🔁 RFPs aren’t broken.
What’s broken is how we expect them to work.
Really proud of how successful the “RFP Process Reinvented” business travel workshop was at HEDNA Orlando.
Huge thanks and congratulations to an outstanding panel:
👏 Nina Marcello (ALTOUR)
👏Kate Blythe (Accor)
👏 Annette Cumming (BTP Automation)
What made this session special wasn’t just the turnout — it was the quality of the conversation.
We didn’t debate whether RFPs should disappear.
Instead, we tackled the real issue: why so much effort still fails to translate into bookable, visible, compliant hotel content once the RFP is “won.”
The room aligned on a few powerful truths:
• RFPs still matter — but their role must evolve
• Negotiation isn’t the hard part — activation is
• Static sourcing models struggle in dynamic pricing environments
• Technology helps, but alignment matters more
Most importantly, the discussion stayed practical, honest, and collaborative — exactly what this industry needs right now.
This is why I love HEDNA: tough topics, real practitioners, no finger-pointing — just a shared desire to make business travel work better for buyers, hotels, and travelers alike.
Big thanks to everyone who joined, challenged assumptions, and leaned into the discussion.
This conversation is just getting started 👀
#HEDNA #BusinessTravel #HotelDistribution #CorporateTravel #RFP #TravelTech #ContentActivation