​Hotelchamp, a leading hospitality technology company helping hotels strengthen their direct channel, today announces the appointment of Sjoerd Kruijff as Chief Executive Officer, effective 12 January 2026.
Sjoerd Kruijff succeeds Kristian Valk, Hotelchamp’s Founder and outgoing CEO, who will assume the role of Chairman of the Board. After joining Hotelchamp in 2023, Kruijff has played a key role in shaping the company’s commercial strategy and long-term direction. He brings more than two decades of leadership experience across commercial, sales and marketing functions, with a strong track record of building teams, scaling growth, and delivering sustainable commercial impact.
In his new role, Kruijff will lead Hotelchamp’s next phase of growth, with a focus on further strengthening the company’s platform and supporting hotels as distribution, guest behaviour, and technology continue to evolve rapidly.
“Hotelchamp has built a strong ecosystem for strengthening the direct channel, with technology trusted by hotels worldwide and clear potential to evolve into a unified platform delivering real commercial outcomes. As distribution and booking behaviour shift rapidly, particularly with AI reshaping discovery and decision-making, I believe Hotelchamp plays a unique role in helping hotels stay in control of their margins, data, and guest relationships. I’m excited to lead the next phase of growth alongside a highly talented team,” says Sjoerd Kruijff, Hotelchamp’s new Chief Executive Officer.
Founded in 2015, Hotelchamp has grown under Kristian Valk’s leadership from a single conversion tool into an ecosystem of products designed to help hotels compete more effectively in the direct channel, including its Booking Engine, Websites, Metasearch, and Convert solutions. Today, the company supports hotels across a wide range of markets worldwide, including prestigious brands such as The Langham, Aethos, the Lux Collective, and Oetker Collection.
“Sjoerd has played a key role in shaping Hotelchamp’s strategy and growth over the past years, and I’m delighted to see him step into the CEO role. He combines strong commercial thinking with a deep understanding of our product and our customers. As Chairman, I look forward to continuing to support the company’s growth and working closely with Sjoerd as we build the next chapter of Hotelchamp,” says Kristian Valk, Founder of Hotelchamp and Chairman of the Board.
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