Revenue Masterclass by Revitup
The annual institution that educates and unites the hospitality industry across Greece and Cyprus.
WHAT IT IS
The Revenue Masterclass is RevitUp.direct’s annual educational institution in revenue management and digital marketing for hotels — one of the most recognised gatherings in the industry. With an uninterrupted presence since 2020, it brings together hoteliers, executives and leading technology companies, with participants from Crete, Athens, Cyprus and major Greek destinations.
At the heart of every event lies the synergy between Revenue Management, Digital Marketing and Artificial Intelligence — and how it translates into measurable revenue growth for the hotel.
THE INSTITUTION AT A GLANCE
consecutive year since 2020
registrations last year
destinations
years of experience
WHO IT'S FOR
The Revenue Masterclass is aimed at those who make commercial decisions for a hotel — as well as any tourism professional who wants to stay ahead of developments:
- Hotel owners & general managers
- Revenue & Marketing managers
- Online sales / e-commerce executives
- Consultants, technology companies & newcomers to the industry
From large hotel units to small properties, everyone who attends leaves with strategies and tools that can be applied immediately.
WHAT IT INCLUDES
Each event combines presentations, panels and practical case studies with the interactive Interactive Solutions Hubs, where participants work closely with leading technology companies. Thanks to this collaboration with technology providers, we hear first-hand what the market needs and bring the latest innovations and technologies to the fore. At the same time, through RevitUp.direct’s collaboration with the Hellenic Mediterranean University (HMU), the Masterclass connects the market with academic knowledge. The day concludes with specialised workshops and the established Cocktail & Buffet Networking Event — the most valuable moments for new collaborations and the exchange of experiences.
6th Revenue Masterclass — “Lookers to Bookers”
For the 6th consecutive year, with an uninterrupted presence since 2020, the Revenue Masterclass returns — and this year it raises the bar. Under the central theme “Lookers to Bookers: Turning Data into Bookings”, it focuses on pricing, data utilisation, distribution and the integration of technology into commercial decisions — the factors that determine every hotel’s profitability today. This year it brings to the same table global giants — Google, IDeaS and Expedia Group — alongside industry-leading companies such as webhotelier | primalres group.
THE SPEAKERS
At the Revenue Masterclass, the people who shape the market take the stage: executives from leading technology companies and travel platforms, hospitality professionals and academics.
This year, representatives of Google, IDeaS, Expedia Group and webhotelier | primalres present the latest developments in online demand, data and artificial intelligence, while executives from hotel businesses share practical case studies from the Greek market.
Among the keynote speakers is the globally recognised Professor Dimitrios Buhalis (Prof. Dimitrios Buhalis) from Bournemouth University in the United Kingdom, a leading international authority in eTourism and Artificial Intelligence.
Every talk is selected with one criterion: to deliver something applicable. Beyond the presentations, the thematic discussions bring speakers into direct dialogue with participants — where the answers address real market questions, not theory.
SPONSORS 2026
PROGRAMME
09:00 - 09:30 | Greetings & Welcome
George Ergazakis – CEO RevitUp.direct
Kyriakos Kotsoglou – Vice Governor of Tourism of Crete
Nikos Chalkiadakis – President of the Heraklion Hotel Association
Session 1 - «Know Your Numbers. Own Your Revenue»
9:30 - 10:50 | 1st Session
09:30 - 09:40 “More Data, Better Revenue Decisions?”
Markos Kourgiantakis - Associate Professor, HMU
09:40 - 10:00 “The 2026 Online Booking Outlook: How Crete Compares to Greece's Top Destinations” Dr Giannis Fotis, Deputy CEO, webhotelier | primalres
10:00 - 10:20 “The Secret Code of Profitability’’ George Ergazakis - CEO RevitUp.direct
10:20 - 10:30 “Revenue Management for Resorts: Separating Myth from Reality’’ Alberto Plaza - Sr. Account Executive, IDeaS
10:30 - 10:40 “Expedia Group: Helping travelers explore the world. One journey at a time” Markos Giannisopoulos - Area Manager | Eastern Mediterranean & Central Eastern Europe, Expedia Group
10:40 - 10:50 “Unlocking the German speaking market’’ Savvas Mylonas - Area Sales Manager Greece & Cyprus, HolidayCheck
10:50 - 11:10 | Coffee Break in the exhibitors' area
Session 2 - «The Intelligence Era: AI, Humans & the Future of Hospitality»
11:10 – 12:30 | 2nd Session
11:10 – 12:00 “Lookers to Bookers: Profitability in the Artificial Intelligence era using context based big-data and personalisation”
Dimitrios Buhalis - Professor, Bournemouth University Business School, Director eTourism Research Lab
12:00 – 12:30 “From Enthusiasm to Failure: Why Artificial Intelligence Needs Strategy”
Dr. Savvas Chatzichristofis - Vice Rector for Research & Innovation, Professor of Artificial Intelligence, Neapolis University Pafos
12:30 – 12:50 | Coffee Break & Savoury Snacks in the exhibitors' area
Session 3 - «Price. Distribute. Convert. Repeat.»
12:50 – 14:30 | 3rd Session
12:50 – 13:00 Room ADR: How Much Is the Room Rate Influenced by the Right Typology & Accommodation Concept? Nikos Morantis - Founder & Strategy Director, Destsetters
13:00 – 13:10 “When guests choose to spend more’’ Nikos Giokas - Business Development Director EMEA, Hospitality Ancillaries, Plusgrade
13:10 – 13:20 “Cancellation Insurance: Results and New Products’’
Evgenios Petoumenos - Head of Affinity Partnerships, Wallbid
13:20 – 13:30 “Roompulse: From Rate Shopping to the Direct Booking - OTAs, Package Rates & Parity Control” Dionysis Karavelas - Business Development Manager, Roompulse
13:30 - 14:00 “Build your International Market Strategy with Google” Theano Iliadi Liebeck - Google
14:00 -14:30 Panel Discussion
«Direct vs. OTA: Myth, Reality & the Winning Strategy»
Moderator: Giannis Angelakis
14:00 - 15:30 | Parallel Workshops
14:30 - 15:00 webhotelier | primalres
14:30 - 15:00 RevitUp.direct
14:30 - 15:00 Google
14:00 - 15:30 Dimitrios Buhalis - The CEO’s Open Discussion (by invitation)
15:00 | End of Revenue Masterclass
14:45 - 17:00 | Buffet & Cocktail Networking Event
10:00 – 14:30 | RevitUp Spotlight Podcast by Kyriakos Vaikos
Why attend the revenue MasterClass
Applicable knowledge
Technology & AI
Always one step ahead
Top speakers
Networking that matters
MOMENTS FROM THE 5th REVENUE MASTERCLASS
120 professionals in the Interactive Hubs, sold out in 3 days.
Previous Revenue Masterclass
Five events, five destinations, one steadfast commitment to knowledge. See photos, talks and moments from each Masterclass.
UNDER THE AUSPICES OF
Come to the 6th Revenue Masterclass
Seats are limited — last year’s workshops sold out in three days.