HEDNA Europe · Global Distribution Conference
HEDNA Lisbon 2026
Three days with the people who actually run hotel distribution — where what's changing in discovery, regulation and channel economics gets worked out in the room, not read about afterwards.
Online registration closes 15 September 2026
You don't have to be a member to attend. Registration includes every session, all meals during the conference, and both evening receptions.
Why attend
What you leave with.
Distribution only works when all three sides are in the conversation. Lisbon is the room where that happens — and every session is built around a decision somebody has to make when they get home.
Hotels & brands
Know what's coming before it lands
New EU rules on pricing, AI and digital identity are reshaping distribution now. You'll hear what they mean operationally — from the lawyers and the commercial teams already working through them.
Technology providers
Hear the problem before you build for it
Two days of hoteliers and intermediaries saying plainly what is and isn't working. Sessions on content quality, zero-click discovery and B2B channel dynamics — with the buyers in the room.
Intermediaries & consultants
Get the shared language straight
Where the definitions, the data standards and the channel economics get argued out. If your work depends on the industry agreeing what a term means, this is where that gets settled.
The program
Four themes, one question: what's actually changing?
Sessions run across Wednesday and Thursday, with workshops and HEDNA U on Tuesday afternoon. Here's a sample, grouped by theme:
Trust & RegulationLegal Fireside: Pricing, AI, Digital Identity & Cybersecurity — the new EU rules reshaping hotel distributionJeremy Mahoney, Agoda · Bartholomäus Regenhardt, Cooley LLP
Trust & RegulationBefore the Key: rethinking guest check-in requirementsWill Plummer, Trust My Group
Demand & TrendsGlobal Pulse: demand shifts, consumer trends and what will shape the industryFlora Last, Agoda
Demand & TrendsFive global shifts reshaping hotel market mix, distribution and strategyAlexander Robinson, STR
DiscoveryCompeting for direct bookings when discovery movesMercedes Blanco, Lighthouse · Charlie Osmond, Triptease
DiscoveryThe Zero-Click Guest: what new discovery producesMiki Gulati, Omni Hotels & Resorts · Anisha Yadav, TRevPar Insights
DiscoveryContent management influx: when visibility depends on data qualityDeepshikha Sehgal & Sushant Mathur, Sabre
DiscoveryThe Great Travel Illusion: simpler for travellers, more complex for everyone elseMirja Sickel, Amadeus
DistributionPower Brokers, Partners or Disruptors — B2B, then OTAsAnisa Musgrove-Vasquez, Accor · Raquel Rodriguez, Choice Hotels · Léa Vernet, D-EDGE
DistributionRobots, Rooms and Roadmaps: the next decade of hospitality techNatalie Kimball, Shiji · Jaime Sastre, Juniper Group
DistributionWhat Didn't Work: failed experiments in distributionFelix Undeutsch, hivr.ai
DistributionLessons from LisbonEric Zaner, Sojern
Three days
How the conference runs.
Tuesday 15 Sept
Workshops & welcome
- Check-in from 12:00
- HEDNA University session
- Two workshop tracks
- Hospitality suites
- Welcome Reception, 17:00
Wednesday 16 Sept
Full general session
- Opening from Lisa Murphy
- Regulation, discovery & demand
- Executive interview
- Future Leaders reception
- Evening event at Mama Shelter Rooftop
Thursday 17 Sept
Distribution decoded
- What didn't work
- The next decade of hotel tech
- Power brokers: B2B and OTAs
- Lessons from Lisbon
- Close at 12:30
The HEDNA Lounge runs throughout — refreshments, sponsor tables and the informal conversations that are half the reason people come.
Who's in the room
The companies already registered.
Attendees come from the major hotel groups, the GDS and connectivity providers, OTAs, payments platforms and bedbanks. The current list of registered companies is published and updated as registrations come in.
Registration
Rates.
Registration includes access to all conference activities, meals provided during the conference, and the evening receptions. All prices below are shown before 23% Portuguese VAT, which is added at checkout.
Member
HEDNA member companies
Hospitality professionals, industry experts & educators$1,195+ 23% VAT
Technology partners$1,695+ 23% VAT
Register now →Non-member
Open to everyone — membership is not required to attend
Hospitality professionals, industry experts & educators$2,195+ 23% VAT
Technology partners$2,695+ 23% VAT
Register now →Rates are subject to 23% Portuguese VAT, charged during registration. If your company isn't a HEDNA member and you haven't attended a HEDNA conference in the past three years, you may qualify for a discounted rate — complete this form to find out. Cancellations are handled case by case and are subject to a $75 processing fee.
Where to stay
Altis Grand Hotel, Lisbon.
In the heart of the city, the Altis Grand Hotel Lisboa occupies a century-old building tied to Portugal's contemporary history — modern, sophisticated, and the venue for every session and reception.
R. Castilho 11, 1269-072 Lisboa, Portugal
Sponsorship
Put your brand in the room.
HEDNA events bring together hospitality's decision-makers from major brands, boutique hotels and leading technology partners. Packages can be curated to what you're trying to achieve.
from $25,000
Annual Partner
from $10,000
Platinum
from $8,000
Gold
from $5,000
Silver
from $2,500
Bronze
from $1,500
Table Sponsor
With thanks
Partners & sponsors.
Our association partners and conference sponsors make this event possible.
Conference Partner
Platinum · Gold · Silver
Annual Partners
Association Partners
Lisbon, 15–17 September.
Registration closes on 15 September. Membership isn't required to attend — but joining first saves up to $1,000 on your place.