SiteMinder appoints seasoned travel technology expert Miguel Sánchez to lead EMEA
Seasoned travel tech leader Miguel Sánchez returns to SiteMinder to accelerate EMEA growth as hotels seek smarter, integrated platforms to capture demand and boost revenue.
SiteMinder, the world’s leading hotel commerce platform, has appointed seasoned travel technology expert Miguel Sánchez as Market Vice President for EMEA. The appointment further strengthens SiteMinder’s leadership across the world’s largest accommodation hub, as the region’s hotels increasingly seek digital technology to respond to sustained travel demand and drive revenue.
Sánchez will lead SiteMinder’s go-to-market strategy and commercial operations across EMEA from the company’s main European office, in Barcelona. He returns to SiteMinder with firsthand knowledge of the business, alongside more than a decade of commercial and operational leadership experience across hospitality and travel technology in Europe, North America and Latin America.
Sánchez most recently served as Chief Commercial Officer at Poncho, an AI-powered embedded finance and insurance platform, where he oversaw commercial strategy across the UK, Spain, Italy, France and Germany. Prior, he founded Camphost, an AI-powered guest engagement and fleet management platform and, earlier in his career, held senior commercial roles at Cendyn, Catalate, RoverPass, Lighthouse and Travel Tripper.
SiteMinder’s Chief Growth Officer, Trent Innes, says, “Miguel brings a combination of deep hospitality knowledge, international commercial leadership and firsthand experience translating technology into measurable business outcomes. As we continue to grow across EMEA, his experience will help us deepen our customer relationships, sharpen our market execution and unlock new opportunities across the region. Miguel is joining SiteMinder at a pivotal time, as hotels increasingly look beyond standalone, manual tools toward integrated agentic platforms.”
Sánchez says, “I’m thrilled to be joining SiteMinder at such an important time for both the company and the industry. SiteMinder has built a strong leadership position in the market, so I’m excited to work with the team across EMEA to build on that momentum and help more hotel businesses capture more demand, convert it more effectively and drive stronger revenue performance.”
Comprising almost half of SiteMinder’s 53,000-strong global customer base, EMEA is today SiteMinder’s largest and fastest-growing region. Notable hotel customers include Globales, Sercotel and abba Hotels.
