For almost 20 years, HSMAI ROC has delivered the most compelling and comprehensive revenue optimization event for the hotel industry, convening key stakeholders to address the most critical trends affecting hotels today.

With powerful educational and networking opportunities, ROC is the can’t-miss event of the year for learning and engagement. It’s where senior leaders in hotel revenue optimization connect and engage in meaningful, thought-provoking conversations about the most important strategic issues facing the business.

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



Conference Location:

Orange County Convention Center
WEST Building | West Hall F
9800 International Drive, Orlando, FL 32819

TUESDAY, JUNE 28, 2022

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

Download the 2022 program of events.

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


* indicates a session that is offered twice during the day

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 – 10:15 am

General SessionCelebrating Revenue Leadership

The awards program will shine the spotlight on the incredible talent and accomplishments of revenue leaders. We will honor the Revenue Optimization Professionals of the Year and the Revenue Optimization Educator of the Year with HSMAI’s co-presenter Expedia. And, we’ll bestow the Vanguard Award for Achievement in Revenue Optimization.

General Session: Economics Beyond the Forecast
Adam Sacks, President , Tourism Economics

10:15 – 10:45 am Partner Showcase: Break for Coffee & Conversation
10:45 – 11:30 am


  • 10 Digital Marketing Tactics Revenue Optimization Teams Need to Master
  • The Post-Pandemic Evolution to Revenue Strategy
  • Headlines & Headwinds on the Legal & Regulatory Landscape
11:45 am – 12:30 pm


  • Maximizing Industry-Faculty Partnerships: Research in Action
  • Speak with Influence: Communicating with Impact as a Leader (repeats at 2:30 pm)
  • Is RevPAR enough? Considerations for a Profitability-Focused Commercial Strategy
12:30 – 1:30 pm Lunch & Partner Showcase
1:30 – 2:15 pm General Session: A View from the Top
Industry leaders will bring their perspectives to bear on current events in the hotel and travel landscape, what the future holds for revenue optimization in hotels, and other important issues affecting the industry today. It is a candid conversation with actionable insights that you’ll only hear at HSMAI – the industry’s only organization committed to fueling sales, inspiring marketing, and optimizing revenue for hotels and their partners.
2:15 – 2:30 pm Partner Showcase
2:30 – 3:15 pm


  • Distribution Strategies that Drive Direct Business, Optimize Profit, and Accelerate Recovery
  • Speak with Influence: Communicating with Impact as a Leader (also offered at 11:45 am)
  • COLLABORATE: Tactical Roundtables on Big Revenue Optimization Issues
3:30 – 4:15 pm


  • Myopia in Revenue Management: Don’t let that be the next pandemic!
  • Widen Your Lane: Build Your Digital Marketing Competency
  • How to Un-Silo the Sales Process
4:30 – 5:30 pm

General Session: ROC(ing) THE LIGHTNING ROUND

It’s a ROC tradition: revenue executives will share their best practices, strategic insights, and big ideas for driving revenue and profit…in 6 minutes and 40 seconds each.

You’ll leave with best practices and practical takeaways that you can use to sharpen your every-day skills and boost property performance, and strategic insights that broaden your perspective and help you better understand key issues and concepts that impact the strategic and leadership aspects of the revenue optimization discipline.

5:30 – 6:30 pm Closing Reception