September 6, 2018

Just Back From: Edinburgh, Scotland

By Peter Seidenberg, CEO

It’s quirky, it’s old, and it’s one of Europe’s most beautiful cities. Set on rocky hills overlooking the sea, Edinburgh is a city of history and high culture. HEBS Digital CEO, Pete Seidenberg, explored the Scottish capital and surrounding countryside. Here’s what he discovered.


What did you like most about Edinburgh?

I loved the old-world charm of the city. With medieval touches all around, like the imposing Edinburgh Castle overlooking the city, it’s hard not to be blown away.


Where would you take a first-timer in this city?

I would take them to Edinburgh Castle. This historic fortress was first built in the Iron Age and is one of Scotland’s most popular attractions. It’s set high above the city and boasts some pretty incredible views.


What is one thing that a first-timer can’t miss?

The Scottish Highlands. First timers absolutely have to rent a car, at least for a day, and make the 2- or 3-hour drive — be careful, they drive on the opposite side of the road.


What was your favorite dish?

I’ll admit, I didn’t have the courage to try haggis — the traditional Scottish dish made from sheep’s stomach and a variety of other things. My favorite dish was the UK classic — fish and chips.


Tell us about the locals.

The Scottish can drink! And with that, they like to have fun. There’s never a dull moment at the pub, surrounded by the locals.


Name something in Edinburgh that you wish you had at home.

I wish we had more big groups of crazy football (soccer) fans. The World Cup was happening while I was there and it was amazing how everyone got so into the games.


What are five words that describe this city?

Historic, castle, Potter (as in Harry Potter), cobblestone, and cashmere.

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About HEBS Digital:

Founded in 2001, the firm is headquartered in New York City and has global offices in Las Vegas, Tallinn, Munich, and Asia-Pacific. Through its Smart Guest Acquisition Suite, including the smartCMS®, Smart Personalization Engine, Smart Data Marketing, and full-service digital consulting and marketing solutions, HEBS Digital helps hoteliers drastically boost direct bookings, lower distribution costs, and increase the lifetime value of guests. Its diverse client portfolio consists of top-tier luxury and boutique hotel chains, independent hotels, resorts and casinos, franchised properties and hotel management companies, convention centers, spas, restaurants, DMO and tourist offices.

Part of NextGuest Technologies, HEBS Digital and Serenata CRM, the most comprehensive Hotel CRM Suite today, are the creators of the hospitality industry’s first Fully-Integrated Guest Engagement & Acquisition Platform.

Contact HEBS Digital’s consultants at 1 (800) 649-5076 (North America), +64 (0) 9 889 8489 (Asia Pacific) or


Editorial Contact:

Garrick Lee
Marketing Manager, HEBS Digital
Phone: (212) 752-9425