Max Starkov is Founder & Director, and until recently, President & CEO, HEBS Digital (www.HeBSDigital.com). Max has spent 30 plus years - his entire professional career - in hospitality and travel, focusing on online distribution and marketing technology and consulting. He has an extensive digital strategy experience, hotel online distribution, digital marketing and hotel tech experience. Max is a published author and recognized "thought leader" in digital technology and marketing strategies, online distribution and CRM in hospitality and travel. For over 20 years now, Max has consulted Wall Street and investment bankers and analysts on the online travel marketplace, hospitality industry, online travel agencies like Booking Holdings, Expedia, TripAdvisor; travel initiatives by Google, Facebook, Amazon, etc. Max is a an online travel expert consultant with the major expert knowledge networks such as Coleman Research, Guidepoint Global, GLG, Ridgetop Research, etc. Max co-founded and served as CEO of three internet travel startups: 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" and served on the HSMAI Digital Marketing Council For 12 years Max was an adjunct professor, graduate courses, on hospitality digital marketing, online distribution and CRM at New York University's Tisch Center for Hospitality and Tourism Studies. Max has an MS in Economics of International Tourism & Hospitality and an MBA degree, Beta Gamma Sigma Honors, from Fordham University in New York. Founded in 2001, HEBS Digital is headquartered in New York City and has global offices in Las Vegas, Europe, and Asia Pacific. Through its Smart Guest Acquisition Suite, including the smartCMS(R), Smart Personalization Engine, Smart Data Marketing, and full-stack digital technology, consulting and marketing solutions, HEBS Digital helps hoteliers drastically boost direct bookings, lower distribution costs, and increase lifetime value of guests. Part of NextGuest Technologies, HEBS Digital and Serenata CRM, the most comprehensive Hotel CRM Suite today, are the creators of the hospitality industry's first fully-Integrated Guest Acquisition, Engagement and Retention Platform. HEBS Digital's technology, website design and digital marketing services have won more than 500 prestigious industry awards, including World Travel Awards, HSMAI Platinum Adrian Awards, Stevie Awards (American Business Awards), Travel Weekly's Magellan Awards, and more.