BirchStreet Systems Expands in EMEA With First Annual Conference and Appointment of Mark Haywood as Chief Commercial Officer, EMEA & APAC

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LAS VEGAS, June 11, 2024 ~ BirchStreet Systems, a global technology provider of enterprise procure-to-pay solutions for the hospitality sector, has recently announced significant growth and expansion in the EMEA region. This momentum is being led by Mark Haywood, the Chief Commercial Officer for EMEA & APAC. With over 20 years of experience in the hospitality and SaaS technology sectors, Haywood brings a wealth of knowledge and expertise to his role at BirchStreet.

Throughout his successful career, Haywood has held various management and leadership positions in e-commerce and SaaS technology companies such as RateGain Technologies, TravelClick (Amadeus), Melia Hotels, The Ascott Group, and First Option Hotel Reservations. His diverse background has allowed him to capitalize on his experience and bring valuable insights to BirchStreet.

In a recent statement, Haywood expressed the company's commitment to their EMEA customers. "Hospitality businesses in this part of the globe are searching for ways to enhance their operational efficiencies and bottom lines, while building guest satisfaction and loyalty," he said. "Our local presence in the EMEA market allows us to maintain ongoing dialogue with our customers, understand their long-term business strategies and challenges, adapt our solutions to specific market needs, and ensure we can help them grow."

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BirchStreet's presence has expanded to 57 countries in the EMEA region, serving over 1,800 hospitality properties. These customers utilize BirchStreet's platform to manage an impressive 4.3 billion EUR in annual spend. Since the beginning of 2024, the company has added several new brands across Europe, UAE, and The Kingdom of Saudi Arabia to its portfolio, resulting in triple-digit net new growth year over year.

To further demonstrate their commitment to delivering value to their customers, BirchStreet Systems recently hosted its first annual EMEA Conference in Barcelona. The conference brought together leading brands from the hospitality industry to discuss important issues in property operations, exchange fresh ideas, and share best practices.

The conference featured thought leaders in ESG (Environmental, Social, and Governance) efforts such as Gavin McGee Fraser of Sircle Collection, Bart van den Hoven of Marriott International, Maribel Esparcia Pérez of RaizUp, and Alvaro Rodríguez, Ph.D. of The Climate Reality Project. They discussed the latest developments in sustainability efforts within the hospitality industry and the impact of various European regulations. They also provided actionable steps for hospitality brands to meet their customers' expectations.

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Other notable speakers included Marcel M. Bruognolo of Hyatt Hotels Corporation, Jason Stump of Wynn Al Marjan Island, and Dorothée Bechstädt of Hilton Supply Management. They shared insights on how emerging technologies, financial strategies, and innovation can drive operational excellence in hospitality. They also gave a thought-provoking outlook on future trends that will shape the evolution of hospitality P2P.

Pablo Pérez Gutiérrez of Sircle Collection, Sachin Thomas of Marriott EMEA, and Dorothée Bechstädt of Hilton Supply Management shared their organizations' success stories in P2P transformation. They discussed the importance of data-driven decision-making and outlined critical business factors that lead companies to adopt procurement technologies and processes.

The conference's keynote speaker was Dr. Christina Yan Zhang from The Metaverse Institute. She talked about the breakthroughs in Generative AI (Artificial Intelligence) and other disruptive technologies and how their proper adoption can help build a sustainable hospitality industry in the future.

Haywood expressed his excitement about the conference's success and its impact on shaping the future of P2P hospitality in the EMEA region. "This forum was an important milestone in forming a unique hospitality community that will collectively help shape the future of P2P hospitality," he said. "We look forward to many more gatherings in the future!"

For more information on BirchStreet Systems and its leading P2P operational platform purpose-built for the hospitality industry, please visit their website at www.birchstreetsystems.com.
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