POWER UP Cairo | Winning the Direct Guest
Distribution costs are climbing, online visibility is crowded, and hotels face a critical question: how to win the direct guest.
This Power Up session dives into strategies at the intersection of direct booking, personalization, and revenue actions. Learn how to harness data, technology, and smarter commercial collaboration to boost conversion, strengthen guest relationships, and reduce reliance on third party channels.

Why Attend?
• Practical insights you can apply immediately
• Peer exchange through interactive roundtables
• Actionable ideas to sharpen your commercial edge

Keynote Spotlight: Iva Skrlec
With over 20 years shaping destinations and brands across Europe, the Middle East, and Africa, Iva brings unmatched expertise in brand building, digital growth, and AI powered marketing. Her leadership at Hilton, Google, and Valamar Hotels & Resorts has earned five Effie Awards, four Adrian Awards, and recognition on the Brandberries Women of the Year list.
Topic: Your Role in Shaping the Future of Direct Bookings and Staying Ahead in the Age of AI

Sponsored by TrustYou & Triptease
This session is proudly supported by TrustYou and Triptease , whose innovations empower hotels to build stronger guest relationships and grow direct success. TrustYou uses AI to weave guest feedback seamlessly into the entire communication journey, from first impression to lasting loyalty, helping hotels respond intelligently and inspire confidence. Triptease complements this by leveraging AI driven engagement to incentivize direct bookings, turning online visitors into loyal bookers. Together, they ensure participants gain not only strategic insights but also exposure to the latest tools redefining how hotels communicate, convert, and thrive.