hoteltech.news July 31, 2026
Revenue & DistributionPublished July 31, 20261 min read

HEDNA returns to Lisbon in 2026 to talk global distribution

JSBy Joan SanzCurated by Joan Sanz. · July 31, 2026 · Follow on LinkedIn
Voice reading · ~1 min

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 bookingDirect bookingA direct booking is one the guest makes through the hotel's own channels, with no middleman. It saves the OTA commission and gives the hotel the guest data to build loyalty. Winning direct is one of the industry's big... strategy, content standards and the evolving role of OTAsOTAAn online travel agency is a channel that sells accommodation and travel online in exchange for a commission. Booking.com and Expedia are the biggest. They bring volume and visibility, but charge commissions that eat... and B2B intermediaries.

My reading is that these topics are no longer futuristic. They are today's problems.

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.

Quick questions

When is HEDNA's 2026 conference?
September 15 to 17, 2026, in Lisbon, Portugal. It is the Global Distribution Conference for the hotel distribution and travel tech ecosystem.
Where does HEDNA hold its Global Distribution Conference?
In Lisbon, Portugal. The event brings the distribution conversation back to the city around OTAs, B2B intermediaries, content standards and direct booking.
What topics are on the agenda at HEDNA 2026?
AI search disruption, direct booking strategy, content standards and the evolving role of OTAs and B2B intermediaries.
Why should a hotelier care about this HEDNA edition?
Because it turns industry buzz into practical questions, like how guests discover hotels with AI and how to strengthen direct sales.
What role do OTAs play in the HEDNA 2026 agenda?
They are a main topic, along with B2B intermediaries. The conference wants to understand how their role evolves as direct booking and AI search grow.

Was this article useful?

Enjoyed this? Share Hotel Tech News

X LinkedIn WhatsApp

The daily brief

The hotel tech brief, in your inbox

PMS, revenue, distribution, AI and travel tech startups. One sharp email a day. Free.

The brief hoteliers who buy technology read every morning.

Editorial content by Hotel Tech News. It may contain errors. Verify anything important with the original source.

This article may mention third-party products, companies or services for informational purposes. Hotel Tech News does not endorse them and is not responsible for them or for what they offer. Editorial content curated by the Hotel Tech News team.

← Back to Hotel Tech News

Hotel Tech News is an independent digest. It is not the official site of any brand mentioned. Content is editorial and curated, and may contain errors. Verify anything important with the original source. This is not financial, legal or investment advice. Some links or blocks may be sponsored or affiliate. Trademarks belong to their owners. You can unsubscribe at any time with one click, and you can request access or deletion of your data at hoteltech.news/contact.

⚙ Admin