Global Distribution Conference

Munich | June 4 – 6, 2024


Schedule subject to change.



10:00 a.m. – 1:00 p.m.
Check In & Registration Hilton – Ballroom Foyer
1:00 p.m. – 5:00 p.m.
Interactive Workshops and Sessions – Track 1 Hilton – Cézanne
1:00 p.m. – 2:30 p.m.
HEDNA University (*requires sign-up during online registration)
A high level introduction into the world of distribution for first time attendees or anyone in need of a quick refresher course in Distribution 101. We’ll cover the acronyms (not all of them – we don’t have enough time for that!), the key players, the terminology, and the basic ingredients for a comprehensive distribution strategy.
Natalie Kimball, VP of HEDNA, and friends 
2:45 p.m. – 3:15 p.m.
Getting the Right Offer at the Right Time to the Right Traveler
We all aspire to market to the ideal customer, delivering tailored messages that resonate effectively. Selling at the optimal price, precisely at the right time is the ultimate goal of any revenue management strategy. “Big Data” is actually the solution and makes this possible. We’ll examine how big data can be utilized to optimize pricing strategies, enhance marketing effectiveness, and improve operational efficiency within hotels and resorts.
Amit Rahav, HyperGuest
3:30 p.m. – 4:00 p.m.
Hiring the Next Generation of Distribution Executives – Brought to you by Women in Travel THRIVE 
We spend a lot of time at industry events discussing talent development and the impact of technology. This workshop will delve into what a career in distribution can entail, identify critical competencies and emerging opportunities. We will dissect the profound impact of automation and technologies on reshaping careers in distribution and the importance of upskilling and reskilling professionals to adapt to these changes. Our goal is for us to take away concrete examples of things we can do now and how we can build upon them to future proof recruitment and development. All are welcome!
Nadia Petropoulou, Cloudbeds; Laszlo Kele, Swiss Hotel Management School; Victoria Fischer, Penta Hotels 
4:15 p.m. – 4:45 p.m.
Price Accuracy – Getting it Right
We’ve known for years that price accuracy matters in distribution. Inaccurate prices lead to abandoned check-outs, lower ad scores, and poor customer service. With the potential for regulations, fines and other punitive implications, the stakes couldn’t be higher. It is critical that we get this right. How price accuracy could be the pivotal link bringing Revenue Management, Marketing and Distribution together and what every distribution professional should know.
Matteo Pagni, Blastness 
1:00 p.m. – 5:00 p.m.
Interactive Workshops and Sessions – Track 2 (Fintech) Hilton – van Gogh
We’ll spend the afternoon breaking down trends in FinTech with a renewed emphasis on costs and margins, simplification and guest experience.
1:00 p.m. – 1:30 p.m.
Travel Fintech Investment Trends
A study examining the investment priorities and plans of senior technology decision-makers the hotel industry on a global basis. Allowing us to better understand today’s industry challenges and how technology is/can be applied to address them. This report focuses on travel payments across several key areas of the industry to better understand; investment plans, challenges and priorities for payments in the space. We will cover trends like Embedded Finance, cryptocurrencies and Central Bank Digital Currencies, as well as present areas of focus, like cross-border and in-person payments, chargeback management and omnichannel personalization of the payment experience.
James Barry, Outpayce
1:45 p.m. – 2:15 p.m.
Payment Led Growth
A payment session, just for Hoteliers! Join us for a panel discussion on key topics driving “payment led growth” in hospitality. We will leverage payment data for personalized offers, white labelling, and monetization, while addressing complex payment requirements like the digital guest experience, embedded payments and more.
Samee Zafar, Edgar Dunn & Company
2:30 p.m. – 3:00 p.m.
Unlocking Client Delight: Collaborative Gift Card Solutions in Action
Join us for an insightful session exploring the dynamic synergy between three industry-leading companies as they unite to redefine client satisfaction through innovative gift card solutions. Discover how collaboration enhances customer experience and drives business growth in an ever-evolving market landscape.
Berengere Brohan, Planet; David Cabreza, XanderPay;
3:15 p.m. – 3:45 p.m.
