About HerdUP
Built on experience, not ego. We help hotels grow stronger, smarter and more resilient.
Sustainable performance and long-term value
To help hotels grow stronger, smarter and more resilient by aligning people, technology and commercial strategy – delivering sustainable performance and long-term value.
Experience across the commercial spectrum
HerdUP is built on experience, not ego. Our teams span revenue, sales and marketing specialists with:
International and UK market experience
Exposure across city, regional and resort destinations
Expertise in both branded and independent hotels
Experience with small properties through to complex portfolios
Revenue Management
Highly experienced revenue managers with deep system knowledge and a proven track record across all UK market types.
Sales
Sales professionals experienced in corporate, leisure and group sales, GDS environments and national account strategies.
Marketing
Senior-level commercial advisors supporting owners, investors and asset managers with strategic and operational marketing expertise, ensuring commercial decisions translate into measurable financial outcomes.
We don't believe in one-size-fits-all solutions – we build what works for your hotel, your market and your ambition.
Meet the Core Herd
Behind every strong herd is a core team with clear direction, shared values and the experience to move forward together. The Core Herd is our senior leadership team, responsible for shaping HerdUP's strategy, client delivery and future growth.
Antje Kurd
Founder & CEO
Antje is the founder and CEO of HerdUP, bringing more than 20 years of hospitality and commercial leadership experience. With a strong background in revenue management, business process improvement and hotel commercial strategy, Antje created HerdUP to give hotels access to senior, hands-on expertise without the need for a full in-house team. Her approach is practical, people-led and performance-focused, helping hotels align strategy, systems and execution to drive stronger commercial results.
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Jacqui Little
Revenue Growth Director
Jacqui leads revenue strategy and delivery for HerdUP clients, bringing deep property-level knowledge, system expertise and a highly practical approach to day-to-day revenue management. She works closely with hotel teams to optimise pricing, distribution, forecasting and commercial processes, ensuring strategies are not only well designed but properly executed.
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Matt Getto
European Revenue Growth Director
Matt leads HerdUP's European growth, supporting the expansion of our revenue management services across key European markets. With a strong commercial mindset and a focus on growth, partnerships and performance, Matt combines revenue management expertise with business development experience to help hotels strengthen their commercial approach and unlock new opportunities.
LinkedInThe H-E-R-D-U-P Framework
Human
People are at the centre of everything we do – your teams, your guests, your partners. Supported, empowered people deliver lasting commercial success.
Ethical
Integrity underpins every decision. We act transparently, fairly and responsibly – always doing what's right for our clients and their teams.
Results-Driven
We focus on measurable, sustainable outcomes. Human insight combined with intelligent technology delivers meaningful performance.
Dynamic
Hotels evolve – and so do we. Our services flex to match your needs, from advisory support to fully embedded commercial leadership.
Unity
True performance comes from alignment. We bring people, systems and commercial disciplines together to create clarity and momentum.
Progress
We move hotels forward. Through continuous improvement, innovation and better decision-making, progress compounds over time.
Ready to join forces?
Let's discuss how HerdUP can support your hotel's commercial journey.
Get in Touch