Max Starkov is President & CEO, HeBS Digital in New York City. Max is a published author and recognized "thought leader" in Internet marketing strategies in hospitality. Max has spent 30 years - his entire professional career - in hospitality and travel. He has an extensive Internet marketing and online distribution experience. He co-founded and served as CEO of three E-Commerce travel companies: Travelbreak.com 1995-2000 (direct supplier-to-consumer online travel marketplace), WhaleMedia.com 2000-2001(Winner of Microsoft’s RAD Award for hotel online booking systems), and HeBS Digital (since 2001). Max received the most prestigious industry award, the HSMAI “Top 25 Most Extraordinary Minds in Sales and Marketing” in 2008. Since 2010 Max has served on the HSMAI Digital Marketing Council, the highest hotel internet marketing authority in the country, commissioned to monitor and educate HSMAI members about the emerging trends and innovations happening in hotel digital marketing universe. Max has an MS in Economics of International Tourism & Hospitality and an MBA degree, Beta Gamma Sigma Honors, from Fordham University in New York.