Agenda
Schedule subject to change.
Monday, January 27
12:00 PM – 6:30 PM
Registration & Check-In Kon Tiki Foyer
1:00 PM – 2:00 PM
HEDNA University Rousseau East/West
2:00 PM – 5:00 PM
Workshops Boardroom East & West
Our workshop series for San Diego is being led by HEDNA’s Future Leaders group and they have been working behind the scenes to bring relevant and impactful content to our attendees. These workshops are designed to be intimate and interactive, with our attendees an integral part of the discussions. There will be two simultaneous tracks to choose from beginning at 3p. All are welcome but space is limited and on a first come basis, so plan accordingly and arrive early.
Our workshop series for San Diego is being led by HEDNA’s Future Leaders group and they have been working behind the scenes to bring relevant and impactful content to our attendees. These workshops are designed to be intimate and interactive, with our attendees an integral part of the discussions. There will be two simultaneous tracks to choose from beginning at 3p. All are welcome but space is limited and on a first come basis, so plan accordingly and arrive early.
TRACK ONE
2:00 PM – 2:55 PM
Content Enhancements for Today’s Traveler Boardroom East
With an emphasis on corporate travel but relevant across all channels, this interactive discussion will focus on Integrating New Fields, Developing Loyalty Offering, and Aligning Payment Content & Flows. This session will be led by Fred Bean and Louis Bouchayer but will be interactive and all are encouraged to participate.
With an emphasis on corporate travel but relevant across all channels, this interactive discussion will focus on Integrating New Fields, Developing Loyalty Offering, and Aligning Payment Content & Flows. This session will be led by Fred Bean and Louis Bouchayer but will be interactive and all are encouraged to participate.
Fred Bean, HotelPORT; Louis Bouchayer, SAP/Concur
3:00 PM – 3:25 PM
The evolving role of the GDSs Boardroom East
Showcase how GDSs have evolved over the years and how we envision the future of distribution. Set the stage and open conversation to unlock business opportunities together.
Showcase how GDSs have evolved over the years and how we envision the future of distribution. Set the stage and open conversation to unlock business opportunities together.
Verónica González G-N; Amadeus
3:30 PM – 3:55 PM
Personalization of the traveler journey through content & loyalty Boardroom East
Where are we today, and where should be heading to? Let’s shake the audience and shape together the future of personalization in the GDS.
Where are we today, and where should be heading to? Let’s shake the audience and shape together the future of personalization in the GDS.
David Sgroi, Leonardo Worldwide Corporation; Mercedes Blanco, The Hotels Network
4:00 PM – 4:25 PM
Trends in Pricing Distribution and Parity Management Boardroom East
4:30 PM – 5:00 PM
Channel Convergence: Optimizing Direct Bookings through Data-driven Insights Boardroom East
In this interactive session, we’ll examine the latest benchmarking data on direct booking channels (web, email, and voice) and explore key insights from Revinate, The Hotels Network, and GCommerce. Our exploration will uncover the latest strategies driving hotel direct bookings in 2025 and highlight key trends reshaping hotel distribution.
In this interactive session, we’ll examine the latest benchmarking data on direct booking channels (web, email, and voice) and explore key insights from Revinate, The Hotels Network, and GCommerce. Our exploration will uncover the latest strategies driving hotel direct bookings in 2025 and highlight key trends reshaping hotel distribution.
Anisha Yadav, Revinate; Mercedes Blanco, The Hotels Network, Josh Howard, GCommerce
TRACK TWO
2:00 PM – 2:55 PM
Content Enhancements for Today’s Traveler Boardroom East
With an emphasis on corporate travel, this interactive discussion will focus on Integrating New Fields, Developing Loyalty Offering, and Aligning Payment Content & Flows.
With an emphasis on corporate travel, this interactive discussion will focus on Integrating New Fields, Developing Loyalty Offering, and Aligning Payment Content & Flows.
3:00 PM – 3:25 PM
The Impact of Loyalty, Merchandising, and Traveler Experience on Channel Mix and Direct Bookings Boardroom West
Join Tanya Pratt from Oracle Hospitality and Jason Shames from NYU & Safara for an interactive discussion on how activating merchandising and leaning into loyalty can drive direct bookings and provide exceptional service.
Join Tanya Pratt from Oracle Hospitality and Jason Shames from NYU & Safara for an interactive discussion on how activating merchandising and leaning into loyalty can drive direct bookings and provide exceptional service.
