A Chat with Caroline Hudack, CMO at Travel Tech Start-Up: Impala

At Impala we use technology to reimagine travel infrastructure. Innovating and disrupting the sector at record pace, Impala builds a direct link between hotels and room sellers so that they can work together directly in an approach we are calling ‘Open Distribution’.This helps break down the legacy barriers of old technology, slow integration, high costs and poor content.

Enabled by modern API infrastructure, hotels can quickly gain access to new markets, to attract more of the guests that work for their properties whilst room sellers can access the technology and inventory they need to build new, differentiated products. Both sides can work with each other, without anybody getting in the way – allowing them to keep more of the revenue they earn.

The technology is driving a wave of travel innovation, with a new generation of travel start-ups coming to market, enabling hoteliers to connect with new target groups – such as remote workers.

What do you think makes Impala unique?

We are shaking up a space that hasn’t changed for decades, bringing together talent from across travel and technology to form a unique perspective on what needs to change, and how to change it.

Our team comprises a variety of specialists with experience of building new platforms that disrupt existing markets. Previously I helped to develop the Airbnb offering as part of its executive leadership team (EMEA) leading award-winning campaigns and partnerships that had significant commercial impact.

I also joined the ranks of Facebook as the fifth member of its product marketing team, launching News Feed, video and trending, helping to disrupt the social media landscape.

We are proud to be able to share a new way forward for the travel industry and help to shape its future in the digital world.


How has the company evolved over the last couple of years?

We have been laser focused on re-inventing travel’s infrastructure, however our approach and timeline has undoubtedly had to be adjusted due to the pandemic. Since 2019 our rationale has been that hotels need bookings and room sellers need easier access to room inventory, we have therefore re-prioritised our approach.

As a result, we have brought our core booking platform to the market, helping the hotel industry respond far more effectively and dynamically to the changing world and travel landscape. To date this has been very successful for us and we are excited to see what the future holds for the travel industry.

What can we hope to see from Impala in the future?

We want to see the whole travel industry adopt a much more effective infrastructure. At the moment, we are seeing big and small players move into the room selling game and we want to be the core infrastructure powering them.

Impala will make new and exciting experiences possible for hotels, room sellers and most importantly, travellers.