Max Starkov

About Max Starkov

Max Starkov is President & CEO of HeBS Digital, the hospitality industry’s leading digital technology, full-service marketing and direct online channel consulting firm. Max is a recognized “thought leader” in Internet marketing strategies in hospitality and is a frequent guest speaker and presenter at industry events and conferences.

Max received the prestigious HSMAI “Top 25 Most Extraordinary Minds in Sales and Marketing” honor for 2008.”

 Max has spent his entire professional career in hospitality and travel. He has an extensive Internet marketing experience. He co-founded and served as CEO of three eBusiness companies: 1995-1999 (#3 in traffic after Priceline), 1999-2001(Winner of the coveted Microsoft RAD Award for hotel online booking systems), and HeBS (since 2001). Under Max’s leadership, HeBS Digital has pioneered many of the “best practices” in hotel Internet marketing and direct online distribution, and has won many prestigious awards for its groundbreaking website design and Internet marketing campaigns.

 Max served for two years 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 written numerous reports, industry research, and published articles in major travel and hospitality publications. Max has an MS in Economics of International Tourism and an MBA degree, Beta Gamma Sigma Honors, from Fordham University in New York.

Specialties: hotel digital technology, hotel digital marketing, direct online channel consulting in hospitality, hotel internet marketing, hotel website design, SEO, SEM, social media, mobile marketing

Recent Articles by Max Starkov

The Impact of AirBnb on Hotels and Hospitality Industry

How can hoteliers win the booking war with Airbnb?

OTA On Apr 15, 2021  By  0

Let’s face it, there is a real “booking war” going on between hotels and Airbnb for every guest and every roomnight. Airbnb may have won Read More

RYH- Hotel PMS

The Property Management System (PMS) of the future is already here

Tech On Feb 20, 2021  By  0

Today’s Property Management System (PMS) is the hotel ‘s command center for rooms and F&B management, sales and catering, distribution, availability, pricing, reservations, guest interactions, Read More

How to convert calls, lower distribution costs

Hotel Distribution Cost: The Only Cost Driver That Can Save Your Property’s Bottom Line in 2017

Revenue Management On Oct 27, 2016  By  0

At the recent Lodging Conference in Phoenix, AZ both STR and CBRE projected a rather bleak picture of where the industry is heading in 2017: Read More

Book on Google and Book on Tripadvisor

Why “Book on Google” and “Book on TripAdvisor” Will Be a Nightmare for the Hospitality Industry

OTA On Oct 6, 2015  By  0

Background Following the lead of, which has turned itself into a meta-OTA-type of a service for quite some time now, TripAdvisor rolled out their Read More

Dynamic content

How Dynamic Content Personalization Maximizes Website Revenues and Increases Customer Loyalty.

SEO On Oct 14, 2014  By  0

Traditionally, hotel websites have served the same content to all site visitors regardless of their preferences, demographics, and even geographic location; Every website visitor is Read More

Desktop to mobile shift

Desktop to mobile shift continues to transform hotel bookings

Reservation On May 2, 2014  By  0

The results from Q1 of 2014 demonstrate a tremendous and continuous shift in hotel bookings and customer engagements from desktop to mobile and tablet devices. Read More


Four ways that meta-search can help hotels take on the OTAs

SEO On Apr 16, 2014  By  0

Meta-search is maturing and has a huge impact on how consumers purchase travel today. It should also have a big impact on how hotels market and Read More

meta search

Meta Search Marketing: The New Revenue Frontier in Hospitality

SEO On Aug 29, 2013  By  0

Background Meta search in travel and hospitality has been around since the early 2000s. One of the earliest examples was, now part of, Read More


A Call to Arms: How to Shift Market Share from the OTAs to the Hotel Website Part II

OTA On Apr 26, 2013  By  0

 Launch a Property-Wide “Book Direct” Action Plan Any dramatic shift in market share from the OTAs to the hotel website cannot succeed without a) developing Read More

Market Share

A Call to Arms: How to Shift Market Share from the OTAs to the Hotel Website Part I

OTA On Apr 18, 2013  By  0

This year, the hospitality industry is in for a lot of pain. OTA dependency continues to plague the hospitality industry, despite gains in the past Read More