Jason Shames, Sahara; Tanya Pratt, Oracle Hospitality
3:30 PM – 3:55 PM
Breaking Down Hotel E-Invoice Regulations Outside the U.S. (Payments Workshop) Boardroom West
Touch base and review the key aspects of E-Invoicing: Mandates, Compliance with Tax Authorities, Data Security & Privacy, Tech Integration and Regional Differences.
Touch base and review the key aspects of E-Invoicing: Mandates, Compliance with Tax Authorities, Data Security & Privacy, Tech Integration and Regional Differences.
Antonio Morales, Voxel; Alfredo Stefani, Voxel
4:00 PM – 4:25 PM
Rethinking Hotel Commission Payments (Payments Workshop) Boardroom West
Join us to explore how hotels can maximize profits while managing OTA (Online Travel Agency) commission payments efficiently. With the OTA market generating over $75 billion in 2023, it’s time to rethink commission strategies.
Join us to explore how hotels can maximize profits while managing OTA (Online Travel Agency) commission payments efficiently. With the OTA market generating over $75 billion in 2023, it’s time to rethink commission strategies.
Antonio Morales, Voxel; Coralie Martinez Ciais, Outpayce
4:30 PM – 5:00 PM
The Power of Orchestration in Hospitality Payment (Payments Workshop) Boardroom West
This panel explores the transformative power of payment orchestration in hospitality. Many hotels still struggle with complex, inefficient payment systems. We’ll show how adopting smart payment solutions can enhance efficiency, reduce costs, and improve transaction reliability.
This panel explores the transformative power of payment orchestration in hospitality. Many hotels still struggle with complex, inefficient payment systems. We’ll show how adopting smart payment solutions can enhance efficiency, reduce costs, and improve transaction reliability.
Alfredo Stefani, Voxel; James Elliott, Outpayce
5:00 PM – 6:30 PM
Regi-ception Aviary Ballroom
Allow us to welcome you to HEDNA San Diego with cocktails and light refreshments while you pick up your badge and greet old friends.
Allow us to welcome you to HEDNA San Diego with cocktails and light refreshments while you pick up your badge and greet old friends.
Tuesday, January 28
7:00 AM – 8:00 AM
Beach Yoga Beach North Lawn
Start your day off with an invigorating yoga session brought to you in partnership with Cloudbeds.
Start your day off with an invigorating yoga session brought to you in partnership with Cloudbeds.
7:30 AM – 8:30 AM
Breakfast Aviary Ballroom
8:00 AM – 5:30 PM
Registration & Check-In Kon Tiki Foyer
9:00 AM – 9:25 AM
HEDNA Lounge Aviary Ballroom
The HEDNA Lounge is the heart and soul of our conference. Come by to check email, meet with colleagues or just relax. While you’re here, be sure to visit our sponsor tables and grab a treat from the coffee cart, compliments of Leonardo Worldwide!
The HEDNA Lounge is the heart and soul of our conference. Come by to check email, meet with colleagues or just relax. While you’re here, be sure to visit our sponsor tables and grab a treat from the coffee cart, compliments of Leonardo Worldwide!
9:00 AM – 9:25 AM
Welcome Remarks & Introductions Kon Tiki Ballroom
Join Chris Murdock, HEDNA’s President, as he opens the conference and introduces our partners.
Join Chris Murdock, HEDNA’s President, as he opens the conference and introduces our partners.
Chris Murdock, HEDNA President
9:25 AM – 10:05 AM
Expedia Presents: Navigating the Future of Hotel Distribution — Transparency, Compliance, and Cost Management Kon Tiki Ballroom
Julie Kyse will lead the discussion, beginning with a presentation highlighting key trends influencing hotel distribution, including the increasing demand for trust and transparency, the importance of maintaining compliance and rate integrity, the delicate balance between incrementality and dilution, and the growing concern around the cost of sale. Following the presentation, Julie will be joined by industry experts to explore practical perspectives from both the hotel and distribution sides of the industry.
Julie Kyse will lead the discussion, beginning with a presentation highlighting key trends influencing hotel distribution, including the increasing demand for trust and transparency, the importance of maintaining compliance and rate integrity, the delicate balance between incrementality and dilution, and the growing concern around the cost of sale. Following the presentation, Julie will be joined by industry experts to explore practical perspectives from both the hotel and distribution sides of the industry.
Julie Kyse, Expedia; Chinmai Sharma, Sabre; Matt Teixeira, Best Western, April Key, Mews
10:05 AM – 10:30 AM
Market Trends and OTA Performance Insights Kon Tiki Ballroom
Join Matt Varabkanich from Cleveland Research as we review pivotal market trends of 2024 and explore what lies ahead for 2025 and beyond. This session will unpack key trends in the hospitality industry and examine the strategies and performance of major online travel players.
