We sat down for an interview with Isabell, who recently got promoted to Head of Distribution, Data & Payment Solutions at MEININGER Hotels. She talks about her career path, her passion for the hospitality industry, and how she’s shaping the future of hotel distribution both at MEININGER Hotels & as Chair of the HSMA Distribution Expert Circle.
Isabell, you’ve been with MEININGER Hotels for almost 14 years, wow! How did your journey start?
I started at MEININGER Hotels in 2011 as a hotel and tourism trainee. Back then, we had just six hotels and a small office at Gleisdreieck. I was drawn in by the friendly team, the start-up vibe, and the product itself. After training, I moved from Customer Care to Group Sales, then began a dual study program supported by MEININGER Hotels, rotating between university and different departments. After earning my bachelor’s degree, I joined the Revenue team and quickly discovered my passion for distribution. When Steffi offered me the role of Distribution Coordinator, I jumped at the chance; and now, almost eight years later, I’m proud to lead as Head of Distribution, Data & Payment Solutions.
What first sparked your interest in hospitality? And what made MEININGER Hotels the right fit for you?
Funny enough, MEININGER Hotels was the only interview I had in this industry. I was curious to see what happens behind the scenes in a hotel, how everything connects. I’ve always loved traveling and checking out different types of accommodation, so it was exciting to see a new hotel/hostel hybrid grow and expand into new markets. I also liked that I’d get to explore different departments and figure out where I could see myself long-term.
You worked in several departments during your apprenticeship and dual studies! What stuck with you from that time? Was there someone who inspired you along the way?
The biggest thing I learned is that you never stop learning. Working across departments showed me how every role matters and how interconnected everything is. It really helped me develop empathy, patience, and a more holistic view of the company. I also learned how to speak up, share my ideas, voice my needs, and contribute to the company’s bigger vision.
There were many people who inspired me, but I stayed in Revenue and close to Steffi for a reason 😊. We’ve known each other for years and have seen each other grow. Steffi’s a great example of leadership; empathetic, but direct when needed. That really inspired me, especially when I started taking on team responsibilities myself.
Eight years in Revenue & Distribution, that’s impressive! What made you realize this was your niche? Any “aha” moments?
I immediately liked the mix of technical work and partner contact, especially working with online channels. It was exciting to help shape the distribution landscape from scratch, since many of those tasks used to sit with the revenue managers. I love building systems, developing reports, and negotiating agreements.
Plus, every day is different. The online world keeps evolving, so there’s always something new to learn or explore. A big “aha” moment was when Steffi introduced me to the HSMA community. Connecting with others who are just as passionate made the work even more enjoyable!
You’ve helped shape the Distribution team over the years. How would you explain your job to a 6-year-old? And what’s got you excited about the future?
Let me give it a try! 😀 I would say something like this: I put our hotels on the internet so your family can book a room for your next holiday. I make sure their reservation gets to us so everything’s ready when you arrive. Then, I look at lots of numbers to see where guests are booking from and how we can get even more people to stay with us.
As for the future, I’m really excited about how we’re growing. We’ve already made big progress with tools and automation, but there’s still so much potential and I’m happy to be part of that. And I’m especially thrilled about new openings. Edinburgh has been on my wish list for over 10 years, so I’m beyond excited it’s finally happening!
You’re also active beyond MEININGER Hotels, as Chair of the HSMA Distribution Expert Circle and a frequent speaker. How did that journey start? (And for those who don’t know: what’s HSMA?)
HSMA stands for Hotel Sales and Marketing Association. It’s a network of over 1,600 members from hotels, tech companies, and consultants. The goal is to connect people in the industry, share knowledge, stay up to date on trends, and support learning across different areas. There are nine volunteer-led expert circles, covering topics like Revenue, Distribution, E-commerce, Marketing, Technology, HR, and more.
Steffi introduced me to HSMA; she was already part of the Revenue expert circle. We went to a networking event, and that’s where I got invited to join the Distribution circle. Later, I started speaking at events on distribution and payment topics. Since last year, I’ve had the honor of chairing the Distribution circle, working with a group of amazing, smart people. It’s a lot of fun and we even publish articles together to share our knowledge with a broader community.
How do your roles at MEININGER Hotels & HSMA differ, and where do they overlap? Can you apply insights from one to the other?
My focus is always on MEININGER Hotels’ goals and strategy. I can’t share internal data or plans publicly. At HSMA, we take a neutral, industry-wide view by discussing tools, trends, and best practices to support others in the field.
The roles overlap when major changes affect the whole industry like during COVID or when big OTAs face new regulations. In those moments, HSMA becomes a great space to exchange ideas and support each other. Even though we’re competitors day to day, behind the scenes we’re like one big community. And I really love that.
For colleagues curious about networking or joining industry associations: what’s your advice?
MEININGER Hotels is an HSMA member, so if you’re ever interested in joining an event, just reach out I’m happy to connect you. Steffi and Silvia (our Sustainability Manager) are also actively involved, so you’ve got a few familiar faces already 😊. My advice? Don’t be shy, just go for it! There’s always someone you’ll know, and it’s a great way to learn, exchange ideas, and grow your network.
As a hospitality pro, is it hard to switch off that mindset when you travel, or do you find yourself observing everything?
People say hospitality folks make the worst guests haha and there’s some truth to that! I do catch myself asking about their systems or noticing how things are run, just out of curiosity. But overall, I’m pretty relaxed when I travel. I try not to compare and just enjoy the experience for what it is.
What keeps you motivated after so many years at MEININGER Hotels and what still excites you about hospitality?
It’s never boring! Just as you wrap up one project, the next one’s already waiting and it always brings something new to learn or explore. I’m not someone who likes to stand still, so the constant movement in this industry—and at MEININGER Hotels—is a perfect fit for me 😊. And honestly, it’s the people! Great colleagues and partners make all the difference. Without them, it just wouldn’t be as fun.
If you could swap jobs for a day, what would you do and why?
I’d be a lawyer! I’ve always been fascinated by how you can argue and interpret written regulations. In my role, I deal with contracts often, so I really admire our legal colleagues and how smoothly they handle tough conversations. Outside MEININGER Hotels, I’d love to spend a day at the IHA (International Hotel Association). They do amazing work negotiating EU-wide regulations with major players like Booking.com and Google. Maybe I’ll intern there one day, just for fun! 😊
Thanks for sharing your insights, Isabell!
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