Loguers at the Heart of the Dialogue on Sales Channels, Crisis Management, and the Digital Transformation of Hospitality
XENIA 2025, the longest-standing and most significant event for the hotel and tourism industry in Greece, once again confirmed its role as a key reference point for developments in hospitality. As part of this year’s edition, Loguers stood out with one of the most elegant and dynamic exhibition booths, strategically located in a high-traffic area, attracting strong interest from industry professionals, hotel executives, and partners. Their presence reflected Loguers’ philosophy of strategic thinking in sales and marketing, both in terms of planning and meaningful engagement with the market.
XENIA 2025 opened its doors dynamically with the Digi Hotel Stage in HALL 1, presenting a rich and insightful program dedicated to the digital transformation of modern hospitality.
Hotel executives, technology company representatives, tourism professionals, and digital marketing experts gathered from day one, exchanging views on new trends, practical applications of artificial intelligence, and the increasing demands of today’s travel audience.
“When Crisis Meets Tourism” – Loguers’ Strategic Perspective on Crisis Management
The thematic session at the Digi Hotel Stage was inaugurated by Loguers’ presentation, “When Crisis Meets Tourism,” a substantive discussion on how crises affecting tourism can be transformed into opportunities for renewal and growth.
The session was moderated by journalist Haris Digrintakis (Eleftheros Typos, Alpha 989, Director of Tourismtoday.gr), with the panel including:
- Markos Georgiou, Managing Director, Loguers
- Konnie Metaxa, Artist & Entrepreneur (Hospitality Collaborator)
- Sia Kouli, CEO Executive Assistant, Santo Mangata Boutique Hotel, Santorini
The speakers highlighted the importance of flexibility, digital strategy, and innovation as key pillars of resilience for hotels, emphasizing the need for immediately applicable, dynamic practices that protect businesses against uncertainty.
Sales Channel Strategy in Focus
Loguers’ presence at XENIA 2025 continued on the second day, Sunday, November 23, with an individual presentation by Markos Georgiou, Managing Director of the company.
In his speech, Mr. Georgiou provided an in-depth analysis of the relationship between algorithms, OTAs, and Google, examining who ultimately “reaches the modern traveler first.” Through practical examples and a strategic approach, he emphasized the importance of a balanced, multi-channel presence, as well as the role of proper use of promotional tools in reducing dependency on third-party platforms and boosting direct bookings.
As part of their broader engagement in top industry forums, Loguers also participated in the Travel Tech Forum 2025 powered by WebHotelier | Primalres – Experts’ Panel: “The New Distribution Playbook: Building a Direct-First Strategy,” featuring Markos Georgiou. During this dynamic discussion, modern approaches to cost per acquisition (CPA) were analyzed in depth, along with the risks of an aggressive direct strategy when not supported by continuous monitoring and strategic balance. Special emphasis was placed on the need for 24/7 monitoring of channels, algorithms, and performance, enabling hotels to maintain control over their distribution mix and sustainably increase direct bookings.
Loguers as an Active Market Partner
Loguers’ participation in XENIA 2025, both as exhibitors and active contributors to the event’s thematic content, reaffirmed their role as a strategic advisor and partner for the hotel industry. Through a dynamic and substantive presence at the exhibition, open dialogue with industry professionals, experience exchange, and targeted interventions, the Loguers team actively contributed to shaping a more resilient, digitally mature, and commercially agile hospitality ecosystem.
