CEO of Hotel Tech Group (HTG) takes Net Affinity reins from 2026
Net Affinity, a leading provider of hotel technology and marketing solutions across the UK and Ireland, has today announced a leadership transition as Founder and Managing Director, William Cotter, prepares to step down at the end of 2025.
Effective 1st January 2026, Lauri Koop, current CEO of Dutch equity-backed Hotel Tech Group (HTG), will take over the leadership of Net Affinity. The move follows the sale of Net Affinity to HTG earlier this year, a strategic partnership that marked a new era of accelerated growth and innovation for the hospitality technology specialist.
William, who founded Net Affinity in 2000, has led the company from its roots in Dublin to becoming one of the most respected names in hospitality tech, serving over 400 independent and group hotels across Ireland and the UK. His focus in recent years has been on strategic development and laying the foundation for this next phase of growth.
Speaking on the transition, William said:
“After 25 years at the helm, the time is right for me to step aside and allow the next generation of leadership to steer Net Affinity forward. Lauri brings deep experience in SaaS and digital transformation, and I’m confident he will guide the business with fresh energy and strategic vision. I’ve already begun working closely with Lauri on the handover, and our clients can expect complete continuity and the same exceptional service and innovation they’ve always relied on.”
Lauri brings more than two decades of international leadership experience in digital and SaaS industries. Prior to joining HTG, he served as CEO of Aimwel, an international recruitment marketing platform, where he led European and US market expansion. His appointment signals HTG’s ambition to build a fast-growing, integrated technology platform for hoteliers.
Lauri said:
“I am honoured to be taking the reins from William, whose passion and commitment have built a remarkable company. Net Affinity has a fantastic team, a strong culture and a best-in-class product. My priority is to continue that momentum by working closely with our people, our clients and HTG’s wider leadership to unlock further growth.”
Since HTG’s acquisition of Net Affinity in early 2025, the two organisations have been aligning their operational strengths, with Lauri joining internal team meetings and immersing himself in the company – helping to ensure a smooth and thoughtful transition. Under his leadership, Net Affinity is focused on strategic investments that will drive long-term success, including expanded development capacity, enhanced customer experience and closer integration with HTG’s broader product suite.
Plans are already underway to scale the business further in 2026, with a clear focus on enhancing the commercial performance of client hotels by leveraging the combined expertise of Net Affinity, Smarthotel and Hoteliers.com — all now part of HTG.
“This is not just a leadership change, but an evolution of our journey,” added William. “We are moving forward as part of something bigger — and I couldn’t be more excited for what’s next for Net Affinity and the clients we serve.”
Net Affinity simplifies the lives of hoteliers by delivering commercial success through direct bookings for independent, resort and group hotels. Its platform uses the latest booking engine technology on the market, driving a rapid increase in direct business and enabling hoteliers to focus on creating the best guest experience possible.
