As part of its commitment to long term sustainable growth and to hire top talent globally, today the Spain-based hotel total profitability platform BEONx is excited to welcome Ginaluca Laterza as Senior Sales Director for Europe.

Based in Rome and reporting to Vikas Bajaj, Gianluca will lead all core commercial activities across the region while growing relationships with hoteliers and helping them to optimize their total profit. 

Gianluca joins from Tripadvisor, where he was Territory Manager and has over 10 years of experience in the industry.

This appointment comes after BEONx recently announced its evolution to be a total profitability platform and change of identity from Beonprice to BEONx to reflect the new offering to hoteliers around the world. 

Announcing the appointment, Vikas Bajaj, SVP of Sales from BEONx said: “Gianluca has a wealth of experience in the European hospitality industry, with over 10 years adding value to hoteliers across the region. He is passionate about the travel and hospitality world, and we are confident that his enthusiasm and knowledge will empower revenue managers to ultimately build sustainable profitability opportunities for their properties that take into account the whole guest journey and not just the room”.

Gianluca added: “RevPAR is a thing of the past and I am very excited by the challenge of joining a company where total profitability – taking into account the whole guest experience – is the focus along with making that profitability sustainable. I look forward to working with the whole BEONx team as we continue to grow our business in Europe.”