Schedule

The can’t-miss event of the year for hospitality commercial leaders, HSMAI’s Commercial Strategy Conference — and its pre- and post-conference workshops, trainings, and roundtables — reflects the convergence of marketing, revenue optimization, sales, and other commercial functions into new and evolving commercial strategy organizations inside many hotel companies.

The conference will give you new ways to think about today’s challenges and innovative approaches to address the trends that will impact you tomorrow. Expand your knowledge and leadership abilities, and leave with actionable insights and thought-provoking ideas to guide your strategies.

With powerful educational and networking opportunities, this event carries on HSMAI’s 20+ year legacy of connecting and engaging senior leaders in compelling, stimulating conversations about the most critical strategic issues facing the business today.

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

* indicates a session that is offered twice over the course of the 2-day conference

Commercial Strategy Conference Detailed Schedule

Monday, June 24, 2024 | Pre-Conference workshops, trainings, and roundtables

11:30am – 6:00 pm Executive Roundtables
by invitation

  • Chief Digital Officers – Brands
  • Chief Digital Officers – Hotel Management Companies
  • Chief Distribution Officers
12:30 – 4:30 pm Certified Hotel Digital Marketer (CHDM) Review Course
separate fee applies
12:30 – 5:30 pm Certified Revenue Management Executive (CRME) Review Course
separate fee applies
1:00 – 4:00 pm Rising Leader Council joint meeting
by invitation to members of the Marketing & Revenue Optimization RLCs
1:30 – 4:30 pm Partner Insights Workshops
included in all conference registrations

Tuesday, June 25, 2024 | Conference Day 1

6:15 – 6:45 am Accelerate Your Day: Run/Walk with HSMAI
8:00 – 9:00 am Conference Breakfast & Partner Showcase
9:00 – 10:00 am General Session #1: Focus on Commercial Strategy
10:00 – 10:30 am Partner Showcase: Break for Coffee & Conversation
10:30 – 11:15 am

Breakout Sessions

  • Understanding Your Owner and Their Objectives
  • What Does Successful Commercial Collaboration REALLY Look Like?
  • Profitability: Is one kind of revenue better than another?
  • Decoding New Talent Dynamics: A Deep Dive into the HSMAI Foundation’s State of Talent Report
11:30 am – 12:15 pm

Breakout Sessions

  • Unlocking the Power of Influence: Mastering Storytelling and Data Presentation*
  • Personalization for Branded Hotels
  • Ancillary is Primary: Unlocking Untapped Revenue in F&B and Meeting Space
  • Elevate Your Owner Acumen: An “Ask Me Anything” Session
12:15 – 1:15 pm Lunch & Partner Showcase
1:15 – 2:00 pm General Session #2: Focus on Legal Pitfalls to Avoid
2:00 – 2:30 pm Partner Showcase
2:30 – 3:15 pm

Breakout Sessions

  • Customer Insights: Understanding Demand & Consumer Trends
  • The Power of Personalization for Independent Hotels
  • What’s In It For Me? Let’s Get Aligned for Success
  • Meet the Future: “Ask Me Anything” with Rising Leaders
3:30 – 4:15 pm

Breakout Sessions

  • Unlocking Generative AI: Practical Use Cases for Everyday Efficiency
  • Influencers Unveiled: Strategies, Metrics, and More to Maximize Influencer Collaboration
  • Connect & Collaborate: An Open Networking Experience
4:30 – 5:15 pm General Session #3: Focus on Artificial Intelligence
5:15 – 6:30 pm Reception in the Partner Showcase

Wednesday, June 26, 2024 | Conference Day 2

6:45 – 7:15 am Accelerate Your Day: Run/Walk with HSMAI
8:00 – 9:15 am VIP Awards Breakfast
8:30 – 9:30 am Conference Breakfast & Partner Showcase
9:30 – 10:30 am General Session #4: Focus on the Economy
10:30 – 11:00 am Partner Showcase: Break for Coffee & Conversation
11:00 – 11:45 am

Breakout Sessions

  • The Impact of AI on the Customer Journey
  • Understanding Today’s Group Customer for Hotels: Adapting Sales, Marketing, and Pricing Strategies
  • Maximizing Your Contact Center Channel
  • Idea Xchange: Networking Tailored to Grow Your Professional Circle
11:45 am – 1:00 pm Lunch & Partner Showcase
1:00 – 2:00 pm General Session #5: Focus on Distribution
2:00 – 2:30 pm Partner Showcase
2:30 – 3:15 pm

Breakout Sessions

  • Navigating the Future: Crafting Your Company’s AI Roadmap
  • From Insights to Action: Implementing GA4 Strategies for Hotel Success
  • Solving the Profit Puzzle: What Does Your Booking Cost?
  • Chief Commercial Officer Insights Roundtable
3:30 – 4:15 pm

Breakout Sessions

  • Revolutionizing Profitability: Rethinking the ROAS Model
  • Unlocking the Power of Influence: Mastering Storytelling and Data Presentation*
  • Building Success: Personal Branding and Development
4:30 – 5:15 pm General Session #6: Focus on Leadership
5:15 – 6:00 pm Reception in the Partner Showcase

Thursday, June 27, 2024 | Post-Conference workshops, trainings, and roundtables

8:00 am – 4:00 pm                         HSMAI Contact Center Summit
Join contact center leaders and executives for a day of actionable conversation, best practices sharing, and session workshops at the inaugural HSMAI Contact Center Summit (formerly IARE Conference). Additional registration fee is required.
8:30 am – 3:00 pm               Executive Roundtables
by invitation

  • Chief Revenue Officers – Brands
  • Chief Revenue Officers – Hotel Management Companies
  • Ownership Company Commercial Executives