For 20 years, HSMAI ROC has been LEADING THE WAY in delivering the most compelling and comprehensive revenue optimization event for the hotel industry.

ROC convenes leaders of revenue optimization and pricing for brands, management companies, ownership groups, hotels, and resorts, as well as leaders in other commercial disciplines who want to learn new ways of thinking about today’s challenges, and gain insights into the short- and long-term trends that will impact hotel revenue optimization.

With powerful educational and networking opportunities, ROC is the can’t-miss event of the year. It’s where senior leaders in hotel revenue optimization connect and engage in meaningful, inspiring conversations about the most critical strategic issues facing hotels today.

The 2023 conference will be live and in-person, and is organized by industry practitioners, HSMAI’s Revenue Optimization Advisory Board.



Conference Location:

Metro Toronto Convention Centre
NORTH Building
255 Front Street, Toronto, ON, Canada

TUESDAY, JUNE 27, 2023

Consider making the most of your travel and coming early for the Marketing Strategy Conference!

8:00 am – 6:30 pm Registration Desk & HSMAI Bookstore are Open
5:15 – 6:30 pm Reconnection Reception
Kick-off HSMAI ROC as the Marketing Strategy Conference wraps up! (included in all conference registrations)


6:15 – 6:45 am Accelerate Your Day Run/Walk
8:00 am – 3:00 pm Registration Desk & HSMAI Bookstore are Open
8:00 – 9:00 am Partner Showcase & Breakfast
9:00 – 10:00 am General Session: Traveler Trends: Emerging Insights and Opportunities for Growth
10:00 – 10:30 am Partner Showcase: Break for Coffee & Conversation
10:30 – 11:15 am


  • Translating Complex Analysis Into Data-Driven Insights
  • Evolving Consumer Segments: Insights for Revenue Management
  • COLLABORATE: Strategic Roundtables on Big Revenue Optimization Issues
11:30 am – 12:00 pm General Session: The Economic Outlook
Aran Ryan, Director of Industry Studies, Tourism Economics
12:00 – 1:00 pm Lunch & Partner Showcase
1:00 – 2:00 pm General Session: Maximizing Revenue with Travel Insights from Google, Amazon, and Meta
2:00 – 2:30 pm Partner Showcase
2:30 – 3:15 pm


  • The Great Debate: Setting the Foundation for True Revenue Strategy
  • Understanding Guest Sentiment in the Age of Intensifying Leisure Demand
  • How We Built It: Commercial Strategy Case Studies & Lessons Learned
3:30 – 4:15 pm


  • Beyond the Rs: Revenue Strategy is More than Rooms Revenue, Rates, and RevPAR
  • The Impact of AI on Insights
  • Commercial Strategy Tools & Resources: A Roundtable Workshop
4:30 – 5:15 pm General Session: 7 Qualities of an Influential Communicator
Karen Laos, Founder and CEO, Karen Laos Consulting
5:15 – 6:00 pm Closing Reception