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HSMAI Europe Commercial Summer Camp 2022
An HSMAI Commercial Strategy event

From Sunday June 26th in the afternoon to Friday July 1st 2022

City: London

The two last days will consist of the ROC, the Awards and the Marketing Strategy Conference and will take place at the Kimpton Fitzroy London Hotel, 1-8 Russell Square, London WC1B 5BE

The venue for the first four days will be announced later. 

The kick off will be on Sunday afternoon and the program will last until Friday, including a two day training ‘Executive Development’ focused on Leadership skills. In addition we will be working with European universities and hotel schools, as well as trainers and people from both inside and outside our industry. It will be a network with industry peers across departments, countries and companies, since HSMAI is working more and more across disciplines and less in silos.

Are you interested in joining? Please contact us at for more information

Potential candidate profile

The Commercial Summer Camp focuses on developing cross-functional strategic thinking and leadership skills, to enable tomorrow’s commercial leaders in the hospitality industry. The ideal candidate is already a sales, marketing, or revenue management expert or a property leader with the ambition and desire to understand all of the specific disciplines and what it takes to keep them all running smoothly together.


  • Price for HSMAI hotel & travel members per person: EUR 2900 ex VAT including full day programme, material, coffee, lunch and dinner
  • Price for HSMAI vendor members per person: EUR 4900 ex VAT including full day programme, material, coffee, lunch and dinner

The registration is binding and are non refundable after 30 days prior to the event.

About the five days:

The programme will focus on developing tomorrow´s leaders. You will also be able to develop an overall Commercial Plan. This will expose you to certain elements that is very important for you to understand as a leader and that you do not come across often in other programmes.

Topics include:

  1. Being a Leader- Essential Skills for Successful Leadership
  2. Distribution strategy
  3. Commercial Technology strategy
  4. Branding strategy
  5. Building commercial teams
  6. Customer Centricity
  7. Data and CRM strategy
  8. Calculating ROI on marketing and sales activities
  9. Sales Theory, Sales Strategy, Sales Leadership and Hands-on tips
HSMAI – Hospitality Sales and Marketing Association International – is a global organization founded in the US in 1927. The Hospitality Sales and Marketing Association International (HSMAI) Region Europe is the European arm of the organisation.


The Hospitality Sales and Marketing Association International (HSMAI) Region Europe is committed to growing business for the hotel, event and travel industry and their partners, and is the industry’s leading advocate for intelligent, sustainable revenue growth on a local, national and European level. The association provides practical tools, insights, and cutting edge expertise to enable knowledge sharing and enhance professional development as well as fuel sales, inspire marketing, transform businesses digitally and optimise revenue.

We aim to be the leading meeting place and the hospitality industry’s main source for knowledge, community, and recognition for leaders committed to professional development, sales growth, revenue optimisation, marketing, and branding.

Our Service Pledge

  • We pledge to provide transparent and neutral environments
  • We pledge to drive personal and professional growth
  • We pledge to be your industry point of reference
  • We pledge to provide you with cutting edge tools to grow your business
  • We pledge to go above and beyond to engage you

For more information about HSMAI Region Europe please visit us at or contact us at or +47 916 52 873

Meet some of our members:

To be at the front of leading positive change for the hospitality industry across different verticals of the business. To be advancing best practices and creating new solutions. To be actors in hospitality which bridges social barriers and provides broader economic opportunities.

Markus Keller
SVP Sales & Distribution at Accor

In this new era of travel, it is important we continue to embrace change and develop new skills. Our membership with HSMAI helps to facilitate this by offering a unique opportunity for continued personal growth, international vision, and diverse networking opportunities.

Roberta Possenti
Vice President of Europe at Preferred Hotels


HSMAI gives you the chance of connecting in person with high value peers in the industry and exchanging ideas in an engaging, informal and trusted environment.

Lennert de Jong
Chief Commercial Director CitizenM

I work for a company that is large locally but small globally – that’s why it is really important to connect with colleagues within the industry to discuss on relevant topics and learn from my peers. HSMAI gives me an opportunity to do so.

Nina Nieminen
Director of Revenue management and Distribution, Sokos Hotels


Sometimes when you are working in a company you tend to get into a state of home blindness where you get stuck into an Inside-Out perspective. To avoid that I try to broaden my perspective and knowledge by participating into different conferences and networks. HSMAI Sales Advisory Board consists of different type of companies and individual competences from both larger as smaller companies. I get the opportunity to contribute to develop our industry and in the same time fuel my own knowledge in Sales by being a part of it.

Anant Vithlani
Vice President Sales, Nordic Choice Hotels

HSMAI Europe is integral to what we do. Connecting, building relationships and peer connections across the industry to drive the hospitality agenda, while promoting hospitality as the best place for future talent to work.

Paul Proctor
Vice President Commercial Europe at IHG Hotels & Resort

Top photo: HSMAI Europe Commercial Summer Camp 2019 taking place at Doubletree by Hilton Amsterdam

Contact Us

Send us an email for any queries you have about HSMAI Europe and we'll get back to you, asap.

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