HEDNA (Hotel Electronic Distribution Network Association) is a not-for-profit trade association whose worldwide membership includes executives and managers from the most influential companies in the hospitality industry. Founded in 1991, HEDNA's mission is to be the leading global forum for advancing hospitality distribution through collaboration and knowledge sharing. Its vision calls for HEDNA to be known for creating an environment that fosters strategic collaboration toward business development in the global hospitality industry. For more, visit www.HEDNA.org.

In her keynote address, How to Engage with Tomorrow's Customer, Kate Ancketill, CEO of the UK's most influential trends and strategy consultancy GDR Creative Intelligence, connects the dots of the big picture impacting Western consumers.

Kate explores how economies are increasingly dominated by ecosystems, platforms, and marketplaces. She looks at the implications of a fragmenting middle class, and how exponential technologies are driving rapid change in consumer expectations.