Global Distribution Conference

Forging the Next Era of Distribution

Milan | June 6 – 8, 2023


Schedule subject to change.
Registrants Must Use Event App for Up-to-date Schedule and Room Locations.



12:00 p.m. – 6:30 p.m.
Registration Desk Open Quark Hotel Lobby
1:00 – 2:00 p.m.
Revenue Optimization Discipline 
Learn what Duetto, Oaky and Sabre are doing in the areas of Revenue Optimization, Retailing, Attribute based pricing and optimizing the distribution channel mix. A moderated Q&A session will follow the brief presentations by these companies. The session is open to all HEDNA members.
Presenters: Sara De Urrutia, Duetto; Clément Dénarié, Oaky; Guy Barnes, Sabre
Moderators: Victoria Fischer, Penta Hotels; Chinmai Sharma, RateGain
1:00 – 2:30 p.m.
Content Discipline 
The content discipline will feature guest speaker Will Darrah, Chief Commercial Officer at ClimateTrade. Join this intriguing session to gain valuable insights into key sustainability concepts, learn how to effectively apply sustainability practices in the hospitality sector, and discover innovative green solutions that will not only enhance guest attraction but also drive revenue growth.
Will Darrah, ClimateTrade; Dave Conway, Sabre Travel Solutions
1:00 – 4:00 p.m.
Connectivity Discipline 
This session will work to create a standard definition of APIs leveraging the efforts of OPA and HTNG initiatives on messaging; outline standard and critical content needed for onboarding and switchovers
2:00 – 4:15 p.m.
Payments Discipline
2:00 – 2:30 p.m.
Hotelier’s Vision for Payments 2030
In this session, hoteliers speak candidly about how their payments work today, what they still need and what can be improved.
2:30 – 3:00 p.m.
Ask a PSP
A unique opportunity for hoteliers to ask the hard questions of their payment service providers.
3:00 – 3:30 p.m.
Coopetition is Key
This session will engage competitors and partners and looks into the inner workings of a very complicated and changing ecosystem.
3:30 – 4:15 p.m.
Open Payment Alliance — Implementing the Dream
The OPA session will focus on the use cases and implementation of the HEDNA/HTNG standards.
2:30 – 3:30 p.m.
HEDNA U: Fundamentals 
An overview of Hotel Distribution from commonly used terms to best practices
3:00 – 4:30 p.m.
Data & Analytics Discipline 
The Data & Analytics group is on a mission is to increase awareness and adoption of data analytic practices and tools, while demonstrating how data analytics can be incorporated into a comprehensive distribution strategy.
Edoardo Dal Negro, Blinkup S.r.l.; Matthew Goulden, OTA Insight, Triometric
4:00 – 5:00 p.m.
Future Leaders of HEDNA
Future Leaders of HEDNA is actively working to usher in the next generation of leaders in roles across the distribution landscape. Topics will range from our mentoring program, to outreach to elevating and supporting our younger workforce
Invite Only
5:30 – 6:00 p.m.
Future Leaders Cocktail Reception
Invite Only
6:00 – 9:00 p.m.
Welcome Reception Buffet 
Sponsored by Discover Global Network

