Education Sessions

Education sessions at HSMAI’s Commercial Strategy Conference (and at pre- and post-conference workshops) will equip you with the skills, knowledge, and strategic vision necessary to navigate the ever-evolving landscape of hotel commercial strategy while driving profit throughout the customer journey.

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 photos to come

FOCUS ON COMMERCIAL STRATEGY | Tuesday, June 25 @ 9:00 am

The Blueprint for Commercial Strategy in Hotels

Navigating the complex interplay of sales, marketing, revenue management, and distribution — the commercial disciplines — towards enhanced enterprise profitability is a paramount priority for commercial leaders today.

Whether you need to kick-start your journey or elevate your hotel’s commercial strategy to new heights, industry thought leaders will put you on a clearer path towards crafting a dynamic, efficient, and agile commercial strategy that synchronizes your commercial disciplines into a cohesive force that drives profitability.

  • Lori Kiel, CHDM, Chief Commercial Officer, The Boca Raton Resort & Club, and Chair of the HSMAI Foundation Board of Directors
  • Gissell Moronta, CMP, Senior Vice President, Sales and Marketing, Atrium Hospitality, and Chair of HSMAI’s Sales Advisory Board
  • Stephanie Smith, CHDM, CEO & Digital Matriarch, Cogwheel Marketing & Analytics, and member of HSMAI’s Marketing Advisory Board

FOCUS ON LEGAL PITFALLS TO AVOID | Tuesday, June 25 @ 1:15 pm

Headlines & Headwinds: Navigating the Legal & Regulatory Currents

The legal and regulatory landscape is constantly changing, particularly in areas that directly affect commercial professionals. Greg Duff, Chair of the Hospitality, Travel and Tourism Practice at Foster Garvey PC, will review the legal and legislative issues you should know about and follow — data protections and ongoing changes in the privacy landscape, “junk fee” legislation, regulations to combat “bait & switch, group customer contracting trends, and more. He’ll also prepare you to face the headwinds he sees on the horizon.

The legal and regulatory landscape is constantly changing, particularly in areas that directly affect commercial professionals. Greg Duff, Chair of the Hospitality, Travel and Tourism Practice at Foster Garvey PC, will review the legal and legislative issues you should know about and follow — data protections and ongoing changes in the privacy landscape, “junk fee” legislation, regulations to combat “bait & switch, group customer contracting trends, and more. He’ll also prepare you to face the headwinds he sees on the horizon.

  • Greg Duff, Principal and Chair of Hospitality, Travel and Tourism Practice, Foster Garvey PC

FOCUS ON ARTIFICIAL INTELLIGENCE | Tuesday, June 25 @ 4:30 pm

Customer Experience in the Age of AI

David C. Edelman is author of the upcoming book Personalized: Customer Strategy in the Age of AI, and is a sought-after advisor on digital transformation and marketing. As CMO, David guided Aetna (now part of CVS Health) through becoming a digitally-oriented, customer-centric brand. Repeatedly recognized by Forbes as one of the “Most Influential CMOs in the World,” and by AdWeek as one of the “Top 20 Marketing and Technology Executives,” his work has attracted over 1.1 million followers to his LinkedIn blog.

Currently, David teaches Marketing at Harvard Business School and advises CEO’s and CXO’s in Health and Marketing Services, focusing on AI and personalization. He just published his fifth and sixth articles for the Harvard Business Review, “The Six Ways that AI Will Disrupt Your Business and Customer Experience in the Age of AI,” following his earlier cover story on “Branding in the Digital Age,” and “Competing on Customer Journeys.”

  • David C. Edelman, Executive Advisor, Independent Board Member, HBS Lecturer

FOCUS ON THE ECONOMY | Wednesday, June 26 @ 9:30 am

The Outlook: The economic and geopolitical risks and opportunities ahead

Hoteliers and business leaders must navigate unprecedented challenges in increasingly uncertain times. We are in the midst of the longest expansionary period in U.S. history, but fears surrounding tariffs and trade wars are creating waves of uncertainty and trepidation. Understanding how consumers and businesses are responding will help you make smarter, more confident decisions.

