HEDNA returns to Lisbon in 2026 to talk global distribution
HEDNA has announced that its 2026 Global Distribution Conference returns to Lisbon from September 15 to 17, according to Hospitality Net. The agenda gets straight to the point: AI search disruption, direct booking strategy, content standards and the evolving role of OTAs and B2B intermediaries.
My reading is that these topics are no longer futuristic. They are today's problems.
- AI search is already changing how guests discover hotels.
- Direct booking needs more than promises.
- Content must be structured to feed the machines.
- OTAs and B2B intermediaries keep moving.
A trade body like HEDNA bringing the whole distribution conversation to Lisbon is a chance for hoteliers to sit at the table with data, real cases and maybe a few uncomfortable debates. I have the dates marked.
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