Simplifying the Payment Flow for Indirect Hotel Distribution
Today, the indirect hotel distribution landscape is complex, in part due to financial intricacies, requiring synchronized efforts among hotels, channels, payment providers, travel agencies, corporations, and guest needs. Join us as we explore how emerging technologies like blockchain and AI can simplify and streamline payment processes, offering advantages to all stakeholders. Is it the tangled payment process or the hotel distribution model itself that warrants an overhaul?
Mithlesh Kumar, Amadeus; Jose Ignacio Santamaria, Outpayce; Alfredo Stefani, Voxel
4:00 p.m. – 4:30 p.m.
Rethink Hospitality Payments: An interactive journey with iOL Pay
Join us for a dynamic, interactive workshop where participants will embark on a journey with a fictitious hotel chain faced with fragmented payment systems and processes. This session will challenge attendees to re-think hospitality payments through a hands-on problem-solving experience. Discovering how unified fintech/payment platforms can streamline operations, enhance guest experiences, and tackle common payment dilemmas in the hospitality industry.
Paul Dooner, Illusions Online
3:00 p.m. – 6:00 p.m.
Check In & Registration Hilton – Ballroom Foyer
3:00 p.m. – 6:00 p.m.
Regi-ception Hilton – Ballroom Foyer
Join us for HEDNA’s first-ever Regi-ception! Stop by to pick up your badge, catch up with old friends and network with industry professionals. Drinks and light hors d’oeuvres will be provided.
6:00 p.m.
Evening on Own
You asked and we answered! After the regi-ception, please enjoy a free evening in Munich with clients, friends and colleagues. We encourage you to get out and experience our wonderful host city.



8:00 a.m. – 9:00 a.m.
Breakfast Hilton – Tivoli Restaurant
Breakfast will be served in the the Tivoli Restaurant at the hotel, and available to all attendees staying on property.
8:00 a.m. – 5:00 p.m.
Check-In & Registration Hilton – Ballroom Foyer
9:00 a.m. – 5:00 p.m.
HEDNA Lounge Hilton – Rumford
Stop by the HEDNA Lounge for a coffee and a break, check emails, or host an impromptu meeting.
9:00 a.m. – 9:20 a.m.
President’s Welcome Hilton – Ballroom
Join Chris as he introduces our main stage sessions and kicks off a busy Day One.
Chris Murdock, HEDNA President
9:20 a.m. – 9:40 a.m.
Phocuswright Presents: The European Traveler Profile — What’s Changed and What to Keep an Eye On Hilton – Ballroom
We’ll have a look at the sentiments and trends driving traveler behavior. What are the decision inputs behind planning and booking, who is going where and how they are spending?
Florence Kaci, Phocuswright
9:40 a.m. – 10:00 a.m.
Turning Data into Revenue Driving Decisions Hilton – Ballroom
What data points are the most important for decision-making in today’s dynamic landscape for hotels? Which metrics are most vital for optimal revenue generation and how to practically access, use and validate them, and why creating a daily routine around data is becoming more important.
Nic Owen, Siteminder; Jean Buche, Leonardo Hotels; Patricia Roselló Palmer, Roibos
10:00 a.m. – 10:15 a.m.
Elevating the Hotel Guest Experience from Booking to Payments Hilton – Ballroom
Using several marketing ‘Moments of Truth’ and neuroscience theories or ‘Peak-End Rule’, Discover highlights what aspects create the best user experience from booking to payments.
Ana-Maria Leonte, Discover
10:15 a.m. – 11:00 a.m.
Networking & Refreshment Break Hilton – Ballroom Foyer
11:00 a.m. – 11:20 a.m.
A Presentation from the Industry’s Global Policy Alliance: A Can’t Miss Session on Transparency, Fairness and Consumer Choice Hilton – Ballroom
The Global Travel Tech Association brings together Amadeus, Booking Holdings, eDreams ODIGEO, Expedia Group, Skyscanner and Travelport. These leaders in travel technology will advocate for global policy solutions across a host of regulatory issues from data privacy to taxes and sustainability. We’ll hear directly from the group’s Secretary General, Emmanuel Mounier, on what they’re working on and what we might see down the road from international governing bodies.
Emmanuel Mounier, Global Travel Tech 
11:20 a.m. – 11:40 a.m.