Aran Ryan will share Tourism Economics’ latest views on these issues, the mindset of travelers, and expectations for how the industry will perform — all so you can be prepared to make smarter, more confident decisions.

  • Aran Ryan, Director of Industry Studies, Tourism Economics

Speaker photos to come

FOCUS ON DISTRIBUTION | Wednesday, June 26 @ 1:00 pm

The 4th Leg of the Commercial Stool: Transformative Distribution Strategies for 2024 and Beyond

Distribution is quickly evolving: technological innovations, talent and training advancements, the emergence of non-traditional players, and shifting organizational structures resulting from blurred lines in roles and responsibilities are all pivotal developments impacting the sales, marketing, and revenue optimization disciplines.

HEDNA will share highlights from their work with New York University on the State of Distribution report, and distribution leaders will deliver actionable insights and strategic frameworks applicable to various types of hotel groups — from large global chains to mid-size and small hotel organizations.

You’ll leave with the knowledge and tools necessary to effectively navigate the complexities of modern distribution dynamics.

  • Karen Codilla, CRME, CHDM, Corporate Director of Commercial Strategy, Prince Resorts, and co-chair of the Commercial Strategy Conference planning team
  • Sarah Fults, Vice President, Distribution, MGM Resorts International, and chair of HSMAI’s Global Distribution Advisory Board
  • Chris Murdock, Director Distribution Strategy, Accor, and President of HEDNA
  • Jason Shames, Adjunct Professor, New York University

FOCUS ON LEADERSHIP | Wednesday, June 26 @ 4:30 pm

Great Leaders are Great Communicators: Transformative Strategies for Commercial Professionals

Denise Thomas takes a personalized approach, empowering individuals to “lead from where they are” in order to foster substantial, positive changes within their organizations.

She’ll build on that philosophy to help hotel commercial professionals at all levels leverage their full potential when it comes to effective communication, an essential skill for navigating the hotel sector through the significant shifts we’re currently facing and that are on the horizon.

You’ll leave profoundly transformed as a stronger leader with practical tools and strategies to better achieve team cohesion and meet organizational objectives.

  • Denise Thomas, Founder and Owner, The Effective Communication Coach

June 25-26, 2024

27 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.

  • Chris Hardy, CRME, Vice President, Commercial Strategy, Parks Hospitality Group
  • Lisa Jordan, CHDM, Senior Director of Digital Marketing, Red Roof
  • Wendy Norris, CRME, CHDM, Vice President of Sales, Marketing & Revenue Optimization, Valencia Hotel Group

10:30 am: One of These Revenues is Not Like the Others

Not all revenue is equal, and understanding the variations is paramount for optimizing Gross Operating Profit (GOP) and margin flow.

In this session, we will dissect revenue streams, exploring how each channel influences profitability and operational margins. From direct sales to ancillary services, every aspect of revenue will be scrutinized to unveil its true impact on the bottom line. Moreover, we’ll unravel the complexities of “booking costs” and their ripple effect on overall profitability, offering insights to mitigate their detrimental effects.

You’ll leave better able to navigate through your own labyrinth of revenue sources and dissect their impact on the bottom line with precision.

with Lynsey Kreitzer, Senior Vice President, Sales & Commercial Strategy, GF Hotels & Resorts

10:30 am: Understanding Your Owner and Their Objectives

What is topline success from an owner’s perspective? How do your marketing, sales, and revenue management efforts impact the value of the asset? What information is most valuable when discussing tactics and strategies? This session will dive deep into understanding owner priorities and how to align commercial strategy communications with those goals.

with Christoph McLaughlin, Vice President of Asset Management Strategy, Ashford

10:30 am: Decoding New Talent Dynamics: A Deep Dive into the HSMAI Foundation’s State of Talent Report

The HSMAI Foundation State of Talent Report annually explores trends reshaping hospitality recruitment and retention. For 2024, the biggest issues facing the industry are the impact of the 65+ workforce, managing 5-generation talent pools, leveraging AI for productivity, and gig and fractional talent models. Join this session to:

  • Understand the implications of demographic shifts on your recruitment and retention strategies.
  • Gain actionable strategies for fostering inclusivity and synergy across diverse generations in the workplace.
  • Learn how to leverage AI-driven insights to optimize workforce productivity and enhance employee engagement.
  • Discover strategies for gig and fractional talent sourcing for commercial positions.

