HEDNA Brings the Global Distribution Conversation Back to Lisbon, Portugal, September 15–17, 2026
HEDNA's 2026 Global Distribution Conference returns to Lisbon on Sept 15–17, focusing on AI-driven search disruption, direct booking strategy, content standards, and the evolving role of OTAs and B2B intermediaries.
Photo by HEDNA
The Hotel Electronic Distribution Network Association (HEDNA) is excited to announce the return of its Global Distribution Conference, taking place September 15–17, 2026, at the renowned Altis Grand Hotel in Lisbon, Portugal. HEDNA’s flagship event brings together the professionals who shape how rooms are bought, sold and paid for. Over three days, hoteliers, technology providers, OTAs, GDSs, payment companies and consultants explore the future of hotel distribution, e-commerce and payments.
The 2026 program centers on what happens when discovery moves. As AI-driven search redraws the path to purchase, sessions examine what that shift means for direct bookings, content and data quality, intermediary relationships, and the legal and payment frameworks underneath it all.
Conference Highlights Include:
When Discovery Changes – A connected series on the zero-click guest, new discovery behavior, competing for direct bookings, and why travel keeps getting simpler for travelers and more complex for everyone else.
Legal Fireside: Pricing, Privacy & AI – The new rules reshaping global hospitality, with Bartholomäus Regenhardt and Jeremy Mahoney.
Content, Standards and Data Quality – When visibility depends on data quality, plus standards, best practices and staying relevant.
Power Brokers, Partners or Disruptors – A two-part look at the roles B2B intermediaries and OTAs now play.
Global Pulse – Demand shifts, consumer trends and what will shape the industry.
What Didn’t Work: Failed Experiments in Distribution – A candid look at what the industry has tried and left behind.
HEDNA U and Interactive Workshops – The in-person fundamentals of distribution course, plus opening-day workshops and hospitality suites.
Beyond the main stage, the HEDNA Lounge, welcome reception and evening networking events keep conversations going, putting the full distribution value chain in one room. Participants leave with concrete ideas to improve their distribution strategy and commercial performance.
Industry Leadership Perspective
“The pace of change in discovery has overtaken what any one company can solve for on its own. This is why distribution professionals have never been more important and is the reason we come together” said Lisa Murphy, HEDNA President. “In Lisbon, HEDNA is bringing the full value chain into one room to prepare for what's coming.”
Registration
For more information and to register for the conference, please visit hedna.org/hedna-lisbon-2026. For media inquiries or sponsorship opportunities, contact [email protected].
About HEDNA: HEDNA is dedicated to advancing hospitality distribution through collaboration and knowledge sharing. With a global membership, HEDNA provides a platform for the hospitality industry to develop and implement innovative solutions for distribution challenges.
About HEDNA
HEDNA (Hotel Electronic Distribution Network Association) is a not-for-profit trade association whose worldwide membership includes executives and managers from the most influential companies in the hospitality industry. Founded in 1991, HEDNA's mission is to be the leading global forum for advancing hospitality distribution through collaboration and knowledge sharing. Its vision calls for HEDNA to be known for creating an environment that fosters strategic collaboration toward business development in the global hospitality industry. For more, visit www.HEDNA.org or follow us on YouTube or LinkedIn for updates and additional content.
Media Contact
Leanne Lonardo
Executive Director [email protected] +1 443.640.1085