# HEDNA returns to Lisbon in 2026 to talk global distribution

Canonical-URL: https://hoteltech.news/digest/hedna-2026-global-distribution-lisbon
Text-Version: https://hoteltech.news/digest/hedna-2026-global-distribution-lisbon.txt
Markdown-Version: https://hoteltech.news/digest/hedna-2026-global-distribution-lisbon.md
Language: en
Published: 2026-07-31T16:47:49.481Z
Modified: 2026-07-31T16:47:49.481Z
Author: Joan Sanz
Topics: Revenue & Distribution
Summary: HEDNA confirms its 2026 Global Distribution Conference in Lisbon, September 15 to 17, with AI, direct booking and OTAs on the agenda.

## Article

HEDNA has announced that its 2026 Global Distribution Conference returns to Lisbon from September 15 to 17, according to [Hospitality Net](https://www.hospitalitynet.org/news/4133760/hedna-brings-the-global-distribution-conversation-back-to-lisbon-portugal-september-1517-2026). 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.

## Sources

- Hospitality Net: https://www.hospitalitynet.org/news/4133760/hedna-brings-the-global-distribution-conversation-back-to-lisbon-portugal-september-1517-2026

## Citation

HEDNA returns to Lisbon in 2026 to talk global distribution. Hotel Tech News. 2026-07-31. https://hoteltech.news/digest/hedna-2026-global-distribution-lisbon