Since the crack of dawn hundreds of hoteliers have been arriving in Amsterdam to join us for one of the biggest hospitality events of this summer - the Direct Booking Summit. Today, the participants were treated to insightful panel discussions and presentations on the hottest topics in the hospitality industry centring on Distribution, Marketing and Technology. The participants were welcomed by Charlie Osmond, Chief Tease of Triptease, who pointed out that personalization is the ultimate trend among hotels today. He asked gathered hoteliers whether they will be proactive or reactive in taking ownership of their own distribution, setting the mood for today's discussions. Later, he came back on the stage to speak about digital hotel experience, emphasising once again to delegates that hoteliers need to be thinking about the guest experience from the very first search all the way through to post-stay.