HEDNA’s Day in the Life Series: A Hotelier’s POV Hilton – Ballroom
Matthew Goulden will lead a conversation with Marriott’s Nicholas Smith around all things revenue and connectivity. This series is meant to shine a light on how hoteliers spend their days and what works, what doesn’t and what they would consider an ideal state.
Matthew Goulden, Lighthouse; Nicholas Smith, Marriott International
11:40 a.m. – 12:00 p.m.
Personalization from a PMS Perspective Hilton – Ballroom
Discover how Numa has grown to over 6,000 units across 32 cities, including recent expansions into 4 new countries. Learn the secrets behind their impressive growth in Europe’s top neighbourhoods and how their innovative use of PMS supports fast, efficient roll-outs. Gain valuable insights and best practices for achieving rapid scale in the industry.
Philip von Ditfurth, Apaleo; Julius A. Anders, Numa
12:00 p.m. – 1:30 p.m.
Lunch Hilton – Tivoli Restaurant
1:30 p.m. – 1:50 p.m.
European Hotel Performance Tracker Hilton – Ballroom
We’ll break down stats and trends in hotel data from a uniquely European perspective.
Juan Gallardo Osuna, HotStats
1:50 p.m. – 2:10 p.m.
Unpacking the Asian Travel Landscape: A Prequel to HEDNA Bangkok! Hilton – Ballroom
And there’s a lot to unpack – checking in on Asia post COVID, changes in consumer behavior, navigating the vast landscape and why localization is key and predictions for the remainder of 2024 and beyond.
Tarik Fadil, Agoda
2:10 p.m. – 2:30 p.m.
State of Distribution Report: A Look at What We Discovered Hilton – Ballroom
Together with NYU and RateGain, we surveyed over 140 hoteliers from around the world, of all different sizes and property styles, from global brands, to regional chains and independents. We’ll reveal some important findings, recurring themes and a look at how our teams are converging and working closer than ever. Hear what your colleagues in Distribution, Revenue and Sales are telling us about the State of Distribution.
Fritz Müller, RateGain; Chris Murdock, HEDNA
2:30 p.m. – 3:30 p.m.
Networking & Refreshment Break Hilton – Ballroom Foyer
3:30 p.m. – 5:00 p.m.
Payments Masterclass Hilton – Ballroom
The Unspoken Truth behind 25% of your Distribution Cost – a series of expert panels that will strive to separate payment facts from fiction, analyze the guest experience now and in the future and make a strong case for deeper alignment of workflows among distribution, payments and data teams.
3:30 p.m. – 4:00 p.m.
Part 1 — Mythbusters 2024
Laurie Gablehouse and Donnie Schumann dispel some of the myths and preconceived notions about payments. Myth or Fact: Payment is an important part of the distribution ecosystem.
Laurie Gablehouse, Worldline; Donnie Schumann, Uplift; Sean Nygren, Hilton
4:00 p.m. – 4:30 p.m.
Part 2 — Guest Check-in 2030
Leveraging the work of AHLA/HTNG, David Cabreza, Lauire Gablehouse and Sjoerd Brouwer will discuss the industry initiative to remove payment from the guest check-in and check-out process. They will also address the complexities associated with 3rd party bookings.
David Cabreza, XanderPay; Laurie Gablehouse, Worldline; Sjoerd Brouwer, Mandarin Oriental
4:30 p.m. – 5:00 p.m.
Part 3 — Above-Property and Guest-Centric Payments
This panel with David Cabreza, Will Plummer Antonio Morales and Jeff Horowitz, will approach the future state of payments from a practical implementation perspective. Technology already provides the solutions discussed. The next phase is understanding economic and guest-experience implications.
David Cabreza, XanderPay; Will Plummer, Trust My Travel; Antonio Morales, Voxel; Jeff Horowitz, Planet
5:00 p.m. – 6:00 p.m.
Future Leaders of HEDNA Reception (Invite Only)
6:45 p.m. – 10:00 p.m.
Transportation to Evening Event Hilton – Side Door
The evening networking event at Seehaus is just a short walk from the hotel. Click here for a map to the venue. Alternatively, we will have a few small shuttles looping between the hotel and the venue. The first shuttle(s) will leave the Hilton at 6:45pm and the last shuttles will leave Seehaus at 10pm. Bus staging zone will be on the side of the hotel, through the doors behind the lobby bar.
7:00 p.m. – 10:00 p.m.
