Marketing

Hospitality distribution is complex, and for many professionals, especially those growing into leadership roles, finding the confidence to speak up can take time. Knowing what to say and how much to explain is not always straightforward. Lauren Cannon, Senior Director of Product Management at Expedia, speaks about building clarity, confidence, and influence in hospitality distribution, and why this starts with focusing on the problem rather than trying to have every answer. Please note: This written interview is based on episode 5 of the Hospitality Distribution Chats podcast. The content has been edited for readability. Watch the full episode here. Finding a path into distribution Natalie Kimball: How did you get started in hospitality distribution? Lauren Cannon: I didn’t plan to work in distribution or technology. Early in my career, I joined an ownership group building a hotel from the ground up, literally, starting with a hole in the ground and a very small team. With no dedicated technology team, someone had to figure out systems and connectivity. Despite having no technical background, I decided to step in and learn. Through a lot of trial and error, we implemented the systems that supported the hotel, spa, and restaurant. This was around 2006–2007, when connectivity was still evolving. The experience gave me a unique perspective, combining hands-on technology learning with a deep understanding of hotel operations—two perspectives I still rely on today. Creating your own opportunities NK: Many people want to move into more technical or product roles. How should they think about that transition? Lauren Cannon: There isn’t a single path into these roles. It often comes down to timing, but that doesn’t mean you have to wait for opportunities to appear. You can create them by being curious and stepping into areas that aren’t clearly defined. That’s where most of the learning happens. Mentorship is also important, but I don’t think of it as one person. I’ve learned from many people along the way, picking up different perspectives and approaches. Over time, that helps you build your own way of thinking and communicating. Communicating with confidence in complex environments NK: In this industry, we often walk into rooms with senior leaders or stakeholders, and someone may put you on the spot and ask, “Can we do this?” or “Can we actually solve this?” How do you navigate that moment? Lauren Cannon: The first thing I try to understand is what problem is actually being asked. If someone is asking, “Can we deliver on X?” or “Can we make the traveler experience better?” or “Can we make a hotelier’s life easier?” then the answer is not always to start with the technical explanation. The answer starts with understanding the problem, the options on the table, and what we would recommend. If I know the answer, I will try to make it crisp, especially for a senior leadership audience. If I do not know, I will say something like, “Here is what we are trying to solve. Here is how I understand

💳 Visa, with 4.4 billion cardholders, enters hotel distribution, enabling direct hotel bookings using card credentials. Hotels face booking friction, with direct rates stuck at 5-15%, while digital wallets double mobile bookings. 38% of hoteliers cite integration as a key tech challenge. Cross-departmental training cuts turnover by 45%, offering 2.5x ROI in 18 months. Langham Hospitality saves food waste across five markets; Hyatt sees demand from destination weddings. New hotels open in Charleston, Plano, and near Yellowstone.

🏨 Hotel Moment podcast features Lydia Bates, Director of Sales and Marketing at Dream Inn Santa Cruz, discussing the hotel’s emphasis on human-led hospitality. The Dream Inn in Santa Cruz, California, built in the 1960s, offers 165 rooms with ocean views, leveraging storytelling and personalization to boost guest loyalty. The hotel uses pre-arrival communications and local expertise to enhance guest experiences and convert OTA visitors into direct bookers. Creative campaigns like “Ride Out the Storm” address seasonal demand fluctuations.

💻 DerbySoft and Travelodge, July 2026, announced a partnership to enhance Travelodge's direct distribution. Travelodge, with over 47,000 rooms across 630+ hotels in the UK, Ireland, and Spain, will utilize DerbySoft's platform to connect with travel management companies and corporate booking channels. The collaboration aims to streamline booking and payment processes, enhance operational efficiency, and improve access for business travelers. Nick Jacobs and Duane Overgaard emphasize the expansion of reach and seamless booking experiences.

📈 Accor and H World Group are linking their loyalty programs and booking platforms, impacting 430 million members across China, Europe, and the Middle East. Announced last week, the partnership initially involves around 240 hotels, with plans to expand across their entire portfolios. While this strategic alliance enhances accessibility, the success will depend on actual bookings through these platforms. Jean-Jacques Morin and Jihong He foresee significant growth from this collaboration.

🏨 2026, Expedia reports that 80% of travelers use an OTA during their booking journey, despite often finalizing elsewhere. Direct booking proves more profitable with acquisition costs 5 to 8 times lower than OTA commissions, typically 15-25%. The critical moment occurs when travelers shift from OTAs to hotel websites, where missing information or technical issues risk losing them back to familiar OTAs. Understanding traveler profiles is crucial for optimizing hotel website conversions.