Join Matt Varabkanich from Cleveland Research as we review pivotal market trends of 2024 and explore what lies ahead for 2025 and beyond. This session will unpack key trends in the hospitality industry and examine the strategies and performance of major online travel players.
Matt Varabkanich, Cleveland Research
10:30 AM – 11:00 AM
Networking & Refreshments Aviary Ballroom
11:00 AM – 12:30 PM
Masterclass: Marketing — Drive Your Distribution Reach Further, Lessons from Marketing Experts Kon Tiki Ballroom
11:00 AM – 11:05 AM
Introduction Kon Tiki Ballroom
A three part series dedicated to marketing and distribution. Led by Eric Brackmann with Koddi, these three sessions will touch upon Loyalty, Brand Marketing and Tech Innovations streamlining our efforts.
A three part series dedicated to marketing and distribution. Led by Eric Brackmann with Koddi, these three sessions will touch upon Loyalty, Brand Marketing and Tech Innovations streamlining our efforts.
Eric Brackmann, Koddi
11:05 AM – 11:35 AM
Get It Together – Spending Your Marketing Dollars Wisely Kon Tiki Ballroom
A candid conversation covering everything from capturing demand to converting point-obssesed customers into brand advocates.
A candid conversation covering everything from capturing demand to converting point-obssesed customers into brand advocates.
Chi Chan, Sonesta; Eric Zaner, Adara
11:35 AM – 11:55 AM
AI and Marketing: A perfect match? Kon Tiki Ballroom
Is AI reshaping how brands are connecting with their audiences? Or simply maximizing marketing efficiencies, optimization and content creation? This session will give you insights into making your marketing smarter, faster and more impactful.
Is AI reshaping how brands are connecting with their audiences? Or simply maximizing marketing efficiencies, optimization and content creation? This session will give you insights into making your marketing smarter, faster and more impactful.
Amit Popat, Cloudbeds
11:55 AM – 12:15 PM
Loyalty in Travel – Are You Getting it Right? Kon Tiki Ballroom
What aspects of loyalty and recognition are most important to travelers? Does it vary by demographic? How much of what we’re putting into our programs drives bookings. We’re going to explore these questions and so much more in this can’t miss conversation.
What aspects of loyalty and recognition are most important to travelers? Does it vary by demographic? How much of what we’re putting into our programs drives bookings. We’re going to explore these questions and so much more in this can’t miss conversation.
Tanya Pratt, Oracle; Ellis Connolly, Laasie
12:15 PM – 12:30 PM
Moderated Speaker Discussion with Q&A Kon Tiki Ballroom
12:30 PM – 2:00 PM
Lunch Beach North Lawn
2:00 PM – 3:30 PM
Masterclass: AI and Innovation — Uncover and Discuss the Core Areas Impacting Distribution Kon Tiki Ballroom
2:00 PM – 2:10 PM
Introduction Kon Tiki Ballroom
This three part series will touch upon the payments revolution, the monetization of the customer journey beyond the hotel, personalization and how we can utilize AI to enhance the customer experience. Join Andrew Rubinacci as he guides these impactful discussions and moderates our speaker QA.
This three part series will touch upon the payments revolution, the monetization of the customer journey beyond the hotel, personalization and how we can utilize AI to enhance the customer experience. Join Andrew Rubinacci as he guides these impactful discussions and moderates our speaker QA.
Andrew Rubinacci, FLYR
2:10 PM – 2:30 PM
Payments in Hospitality: Harnessing AI and Innovation for Seamless Transactions Kon Tiki Ballroom
In an era defined by digital transformation, the payments landscape is undergoing rapid evolution. This session explores the critical role of AI and innovation in shaping future payment models, emphasizing seamless integration, security, and cross-border capabilities to enhance customer experiences and drive business growth.
In an era defined by digital transformation, the payments landscape is undergoing rapid evolution. This session explores the critical role of AI and innovation in shaping future payment models, emphasizing seamless integration, security, and cross-border capabilities to enhance customer experiences and drive business growth.
Adi Ghosh, Publicis Sapient; Jeffrey Horowitz, Planet
2:30 PM – 2:50 PM
Beyond the Room: Unlocking Revenue Through Hotel Experiences Kon Tiki Ballroom
This dynamic panel brings together leaders from an experiences distribution company, a direct booking optimization expert, and a hotel on-property experiences booking engine to explore how hotels can go beyond selling rooms and transform into complete destination marketers. With a consumer-first approach, the discussion will delve into strategies for leveraging AI, optimizing direct bookings, and seamlessly integrating unique on-property and local experiences to drive revenue and guest satisfaction. Attendees will gain actionable insights into capitalizing on consumer decision-making trends and unlocking new streams of income through experiences.
