The Hotel Electronic Distribution Networking Association (HEDNA) has announced that it will host its Global Distribution Conference in Lisbon, Portugal, from September 15 through September 17, 2026. This recurring industry event serves as a central hub for professionals looking to navigate the complexities of modern travel technology and distribution strategies.

According to Hospitality Net, the upcoming conference will prioritize high-stakes industry discussions, including the impact of AI-driven search capabilities on traditional booking funnels. The agenda is expected to address how hotel brands can protect direct booking margins while managing the evolving roles of Online Travel Agencies (OTAs) and B2B intermediaries. Furthermore, delegates will delve into the critical need for unified content standards, which remain a significant hurdle in seamless distribution. By returning to Lisbon, HEDNA aims to provide a collaborative space for stakeholders to address the friction points caused by rapid technological shifts in the digital travel landscape.