Conference Schedule

See the Commercial Strategy Week schedule for details on all other events happening in Dallas.


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
5:00 – 6:30 pm Reconnection Reception
Kick-off HSMAI ROC and the Marketing Strategy Conference wraps up; included in all conference registrations


* indicates a session that is offered twice during the day

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 SESSION

Celebrating 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.

A View from the Top: Chief Commercial Officers Take on the Big Issues

This panel of leading hotel chief commercial officers will bring their diverse perspectives to bear on current events in the commercial landscape, what the future holds for commercial disciplines in hotels today and in the future, 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.

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

  • COLLABORATE: Tactical Roundtables on Big Revenue Optimization Issues
  • The Future of Group and Negotiated Travel
  • Three Things You Can Do Tomorrow to Improve Profit Optimization at Your Property*
11:45 am – 12:30 pm BREAKOUT SESSIONS

  • More Than a Room Rate
  • Turning Insights into Action: Storytelling with Data*
  • Best Practices for Demand-Based Pricing*
12:30 – 1:30 pm Lunch & Partner Showcase
1:30 – 2:15 pm GENERAL SESSION: The Outlook: Recovery and Beyond
with Adam Sacks, President , Tourism EconomicsRecovery is in progress, and economic fundamentals point to a solid foundation for continued rebuilding. However, risks to the outlook must be reckoned with.

Adam Sacks will share Tourism Economics’ latest views on the economy, the mindset of travelers, and expectations for how and when travel will fully recover — all so you can make smarter, more confident decisions.

For more than two decades, Adam has worked with destinations, industry associations, and companies around the world in the areas of opportunity and risk assessments, policy analysis, and economic impact.

He is an authority on measuring the economic impact of visitor activity and has analyzed the impacts of cruising, gaming, timeshare, hotels, new attractions, and destination marketing.

2:15 – 2:30 pm Partner Showcase
2:30 – 3:15 pm BREAKOUT SESSIONS

  • Power Up: Growth Strategies for Revenue Leaders
  • Three Things You Can Do Tomorrow to Improve Profit Optimization at Your Property*
  • Automation Outside the RMS…or, How I Learned to Love the Bots and Let Them Do the Work I Hate
3:30 – 4:15 pm  BREAKOUT SESSIONS

  • Turning Insights into Action: Storytelling with Data*
  • Best Practices for Demand-Based Pricing*
  • The Future of Group and Negotiated Travel*
4:30 – 5:15 pm 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.