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(CRME) ​Certified Hospitality Revenue Management Executive Certification

The more you know, and the more you can prove you know, the better ROI you can provide to your employer or prospective employer, the more you can improve your company’s bottom line, and the better you can position yourself in your chosen discipline.

On Friday July 1. 2022 HSMAI Region Europe will host an in person Revenue Management pre workshop, after which the participants will complete the globally recognised CRME certification exam.
The certification workshop and exam will take place in London at the Kimpton Fitzroy London Hotel, London.

Read more and sign up for this here

In order to prepare for the global certification we can offer you the following 3 options (depending on how much in depth you know the discipline beforehand)

  1. You can sign up for the 6 weeks digital course – Lunch & Learn Towards Your Global Certification – followed by the pre workshop in person in London on 1 July 2022 included exam the same day (HSMAI member price: 1060 Euro ex VAT) Non – member 1490 Euro ex VAT
  2. You can sign up and join the pre workshop on July 1. 2022 included the exam (HSMAI member price: 695 Euro ex VAT) Non – member 895 Euro ex VAT
  3. You can sign up and join the 6 weeks digital course and when you feel you are ready for the global exam you can sign up for that later. (HSMAI member price: 365 Euro ex VAT) Non – member 595 Euro ex VAT

For all options you will get access to the study guide (a digital copy of Evolving Dynamics).

2022 WEB SERIES DATES & TIMES for Lunch and Learn

The course is delivered in six 60-90 minute sessions delivered once a week for five consecutive weeks, on Wednesdays at 1:00 pm CET. (12 UK time). One of the courses will be delivered on Thursday, 23 June. 

  • Wednesday, 25 May
  • Wednesday, 1 June
  • Wednesday, 8 June
  • Wednesday, 15 June
  • Wednesday, 22 June
  • Thursday, 23 June

About the CRME

The CRME will certify you as:

  • A professional in the field of revenue management and clearly conversant with its intricacies and importance
  • Competent to develop an infrastructure to support revenue management within the framework of an organization
  • Able to maximize revenue opportunities and optimize profits by managing revenue
  • Capable of making informed decisions to accept or reject pieces of business to meet overall organizational goals
  • Proficient at the art and science of revenue management

Lunch & Learn Towards Your Global Certification

About Tim Wiersma

Timothy Wiersma – Principle, Revenue Generation llc. With more than two decades of experience in the hospitality industry, Tim Wiersma is recognized as a leader in revenue management. His company specializes in property and portfolio revenue management, sales, marketing, distressed-asset turnaround, and asset assessment; his company consistently delivers results for properties around the world.

Before Revenue Generation, Tim was a vice president with Host Hotels and Resorts, a Fortune 500 company and the largest premiere real estate hospitality company in the world. He has also held a vice president position at TPG Hospitality, a private equity firm with over 60 full-service hotels representing all major markets and brands, and he was vice president of Red Roof Group where he oversaw the Revenue Strategy of over 650 economy hotels. He has held other corporate-level positions with Starwood Hotels and Resorts and Canadian Hotel Income Properties and has been a key advisor for Marriott International in sales and revenue management.

He is an active member of HSMAI (Hospitality Sales and Marketing Association International). He is currently serving on the Revenue Optimization Advisory Board in HSMAI Americas and is a past chair. He is also teaching the HSMAI Revenue Optimization Essentials course on a regular basis.


The course is delivered in six 60-90 minute sessions delivered once a week for five consecutive weeks, on Wednesdays at 1:00 pm CET. (12 UK time). One of the courses will be delivered on Thursday, 23 June. 

  • Wednesday, 25 May
  • Wednesday, 1 June
  • Wednesday, 8 June
  • Wednesday, 15 June
  • Wednesday, 22 June
  • Thursday, 23 June

Session #1: Intro and Chapters 1, 2, 3 (2 hours)
Session #2: Chapters 4, 5, 6 (1.5 hours)
Session #3: Chapters 7, 8, 9 (1.5 hours)
Session #4: Chapters 10, 11, 12 (1.5 hours)
Session #5: Chapters 13, 14, 15 (1.5 hours)
Session #6: Chapter 16, Emerging Elements, and final review (1.5 hours)


Today more than ever it is essential for hoteliers across disciplines to be able to confidently navigate both the art and science of revenue optimization, and confirm their knowledge, experience, and capabilities in the field.

This course takes a deep dive into the fundamentals, cross-disciplinary partnerships, and emerging elements impacting revenue optimization. It covers the key concepts outlined in HSMAI’s Evolving Dynamics: From Revenue Management to Revenue Strategy, the study guide for the Certified Revenue Management Executive (CRME) certification.

Course participants will learn and be able to apply best practices in multiple areas including:

  • Departmental integration
  • Economics and RM
  • Understanding the market
  • Segmentation
  • Forecasting
  • Pricing
  • Inventory Control
  • Total Hotel Revenue Optimization
  • Performance Analysis
  • The role of data analytics in revenue optimization and marketing
  • Managing owner expectations
  • Fundamentals of distribution
  • Marketing in a digital world
  • Emerging elements impacting revenue optimization


While of interest to any hotelier or industry partner with revenue optimization-related responsibilities, it is primarily designed for hospitality professionals who are studying to take the (CRME) certification exam.

This course is also for you if you:

  • Aspire to become a revenue optimization professional and want to learn the principles of revenue optimization
  • Work closely with, and are impacted by, revenue optimization in your organization (you might be a general manager, director of sales, director of marketing, asset manager, or distribution professional)

For more information contact us:

So far HSMAI Region Europe has CRME certified many top professionals from each of the following companies:

  • AccorHotels
  • Avvio
  • citizenM Hotels
  • Choice Hotels
  • Copenhagen Admiral Hotel
  • Crown Moran Hotel
  • Deutsche Hospitality
  • Diamond Resorts International
  • Duetto
  • First Hotels
  • HotelPartner Yield Management
  • Hotel Tonight
  • IDeaS Revenue Solutions, a SAS Company
  • Iberostar
  • InfData Analytics
  • Infor
  • Infor EasyRMS
  • Kempinski Hotels SA
  • Louvre Hotels Group
  • Mövenpick Hotels & Resorts
  • Nordic Choice Hotels
  • Norlandia Hotel Group
  • OTA Insight
  • Parkdean Holidays
  • Pricematch
  • Reburg & Partners
  • Redefine BDL Hotels Ltd
  • Rossi Boutique Hotel & SPA
  • Sagacity
  • Sabre Hospitality
  • SANA Hotels
  • Scandic Hotels
  • Short Stay Group
  • SnapShot GmbH
  • Sokos Hotels
  • Starboard Hotels
  • Steigenberger Hotel Group
  • Thon Hotels
  • Top Gahn Quality Coaching
  • Wordhotel Wings
  • 25hours Hotels
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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