Led by Fiona Lee, Wen Yong, and special guest Andrea Lofton (American Express GBT), this session focuses on the importance of maximizing relationships with Travel Management Companies (TMCs) to enhance market share and visibility. The discussion will cover practical approaches for optimizing hotel positioning within Global Distribution Systems (GDS) and self-booking tools, which can lead to improved conversion rates and reduced leakage to Online Travel Agencies (OTAs). Participants will explore best practices for leveraging TMC partnerships, positioning hotels within competitive sets, and expanding booking capabilities in developing markets, with an emphasis on Small to Medium Enterprises. The Strategic TMC Partner will contribute additional insights and proven strategies for achieving greater visibility and securing better outcomes through booking platforms.