WebBeds / Sunhotels01
$300M+
revenue in under three years
Building the foundation for global B2B growth.
Led the post-acquisition commercial turnaround and helped establish the model for WebBeds’ wider expansion.
Travel · Hospitality · Technology
Commercial leadership.
Built for growth.
I help travel, hospitality and technology businesses build stronger commercial engines — bringing strategy, teams and execution together.
Strategic advisory. Fractional & interim CCO.
Coaching and mentoring.
25+years across the travel ecosystem
150+commercial team members led
Doros TheodorouFounder · Global Commercial Leader
London based. International experience.
EXECUTIVE & ADVISORY EXPERIENCE
TripAdvisorWebBedsMEININGER HOTELSGenerator & FreehandGTAMalev Airlines
How I can help
Clear priorities.
Stronger commercial performance.
Connect commercial strategy with the people and decisions needed to deliver it, through strategic advisory, fractional or interim CCO leadership, coaching and mentoring.
01
Commercial transformation
Build a commercial organisation that works together and can support the next stage of growth.
Explore this support02
Growth & go-to-market
Give a new product, market or growth ambition a clear route to customers and a practical execution plan.
Explore this support03
Distribution & revenue
Improve how you reach customers, balancing growth with channel costs and commercial contribution.
Explore this support04
Commercial technology & AI
Connect the right systems, data and AI applications to improve discoverability, sales and how your teams work.
Explore this supportChoose a focused advisory assignment, embedded commercial leadership or support for your leaders.
See the ways we can work togetherWho I work with · Industry examples
Find the support
for your industry.
Choose your sector for practical examples shaped around its customers, channels and commercial challenges.
01
Hotel wholesale & bedbanks
Supply partnerships, client growth, pricing and product expansion.
Explore industry examples02Hotel & hostel groups
Segmentation, revenue management, direct sales and commercial systems.
Explore industry examples03Airlines
Market entry, route launches, sales coverage and partnerships.
Explore industry examples04Tourism organisations
Visitor priorities, distribution agreements and partner performance.
Explore industry examples05Travel technology & payments
Go-to-market, integrations, payments and customer activation.
Explore industry examplesI also support investors, founders, consultancies and advisory firms working across these sectors.
Explore strategic advisoryExperience that makes a difference
Built. Scaled.
Transformed.
Selected outcomes from executive roles across the travel value chain — from hotel groups and distribution businesses to commercial technology.
TripAdvisor02
21,000
EMEA hotel clients, from a few thousand
Scaling a commercial team and a hotel proposition.
Led EMEA commercial growth as TripAdvisor expanded its business-facing hotel products and services.
MEININGER Hotels03
17 to 35+
hotels across Europe
Creating the commercial engine for a growing hotel group.
As the first CCO, built an integrated commercial organisation while the portfolio doubled over four years.
GTA / TravelCube$190M
Turnover within 18 months from launching GTA’s retail distribution brand.
Bakuun200+
Channel integrations, with 65+ demand partners and 1,500+ hotel sign-ups in 11 months.
Generator / Freehand$100M+
US revenue stream within the remit of post-pandemic commercial reactivation.
Meet Doros
A commercial leader.
An experienced partner.
I am direct, approachable and involved in the work.
Doros TheodorouExperience across the whole travel ecosystem.
Over more than 25 years, I have built, scaled and transformed commercial organisations across hospitality, accommodation distribution, travel technology, payments and airlines.
My career includes Chief Commercial Officer roles at WebBeds, MEININGER Hotels, Generator / Freehand and Bakuun, alongside EMEA commercial leadership at TripAdvisor and European sales leadership at GTA.
My earlier airline experience includes Managing Director, UK, at Malev Hungarian Airlines (2002–2009) and Country Manager, Cyprus, at Gulf Air. At Malev, I held UK P&L and commercial responsibility, grew services from two to six daily flights and developed British Airways code-share partnerships. I also supported the airline’s entry into oneworld, represented it at global alliance meetings and served on the Board of Airline Representatives in the UK (BAR UK).
That breadth gives me a practical understanding of how airlines, hotel operators, distributors, technology providers and customers influence each other’s commercial performance. Through DTH Coaching, I bring that experience directly to CEOs, founders, investors and commercial teams.
Based inLondon · Working internationally
Particular regional experienceEurope & MENA
Executive developmentAI for Business · Imperial College Business School, 2026
Independent client mandates
Advisory with involvement in the business.
CEO and executive board advisory, followed by EMEA and global commercial leadership across 118+ properties.
Built and led the commercial team and improved distribution to support expansion of a new MEA bedbank.
Advised the CEO on go-to-market and growth planning, and supported the commercial team of an emerging hybrid hostel brand.
Let’s talk
What needs to change
in your business?
Tell me about the challenge and what you want to achieve. We can explore where experienced commercial leadership would make a difference.
Start a conversationDoros TheodorouFounder, DTH Coachingdoros@dthcoaching.com+44 (0)7817 735110DTH Coaching on LinkedIn
London, UK
Europe · MENA · International
Europe · MENA · International