Michaela Papenhoff founded h2c GmbH in 2001. Building on over 20 years of hospitality experience, including front desk, reservations, sales development and public relations at international hotels chains, Michaela early recognized the initial stage of electronic distribution and the great potential of global marketing. In her former function as director of e-distribution and e-marketing at a leading European voluntary hotel chain with more than 200 member hotels, Michaela implemented the company’s first central reservation system and was accountable for all properties’ revenues via electronic channels. Concurrently, she set up a CRS specialists team which trained all associated hotels, thus providing an on-demand knowledge pool. By completing her international executive M.B.A. at the Rotterdam School of Management/Erasmus University she gained multiple skills in marketing, finance, leadership development and change management; her industry insight initially began with a professional hospitality education program.