Moderated by Dorothy Dowling, Principal, Introspect Strategic Advisory Services:

  • Tammy Gillis, Founder and CEO, Gillis Consulting & Training Inc.
  • Amanda Voss, CMP, VP of Sales, MGM Resorts International
  • Holly Zoba, CHDM, CoFounder, hotelBschool.com

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

11:30 am: Ancillary is Primary: Unleashing Untapped Revenue in F&B and Meeting Space

Ancillary revenue can help hotels diversify their income sources, enhance their customer loyalty, and increase their profitability. However, capturing this potential requires a strategic approach and a clear vision. Despite its vast potential, the ancillary sector is often sidelined due to its complex nature.

Tapping into ancillary revenue streams is not just an option today, but a necessity. With a realistic and actionable approach, this interactive and engaging session will fuel your strategies with real-world ‘how-tos’ and practical ideas to unlock the full potential of your hotel’s F&B and meeting space offerings. You’ll leave with case studies and recommendations — that don’t require a massive technology investment — for optimizing these two core ancillary opportunities.

with Jeff Borman, VP Revenue Optimization, Ashford

11:30 am: Revolutionizing Profitability: Rethinking the ROAS Model

This session will shift the paradigm and revolutionize the way you approach success metrics including ROI. It’s time to move beyond the limitations of Return on Ad Spend (ROAS), recognizing the multifaceted impact of marketing efforts on revenue generation and aligning KPIs with broader commercial strategies. We’ll:

  • redefine what “return” and “investment” truly mean in the context of modern marketing
  • explore alternative metrics that transcend departmental silos
  • identify strategies for obtaining more accurate and useful insights into marketing performance
  • empower you to make more informed strategic decisions about how, where, and when to spend resources

Moderated by Nancy Johns, CHDM, SVP of Integrated Marketing + Digital Solutions, Crescent Hotels & Resorts

  • Dan Fernandez, VP Digital Marketing + Strategy, Concord Hospitality
  • Noreen Henry, Chief Revenue Officer, Sojern
  • Rory Peska, VP of Ecommerce, Aimbridge Hospitality
  • Joe Spirito, VP Demand Generation Advisors, Amadeus

11:30 am: Elevate Your Owner Acumen: An “Ask Me Anything” Session
Understanding ownership’s point of view is critical to help commercial professionals manage expectations, ensure alignment, and optimize asset performance.

This interactive roundtable session will give you unparalleled access to senior leaders at some of North America’s largest ownership groups. You will have the opportunity in an intimate group setting to ask questions about how owners think about and value strategic alignment, performance metrics, investment priorities, industry trends and forecasts, feedback and communication, and more.

You’ll leave with valuable insights, an expanded network, and advice to cultivate healthy and productive partnerships with your own owners and asset managers.


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.

  • Jacki Dudding, DOSM, Atrium Hospitality
  • Lerah Foreman, Regional Digital Manager, Atrium Hospitality
  • Lori Livingston, DORM, Atrium Hospitality
  • Facilitated by Jennifer Hill, CRME, CHDM, VP, Commercial Strategy, Kalibri Labs

2:30 pm: Customer Insights: Decoding Demand and Unveiling Trends

Understanding the intricate dynamics of consumer trends — including the needs and preferences of diverse customer groups — is paramount for all commercial professionals from marketing to sales and revenue optimization.

