Education

General Sessions | Wednesday, June 19, 2019

The Future of Revenue Management

Dave Roberts, Professor, Virginia Tech, and former SVP, Revenue Strategy and Solutions, Marriott International

Awards Celebration
The awards celebration in the morning will shine the spotlight on the incredible talent and accomplishments of revenue optimization leaders. We will honor the:

  • Vanguard Award honoree for lifetime achievement in revenue optimization
  • Revenue Optimization Professionals of the Year, co-presented by HSMAI and Rainmaker
  • Certified Revenue Management Executives (CRMEs)

2020 Lightning Round: Insights Worth Sharing

It’s a conference tradition: marketing executives will share their interesting ideas and case studies for driving revenue and profit. In 7 minutes, each will share:

  • Best practices with practical takeaways that attendees can used to sharpen your every-day skills and boost property performance, or
  • Strategic insights that broaden attendees’ perspectives and help them better understand key issues and concepts that impact the strategic and leadership aspects of the digital marketing discipline.

Presentations and presenters will be announced soon.

Building your Leadership Muscles

Judi Holler, keynote speaker, author, and professionally trained improviser and alumni of The Second City’s Conservatory

Judi studied and performed improv theatre at night while working full time by day in the meetings industry in sales and marketing for companies like Marriott, Omni, and Starwood Hotels before starting her company, HOLLA! Productions, in 2013. She is a past president of Meeting Professionals International, Chicago Area Chapter, and was named one of the 40 under 40 in the meetings industry by Connect magazine in 2015.

Her actionable and action-packed talk will help you get comfortable being uncomfortable so you can be a more powerful and profitable leader in your role today, and be better equipped to grow into the type of leader the industry needs for tomorrow.

ROC Breakout Sessions | Wednesday, June 19

Title Track Speaker
Power BI Tutorial: Using analytics and visualization to help make better decisions Data & Analytics Dr. Chris K. Anderson, Academic Director, Cornell University
How to Tell a Great Data Story Data & Analytics Veronica Andrews, CRME, Director, Digital Data Solutions, STR, and member of HSMAI’s Revenue Optimization Advisory Board
Hotel Data Science Boot Camp for Revenue Professionals Data & Analytics Michael Bennett, SVP, Global Marketing, Cendyn
Yielding Function Space: True Stories from the Field Leading Revenue & Profit Optimization

Yira Segarra, Senior Director, Group & Event Revenue Optimization, Loews Hotels & Co, and 2017 HSMAI Revenue Managament Professional of the Year

Kate Keisling, Sr. Product Manager, IDeaS

What Revenue Management Leadership looks like for Focused Service Hotels Business Acumen for Revenue Leaders Panel moderated by Vivek Bhogaraju, Director, Revenue Management Solutions Expedia Group, and member of HSMAI’s Revenue Optimization Advisory Board
The Revenue Managers’ Guide to Asset Value and Profitability Business Acumen for Revenue Leaders Panel to be announced
Think Differently About Revenue: Building a Better Room Merchandising Plan Leading Revenue & Profit Optimization

Julie Nohra, Regional Vice President of Revenue Management, The Americas Mandarin Oriental Hotel Group

Dan Skodol Vice President, Revenue Analytics Rainmaker

Elevate Your Owner Accumen Leading Revenue & Profit Optimization Moderated by Chris Nixon, CRME, CHDM, VP Revenue Optimization, Ashford Inc.
The Outlook: What are the economic and geopolitical risks and opportunities ahead? Business Acumen for Revenue Leaders Shawn DuBravac, PhD, CFA, President, Avrio Institue
Mind the Gap: Closing the Divide between Revenue Optimization & Digital Marketing Business Acumen for Revenue Leaders Dan Wacksman, CHDM, Chair of HSMAI’s Marketing Advisory Board
Keys to Successfully Leading Revenue Strategy: Personal Development & Branding Leading Revenue & Profit Optimization Dave Roberts, Professor, Virginia Tech, and former SVP Revenue Strategy and Solutions, Marriott International

Certification Review Courses | Tuesday, June 18 | 12:304:30 pm

CRME Review Course

As revenue optimization in the hospitality industry continues to grow as an art and a science, you can confirm and demonstrate your knowledge, experience, and capabilities by earning HSMAI’s Certified Revenue Management Executive (CRME) certification.

Back by popular demand, this face-to-face course is for candidates pursuing the CRME. The course reviews the key concepts covered in the certification study guide. It’s a great final “cram session” before the certification exam. Participants have the opportunity to take the CRME exam on site immediately following the review course if they have submitted their application in advance.

Space is limited, and an additional registration fee is required.

Learn more about this course — and how to be approved to take the exam on site.

Reserve your seat when you register for ROC.

If you are not attending ROC, you may register for this program on its own.

Facilitated by Dr. Warren Jahn, CRME, Head, Global Operations Training, Americas Learning Delivery, IHG, and past chair of HSMAI’s Revenue Management Advisory Board

Sponsored by IDeaS Revenue Solutions

CHDM Review Course

This four-hour workshop will review the key components of the Certified Hospitality Digital Marketer (CHDM) certification materials, and is a great final “cram session” before you take the exam. Participants have the opportunity to take the CHDM exam on site immediately following the review course if they have submitted their application in advance.

Space is limited, and an additional registration fee is required.

Learn more about this course — and how to be approved to take the exam on site.

Reserve your seat when you register for ROC.

If you are not attending ROC, you may register for this program on its own.

