Education Sessions

Education sessions at HSMAI’s Commercial Strategy Conference (and at pre- and post-conference workshops) will prepare you to lead the way as you anticipate and respond to headwinds, identify new opportunities, better align your sales, marketing, and revenue optimization efforts, and adapt to the ever-changing landscape.

You’ll leave with actionable insights and thought-provoking ideas to guide your strategies – all aimed at driving profit throughout the customer journey.

Attendees receive credit for 8 hours of continuing education for CRME, CHDM, and CHSL certification and re-certification. Additional hours can be earned by participating in certification review courses, Partner Insight Workshops, and the HSMAI Contact Center Summit.

June 25-26, 2024

Speaker photo to come

Title: Details to be announced

Description: Details to be announced

Speaker photo to come

Title: Details to be announced

Description: Details to be announced

Speaker photo to come

Title: Details to be announced

Description: Details to be announced

Speaker photo to come

Title: Details to be announced

Description: Details to be announced

Speaker photo to come

Title: Details to be announced

Description: Details to be announced

Speaker photo to come

Title: Details to be announced

Description: Details to be announced

June 25-26, 2024

28 breakout sessions over the course of two days will address the industry’s most pressing issues and will prepare you to lead the way as you anticipate and respond to headwinds, identify new opportunities, better align your sales, marketing, and revenue optimization efforts, adapt to the ever-changing landscape, and drive profit throughout the customer journey.

TUESDAY, JUNE 25, 2024

10:30 am: What Does Successful Commercial Collaboration REALLY Look Like?

This won’t be your traditional panel! Join us as we illustrate what it truly means to ‘break down silos’ and collaborate as a Commercial Strategy team. We’ll take a real life example and have our speakers roleplay what it looks like for Revenue, Marketing, and Sales to collaborate successfully. We’ll discuss what works, what doesn’t work, and leave you with new strategies for you to take back to your team.

11:30 am: Unlocking the Power of Influence: Mastering Storytelling and Data Presentation (repeats Wed @ 3:30 pm)

Do you aspire to wield more influence with your stakeholders, driving profitability? Are you eager to harness the transformative power of storytelling to captivate audiences and sway opinions? Do you crave the knowledge of seamlessly connecting data to narratives to drive impactful decisions?

Look no further than this session tailored just for you. Here’s what you can expect:

  • Discover the art of storytelling and its unparalleled ability to capture attention and foster trust.
  • Acquire effective strategies to influence key stakeholders and propel your agenda forward.
  • Learn how to seamlessly weave key data into compelling narratives, empowering your insights with statistical weight.
  • Master the art of structuring reports and delivering presentations that resonate with your audience.
  • Explore best practices tailored specifically for the savvy commercial strategist when it comes to sharing data.

with Dr. Breffni Noone, Professor, Pennsylvania State University

Title
Description

with Speaker, Title, Company

2:30 pm: What’s In It For Me? Let’s Get Aligned for Success
A study by LSA Global found that highly aligned companies grow revenue 58% faster and are 72% more profitable. Join this session to learn best practices and the importance of aligning department goals across your commercial strategy team. Questions like, “Why?”, “What?”, and “What’s in it for me?” will be answered by industry commercial leaders across revenue, marketing, and sales. This is critical to understanding your commercial counterparts and achieving success as a team.

3:30 pm: Influencers Unveiled: Strategies, Metrics, and More to Maximize Influencer Collaboration
Influencer marketing is at a crossroads, grappling with authenticity concerns, diverse ROI measurement approaches, and the ever-evolving landscape of content creators. Why should you care? Because mastering the intricacies of influencer marketing is vital for hotels aiming to forge authentic connections with their audience, amplify their ROI, and stay at the forefront of digital marketing innovation.

This session will dive deep into these pressing issues, offering actionable insights to empower you in navigating the complexities of influencer partnerships. Learn how to craft strategic campaigns that resonate, leverage influencers effectively, and drive meaningful results.

WEDNESDAY, JUNE 26, 2024

11:00 am: Idea Xchange: Networking Tailored to Grow Your Professional Circle

In this structured ‘speed networking’ session, you’ll gather a variety of perspectives on the issues you’re facing in a short amount of time. WARNING: This session requires active participation and interaction!

You’ll begin by identifying a challenge for which you’d like advice from fellow attendees. In pairs, you’ll share your challenges and exchange advice. Then, you’ll rotate to find a new partner and repeat the process (at least 5 times).

The goal of this session is to facilitate swift connections and meaningful discussions among like-minded commercial professionals. You’ll leave with new professional relationships that extend beyond the event and broaden your network.

facilitated by members of the volunteer conference planning team

11:00 am: Maximizing Your Contact Center Channel

This case study-oriented session will dive into the strategies and practices that empower hotels’ commercial teams to forge stronger relationships and fully leverage the potential of their contact centers.