This dynamic panel brings together leaders from an experiences distribution company, a direct booking optimization expert, and a hotel on-property experiences booking engine to explore how hotels can go beyond selling rooms and transform into complete destination marketers. With a consumer-first approach, the discussion will delve into strategies for leveraging AI, optimizing direct bookings, and seamlessly integrating unique on-property and local experiences to drive revenue and guest satisfaction. Attendees will gain actionable insights into capitalizing on consumer decision-making trends and unlocking new streams of income through experiences.
Rachel Neal, Redeam; Mercedes Blanco, The Hotels Network; Alex Grant, Travel Curious
2:50 PM – 3:10 PM
AI At Your Service – Elevating Hospitality through Innovation Kon Tiki Ballroom
We will explore practical AI use cases for hotels, including enhancing internal operations, guest interactions, and successful deployment of tech lead guest service.
We will explore practical AI use cases for hotels, including enhancing internal operations, guest interactions, and successful deployment of tech lead guest service.
Amy Read, Sabre
3:10 PM – 3:30 PM
Moderated Speaker Discussion with Q&A Kon Tiki Ballroom
3:30 PM – 4:00 PM
Networking & Refreshments Aviary Ballroom
4:00 PM – 5:20 PM
Masterclass: The Intersection of Legal, Compliance and Regulation in Distribution Kon Tiki Ballroom
4:00 PM – 4:05 PM
Introduction Kon Tiki Ballroom
What’s in your digital wallet? Grab a front row seat as Greg and Gillian discuss regulatory, compliance and everything we need to know about the upcoming Digital Wallet mandates coming out of the EU.
What’s in your digital wallet? Grab a front row seat as Greg and Gillian discuss regulatory, compliance and everything we need to know about the upcoming Digital Wallet mandates coming out of the EU.
4:05 PM – 4:35 PM
Legal Round Up Kon Tiki Ballroom
Brining you the latest in regulatory and compliance news.
Brining you the latest in regulatory and compliance news.
Greg Duff, Foster Garvey
4:35 PM – 5:00 PM
Who Owns Your Data? (Hint: It Should Be You) Kon Tiki Ballroom
Starting in 2026, the European Union will enforce a landmark regulatory change, considered as “GDPR 2.0,” with the introduction of digital wallets. These wallets will allow travellers to manage their digital identities through secure wallets, which simplifies and centralises the process of identity verification across different travel services, such as airlines, hotels, and car rentals. For travel companies, this shift offers both challenges and opportunities to improve customer trust and streamline experiences.
Starting in 2026, the European Union will enforce a landmark regulatory change, considered as “GDPR 2.0,” with the introduction of digital wallets. These wallets will allow travellers to manage their digital identities through secure wallets, which simplifies and centralises the process of identity verification across different travel services, such as airlines, hotels, and car rentals. For travel companies, this shift offers both challenges and opportunities to improve customer trust and streamline experiences.
Gillian Jones, Condatis
5:00 PM – 5:20 PM
Legal and Regulatory Fireside with Q&A Kon Tiki Ballroom
5:20 PM – 5:30 PM
Closing Remarks Kon Tiki Ballroom
6:00 PM – 7:00 PM
Future Leaders of HEDNA Reception (Invitation Only) Beach North Lawn
6:30 PM – 9:00 PM
San Diego Style Beachfront Luau – Drinks, Dinner and Entertainment Beach North Lawn
HEDNA takes to the beach for this dinner reception, complete with themed entertainment!
HEDNA takes to the beach for this dinner reception, complete with themed entertainment!
Wednesday, January 29
7:30 AM – 9:00 AM
Breakfast Aviary Ballroom
8:00 AM – 12:30 PM
Registration & Check-In Kon Tiki Foyer
9:30 AM – 12:30 PM
HEDNA Lounge Aviary Ballroom
The HEDNA Lounge is the heart and soul of our conference. Come by to check email, meet with colleagues or just relax. While you’re here, be sure to visit our sponsor tables and grab a treat from the coffee cart, compliments of Leonardo Worldwide.
The HEDNA Lounge is the heart and soul of our conference. Come by to check email, meet with colleagues or just relax. While you’re here, be sure to visit our sponsor tables and grab a treat from the coffee cart, compliments of Leonardo Worldwide.
9:30 AM – 9:55 AM
Welcome to Day Two Kon Tiki Ballroom
Get to know our newly elected officers and hear about their plans for 2025.
Get to know our newly elected officers and hear about their plans for 2025.