This session will dissect the key trends driving today’s group, BT, and leisure segments. We’ll help you understand the nuances of demand from each segment and explore strategies and best practices to effectively cater to each segment’s unique requirements.

  • TJ Walz, VP, Data Strategy & Performance Analytics, MMGY
  • Shalise DeMott, CMP, Vice President, Northstar Travel Group

2:30 pm: Meet the Future: “Ask Me Anything” with Rising Leaders

This engaging roundtable session will offer an unparalleled opportunity to engage directly with some of the most promising up-and-coming leaders in sales, marketing, and revenue optimization.

You will sit face-to-face with a diverse group of emerging leaders, each bringing fresh perspectives, innovative ideas, and unique experiences. This is not your typical panel discussion. Instead, it’s an open, candid exchange where curiosity leads the way. You are invited to ask anything—from their views on current industry challenges to their strategies for success, career priorities for their generation, and more.

Come prepared with your questions and get ready to network, learn, and be inspired. You’ll have the opportunity to connect with and learn from:

  • Allie Alward, Area Director of Sales and Marketing | Desert Hospitality
  • Taylor Baca, CRME, CHDM, Corporate Director of Revenue Management | Balboa Bay Resort
  • Steven Chrappa, Director of eCommerce | Hard Rock Hotel New York
  • Kayla Church, Sales Team Lead | Sojern
  • Abby Epstein, Customer Strategy & Success Manager – Hospitality | Revenue Analytics
  • Yvonne Gu McDowell, Director, Revenue Strategy | MacNaughton Hospitality
  • Jennifer Padilla, Account Director | The Point PR
  • Meredith Pittman, CHMD, Digital Marketing Manager | Remington Hotels
  • Jess Robinson, CRME, Senior Director of Revenue Management | The Resort at Pelican Hill
  • Anthony Rose, CRME, Director of Sales | IDeaS Revenue Solutions
  • Kari Speckmeyer, CRME, Director of Revenue Strategy | Paséa Hotel & Spa
  • Laura Walters, CRME, Director of Revenue Strategy | Sonesta

2:30 pm: The Power of Personalization for Independent Hotels

Join us for an action-oriented session where we will explore the transformative power of personalized marketing strategies tailored specifically for independent hotels.

From leveraging guest preferences and behavior data to creating bespoke messaging and offers, you will gain invaluable insights into how personalization can drive engagement, loyalty, and revenue for independent hotels. We will also identify ways independent hotels can harness emerging trends and technologies in personalization, such as AI-driven algorithms, machine learning, and predictive analytics.

You’ll walk away with practical tips, best practices, and real-world case studies that will enhance your marketing efforts and put you ahead of the curve.

  • Ajeet Anand, Vice President of Sales and Marketing, Pacific Hospitality Group
  • Mercedes Blanco, Chief Partnerships Officer, The Hotels Network
  • Nancy Johns, CHDM, SVP of Integrated Marketing + Digital Solutions, Crescent Hotels and Resorts

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.

with Calvin Tilokee, CEO, Revpar Media

3:30 pm: Unlocking Generative AI: Practical Use Cases for Everyday Efficiency

Looking to leverage generative AI tools to enhance your efficiency and effectiveness in daily activities? This session will guide you through the landscape of AI-powered platforms, apps, and services that require minimal to no setup costs, and strategies for implementing them into everyday life. We will explore a variety of real-world scenarios where AI can make a meaningful difference, and help you see how small changes can lead to significant improvements in your effectiveness and efficiency.

You’ll learn how to:

  • harness the power of AI to streamline day-to-day tasks
  • navigate the world of AI with ease and confidence
  • embrace AI as a tool for enhancing your personal and professional lives

with Michael Goldrich, Chief Advisor, Vivander Advisors

3:30 pm: Connect & Collaborate: An Open Networking Experience

You asked for more networking time this week, so this session is here to help you cultivate organic, meaningful connections. It breaks away from traditional formats to offer a relaxed, open environment where conversations flow freely and new relationships bloom naturally.

