This website uses cookies to store information on your computer. Some of these cookies are used for visitor analysis, others are essential to making our site function properly and improve the user experience. By using this site, you consent to the placement of these cookies. Click Accept to consent and dismiss this message or Deny to leave this website. Read our Privacy Statement for more.
Groups, Meetings and Events Working Group: Charter

If you would like to join the Groups, Meetings and Events Working Group, please fill out the form found at the bottom of your screen.


Groups, Meetings and Events Working Group


Dale Dawson, Product Director, IBS Software Services
David Cabreza, Director International Distribution Services, Hilton


David Cabreza, Director International Distribution Services, Hilton


To identify sustainable process optimizations that improve access to opportunity, availability, and actionable group, meeting, and event activities through improved sales/operational focused services.


Determine the priorities of identified solution improvements to existing processes and gaps within the groups segment. The output of which will guide solution developers on market needs.


Groups, Meetings, and Events business segment is siloed into legacy industry practices that have not evolved in over 15 years. While there is a high level of interest in addressing the business problems associated to groups, there is a lack in investment being made by the hospitality industry as a whole. An area ripe for immediate change, disruption from the inside out could leverage the continued strength of the group segment and improve bottom line results

  • Highly dependent on manual processes to support RFP, sales, and post sales activities
  • High cost of acquisition for group business segment
  • Limited interoperability between hotel systems, event planning systems, and distribution systems for supporting group business segments
  • Lack of best practice methodologies in applying modern technologies


  • Recommend digital processes to reduce manual efforts related to sales
  • Provide guidelines to improve visibility of inventory availability and seasonality trends
  • Evolve the shopping experience to include self-services options and lower acquisition costs
  • Suggest where systems efficiency in data standardization would improve integration


Working group committee leadership virtual meetings every other week. Task team virtual meetings generally scheduled in the off week of the leadership meeting. Plan to leverage HEDNA for working group committee session


The working group would be best served with a cross section of

  • Hotel companies, chain and independent hotel brands
  • Distribution technology providers
  • Meeting planners
  • Technology providers
  • Group travel experts regardless of company affiliation

Download the full Groups, Meetings and Events Working Group Charter. If you would like to join the Groups, Meetings and Events Working Group, please fill out the form below:

I have read the Privacy Policy and grant consent to use my data.

HEDNA (Hotel Electronic Distribution Network Association)
1000 Westgate Dr, Suite 252, Saint Paul, MN 55114
T: +1 651 290 6291   F: +1 651 290 2266   E:

Copyright © 2019. HEDNA. All rights reserved