Schedule

The can’t-miss event of the year for hospitality commercial leaders, HSMAI’s Commercial Strategy Conference — and its pre- and post-conference workshops, trainings, and roundtables — reflects the convergence of marketing, revenue optimization, sales, and other commercial functions into new and evolving commercial strategy organizations inside many hotel companies.

The conference will give you new ways to think about today’s challenges and innovative approaches to address the trends that will impact you tomorrow. Expand your knowledge and leadership abilities, and leave with actionable insights and thought-provoking ideas to guide your strategies.

With powerful educational and networking opportunities, this event carries on HSMAI’s 20+ year legacy of connecting and engaging senior leaders in compelling, stimulating conversations about the most critical strategic issues facing the business today.

The conference will be live and in-person, and is organized by HSMAI’s Marketing Advisory Board and Revenue Optimization Advisory Board.

* indicates a session that is offered twice over the course of the 2-day conference

Commercial Strategy Conference Detailed Schedule

11:30am – 6:00 pm Executive Roundtables
by invitation

  • Chief Digital Officers – Brands
  • Chief Digital Officers – Hotel Management Companies
  • Chief Distribution Officers
12:30 – 4:30 pm Certified Hotel Digital Marketer (CHDM) Review Course
separate fee applies
12:30 – 5:30 pm Certified Revenue Management Executive (CRME) Review Course
separate fee applies
1:00 – 4:00 pm Rising Leader Council joint meeting
by invitation to members of the Marketing & Revenue Optimization RLCs
1:30 – 4:30 pm Partner Insights Workshops
included in all conference registrations
6:15 – 6:45 am Accelerate Your Day: Run/Walk with HSMAI
8:00 – 8:55 am Marketing Awards VIP Breakfast
8:00 – 9:00 am Conference Breakfast & Partner Showcase
9:00 – 10:00 am General Session #1: Focus on Commercial Strategy
10:00 – 10:30 am Partner Showcase: Break for Coffee & Conversation
10:30 – 11:15 am

Breakout Sessions

  • Understanding Your Owner and Their Objectives
  • Collaboration: What Does Successful Commercial Collaboration Look Like?
  • Profitability: Is one kind of revenue better than another?
11:30 am – 12:15 pm

Breakout Sessions

  • Storytelling with Data for the Commercial Strategy Professional*
  • Personalization for Branded Hotels
  • Ancillary: Practical Perspectives on Optimization Revenue Beyond Rooms Today
  • Owner Insights Roundtable
12:15 – 1:15 pm Lunch & Partner Showcase
1:15 – 2:00 pm General Session #2: Focus on Legal Pitfalls to Avoid
2:00 – 2:30 pm Partner Showcase
2:30 – 3:15 pm

Breakout Sessions

  • Customer Insights: Understanding Demand & Consumer Trends
  • Personalization for Independents
  • Collaboration: Aligning Goals & Understanding Your Commercial Counterparts
  • Rising Leader Insights Roundtable
3:30 – 4:15 pm

Breakout Sessions

  • AI: Unlocking AI to Maximize Efficiency & Effectiveness
  • Influencers: Everything You Need to Know
  • Open Networking
4:30 – 5:15 pm General Session #3: Focus on Artificial Intelligence
5:15 – 6:30 pm Reception in the Partner Showcase
6:45 – 7:15 am Accelerate Your Day: Run/Walk with HSMAI
8:30 – 9:25 am Revenue Optimization Awards VIP Breakfast
8:30 – 9:30 am Conference Breakfast & Partner Showcase
9:30 – 10:30 am General Session #4: Focus on the Economy
10:30 – 11:00 am Partner Showcase: Break for Coffee & Conversation
11:00 – 11:45 am

Breakout Sessions

  • AI: The Impacts on Commercial
  • Today’s Group Customer: How they are changing the ways we need to sell, market, and price
  • Mining Business Intel and Customer Insights from your Contact Center Channel
  • Speed Networking
11:45 am – 1:00 pm Lunch & Partner Showcase
1:00 – 2:00 pm General Session #5: Focus on Distribution
2:00 – 2:30 pm Partner Showcase
2:30 – 3:15 pm

Breakout Sessions

  • AI: A Roadmap
  • GA4: The Things You Should Be Doing
  • Profitability: Practical Approaches to Dissecting the Cost of a Booking
  • Chief Commercial Officer Insights Roundtable
3:30 – 4:15 pm

Breakout Sessions

  • Profitability: Breaking the ROAS Model
  • Storytelling with Data for the Commercial Strategy Professional*
  • Personal Development & Personal Branding: Keys to Career Progression
4:30 – 5:15 pm General Session #6: Focus on Leadership
5:15 – 6:00 pm Reception in the Partner Showcase
8:00 am – 4:00 pm                         HSMAI Contact Center Summit
Join contact center leaders and executives for a day of actionable conversation, best practices sharing, and session workshops at the inaugural HSMAI Contact Center Summit (formerly IARE Conference). Additional registration fee is required.
8:30 am – 3:00 pm               Executive Roundtables
by invitation

  • Chief Revenue Officers – Brands
  • Chief Revenue Officers – Hotel Management Companies
  • Ownership Company Commercial Executives