Loews Hollywood: 1755 N Highland Ave, Los Angeles, CA 90028

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HEDNA LA 2020 Agenda

3 days. 27 speakers. Millions of possibilities

Conference Schedule .

Plan your itinerary to maximize your time at HEDNA LA 2020. Schedule updates and speaker announcements are made in the months leading up to the conference.
Monday, January 27, 2020

Day 1: Education Monday

8:30 am - 6:30 pm

Registration open

9:15 am - 5:00 pm

HEDNA U, Working Group Sessions, Future Leaders of HEDNA and Innovation Labs

9:15 am - 10:45 am

HEDNA U 101: Introduction to Distribution

An introductory level discussion of basic components of hospitality distribution.

9:15 am - 10:45 am

HEDNA U 201: Distribution Marketing and Management

Distribution Marketing and Management: With all aspects of the guest journey, hoteliers and third party channels will need to assess the effectiveness of content delivery and channels. This session aims to provide a framework to assess assignment of resources.

9:15 am - 10:45 am

HEDNA U 205: Payments

Payments – With an impressive distribution strategy, a hotel could maximize all components of hospitality distribution but without the flexibility of guest payment types, the benefit of all other actions is diminished. This session looks at the current and changing payment landscape for both guest focused transactions as well as third party bookings

11:15 am - 12:45 pm

HEDNA U 102: Introduction to Distribution

An introductory level discussion of basic components of hospitality distribution.

11:15 am - 12:45 pm

HEDNA U 202: Guest Engagement Throughout

Guest Engagement Throughout: There are a series of critical steps in the guest journey. Understand how to better engage with the guest before, during and after the booking, including upselling, rate shopping, and measurement. This session looks at how hoteliers can best offer the right room at the right price at the right time, as well as how to upsell ancillary products, enhance the guest experience, encourage while on property and encourage repeat visits.

1:45 pm - 3:15 pm

HEDNA U 204: Emerging and Managing Markets

Emerging and Managing Markets – This session provides guidance to hoteliers on how to manage the various distribution channels in an effective manner to maximize profitability. The course looks at traditional as well as upstart distribution channels and provides insights as to their inclusion in strategic business development.

3:45 pm - 5:00 pm

HEDNA U 203: Revenue Management

Revenue Management – This session covers the importance of revenue management in the overall distribution landscape. Revenue management is the critical element that addresses the need for data driven occupancy and pricing forecasts to maximize revenue.

6:00 - 7:30 pm

Opening Reception at Loews

Following the engaging HEDNA U, working group and innovation lab sessions on Education Monday, we have more in store for you at HEDNA LA! Our opening reception on Monday, January 27 will be open-air on the pool at Loews Hollywood Hotel.

Tuesday, January 28, 2020

Day 2: Conference Kickoff

8:00 am - 5:45 pm

Registration open

9:00 am - 5:00 pm

Keynotes & Breakout Sessions

9:15 am - 10:00 am

Jan Freitag Keynote

Jan Freitag, Senior Vice President at STR and a recognized leader in lodging industry benchmarking services, will present the latest aggregated data and trends. In LA 2019 he told us the future looked “OK, not great”. Find out what really happened, and what he sees for 2020 and beyond?

9:15 am - 10:00 am

Keith Ferrazzi Keynote

Keith Ferrazzi, a New York Times #1 best-selling author of Who’s Got Your Back and Never Eat Alone, as well as a frequent contributor to Harvard Business Review, Forbes, Fortune and many other leading publications, will be the Tuesday morning keynote speaker. Keith is recognized as a global thought leader in relational and collaborative sciences. As Chairman of Ferrazzi Greenlight and its Research Institute, he works to identify behaviors that block global organizations from reaching their goals and to transform them by coaching new behaviors that increase growth and shareholder value.

