Video | IBE (Internet Booking Engines) & Direct Distribution in Hospitality

This video provides a concise overview of what to know, to consider and look at when selecting, implementing and working with an Internet Booking Engine to drive direct distribution and maximise conversion.

Michaela Papenhoff, Managing Director at h2c GmbH and Sébastien Leitner, Vice President Strategic Partnerships at Cloudbeds and current President at HEDNA joined André Baljeu and share insights on the following questions:

• How does an Online Booking Engine (IBE)work? 
• What are the challenges the hospitality industry is facing in terms of direct distribution?
• What integrations are needed for modern IBEs?
• What functionalities should IBEs offer on both mobile and desktop? How important are personalisation and customisation functionalities?
• The role of Artificial Intelligence (AI) during the booking process and what's the status quo?
• How can hotels and accommodation providers increase conversion of their brand.com booking engine?
• What are the most important functionalities and aspects to consider when selecting and implementing a competitive, and state-of-the-art IBE?
• What is important in terms of content strategy; connectivity, guest loyalty and payments?
• What are third-party-distribution players, such as OTAs (Online Travel Agencies) better in terms of their booking engines?

Michaela Papenhoff, Managing Director and Founder at h2c GmbH

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Michaela’s background is hotel business. She joined mega-chains such as Accor, Hilton, and Ramada before deciding to work for a European voluntary hotel chain from 1991 – 2000. There she took full responsibility for the companies’ distribution strategy. In 2001, Michaela founded h2c, a privately-owned hospitality services company with clients worldwide, mainly in Europe and the Middle East. Michaela has in-depth knowledge of hospitality distribution strategies and technologies. With her company h2c, she provides professional services for hotel chains and independent hotels who want to optimize their direct and indirect sales channels and better understand the hotel technology landscape. H2c launched CONTtest a few years ago, a central database that helps hoteliers distribute their static content to third-party websites such as OTAs, Metas, Review Sites, etc. Additionally, Michaela and her team assist hotel chains in finding suitable technology partners. H2c conducts in-depth research studies and system benchmarks.

Connect with Michaela on LinkedIn.

Sebastien Leitner, Vice President Strategic Partnerships at Cloudbeds and President at HEDNA (Hotel Electronic Distribution Network Association)

Sébastien heads up global partnerships and industry relations. Sébastien's team partners with solution providers, guest experience and engagement tools, distribution partners, and new technologies that enhance the guest stay. His team also oversees Cloudbeds' public relations with industry partners and associations.

Before his role at Cloudbeds, Sébastien worked at Expedia in various roles managing lodging connectivity for independent and chain hotels and vacation rentals. After studying Hotel Management and Business Administration in Germany, Sébastien started his career in hospitality, working for Le Meridien Hotels and Swissotel.

Sébastien has been a board member of HEDNA since January 2014. He is currently serving as President for HEDNA. Sébastien speaks English, German, and French. He is based in Montreal, Canada, where he lives with his family.

Connect with Sebastien on LinkedIn.

Cloudbeds is a Founding Member of techtalk.travel.

Also, find these editorial content elements on IBE & Direct Distribution:

• ARTICLE l IBE - Your most important distribution channel, written by Sébastien Leitner from Cloudbeds
• PODCAST l Tune in to this episode discussing Online Booking Engines in Hospitality, with Michaela Papenhoff from h2c and Sébastien Leitner from Cloudbeds
• INFOGRAPHIC l Internet Booking Engine Features and Connectivity

Other techtalk.travel editorials about Hotel Distribution:

• OTAs - The Uncomfortable Truth (August 2019)
• Google's Influence on Travel (June 2019 and November 2020)
• Payments in Hospitality (March 2020)

Find all techtalk.travel editorials here.