A process for endothermic conversion of a hydrocarbon feedstock, the process comprising: a) providing a reactor having a catalyst bed, the catalyst bed having an inlet section, a middle section and optionally an outlet section, wherein the inlet section of the catalyst bed has a first catalyst composition disposed therein, the first catalyst composition comprising a catalytic component optionally physically mixed with an inert component, the middle section of the catalyst bed has a second catalyst composition disposed therein, the second catalyst composition comprising a catalytic component physically mixed with a heat-generating component, and the outlet section, if present, of the catalyst bed having a third catalyst composition disposed therein, the third catalyst composition comprising a catalytic component optionally physically mixed with an inert component, wherein the middle section of the catalyst bed is in thermal communication with the inlet section of the catalyst bed and, if present, the outlet section of the catalyst bed; b) reducing the catalyst bed wherein the heat-generating component of the second catalytic composition generates heat that passes into the first catalyst composition and, if present, the third catalytic composition; then c) contacting the hydrocarbon feedstock with the catalyst bed to form a dehydrogenated hydrocarbon; then d) optionally, purging the catalyst bed; and e) regenerating the catalyst bed by contacting the catalyst bed with air, wherein the ratio of air in the regeneration step to total hydrocarbon feedstock is in the range of 6.5 wt/wt to 2 wt/wt, and wherein the heat-generating component of the second catalyst composition comprises a metal selected from the group consisting of copper, yttrium, scandium, manganese, iron, cobalt, nickel, silver, bismuth and combinations thereof in metal or metal oxide form. a) providing a reactor having a catalyst bed, the catalyst bed having an inlet section, a middle section and optionally an outlet section, wherein the inlet section of the catalyst bed has a first catalyst composition disposed therein, the first catalyst composition comprising a catalytic component optionally physically mixed with an inert component, the middle section of the catalyst bed has a second catalyst composition disposed therein, the second catalyst composition comprising a catalytic component physically mixed with a heat-generating component, and the outlet section, if present, of the catalyst bed having a third catalyst composition disposed therein, the third catalyst composition comprising a catalytic component optionally physically mixed with an inert component, wherein the middle section of the catalyst bed is in thermal communication with the inlet section of the catalyst bed and, if present, the outlet section of the catalyst bed; b) reducing the catalyst bed wherein the heat-generating component of the second catalytic composition generates heat that passes into the first catalyst composition and, if present, the third catalytic composition; then c) contacting the hydrocarbon feedstock with the catalyst bed to form a dehydrogenated hydrocarbon; then d) optionally, purging the catalyst bed; and e) regenerating the catalyst bed by contacting the catalyst bed with air,