11:15 am - 11:45 am

Payments Track

Innovation in Hospitality Payments

Until recently, payments in the hospitality sector were fairly straight-forward. You showed up and paid in some sort of local currency at the property. With innovation in payments, we see all sorts of opportunities for improving the guest journey through payments. Chiara Quaia from MasterCard will share some of the exciting industry innovations.
Chiara Quaia – MasterCard

11:45 am - 12:15 pm

Payments Track

Unlocking the OPA – Right-sizing B2B Payments

The Open Payment Alliance has created a platform for the industry to enable more efficient B2B payments. In this session, we will look at the improvements and try to understand the disruption.
Mike Carlo – XanderPay
Moderator: Pascal Burg – Edgar, Dunn & Company

11:45 am - 12:15 pm

Distribution Track

Metasearch Trends: Why You Shouldn’t Ignore the Growth in Meta

As meta gears up to bypass Google Ads, learn the importance of multi meta distribution, what you should consider when it comes to content optimization and how to play smarter with your meta strategy.
Pablo Delgado – Mirai

1:30 pm - 2:15 pm

Payments Track

Payments – The OTA Perspective

Traditional credit cards, online payment solutions like WeChat, Apple Pay and PayPal, and now in-app OTA wallets. What lessons can be learned from OTAs to drive conversions and make the industry even more efficient?
James Pierson – Airbnb
Henry Harteveldt – Atmosphere Research Group

1:30 pm - 2:15 pm

Distribution Track

Is Our Industry Fit Enough to Get ABS?

Everyone says they want “ABS”, but are they truly willing to work for it? Just like trying to regain the fitness of your youth, this session will investigate the right planning, tool sets, and guidance for Attribute-Based Shopping and will explore tough questions on whether or not this will ever become a reality.
Mike Chuma – iDeaS

2:15 pm - 3:00 pm

Payments Track

SCA – Now that we have some time…

The biggest challenge and opportunity to payments in the hotel industry is the SCA requirement of PSD2. This might sound like regulatory nonsense but it might just give us the opportunity to truly create the proper efficient payment ecosystem hoteliers need – but how do we do it in 15 months?
Jason Sweetman – Adyen
Eric Liebman – Ingenico
Moderator: Pascal Burg – Edgar, Dunn & Company

3:00 pm - 3:30 pm

Payments Track

Payments Working Group Roundtable

Join us for a roundtable discussion with co-chairs representing each of our HEDNA payments working groups.
Xavi Ginesta – Voxel Group

3:00 pm - 3:30 pm

Working Group Roundtables

3 Working Groups will be represented, and will rotate 2 x 15 min sessions to allow you to provide feedback and help us shape our projects in 2020.

4:00 pm - 5:00 pm

Fireside chat with Google

Rob Torres, Managing Director for Travel, at Google will help us pinpoint how we’ve arrived at where we are today in travel, and discuss his views on the upcoming trends in our industry.
Rob Torres – Google
Mike Carlo – XanderPay

7:00 - 10:00 pm

Offsite Evening Event

Our headline evening event will be at the famous Yamashiro Hollywood restaurant. Located just a half mile from the conference venue at the Loews, attendees will enjoy live music and cal-asian inspired dinner stations. Connect with HEDNA participants while enjoying the most sought-after Los Angeles skyline views and lush gardens. This will be an opportunity not to be missed!

Wednesday, January 29, 2020

Day 3: Conference Wrap-Up

8:00 am - 3:30 pm

Registration open

9:00 am - 3:30 pm

Keynotes & Panel presentations

9:13 am - 10:00 am

Michelle Poler Keynote

Michelle’s humorous and inspiring speaking style has been captivating audiences across the globe. With authentic storytelling, engaging visuals and her 100 days without fear experience, Michelle will show you how to challenge your comfort zone and tap into your full potential.

1:50 pm - 2:42 pm

Evolving business models in the hotel industry: A deep dive into the alternative accommodations sector

Jordan Hollander will be joined by industry leaders to discuss the impact of Short Term Rentals on lodging. Are Short Term Rentals driving tech innovation in our industry? How have they adjusted to evolving guest expectations? And what have been the economic implications with the growth of STRs?
Jordan Hollander

3:30 pm

Conference Concludes

Speakers Include .

Jan Freitag will be the opening keynote speaker on Tuesday morning to kick off the HEDNA LA 2020 Conference. Jan will share industry insights with us – what are the biggest trends and data points for hospitality in 2020?

A New York Times #1 best-selling author of Who’s Got Your Back and Never Eat Alone, and frequent contributor to Harvard Business Review, Forbes, Fortune and many other publications, will be the Tuesday morning keynote speaker.

Michelle’s humorous and inspiring speaking style has been captivating audiences across the globe. With authentic storytelling, engaging visuals and her 100 Days Without Fear experience, Michelle will show you how to challenge your comfort zone to tap into your full potential.