George Ergazakis explains to GTP Headlines.
Reflecting on the value for participants, he adds: “We want attendees to leave not just inspired, but equipped with tools and strategies they can implement immediately to grow their business.”
In this interview, Ergazakis shares why Heraklion was chosen as the host city, how AI and data are transforming hotel strategies, and what participants can take away to improve their operations in 2025.
GTP: George, you’re getting ready for this year’s Revenue Masterclass, which has become a landmark event for hospitality professionals. What makes the 5th edition in Heraklion special compared to previous years?
George Ergazakis: We’re especially excited that the 5th Revenue Masterclass is returning to Crete — the place where the idea first began. After hosting it on Santorini and Cyprus, we’re coming back home with an even richer program: more presentations, panel discussions, roundtables and interviews with top tourism professionals. A key milestone this year is our new partnership with Hellenic Mediterranean University (ELMEPA), which reinforces our commitment to education and talent development. The Masterclass is not just another event; it has become a true cornerstone that creates real value for the hospitality sector.
GTP: Can you tell us what inspired RevitUp to launch the ‘Revenue Masterclass’ event in general and when the first edition took place?
George Ergazakis: The Revenue Masterclass was born out of a need to share knowledge and practical solutions with the hotel market. At RevitUp, we believe that education and the exchange of experience are the keys to the industry’s evolution. The very first Masterclass took place on Crete, aiming to connect the science of revenue management and digital marketing with real-world practice. Since then, each edition has grown, offering participants tools and strategies they can immediately apply in their own businesses.
GTP: Why was Heraklion chosen as the host city this year and what opportunities does this location offer for the local hotel industry?
George Ergazakis: Heraklion isn’t just where our first Masterclass started; it’s also one of the most dynamic tourism markets in Greece. By returning here, we want to highlight our support for the local hotel industry. Crete offers unique opportunities, with hotels ranging from large resorts to boutique properties. The Masterclass acts as a hub for ideas and solutions that can strengthen competitiveness and help hotels unlock their full potential.
GTP: Could you give us an overview of the main themes and topics that participants can expect at this year’s Masterclass?
George Ergazakis: The 5th Masterclass will focus on three main pillars: revenue management, digital marketing and data utilization. Through presentations and case studies, we’ll dive into topics such as pricing strategy, optimizing distribution channels, the role of artificial intelligence and new trends in online bookings. At the same time, panels and roundtables will give participants the chance to exchange experiences and hear practical solutions from industry experts and successful hotels we work with.
GTP: How is AI currently transforming hotel marketing and revenue management and what practical applications will be showcased at the Masterclass?
George Ergazakis: Artificial intelligence is fundamentally changing how hotels approach both revenue management and marketing. In revenue, AI-driven systems support dynamic pricing based on real market data, forecast demand by season, and identify opportunities to boost occupancy or improve average rates. In marketing, AI enables personalized guest experiences by recommending offers and messages based on user behavior, which improves channel performance. At the Masterclass, we’ll present tourism- and hotel-specific case studies. At RevitUp, we’re already integrating these technologies daily — showing that AI isn’t a future scenario but a tool adding value today.
GTP: How can hotels leverage data more effectively today and what strategies will the Masterclass highlight to improve revenue optimization?
George Ergazakis: Data is at the heart of any effective strategy. Today, hotels have access to huge amounts of information from booking channels, social media, and management systems. Using that data wisely creates added value. Our goal at the Masterclass is to show how to turn data into actionable decisions — from tracking competitors and market trends to building the right pricing policies and targeted campaigns. We want professionals to see data not as just numbers, but as a powerful strategic asset.
GTP: Building a strong pricing culture is often challenging for hotels. What advice and actionable insights will you share to help hotels achieve this?
George Ergazakis: A solid pricing culture is one of the most important steps a hotel can take to reach its goals. A hotel’s sales are one entity but split into segments, each with its own characteristics, potential, and expectations. A room rate is not a fixed number; it’s a range. How we manage and shape that range can drive significant profit increases — without even changing prices. Pricing culture isn’t just about the revenue manager; it involves the whole team. At the Masterclass, we’ll show how to build a data-driven pricing strategy instead of relying on intuition, highlighting the importance of flexibility, competitor monitoring and cross-department collaboration. A hotel that cultivates this culture can better adapt to market changes, improve occupancy and grow revenues sustainably.
GTP: The hospitality industry faces rapid digitalization and a need for specialized staff. How will the Masterclass help hotels tackle these challenges?
George Ergazakis: Digitalization brings huge opportunities but also challenges for hotels. One of our key messages at the Masterclass is that technology needs knowledgeable people to be used effectively. That’s why we’ve organized sessions focused on education and professional development. Training isn’t something that can be done in a single day — but a Masterclass can be the spark that inspires someone to deepen their knowledge. For us at RevitUp, one of our most important actions is our partnership with ELMEPA. This collaboration demonstrates our belief in education and in connecting universities with the market, offering participants a framework for continuous growth.
GTP: Which cutting-edge tools, technologies, or case studies will attendees be able to learn from during the event?
George Ergazakis: We believe the content and presentations this year are top-tier. Participants will have the chance to discover advanced revenue management tools, digital marketing strategies and practical AI applications. Through RevitUp’s own case studies, we’ll show how specific tactics have produced impressive results. Our philosophy is to share real-world examples, not just theory, so that every hotelier leaves with actionable knowledge they can apply the very next day.
GTP: How does RevitUp support hotels in integrating revenue management, digital marketing and performance strategies, and how will this be reflected at the Masterclass?
George Ergazakis: RevitUp is the only company in Greece combining revenue management and digital marketing into a holistic partnership model, providing integrated solutions that blend pricing strategy, online distribution and performance campaigns. We manage a large portfolio of hotels in Greece and abroad, each treated uniquely according to its own characteristics and potential. At the Masterclass, we’ll showcase how this synergy delivers measurable results — from increased revenues to higher direct bookings. Our integrated approach is our competitive advantage and it will be fully reflected in the event’s program.
GTP: Looking ahead, what do you see as the biggest opportunities for hotels in 2025 and what key takeaways do you hope participants leave the Masterclass with?
George Ergazakis: In 2025, the biggest opportunities for hotels will lie in differentiation, adopting artificial intelligence, and developing direct booking channels. Travelers are increasingly seeking personalized experiences and hotels that can deliver them will win. From the Masterclass, we want participants to leave with practical knowledge, a clear strategy and the confidence that collaboration between technology and people is the key to a sustainable future in tourism.
Registration for the 5th Revenue Masterclass is open. Hotels and hospitality professionals can book their place here.
Details on Revitup’s services can be found here.