Without a structured program, agenda, or speakers, “Connect & Collaborate” places the power of networking directly in your hands. Move around the room at your own pace, join conversations that interest you, or start your own discussions with like-minded peers. This is your opportunity to explore the collective wisdom and diverse experiences of fellow attendees in a setting that encourages spontaneous interactions and the exchange of ideas.

3:30 pm: Privacy Laws Are Reshaping Marketing: How to Adapt and Excel

As consumer privacy laws evolve, traditional marketing methods are being challenged. Join us to explore the controversial impact of these regulations on web analytics, campaign creation, and performance measurement. Learn innovative strategies to adapt and thrive in this new landscape. Don’t miss this crucial session that will equip you with the tools to turn regulatory challenges into marketing success.

  • TJ Walz, VP, Data Strategy & Performance Analytics, MMGY

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.

  • Adam Hayashi, CRME, Vice President of Revenue Management, Accor
  • Michelle Lord, Director, Reservation Sales, Accor Global Reservation Center
  • Anita Travis, Corporate Director, Global Contact Center, Outrigger Hospitality Group
  • Jenna Villalobos, CRME, SVP Commercial Strategy, Outrigger Hospitality Group

11:00 am: Understanding Today’s Group Customer for Hotels: Adapting Sales, Marketing, and Pricing Strategies

Understanding the dynamics of group customers is crucial for hotels to thrive. This session will paint a vivid picture of who today’s group customers are and how they are reshaping the hospitality industry. We’ll delve into comprehensive data surrounding the contemporary group customer and dissect their shopping and buying behaviors, shedding light on the channels they prefer and the factors beyond mere space and dates that sway their decisions.

Because it’s not enough to simply acknowledge the changing landscape, we’ll also focus on actionable strategies for commercial teams to adapt their sales, revenue management, and marketing approaches.

Whether you’re a sales professional seeking to enhance your pitch, a revenue manager striving for optimal pricing strategies, or a marketer aiming to capture the attention of group customers, this session will equip you with the tools and knowledge needed to thrive and stay ahead of the curve.

  • Katy Gettinger, Vice President, Sales, Preferred Travel Group
  • Kristi White, Vice President, Data, Reporting, and Analytics, Groups 360

11:00 am: The Impact of AI on the Customer Journey

Artificial Intelligence is changing how guests find and engage with hotels. The next-generation commercial strategy should align with consumer demand and leverage industry best practices to capture this business.

This session will explore how guests find, engage, and convert using AI. We’ll share specific tactics and case studies for optimizing the customer journey while leveraging AI and machine learning to drive performance. We’ll highlight how data-driven decisions lead to unprecedented efficiency and effectiveness in targeting, segmentation, and customer engagement.

Attendees will:

  • learn about the latest tools and platforms to define your guests’ customer journey
  • gain insights into implementing these technologies, including best practices for integrating AI
  • leave with a comprehensive understanding of the practical applications of these technologies in the hotel industry

with Sathya Krishnamurthy, Chief Product Officer, Milestone and Chris Newton, Head of Marketing, JC Resorts


2:15 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.

  • Paul Cote, Head of Service Delivery, Calibrate Analytics
  • Lance Abbrederis, Head of Operations, Calibrate Analytics

2:15 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.

  • Sara Harper, CHDM, Corporate Director of Marketing and eCommerce
  • Andrew Rubinacci, Chief Advisory Officer, FLYR

2:15 pm: Navigating the Future: Crafting Your Company’s AI Roadmap

AI offers the potential to streamline your operations, enhance customer experiences, and create new sources of revenue. To harness this potential, a structured approach is essential for the effective integration of AI solutions into your business.

In this session, we’ll help you identify key areas where AI can enhance your business operations, from optimizing and streamlining workflows to generating new revenue streams. You’ll learn where to begin, how to set achievable AI adoption targets, and how to develop a strategic roadmap that aligns with your business goals.