9:55 AM – 10:30 AM
2025 Consumer Travel Trends: Unveiling Insights to Empower Growth and Drive Relevance in a Dynamic Market – A Presentation followed by Phocuswright’s Acclaimed Executive Interview Kon Tiki Ballroom
As consumer travel behaviors continue to evolve, staying ahead of the trends is essential to drive growth and adapt to new demands. In this insightful session, Traci Mercer, SVP of Accommodations, Flights and Strategic Projects at Priceline, and Ian Ackland, Managing Director of the Americas at Booking.com, will share details from their 2025 consumer travel trend reports, offering actionable insights based on custom research. Whether you’re a hotelier, industry expert, or technology professional, this session will provide the insights needed to grow your business and meet tomorrow’s travelers today.
As consumer travel behaviors continue to evolve, staying ahead of the trends is essential to drive growth and adapt to new demands. In this insightful session, Traci Mercer, SVP of Accommodations, Flights and Strategic Projects at Priceline, and Ian Ackland, Managing Director of the Americas at Booking.com, will share details from their 2025 consumer travel trend reports, offering actionable insights based on custom research. Whether you’re a hotelier, industry expert, or technology professional, this session will provide the insights needed to grow your business and meet tomorrow’s travelers today.
Traci Mercer, Priceline; Ian Ackland, Booking.com; Pete Comeau, Phocuswright
10:30 AM – 11:00 AM
Networking & Refreshments Aviary Ballroom
11:00 AM – 12:30 PM
Masterclass: Capturing Demand — Learn How to Maximize Your Potential in New Ways Kon Tiki Ballroom
11:00 AM – 11:05 AM
Introduction Kon Tiki Ballroom
Our Demand Gen content block is back with insights and perspectives from B2B, Technology and Corporate Travel. Join Philippe as he navigates the world of demand from three view points.
Our Demand Gen content block is back with insights and perspectives from B2B, Technology and Corporate Travel. Join Philippe as he navigates the world of demand from three view points.
Phillipe Garnier, WPW Performance Consulting
11:05 AM – 11:25 PM
Priceline Presents: The Transformative Power of B2B Partnerships Kon Tiki Ballroom
A presentation highlighting the types of partnerships and technologies that are driving significant change in the industry and how leveraging B2B channels can help meet the evolving needs of customers. Don’t miss this opportunity to gain valuable insights into the future of B2B partnerships and how they can be harnessed to achieve your business goals.
A presentation highlighting the types of partnerships and technologies that are driving significant change in the industry and how leveraging B2B channels can help meet the evolving needs of customers. Don’t miss this opportunity to gain valuable insights into the future of B2B partnerships and how they can be harnessed to achieve your business goals.
Matt Shutt, Priceline
11:25 AM – 11:45 PM
Decoding Demand: Why 2025 Could be the Most Dynamic Year on Record Kon Tiki Ballroom
We’ll explore the external forces shaping demand and how the hotel industry can and should adapt. Using real-world examples and data, we will dive into the need for hotels to rethink their distribution strategies and embrace a more unified approach to intelligence and revenue optimisation in response.
We’ll explore the external forces shaping demand and how the hotel industry can and should adapt. Using real-world examples and data, we will dive into the need for hotels to rethink their distribution strategies and embrace a more unified approach to intelligence and revenue optimisation in response.
James Bishop, SiteMinder; Paul Anthony, HBX Group
11:45 AM – 12:25 AM
Evolving Landscape of Corporate Travel: Strategies for Success Kon Tiki Ballroom
The objective of this session is to examine the evolving landscape of corporate travel, explore major challenges, and share strategies for overcoming them. We plan to focus on areas such as inventory sourcing, providing relevant and structured content, using loyalty as a pillar of personalization, and addressing payment challenges. This session aims to foster a collaborative dialogue that emphasizes the importance of working together as key stakeholders in the business travel ecosystem.
The objective of this session is to examine the evolving landscape of corporate travel, explore major challenges, and share strategies for overcoming them. We plan to focus on areas such as inventory sourcing, providing relevant and structured content, using loyalty as a pillar of personalization, and addressing payment challenges. This session aims to foster a collaborative dialogue that emphasizes the importance of working together as key stakeholders in the business travel ecosystem.
Sophie Hulgard, Accor; Bryan Bachrad, Navan; Louis Bouchayer, Concur; Simon Fishman, American Express Global Business Travel; Ryan Pierce, Salesforce
12:25 PM – 12:30 PM
Closing Remarks Kon Tiki Ballroom
Chris Murdock, HEDNA President
12:30 PM – 2:00 PM
Lunch Beach North Lawn