The entire distribution chain, in one room.
Hotels, OTAs, GDS and connectivity, revenue technology and payments. Three days of the conversations that move distribution forward.
Call for Speakers opens soon. Want to speak at Dallas 2027? See what we are looking for
Why HEDNA
The only global forum built entirely around distribution.
Since 1991, HEDNA has been the one place hotels, intermediaries, and technology providers show up as peers, not as vendor and buyer, to work through the parts of distribution that need a neutral table. Dallas 2027 is organized around the same four disciplines that structure HEDNA's work year-round.
Content Distribution
How hotels show up across every channel, and increasingly inside AI-driven travel discovery.
Connectivity
The pipes of distribution: live rates, availability, and the standards that keep them flowing.
Revenue & Data
Where RMS strategy, pricing technology, and the push for measurable impact all meet.
Payments
Guest payments, B2B settlement, and where new payments technology adds real value.
Networking
Built for the conversations that don't happen on a panel.
Sessions matter, and so does who you end up talking to between them. These are the formats we are building to help you meet the right people. Details firm up closer to the event.
01
The HEDNA Lounge
A central place to sit down with someone between sessions. Comfortable, informal, and open when sessions aren't running.
02
1:1 Meeting Program
Space to meet the people you came for. Line up time with the hotel, OTA, connectivity and payments teams shaping distribution, and arrive with meetings already on your calendar.
03
Discipline Roundtables
Small-group, off-the-record discussion across Content Distribution, Connectivity, Revenue & Data, and Payments. Practitioners talking to practitioners.
04
Welcome & Evening Receptions
Evening receptions across the conference, set up so you meet more than the people you already know.
05
Signature Social Event
An evening with a distinctly Dallas feel. Relaxed, shared, and the kind of setting where introductions happen on their own. Venue and details to come.
Sample Topics On Stage
What's actually shaping distribution right now.
The 2027 agenda is still coming together. These are the kinds of topics it is being built around, not a confirmed session list.
AI Is Rewriting Discovery and BookingSearch is splitting into SEO and GEO, the race to get surfaced inside AI answers, while a growing share of bookings now start with an agent doing the shopping, not a human.
The Algorithm Is on TrialRegulators are actively scrutinizing algorithmic pricing and RMS practices. A live legal story, not a hypothetical one.
Distribution Tech Is Consolidating FastCRS, PMS, RMS, and connectivity vendors are buying each other. The vendor you pick this year may not be independent by renewal.
Content Is No Longer Fully YoursTikTok, Reels, and AI-generated summaries are increasingly what guests trust over a hotel's own website.
Loyalty, Rebuilt From the Studs UpThe points-vs-perks debate is forcing brands to rethink what actually earns a repeat guest.
Payments Is a Revenue Lever, Not Just PlumbingMisconceptions about processing are quietly costing hotels real money.
Corporate Travel Is More Fragmented Than EverMulti-sourced distribution is forcing a real conversation about transparency and choice.
Distribution Beyond the U.S.A genuinely global perspective, EMEA and APAC included, for a conference that calls itself Global.
Independent Hotels, Same Pressures, Smaller TeamsThe same AI and connectivity shifts hit everyone; only the majors have a team built for it.
The View From the TopA senior industry leader in open conversation about where distribution goes next.
Call for Speakers · Opening Soon
We want your voice on this stage.
Dallas 2027 is built out of practitioner experience, not vendor pitches. If you are working on something the distribution community should hear about, there is a place for it here: a hard problem you actually solved, data that changed your mind, or a process you would run differently next time.
Formats, submission details, and deadlines are announced here shortly. Get email updates and we will send them the moment they open.
- Main stageShort, sharp talks on a shift the whole room needs to understand.
- PanelsTwo or three perspectives on a question the industry has not settled.
- Hands-on workshopsWorking sessions where people leave with something they can apply on Monday.
- Discipline roundtablesOff-the-record, small-group discussion between practitioners.
Register Now
Sample topics only. The confirmed agenda, speakers and session times are announced as they lock. Registering now holds your seat and your rate.
Who's In The Room
Every seat at the distribution table, in one room.
Dallas 2027 draws senior distribution leaders from across the entire ecosystem, not one slice of it.
Hotel brands & ownership groupsGlobal chains, regional groups, and independents setting distribution strategy.
OTAs & travel marketplacesCommercial and partnerships teams shaping how inventory reaches travelers.
GDS & connectivity providersThe infrastructure layer moving rates and availability in real time.
RMS & revenue technologyTeams building the pricing and forecasting tools hotels run on.
Payments platformsGuest, B2B, and merchant-of-record payments innovation.
Consultants & analystsAdvisors and researchers tracking where distribution is headed next.
Venue
Omni Las Colinas, Dallas, TX
Set in the Las Colinas district of Irving, minutes from DFW (one of the most connected airports in the world), the Omni Las Colinas puts every session, meeting, and reception under one roof.
Dates January 25–27, 2027
Address 221 E Las Colinas Blvd, Irving, TX 75039
DFW Airport ~10 minutes away (most direct option)
Dallas Love Field ~20 minutes away (13 miles), good for domestic and Southwest routings
Hotel block $269/night + tax, HEDNA room block at the Omni Las Colinas
Getting there Direct flights from major hubs worldwide
Partner With Us
View Sponsorship Prospectus
Put your brand in the one room built entirely around distribution.
Sponsorship at HEDNA Dallas puts your team in front of the hotel, OTA, connectivity and payments leaders who make distribution decisions.
Annual Partner
Event Sponsor
Lounge Sponsor
Table Sponsor
Registration
Simple, transparent pricing.
One rate for HEDNA members, one for everyone else, with 10% off both if you register early. No hidden tiers, no add-on surprises.
Most Common
Hoteliers & Industry Experts
HEDNA Member
$1,075.50
Early Bird · $1,195 standard
Non-Member
$1,975.50
Early Bird · $2,195 standard
Technology Partners
HEDNA Member
$1,525.50
Early Bird · $1,695 standard
Non-Member
$2,425.50
Early Bird · $2,695 standard
Early Bird pricing (10% off) locks in when you register by October 31, 2026. Standard pricing applies after.
January 25–27, 2027 · Dallas, TX
Save your seat at distribution's one global table.
Register by October 31, 2026 and save 10% off standard rates. We hope to see you in Dallas.
Early Registration pricing ends in:
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