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FLYR to lead discussions designed to demystify AI’s role in hospitality revenue management at HSMAI’s annual European commercial conference, promoting the shift from decision support to decision intelligence

London, UK – November 23rd, 2023: HSMAI Europe, the European arm of the Hospitality Sales and Marketing Association International (HSMAI), the industry’s leading advocate for intelligent, sustainable revenue growth globally, will take the AI conversation to new heights at January’s HSMAI ROC, with machine learning specialist FLYR announced as one of the event’s two Platinum Sponsors.

FLYR (formerly Pace Revenue) will play a pivotal role in shaping discussions around AI and its role in transforming revenue optimisation in hospitality at the association’s annual commercial conference, which will be staged at the InterContinental London Park Lane on Thursday, January 18th, 2024, under the theme ‘Leading the Way’.

FLYR’s 2024 Platinum Sponsorship builds on its Gold Sponsorship at HSMAI ROC in January 2023, and follows the company recently joining HSMAI Europe as an organisational member.

By taking part in conversations and thought-leadership discussions at HSMAI ROC, FLYR aims to demystify the role of AI in hospitality revenue management and will talk through the tools and innovations that revenue managers and commercial leaders require to take their revenue strategy to the next level.

“HSMAI ROC is renowned for setting the industry agenda, bringing together senior leaders to debate challenges and opportunities. FLYR is excited to be part of this high-level learning exchange, with the goal being to change the way the sector thinks about revenue management and the technology that drives it,” said Stephanie Normand, VP of Marketing, Hospitality, FLYR.


“At FLYR we champion the movement of AI’s role in hospitality revenue management, enabling hospitality organisations to shift from decision support to decision intelligence, taking real-time decision-making in revenue management to a whole new level. Sponsoring HSMAI ROC not only provides a forum to discuss this potential, but to co-innovate with great industry minds.”

FLYR is a built-for-purpose revenue strategy platform that enables hospitality leaders to make confident commercial decisions, combining AI-driven decision intelligence and robust business insights to power a commercial competitive advantage.

With industry-leading business insights, FLYR helps to break down silos between departments with data driven insights informing smarter commercial decision making.

FLYR’s Platinum Sponsorship status and HSMAI Europe membership will amplify its involvement beyond ROC, with the tech company ramping up its presence at association initiatives including meetings and education sessions to elevate member knowledge.

“The hospitality sector is embracing AI to enhance guest experiences, machine learning and its optimal application for revenue management, and with FLYR on board as HSMAI ROC Platinum Sponsor, we bring a fresh skill set and perspective to our discussions, helping commercial leaders to better navigate this new technology landscape,” said Ingunn Hofseth, President & CEO, HSMAI Region Europe.


“We look forward to working in close collaboration with FLYR to further elevate our member experience, not only at ROC, but in the years to come, providing even more opportunities to share best practices in revenue optimisation while enhancing professional development for all.”

For more information on ROC Europe 2024, click here

About HSMAI Europe

HSMAI – Hospitality Sales and Marketing Association International – is a global organisation 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.

About FLYR

FLYR is a technology company that is purpose-built for the travel industry. Leveraging deep learning, an advanced form of AI, FLYR is helping airlines, cargo, and hospitality businesses around the globe elevate their results. With FLYR, businesses are able to improve revenue performance and modernise the e-commerce experience through accurate forecasting, automation, and analytics. Learn more at

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