Facilitated by Holly Zoba, CHDM, VP, Technology Resources, Hospitality Digital Marketing, and past chair of HSMAI’s Marketing Advisory Board

Partner Insights Sessions | Tuesday, June 18 | 1:30–4:30 pm

These workshops are included in your ROC registration and will take place on Tuesday, June 18, 2019, from 1:30-4:30 pm. Each session is designed and sponsored by the designated partner company. Reserve your seat via the ROC registration form.

1:30 – 2:20 pm

  • Capitalize on the Full Travel Planning Journey to Increase the Direct Channel | Brought to you by HEBS Digital: Travel planning. We all know from experience that a lot goes into planning the perfect vacation, and with so many devices and planning resources, the journey is complex. According to Google, in just a little over a 60-day booking window, the average person encounters over 38,983 digital micro-moments and interactions. Making matters worse for hoteliers, how are hoteliers supposed to reach qualified users on slim marketing dollars? In this workshop, HEBS Digital and Sojern will provide strategies for reaching potential guests throughout the entire travel planning journey, and how to address key digital micro-moments in each phase to shape and influence the booking decision.
  • The “Back to Basics” Retro-lution | Brought to you by Knowland: While there are many benefits from automation in group sales, an over-reliance on technology to ‘feed’ inbound leads has turned many group sales and marketing professionals in hospitality into “order-takers.” With this reactive and transactional sales approach comes new operational risk. Relying solely on inbound channels to develop a sales strategy and build pipeline has caused acquisition costs to increase, a lack of control in forecasting revenue, and a loss of relationship with the customer. Empowering teams to sell smarter, which is a “back to basics” approach to marketing and selling, will return the steering wheel to revenue leaders to better forecast outcomes, control costs and ultimately forge better, long-term relationships with the customer.
  • Deconstructing Voice Search: How to get your hotel to talk to Google & Alexa | Brought to you by Milestone: Voice is the next major shift in computing. Over 20% of search already happens through voice, and comScore predicts that more than 50% will be voice-based by 2020. Voice-based devices are everywhere and consumers are asking all kinds of questions. How does this impact the modern hotelier? How do you ensure that your voice will be heard when consumers ask questions about your property, your location, the things to do near your hotel? Join us to learn more about the present and future of voice search and the strategies you can use to stay in front during the coming shift in computing.

2:30 – 3:20 pm

  • Bridging RM & Website Strategies to Address Price vs. Customer Segmentation | Brought to you by HEBS Digital: Pricing a hotel is rooted in data, but having the right offers present on a hotel website can mean a direct booking, or an abandoned one. Without the right revenue management strategies and tools to synthesize data, hoteliers have difficulty pricing the hotel and creating the right offers. In this workshop, HEBS Digital will help hoteliers understand how to best optimize their website, and generate more direct bookings through their website by showing the right special offers for their target customer segments.
  • The “Back to Basics” Retro-lution | Brought to you by Knowland: While there are many benefits from automation in group sales, an over-reliance on technology to ‘feed’ inbound leads has turned many group sales and marketing professionals in hospitality into “order-takers.” With this reactive and transactional sales approach comes new operational risk. Relying solely on inbound channels to develop a sales strategy and build pipeline has caused acquisition costs to increase, a lack of control in forecasting revenue, and a loss of relationship with the customer. Empowering teams to sell smarter, which is a “back to basics” approach to marketing and selling, will return the steering wheel to revenue leaders to better forecast outcomes, control costs and ultimately forge better, long-term relationships with the customer.
  • Digital Marketing Technology: What does the future of content creation & distribution look like? | Brought to you by Milestone: Crafting a cohesive, well-tailored and effective message is hard enough, but how do you ensure that you leverage it to its maximum potential? How do you use it in social channels, on your website, in local search, even in mobile channels like SMS? What does tools and strategies can the modern hotelier leverage to create a unified omnichannel messaging strategy? Join Milestone as we discuss how to effectively monetize your messaging and value propositions across multiple channels.

3:30 – 4:20 pm

  • Your Website through Your Customer’s Eyes – Can The Power of Technology Really Make Them Book? | Brought to you by HEBS Digital: As people interact with your hotel website at different phases of the travel planning journey, how do you address all of the different customer personas and capitalize on their intent? Further, hoteliers have access to a plethora of data, but how can they unlock the power of data to make strategic changes to their hotel website? In this workshop, HEBS Digital will walk hoteliers through the different website components that help to make up a revenue-driving site, and provide insight into how layering in personalization and data can contribute to direct bookings. Hoteliers will walk away from this workshop with a clear understanding of what technology to invest in when reviewing their most valuable digital website – their website.
  • The “Back to Basics” Retro-lution | Brought to you by Knowland: While there are many benefits from automation in group sales, an over-reliance on technology to ‘feed’ inbound leads has turned many group sales and marketing professionals in hospitality into “order-takers.” With this reactive and transactional sales approach comes new operational risk. Relying solely on inbound channels to develop a sales strategy and build pipeline has caused acquisition costs to increase, a lack of control in forecasting revenue, and a loss of relationship with the customer. Empowering teams to sell smarter, which is a “back to basics” approach to marketing and selling, will return the steering wheel to revenue leaders to better forecast outcomes, control costs and ultimately forge better, long-term relationships with the customer.
  • Impact of Technology on your Website: Next generation website technologies for 2109 and beyond | Brought to you by Milestone: What are the next big shifts in website technology? How does voice-search impact how you build your website? How will your website content be impacted by these new technologies? And how do you ensure that all the new technologies that are becoming critical keep you in check with compliance issues like ADA and GDPR? Join Milestone as we discuss the shifts in website technology that we see in 2019 – and beyond – and how they will fit into the larger ecosystem of your modern website.