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The Hotels Network named Best Technology Innovator of the Year 2021 by HSMAI Europe



  08, Jul 2022

 Tags: THN News Hospitality Events Benchmarking

The Hotels Network (THN), a full-stack growth platform, was unveiled at the HSMAI Europe Awards 2021 as the Best Technology Innovator of the Year for their first-of-its-kind hotel benchmarking tool, BenchDirect. The award was presented at the Kimpton Fitzroy Hotel as part of HSMAI’s Commercial Strategy Week, with the aim of recognizing companies that showcase innovation and adaptability, specifically through providing effective solutions for current industry challenges. 

BenchDirect is the first benchmarking product for the hotel’s direct booking channel, selected by HSMAI for demonstrating its value to 14,000+ hotels worldwide by providing them with real-time actionable insights to step up their direct channel performance. The platform, free for hoteliers, enables users to analyze their hotels’ website performance across 30+ direct channel metrics, comparing results to similar hotels nearby, other hotels within their brand and even THN’s global network of hotels. 

Following the success of BenchDirect, THN took the natural next step to create BenchDirect Destinations, which provides DMOs with key information of the hotel industry in their destinations to identify strengths and weaknesses, and develop effective growth strategies. Most recently, the company launched BenchDirect Pro Editions, offering new features, analytics, and drill-down filters for hoteliers looking to take their hotel benchmarking to the next level.

The panel of judges consisted of industry professionals Valerie De Corte - Global Alliance & Partnership Director at EHL, Monna Nordhagen - Founder & Owner at MARS Brand Agency, Eric Brun - Chair of the HSMAI Europe Marketing & Branding Advisory Board, Philippe B. Roy - Director Global Strategic Partnerships Europe and Head of the Hospitality Vertical at AMEX, and Terje Olsen - CEO at Broadstone Network. 

“We’re excited to be recognized as a key player in hotel technology innovation, with BenchDirect helping thousands of hoteliers worldwide to understand and overcome the current industry challenges. In line with our vision to disrupt the status quo and change the relationship between hotels and travelers, we will continue to expand our technology, building a unique revenue-generating platform that you can’t find anywhere else,” says Juanjo Rodriguez, Founder of THN. 


HSMAI is a global organization founded in the US in 1927. HSMAI Region Europe is the European arm of the organization. HSMAI Region Europe is committed to growing business for the hotel, event and travel industry and their partners, and is the industry's leading advocate for intelligent, sustainable revenue growth on a local, national and European level.

For more information about HSMAI Region Europe, please visit

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