Direct Booking Summit 2026 arrives in Mexico City on May 12 and 13
The international event lands for the first time in Latin America with a focus on direct channels and artificial intelligence training for hoteliers
The Direct Booking Summit 2026 will hold its 2026 edition on May 12 and 13 at The St. Regis Mexico City, marking its first time in Latin America after editions in Berlin, Dallas, Miami, New Orleans and London.
Unlike major industry trade shows, this event is designed exclusively for hoteliers—revenue managers, marketing directors, e-commerce teams, and sales leaders—with the goal of optimizing direct channel strategy, reducing reliance on OTAs, and improving profitability. The format prioritizes sessions based on real-world case studies and applicable frameworks.
Among the confirmed speakers is Karina Alarcon, Head of Search Product Partnerships for Latin America at Google, who will address the impact of Google Hotels and the evolution toward agent booking. Other industry leaders participating include Grupo Posadas, which will share its direct channel strategy across more than 200 hotels, and Highgate, which will present its metasearch model.
The program also includes the participation of executives and specialists such as Gary Hawkins, Hannan Zanzuri and Bernard Tan, who will analyze how independent hotels are achieving direct channel ratios of over 50%.
One of the key differentiators of this edition is the AI Training Sessions, a block of four practical sessions designed specifically for hotel teams. Each module will be repeated over the two days, allowing attendees to complete the program without overlap. The content includes visibility in AI-powered search engines—such as appearing in recommendations generated by conversational tools—report automation, mapping the artificial intelligence solutions ecosystem, and "vibe coding" applications for developing internal tools without requiring programming knowledge.
The event is organized by Triptease, a technology platform specializing in boosting the direct sales channel in the hotel industry. With an in-person format, limited capacity, and a "hoteliers first" focus, the event positions itself as a high-value strategic opportunity for professionals seeking to transform their distribution model.
The Direct Booking Summit 2026 will also be supported by sponsors such as Duetto, Paraty Tech, The Guestbook, Hovr, Curacity, Flexpay and Protect Group, consolidating an ecosystem focused on innovation and growth of the direct channel in the hotel industry.