  • Birsa Pandey, Advanced Data Science Manager, ZS

2:15 pm: Boost Your Commercial IQ: An “Ask Me Anything” Forum with Chief Commercial Officers

Commercial strategy is an increasingly important priority for many hotel organizations. It is a distinct practice that ties together the interconnected specialties of sales, marketing, revenue management, and distribution in a disciplined way with a focus on enterprise profitability.

What does it take to lead commercial strategy? And what are those leaders thinking about and working toward? You’ll have the opportunity to ask these questions — and others that are important to you — at this fast-paced session that will leave you with valuable insights and inspiration.

Connect and learn from Chief Commercial Officers from brands, management companies, and ownership groups.

This is a no-sell zone – please leave your business cards and elevator pitches behind.


3:15 pm: Unveiling Hotel Real Estate

Understanding real estate dynamics is crucial for driving informed business decisions. This session aims to equip you with the tools and insights necessary to navigate the intricate world of hotel real estate with confidence and acumen.

You’ll gain invaluable insights into:

  • the ever-evolving landscape of acquisitions, dispositions, and valuations
  • the nuances of cap rates, NOI calculations, and the interplay between market conditions and asset performance
  • what owners and brand developers want commercial leaders to know

Attend this session to gain an understanding of real estate dynamics, how owners look at deals, what’s important to the different types of owners, and how owners currently think about investments. Don’t miss this opportunity to gain a competitive edge and elevate your decision-making prowess in an increasingly dynamic and competitive market.”

with Lan Elliott, Co-Founder & Principal, Acacia Hospitality LLC

3:15 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

3:15 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. Top 7 Strategies for Your Next-Generation Website to Future-Proof for Google’s Search Generative Experience: Brought to you by Milestone, this session will cover key technologies essential for your next-generation website, including Generative AI, Personalization, Image Search, Search Generative Experience, and more. Learn how to engage your customers and drive higher conversions on your site.
  2. Will AI Replace Hotel Revenue Managers? In today’s era of unprecedented data accessibility, organizations are leveraging advanced tools and strategies to unlock valuable insights, particularly in the hospitality industry where AI-driven revenue management systems are revolutionizing decision-making. Join us as we delve into the advantages of AI-driven RMS over traditional methods, emphasizing the synergy between human expertise and AI technology for optimized results and enhanced bottom lines. Brought to you by FLYR.

2:30 – 3:20 pm

  1. AI & Personalization Success Stories in Hospitality to Drive Engagement and Higher Conversion:Brought to you by Milestone, this case studies-based session will demonstrate how to leverage AI and Personalization in your hotel digital marketing strategy.
  2. Will AI Replace Hotel Revenue Managers? In today’s era of unprecedented data accessibility, organizations are leveraging advanced tools and strategies to unlock valuable insights, particularly in the hospitality industry where AI-driven revenue management systems are revolutionizing decision-making. Join us as we delve into the advantages of AI-driven RMS over traditional methods, emphasizing the synergy between human expertise and AI technology for optimized results and enhanced bottom lines. Brought to you by FLYR.

3:30 4:20 pm 

  1. Top Digital Trends that Hospitality C-suite Executives Must Embrace to Future-Proof Their Digital Footprint (AI, personalization, search generative experience, images, and more): Brought to you by Milestone, this session will help you discover key digital trends for hospitality CCOs, CMOs, and CDOs to future-proof their digital strategies. Explore evolving customer journeys, the impact of Google’s AI-driven search, AI disruption, personalized experiences, rich media utilization, group business management, ancillary revenue opportunities, driving higher customer loyalty, and revenue expansion strategies.
  2. Will AI Replace Hotel Revenue Managers? In today’s era of unprecedented data accessibility, organizations are leveraging advanced tools and strategies to unlock valuable insights, particularly in the hospitality industry where AI-driven revenue management systems are revolutionizing decision-making. Join us as we delve into the advantages of AI-driven RMS over traditional methods, emphasizing the synergy between human expertise and AI technology for optimized results and enhanced bottom lines. Brought to you by FLYR.

Partner Insight Sessions Provided By: