Meet the Triptease Direct Booking Coaches

We recently announced the evolution of our Customer Success Managers into Direct Booking Coaches. Our coaches provide one-to-one support to our partner hotels from the moment they sign up to our Direct Booking Platform.

Today we're introducing you to the Triptease Direct Booking Coaching team by letting them each tell you a little bit about themselves - including what they can do to help your hotel. We hope you enjoy meeting the Coaches, and make sure to get in touch if you'd like to find out more!


Jump to a specific coach:

Lucy Baker White | Alessandro Cammarata | Manuela Burmberger | Cora McIlwain | Annie White | Nuria Lafuente | Katie Wilson | Ben Dean | Sam Voight | Emilia Zbar | Brittany Goldstein | Nikki Keys | Darya Vselubsky | Anna Maria Voitika | Stéphane Matute


Lucy Baker White

Tell us about yourself

I joined Triptease three years ago after studying in Edinburgh and have loved seeing the company grow and innovate. Since joining, I have worked with all types of hotel, from independents to big groups. I have just moved over to our New York office and am very excited to be in the Big Apple! I also love to ski and can't wait to explore the US mountains.

What do you enjoy most about your role?

I love showing hotels data insights that can help them to focus their direct booking efforts on areas of their website which have great opportunities for improvement so they can see a real return.

What are your strengths as a Direct Booking Coach?

I love using data to highlight to my partners not only how to optimize the usage of our platform, but also how they could improve overall - and where they are doing great and not so well against their competition.

What's your favorite feature of the Direct Booking Platform?

We can track what guests are doing on your websites and surface insights all the time on how you're doing. A great example of this is the Disparity Dungeon. We track every time a guest makes a search and could have found a cheaper price elsewhere, allowing you to focus on fixing disparities that could really have cost you bookings.


Alessandro Cammarata

Tell us about yourself

I'm Italian and grew up between Italy, France and Switzerland. I love movies, travelling and playing chess. I have travelled to over thirty countries and used to collect the brochures of all the hotels I went to when I was a kid.

What do you enjoy most about your role?

I really enjoy helping hoteliers be aware of how they are performing online, and giving them the tools to improve their performance. I also enjoy showing data to a hotelier that he did not have access to and help him discuss his online strategy.

What are your strengths as a Direct Booking Coach?

I like numbers so I always enjoy digging around, and I have a technical background which makes it easy to explain how the platform works or quickly solve issues.

What's your favorite feature of the Direct Booking Platform?

My favourite feature of the Direct Booking platform is the Insights page, because it has three things I really like: simplicity, data, and numbers.


Manuela Burmberger

Tell us about yourself

I'm from the beautiful Bavarian countryside. I like live music, volunteering for a charity offering sport activities to disabled and autistic children, reading and hiking. Sunshine and chocolate make me happy.

What do you enjoy most about your role?

The ability to help clients develop successful strategies to optimize their online presence and increase their direct bookings.

What are your strengths as a Direct Booking Coach?

I have 15 years' experience in hospitality, both in operations and consulting. This has given me a great understanding of the hotel as well as the serviced apartment industry.

What's your favorite feature of the Direct Booking Platform?

Message Porter - it's easy, creative, and impactful.


Cora McIlwain

Tell us about yourself

I'm from Leeds but I'm half Canadian and half Northern Irish, so I guess I've always liked to think I'm a bit of a world citizen - even if that is a cliche! I love learning other languages, painting and hiking, but my favourite thing of all is food... Also, I've just moved to Montréal where I'll be eating lots of Poutine and practicing my French!

What do you enjoy most about your role?

One of the best things about my job is the chance to speak to a wide variety of clients and gain an understanding of different perspectives and markets. Building strong working relationships is really important for understanding a client's strategy and driving successful outcomes.

What are your strengths as a Direct Booking Coach?

My skills in languages and eye for visuals mean I'm your go-to for creative campaign ideas. As I've worked with a great variety of sizes, styles and category of hotels over my time at Triptease - and have a good memory - I'm able to use that wide experience to quickly find solutions and give recommendations.

What's your favorite feature of the Direct Booking Platform?

That's easy, it's Message Porter! (Though Data Insights comes in at a close second place).


Annie White

Tell us about yourself

As a Red Sox fan, obviously from Massachusetts, I have loved traveling as much as possible, always staying in hotels (of course!). In my spare time I love finding new restaurants and doing improv around the city!

What do you enjoy most about your role?

Being able to connect different perspectives from across the industry. Since I have spoken to everyone from a luxurious resort in Alaska to a boutique in Georgia, I'm able to take industry news and combine it with real on-the-ground knowledge.

What are your strengths as a Direct Booking Coach?

As a direct booking coach, I've been able to implement my previous experience as a branding and marketing expert to help our partners build a cohesive and consistent message that speaks to their potential guests, based on data.

What's your favorite feature of the Direct Booking Platform?

Message Porter of course! I always say that bounce and exit rate are much like holes in a bucket. Message Porter helps plug those holes by serving guest-specific information at the right time.


Nuria Lafuente

Tell us about yourself

I'm from Barcelona and I moved to London in 2012 just in time to watch the city blooming during the Olympic Games. Travelling and spending time outdoors are a must for me, together with cooking and eating. I've even started growing my own tomatoes!

What do you enjoy most about your role?

Analyzing data insights to optimize our clients' performance and ultimately increase their direct bookings.

What are your strengths as a Direct Booking Coach?

I always want to get to the bottom of things. I use my technical and analytical skills to ensure accuracy.

What's your favorite feature of the Direct Booking Platform?

I can't choose just one. The Insights page and the Disparity Dungeon are my favorites. There's so much you can learn from your guests' behaviour combining the two.


Katie Wilson

Tell us about yourself

I've been passionate about the hospitality industry my whole life, having grown up in a hotel (my parents were hoteliers, it wasn't just a life of luxury!)

I then joined Triptease back in 2015 - the day we signed our first client - and helped build the Customer Success team from the ground up. I worked for the first couple of years with our largest hotel groups before heading up the Customer Success department here at Triptease. I moved to New York in January so am spending my spare time exploring the American way of life!

What do you enjoy most about your role?

The thing I enjoy by far the most is working alongside such smart, ambitious individuals whose passion for the hotel industry is so deeply rooted within them.

Walking into the office each day, you can really sense the energy from the team every time they find an insight in our data that will help a hotelier save hundreds of thousands of pounds. It's really quite inspiring.

What are your strengths as a Direct Booking Coach?

Having worked in operational roles both within my family hotel as well as from my previous experience at onefinestay, I am able to guide our partners more strategically given my understanding of how various marketing campaigns impact the day-to-day operations of running a hotel.

Often the two are not seen in tandem, but it's vital that your team on the ground are able to follow through with commercial initiatives launched by the business.

What's your favorite feature of the Direct Booking Platform?

My favourite feature of the Direct Booking Platform is Message Porter. In today's world it's so important to be able to create and deliver content relevant to a particular guest. Through the data that we collect, we help the hotel create personas and ensure that they are creating the right message, at the right time, to the right guest.

One of the less obvious benefits of Message Porter is how it creates a strong alignment between the Revenue and the Marketing teams to ensure the offers you're running are not just throwing money down the drain.


Ben Dean

Tell us about yourself

I'm from London but have been lucky enough to live and work in France, Spain and the US. Before Triptease I worked at the tourism company TUI in Product and Distribution roles. I have loved the switch to a different area of the travel and hospitality industry. I recently achieved a long-term aim of visiting 30 countries before reaching 30!

What do you enjoy most about your role?

I love working with such a wide variety of fantastic hotel brands and getting an insight in to how they deliver their service to guests. The digital marketing landscape in travel and hospitality is fascinating and evolving every day - there's never a dull moment.

What are your strengths as a Direct Booking Coach?

Having been part of a company previously that dedicates budget to technology and expertise providers like Triptease, it allows me to put myself in our partners shoes to think strategically about how we can best provide support and drive value to help our partners achieve their objectives.

What's your favorite feature of the Direct Booking Platform?

Price Check. It was Triptease's first product, it was the first in the industry and it's as important now in the direct booking experience as it was 4 years ago. For a simple concept, it's hugely effective.


Sam Voight

Tell us about yourself

I have a passion for helping businesses identify and implement solutions to increase their bottom line revenue. When I'm not helping clients increase their direct bookings, I enjoy reading, live music, and exploring the great outdoors.

What do you enjoy most about your role?

I love building relationships and working with teams to set, track, and accomplish goals.

What are your strengths as a Direct Booking Coach?

I love data! Specifically, I love analyzing data to discover useful information to aid in making decisions.

What's your favorite feature of the Direct Booking Platform?

Front Desk is my favorite feature of the Direct Booking Platform. It allows hotels to deliver a level of service direct they cannot get anywhere else.


Emilia Zbar

Tell us about yourself

I'm from Argentina and grew up in Switzerland. I love travelling, learning about different cultures and meeting new people. I've just been to Israel and Latin America is next!

What do you enjoy most about your role?

Having always had a passion for hotels, I understand their challenges and with this, I love helping them build a strategy and reach their goals, whatever they may be.

What are your strengths as a Direct Booking Coach?

I'm very data-oriented and I find it powerful to build action plans and objectives based on specific partner data, benchmarking data or best-in-class.

What's your favorite feature of the Direct Booking Platform?

Naturally, the Insights Dashboard! It makes it extremely easy to find areas to capitalize on and maximize.


Brittany Goldstein

Tell us about yourself

As a recent New Yorker, I'm enjoying getting to know the Big Apple and my fellow Direct Booking Coaches! I am both interested and passionate about the hospitality industry and am happy to be a part of a team that is making direct booking exciting and easy for both guests and hotels!

What do you enjoy most about your role?

I enjoy working with people who have a variety of different experiences within the industry, and seeing how eager everyone always is to learn. I also love to see how hotels have their own personalities, whether it be based on brand, location, or size - every hotel is different!

What are your strengths as a Direct Booking Coach?

I like to think my strengths as a Direct Booking coach also align with my personality strengths, which are optimistic, forward-thinking and diverse. These strengths allow me to work with a handful of different roles, while thinking about what would be beneficial for them.

