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Driving MICE Business with Hospitality Sales and Marketing Automations

Calling all HSMAI Region Europe members in Amsterdam! Join us for an insightful afternoon on Tuesday, April 18th, 2023 from 14:30 – 18:00 (local time) as we explore how to leverage technology to win and manage more meetings and events business in today’s fast-paced, small-team environment. Don’t miss out on this valuable opportunity to learn, connect and grow with industry peers!

📆 Tuesday, April 18. 2023
đź“Ś Sofitel Legend The Grand Amsterdam

Different types of events require different methods of planning and facilitating, whether they are in-person, virtual or hybrid events. With the hospitality industry in transition, staffing issues and cost increases are adding pressure to hoteliers, resulting in long lists of manual tasks and missed opportunities. 

The solution to these challenges is automation of processes. Join this local expert meeting, featuring Graham Pope, Vice President International Sales at Cvent to explore how automation can help hotel professionals win more MICE business by efficiently managing RFPs and utilising technology to streamline operations and management.

Followed by a round of questions and a panel debate including a Q&A with the audience.

Why should hospitality professionals attend? You will discover:

  • How to take advantage of meeting and event trends and win business for your organisation
  • The latest automation software and tools to improve efficiencies and reduce costs
  • How to streamline the sales funnel and maximise opportunities for conversion
  • The benefits of automating event venue marketing to boost MICE sales

You’ll have the opportunity to network with other industry professionals, ask questions of our expert panelists, and come away with actionable insights that you can apply to your own business.

This event is completely free for HSMAI members, making it an exceptional opportunity to participate in our local events in the Netherlands. If you are a vendor, you must be a member of HSMAI Europe to attend this event.

*HSMAI Europe is hosting a total of six local events in the Netherlands throughout 2023, exclusively for association members. For more information on how to become a member, please contact us at

Speakers and Panelists

Graham Pope

Vice President International Sales

Graham Pope is an experienced executive with over 15 years of expertise in the events and SaaS space. As VP of Sales at Cvent, he helps hoteliers grow their MICE and transient business with technology. Graham joined Cvent to manage the rapid growth of Hospitality Cloud in Europe and expand into new markets. He is committed to developing solutions that enable clients to attract event organizers and host socially distanced events, while providing expert guidance to help them achieve their business goals. With his extensive experience and passion for technology, Graham is well positioned to help clients reach new levels of success in the hospitality industry.

Mike is an experienced Commercial head with a vast experience in the hospitality industry. Skilled in Search Engine Optimization (SEO), FMS, Customer Relationship Management (CRM), Pricing Strategy, and Yield Management, Mike is a strong commercial professional with a bachelor’s degree focused on Hospitality Administration/Management from Stenden Hogeschool Leeuwarden.

Mike de Boer

Commercial Director
Hilton Amsterdam Centraal Station

Joris Eyck

Joris Eyck is an experienced sales executive with over 15 years of experience in the hospitality industry, including with Starwood Hotels & Resorts. As the Managing Director at HelmsBriscoe, he provides strategic direction and support for business development, client retention, and recruitment efforts in Benelux and central Germany. Joris has an extensive portfolio of corporate, association, and government clients and has been recognized with several industry awards. He is passionate about identifying and recruiting the best talent to maximize business success in his region and beyond.

About HSMAI Europe

HSMAI – Hospitality Sales and Marketing Association International – is a global organization founded in the US in 1927. HSMAI Region Europe is the European arm of the organisation. HSMAI Europe aims to be a key influencer, pioneer and the go-to industry resource for professional development, commercial strategies and sustainability in the hospitality, travel and tourism industry. Read More

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

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