HEDNA Evening Event Offsite – Seehaus
Join us for an evening of networking at Seehaus, a distinguished restaurant and beer garden just a short walk from the hotel in Munich’s English Garden. Food and drinks will be provided.



8:00 a.m. – 9:00 a.m.
Breakfast Hilton – Tivoli Restaurant
Breakfast will be served in the the Tivoli Restaurant at the hotel, and available to all attendees staying on property.
8:00 a.m. – 1:00 p.m.
Check-In & Registration Hilton – Ballroom Foyer
9:00 a.m. – 1:00 p.m.
HEDNA Lounge Hilton – Rumford
Stop by the HEDNA Lounge for a coffee and a break, check emails, or host an impromptu meeting.
9:00 a.m. – 9:20 a.m.
Vice President’s Welcome Hilton – Ballroom
Join our Vice President, Natalie Kimball, as she kicks off the day’s sessions.
Natalie Kimball, HEDNA Vice President
9:20 a.m. – 9:40 a.m.
HEDNA’s Day in the Life Series: A Technologist’s POV Hilton – Ballroom
Hopper’s Alexander Gevers Deynoot joins us in a fireside chat to discuss their recent launch of HTS, what prompted the move, why now and how this new solutions endeavor might pave the way for a smoother more efficient Day in the Life…for our hoteliers and our guests.
Alexander Gevers Deynoot, Hopper; Vikram Pradhan, Wyndham Hotels & Resorts
9:40 a.m. – 10:00 a.m.
The Emergence of Digital and Commerce Media in Distribution Hilton – Ballroom
This session explores how the convergence of distribution and marketing can increase revenue and enhance traveler engagement. By understanding distribution’s role in commerce media, attendees will gain actionable insights into optimizing their efforts and driving bookings. Join us to explore innovative pathways for revenue growth, customer acquisition and brand differentiation in the era where commerce media and hotel distribution meet.
Eric Brackmann, Koddi
10:00 a.m. – 11:00 a.m.
Networking & Refreshment Break Hilton – Ballroom Foyer
11:00 a.m. – 12:30 p.m.
Distribution Masterclass Hilton – Ballroom
We’ll set the stage for what you are about to hear during this session.
11:10 a.m. – 11:30 a.m.
Europe Distribution Trends – An Introduction by H2C
Embark on a journey through the tumultuous landscape of European travel and Distribution. As the continent grapples with unprecedented challenges from global economic headwinds, new legislation around dominant marketplaces, and prolonged geopolitical tensions, the state of travel in Europe stands at a crossroads.
Christin Haensel, h2c GmbH
11:30 a.m. – 12:00 p.m.
The Mind of a Commercial Hotel Executive
Are hotels finally combining roles and tasks enabling a combined innovative team to become powerful retailers? Meet Daniella Boeken, Group Vice President Commercial at Ruby Hotels. Daniella has restructured her team to combine digital marketing, distribution, channel management, and revenue management. In a travel world that is changing faster than many can keep track of, is this the blueprint for commercial success? Daniella walks us through her commercial strategy and best practices.
Daniella Boeken, Ruby Hotels; Nadia Petropoulou, Cloudbeds
12:00 p.m. – 12:30 p.m.
If You Want to Know the Future, Look at the Past
Join seasoned lecturers from two of Europe’s most prestigious Hospitality schools as they dissect, interpret, question, and explain what we have just heard from H2C and Ruby Hotels. What are, in their opinion, short-lived trends fueled by temporary events, what are long-term changes here stay? What parallels can be drawn from history? What can we expect in the future, and how most importantly can we prepare our future leads?
Julia Krebs, Les Roches; Laszlo Kele, SHMS Swiss Hotel Management School & IHTTI School of Hotel Management
12:30 p.m. – 1:00 p.m.
HSMAI Europe Presents: A Conference Review – Key Take Aways and Trends from the Last Few Days Hilton – Ballroom
Join leaders from HSMAI Europe as they recap the event and discuss the impact of the information shared from a commercial perspective.
Janicke Hansen, HSMAI Europe; Raimund Notz, Preferred Hotels & Resorts; Michael Hucho, Global Distribution Advisory Board
1:00 p.m. – 2:30 p.m.
Lunch Hilton – Tivoli Restaurant