Panelists speaking during the “Avoiding collisions in distribution’s fast lane” session said technology will have a profound impact on how hotels approach distribution going forward. Lew Harasymiw, director of distribution strategy and connectivity for InterContinental Hotels Group, said investment in distribution technology is critical for hotel companies like his. Arvind Bala, senior director of global distribution and channel management for Four Seasons Hotels and Resorts, said hotel distribution is clearly lacking in some areas. “There’s an endless wish list (for tech improvements),” he said. “We spend a lot of money on the top of the funnel, but content parity and syndication are weak for us as an industry. That is an area we look for the industry to solve and our partners to solve.” Get the full story at HNN Read also "How AI will make hotel distribution smarter"