wednesday, JUNE 7


8:30 a.m. – 5:30 p.m.
Registration Desk Open
8:00 – 9:00 a.m.
Breakfast & Coffee Station
10:00 a.m. – 4:00 p.m.
HEDNA Lounge
Join your colleagues in our networking lounge, open to all and so much better than checking emails in your room!
9:00 – 9:20 a.m.
President’s Welcome
Chris Murdock, Accor
9:20 – 9:55 a.m.
2023 Industry Outlook & Trends to Watch
An In-Depth Look at Key Data in Hotels.
Aoife Roche, STR
9:55 – 10:25 a.m.
Outbound India: Insights for Tapping Into This Rapid Growth Market
Super app, visas, payments, weddings, culture – there is so much to embrace and prepare for as India’s middle class booms.
James Parsons, OTA Insight; Ankit Khanna, MakeMyTrip; Aquin Mathew, Hyatt
10:25 – 11:10 a.m.
Networking Break
Sponsored by Travelport
11:10 – 11:40 a.m.
Has B2B Replaced or Simply Renamed Wholesale?
B2B technology has reimagined the traditional wholesale landscape and its share of global hotel stays is growing. Our panel discusses key metrics, innovation, parity and the organizations driving change.
Paul Anthony, Hotelbeds; Alex Gisbert, FastPayHotels; Veronique Valette, IHG
11:40 a.m. – 12:15 p.m.
In the Rapidly Evolving World of AI and Machine Learning – Who Will Lead the Change and What Will it Look Like?
A thought provoking discussion on open AI technology, innovation and the impact on distribution, IP and content authentification.
Gianna Rivera, Markus Mueller, GauVendi; Chinmai Sharma, RateGain; Roy Friedman, Easyway; Guy Barnes, Sabre Hospitality Solutions
12:15 – 1:30 p.m.
Sponsored by Blastness
1:30 – 1:35 p.m.
Intro to HEDNAChat
Our HEDNAChat series are informative sessions that are meant to educate and enlighten while allowing for interactive discussions with the speakers and your peers. You’ll hear three successive presentations and then have the opportunity to join two post presentation round table discussions.
1:35 – 1:50 p.m.
HEDNAChat — Retail Merchandising for Hotel Stays without Complex Integrations (and Saying Goodbye to Attribute Based Selling)  
The name says it all. Layering in technology to easily and quickly deploy shopping cart style retail solutions to room sales.
Markus Mueller, GauVendi
1:50 – 2:05 p.m.
HEDNAChat — Friend or Foe? How Should We View AI in Content Distribution?
Is AI the great content equalizer? Does machine learning become the ultimate source of truth in distribution?
Kirill Stati, AltexSoft
2:05 – 2:20 p.m.
HEDNAChat — Why’s Investment in Fintech Matters
In just four years, has gone from $6B in payments to $35B. You read that correctly. This session will offer a glimpse into how this explosive growth has changed their way of thinking about payments, why they are investing heavily in the space and what this means for hotels and their guests – from wallets to financing to VIP support.
Mithat Can Ayok,
2:25 – 3:15 p.m.
Session attendees will have the opportunity to ask questions of the presenters
3:15 – 3:45 p.m.
Networking Break
3:45 – 4:20 p.m.
Can Blockchain Work in Travel Distribution?
To date, blockchain has been viewed as too expensive, too slow, too complex and sometimes even a bit of hype. Camino Network introduces a cost effective and practical trading solution utilizing blockchain technology to solve for many industry use cases.
Sean Nygren, Hilton; Pablo Castillo, Chain4Travel
4:20 – 4:55 p.m.
Achieving Team Balance in a Distributed and Multi-Generational Workplace
Corporate culture is a leading indicator of a brand’s values but is becoming harder to cultivate with hybrid workforces that can span three disparate generations. Join us for a conversation around how the next generation of employees see the workplace and what companies can do to embrace wide ranging work styles and preferences.
Donnie Schumann, Uplift; Mercedes Blanco, The Hotel Network; Nadia Petropoulou, Cloudbeds; David Cabreza, XanderPay
4:55 – 5:00 p.m.
Closing Remarks
6:30 – 7:00 p.m.
Shuttle Service to Dazi
7:00 – 10:00 p.m.
Offsite Event at Dazi Milano
Sponsored by Uplift

thursday, JUNE 8


8:00 – 9:00 a.m.
Registration Desk Open
8:30 – 9:30 a.m.
Breakfast & Coffee Station
9:30 a.m. – 12:00 p.m.
HEDNA Lounge
Join your colleagues in our networking lounge, open to all and so much better than checking emails in your room!
9:30 – 9:45 a.m.
Welcome from HEDNA’s Vice President
Natalie Kimball, Shiji
9:45 – 10:20 a.m.
Demand Partners and the Marketplace Set Up: Leveraging Technologies
Marketplaces are an interpreter of supply and demand, incorporating a host of features including simplified contracting, transparency, and payment choice. We’ll break these down and also discuss what else could be coming down the road, such as parity control.
April Key, IHG Hotels & Resorts; Patricia Rossello Palmer, Roibos
10:20 – 10:50 a.m.
Legal Lens: An In-Depth Discussion About Legal News, Trends and Pending Legislation
With so much new regulation, legislation and pending legal cases around fees, commissions, consumer privacy and so much more, this is a can’t miss session on all the legal news impacting distribution.
Vineeth Purushothaman, Wyndham Hotels & Resorts; Caroline Hobson, Cooley, LLP
10:55 – 11:25 a.m.
Networking Break
11:25 – 11:40 a.m.
Spotlight on HEDNA
What’s HEDNA up to you ask? We could fill an entire day talking about what’s in store for the remainder of the year but our President and Vice President are going to give you the highlights. Completely unscripted and casual – Chris and Natalie will discuss HEDNA’s priorities and which ones are on the top of their list(s).
Chris Murdock, Accor; Natalie Kimball, Shiji
11:40 a.m. – 12:10 p.m.
Beyond Borders: A Dialogue on Group Bookings, Distribution and Pricing 
One-on-one discussion, unpacking the nuances and opportunities of today’s dynamic group travel landscape. Gee, a travel tech innovator, and Heather, an authority on group strategies and pricing explore effective group pricing and distribution.
Heather Hart, RevExcel; Gee Mann, Travlr ID
12:10 p.m. – 12:15 p.m.
Morning Wrap Up
12:15 – 1:00 p.m.
Networking Lunch
1:00 – 4:30 p.m.
Google Hotelier Summit at HEDNA Quark Hotel – Scorpio
(Advanced Registration Required) 
Hear directly from Google on how to establish presence on Google, optimize engagement with users and utilize Google tools like Google Business Profiles, Free Booking Links and Google Hotel Ads to drive direct bookings. Participants will get an opportunity to learn about Google’s Hotel Product roadmap and hear from industry experts and fellow hoteliers about their experiences on successfully driving direct bookings to their websites. This event is complimentary, but requires advanced registration. Please click here to register.