Today, we are announcing a significant step in Laasie's global expansion: Michael Marchand has joined the company as Vice President of Business Development for the EMEA region, effective immediately. For hotels across Europe, the Middle East, and Africa, this means a dedicated leadership presence with deep local expertise and a proven track record of scaling hospitality technology partnerships.
Michael brings more than two decades of experience in hospitality technology sales and business development. Before joining Laasie, he served as Regional Director of Sales, EMEA at Canary Technologies, where he helped hotels modernize their operations through AI-driven guest engagement solutions. Prior to that, he spent over six years at Cendyn as Regional Director of Sales, EMEA, specializing in hospitality CRM, personalization, and direct booking strategy, areas that align directly with Laasie's mission.
Why This Matters for EMEA Hotels
The EMEA hotel market is incredibly diverse. A boutique property in Paris faces entirely different distribution challenges than a resort in the Maldives or a business hotel in Dubai. What unites them is the growing pressure from OTA commissions and the need for a direct booking strategy that actually works. Laasie's choice-based loyalty platform has already proven itself in the North American market, and Michael's mandate is to bring that same performance to hotel partners across EMEA.
Based in the Palma de Mallorca area, Michael has spent years building relationships with hotel groups, independent properties, and management companies across the region. He understands the nuances of local markets, from the regulatory landscape in the EU to the unique guest expectations in the Middle East, and he knows how to translate technology capabilities into operational outcomes that hoteliers care about.
What Michael Will Focus On
In his new role, Michael will lead Laasie's business development efforts across the entire EMEA region. His priorities include building partnerships with independent hotels and management companies that are ready to reduce OTA dependency, expanding relationships with existing partners who want to roll Laasie out across multiple properties, and establishing Laasie as the loyalty platform of choice for hotels that believe guest choice is the future of hospitality.
He will also work closely with Laasie's product and customer success teams to ensure that the platform evolves in ways that serve EMEA-specific needs, from multi-language support and local payment methods to seasonal reward catalog adjustments that reflect regional travel patterns.
Laasie is doing something genuinely different in hotel loyalty. I have seen a lot of loyalty platforms over the years, and most of them are just points programs with better dashboards. Laasie is the first one that truly puts the guest in control of their own rewards, and the conversion data backs it up. I am excited to bring that value proposition to the hotels I have worked with for years, and to the ones I have not met yet.
A Growing Presence in EMEA
Michael's appointment comes at a pivotal moment for Laasie. Over the past year, the company has seen accelerating interest from hotel groups in the UK, Western Europe, and the Middle East. The EMEA market represents a massive opportunity: independent hotels in the region often operate with leaner teams and thinner margins than their US counterparts, which makes the ROI of a direct booking strategy even more compelling.
With Michael leading the regional business development effort, Laasie now has a dedicated EMEA presence that can respond quickly to partnership inquiries, provide on-the-ground support for new launches, and build the long-term relationships that define successful hospitality technology partnerships.
Hotels and management companies across EMEA interested in learning more about Laasie's choice-based loyalty platform can reach out directly through our website or contact Michael and the EMEA team for a personalized program overview.
Welcome to the Team
On behalf of everyone at Laasie, we are thrilled to welcome Michael to the team. His experience, relationships, and conviction about the future of hotel loyalty make him exactly the right person to lead our EMEA expansion. The hotels in this region deserve a loyalty platform that drives real revenue, respects guest preferences, and integrates seamlessly with the systems they already use. Michael is here to make sure they get it.
About the Author
Ellis Connolly
CRO at Laasie
Ellis Connolly is the Chief Revenue Officer at Laasie, where he leads go-to-market strategy, revenue growth, and hotel partnerships. With over 15 years in hospitality technology, Ellis has helped hundreds of independent hotels and management companies shift from OTA dependency to profitable direct booking ecosystems.