What's your favorite feature of the Direct Booking Platform?

My favorite feature would have to be our Message Porter campaigns. These campaigns (whether full screen or nudge), allow the hotel to personalize to their guests by specific targeting while also having fun with the images and colors to match the look and feel of the website!


Nikki Keys

Tell us about yourself

Hailing from both Manchester and Cape Town, I've managed to pick up neither accent over the years! I have lived in London for about 6 years, during which time I've certainly made the most of the boundless music (and restaurant) scenes. Beyond that my main passion lies with travel - I aim to visit two new cities every year. Next stop: New Orleans.

What do you enjoy most about your role?

Working with this remarkable group of Direct Booking Coaches. There is such a varied yet impressive range of skills amongst this energetic team, but all have the same underlying passion: empowering hoteliers to increase their direct bookings.

What are your strengths as a Direct Booking Coach?

Over the course of my career I've worked with pretty much the entire spectrum of clients and customers, so in turn I've learned to always think creatively when it comes to addressing needs, wants and nuances. The key to being a great Direct Booking Coach is to never assume one size fits all - it's all about asking the right questions and tailoring your approach to reach your partnership objectives.

What's your favorite feature of the Direct Booking Platform?

The team favourite: Message Porter. It's incredible how quickly well-executed campaigns can have an impact on direct bookings. With our goal of bringing hospitality online, it's so important for your guests to feel bought in to your hotel, your brand and its offerings. What better way to do it than with targeted, relevant and creative messages to 'nudge' them towards the book button.


DV

Tell us about yourself

I was born in Ukraine but grew up in Philadelphia. Apart from New York and Philadelphia, I have also spent time living in Rome and London. In my spare time, I enjoy traveling, art and photography. My favorite travel destinations include New Zealand, Colombia, and Japan. I speak Russian, Ukrainian, and can get by in Spanish and Italian. Before joining Triptease, I worked for Agoda.com / Priceline.com for 3 years and love sharing my knowledge of the OTA world with my colleagues and hotel partners.

What do you enjoy most about your role?

My favorite thing about the role is being able to interact with my partners and feeling like I am helping them achieve their business goals. It is important for me to know that my partners are happy with the Triptease products and that they know that they can consult me with making sure their direct booking strategy aligns with their goals.

What are your strengths as a Direct Booking Coach?

I have hospitality industry experience, especially when it comes to knowledge of the OTA world and parity, so I love helping my partners uncover disparity patterns with the OTAs.

What's your favorite feature of the Direct Booking Platform?

I love the Disparity Dungeon! I think when a property is not hitting their direct booking conversion and revenue goals, it is important to look at the root of the problem first and that is their undercut rate and disparity issues. If the undercut rate is not where it should be, it is important to address it in order to maximize the effectiveness of the other Triptease products. I believe the disparity dungeon truly lets our partners find and eliminate the disparity patterns that are occurring with the OTAs.


AMV

Tell us about yourself

I was born in Denver, raised in a Russian family, and have since lived in Latvia, Denmark, Scotland, Germany, and now London! Before starting my career in tech, I worked as a primary school teacher; to no surprise, my favourite subject to teach was computer science. Fun fact: my twin sister is a Brand and Content manager at Triptease.

What do you enjoy most about your role?

I am a technical coach committed to integrating Triptease products perfectly for you. Hotels have given me and so many people amazing, unforgettable experiences, and I truly believe that hoteliers have the power to bring customers directly to their website. I am excited to be able to empower hoteliers to achieve their goals.

What are your strengths as a Direct Booking Coach?

My background lies in operations and technology, and I am passionate about user experience and emotional design. I am here so we, together, can make the online experiences of your guests just as sleek, friendly and unforgettable as their experiences in your hotel lobby.

What's your favorite feature of the Direct Booking Platform?

Auto-Agent is a unique tool that can cover conversations with guests 24/7 all around the world. You can have conversations with guests while you're asleep, and might even wake up to new leads and conversions!


SM

Tell us about yourself

Born and raised in Geneva, I discovered hospitality at the age of 14, when I started a summer job as a waiter in a hotel's restaurant. What a time! I felt like being at Walt Disney World, only instead of eating popcorn and walking around I had to carry very warm plates and remember endless orders!

Time has now passed and I am still at the heart of hospitality. Talk about a passion!

What do you enjoy most about your role?

Having the chance to work with hoteliers around the world is definitely what excites me the most. Each hotel has its own story, personality, challenges and vision. At the end of the day, such a great variety of encounters brings me a lot of happiness.

What are your strengths as a Direct Booking Coach?

My background in hospitality management allows me to quickly understand the pain points our partners face and how to address them in a quick and efficient manner!

What's your favorite feature of the Direct Booking Platform?

As a creative guy, Message Porter is definitely my favorite part of the platform. With such a level of personalization, Message Porter allows our hoteliers to serve their own taste of hospitality online! Bon appétit.

About The Author

Triptease empowers hotels to recapture guest relationships and increase direct bookings. Follow our blog for the latest insights and trends in the Direct Booking Movement.