Recognizing the pivotal role that contact centers play in the commercial success of hotels, this session is designed to guide participants through fostering robust connections and embracing the valuable contributions of contact center teams.

Case studies will illustrate real-world examples of successfully implemented strategies, showcasing measurable achievements and sustainable growth.

You’ll leave with actionable insights and a roadmap for enhancing collaboration, optimizing operations, and driving commercial success in the competitive hospitality landscape.

2:30 pm: From Insights to Action: Implementing GA4 Strategies for Hotel Success
In an era where data-driven decisions are paramount, GA4 (Google Analytics 4) has emerged as a game-changer, offering advanced features and insights that redefine how hotels with access to GA4 (independents, mid-size chains, and branded hotels with microsites) can understand and engage with their online audience. Join this deep dive into the revolutionary world of (GA4) and explore its profound implications for the hotel industry and for your team.

2:30 pm: Solving the Profit Puzzle: What Does Your Booking Cost?

In this session, we will delve into the essence of profitability for your hotel, going beyond traditional perspectives to embrace new ways of understanding booking costs. This session will equip you with tools, strategies, and practical approaches to dissect the cost of a booking. You’ll go home prepared to engage in meaningful discussions with your team that foster a collaborative approach to maximizing profitability.

3:30 pm: Unlocking the Power of Influence: Mastering Storytelling and Data Presentation (repeats Tues @ 11:30 am)

Do you aspire to wield more influence with your stakeholders, driving profitability? Are you eager to harness the transformative power of storytelling to captivate audiences and sway opinions? Do you crave the knowledge of seamlessly connecting data to narratives to drive impactful decisions?

Look no further than this session tailored just for you. Here’s what you can expect:

  • Discover the art of storytelling and its unparalleled ability to capture attention and foster trust.
  • Acquire effective strategies to influence key stakeholders and propel your agenda forward.
  • Learn how to seamlessly weave key data into compelling narratives, empowering your insights with statistical weight.
  • Master the art of structuring reports and delivering presentations that resonate with your audience.
  • Explore best practices tailored specifically for the savvy commercial strategist when it comes to sharing data.

with Dr. Breffni Noone, Professor, Pennsylvania State University

3:30 pm: Building Success: Personal Branding and Development

To develop as a commercial leader in the hospitality industry, you must have a commitment to personal development, with objectives that are documented, prioritized, and planned. To win, organizations must drive this mindset as well.

Everyone has a Personal Brand; understanding and developing yours is a key to success. What do people say about you when you’re not around? Everything you say and do can impact your brand.

Attend this session to learn how to plan for personal development and drive your personal brand.

with Dave Roberts, Professor, Cornell University

Monday, June 24, 2024 | 12:30 4:30 pm

These half-day workshops review the key components of the Certified Hospitality Digital Marketer (CHDM) certification and Certified Revenue Management Executive (CRME) certification materials. They are helpful final “cram sessions” before you take one of the certification exams.

Both courses are the day before the HSMAI Commercial Strategy Conference. Space is limited, and an additional registration fee is required.

CHDM Review Course | 12:30 – 4:30 pm

Learn more about this course.

Reserve your seat when you register for the Commercial Strategy Conference. Or register for just the CHDM Review Course.

Facilitated by Holly Zoba, CHDM, Principal, Scout Simply, and past chair of HSMAI’s Marketing Advisory Board

CRME Review Course | 12:30 – 5:30 pm

Learn more about this course.

Reserve your seat when you register for the Commercial Strategy Conference. Or, register for just the CRME Review Course.

Facilitated by Tim Wiersma, CRME, Principal, Revenue Generation, and past chair of HSMAI’s Revenue Optimization Advisory Board

***If you already registered for the Commercial Strategy Conference and want to add one of these courses to your existing registration, log in to the HSMAI website, click on “MY HSMAI,” then choose the “Registrations” tab.  Select your registration, add a review course, and check out.***

Monday, June 24, 2024 | 1:30 – 4:30 pm

Partner Insights Workshops are 50-minute sessions designed to help you make the most of your travel to Charlotte. They offer an extra 1/2 day of learning brought to you by HSMAI’s partners. Each session is designed and delivered by the designated sponsoring company.

Reserve your seat when you register for the Commercial Strategy Conference. Or, register for just this program.

***If you already registered for the Commercial Strategy Conference and want to add one of these courses to your existing registration, log in to the HSMAI website, click on “MY HSMAI,” then choose the “Registrations” tab.  Select your registration, add a Partner Insights Session(s), and check out.***

1:30 – 2:20 pm

  1. Details to be announced: Brought to you by Milestone.
  2. Details to be announced: Brought to you by Venuelocity.

2:30 – 3:20 pm

  1. Details to be announced: Brought to you by Milestone.
  2. Details to be announced: Brought to you by Venuelocity.

3:30 4:20 pm 

  1. Details to be announced: Brought to you by Milestone.
  2. Details to be announced: Brought to you by Venuelocity.

Partner Insights Partners