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

6th

consecutive year since 2020

300+

registrations last year

3

destinations

20+

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”

📍 Candia Maris, Heraklion

📅 Fri. 16 October 2026

🎟️ Free entry

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.

Book your seat

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.