In Europe, Featured, HSMAI, HSMAI, Marketing, News, News items, Revenue Management, Travel>Hotels, Upcoming


The collaboration heralds the association’s Greek market debut, extending HSMAI’s membership and industry leading certification opportunities to SAC’s highly regarded alumni network of more than 6,000 hospitality professionals and all industry executives in Greece.

London, UK – March 22, 2024: 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, is making its Greece debut after signing a Memorandum of Understanding (MoU) to establish a collaborative partnership with renowned hospitality education institution, Swiss Alpine Center (SAC).

Marking a major milestone for HSMAI Europe as it looks to rapidly expand its pan-regional presence, the agreement extends membership and exclusive professional development opportunities to SAC’s esteemed, 6,000-strong alumni network, many of whom hold prominent positions globally. This includes access to HSMAI Europe’s highly regarded workshops and industry leading certification programmes in revenue management, sales, leadership and customer centricity.

A renowned hospitality education institution headquartered in Alpnach Dorf-Obwalden, Switzerland, SAC’s world-revered legacy includes the establishment of its first international campus in Greece in 1987. Offering world-class programmes in Hospitality and Tourism Management, as well as Culinary Arts Management, SAC, like HSMAI, champions excellence in hospitality education, making the partners a perfect fit.

As part of the collaboration, two of SAC’s current students will join HSMAI Europe’s Student Council, the first initiative of its kind to span hotel business schools and universities. It helps students and education institutions such as SAC build a network beyond their usual scope, stimulate students’ professional growth, and creates a sense of industry belonging and pride.

Ingunn Hofseth, President & CEO, HSMAI Region Europe, said:

“It is an honour to partner with Swiss Alpine Center, an institution known worldwide for its commitment to excellence in hospitality education, to expand HSMAI Europe’s presence to Greece, a market with huge potential for our association and its hospitality industry community. Together, we will provide unparalleled opportunities for professional development, empowering hospitality professionals to enhance their commercial acumen. We are also looking forward to leveraging the wealth of knowledge at SAC and its powerful alumni, with some of the industry’s greatest minds providing an exceptional contribution to our association.”

Sybil Hofmann, President, International Programmes, Swiss Alpine Center (SAC), added:

“HSMAI stands as a global hub for professionals in sales, marketing, and revenue management across various sectors within hospitality. Over the past three decades, I’ve actively contributed to the advancement of hospitality and tourism education in Greece. It brings me immense pride to introduce HSMAI to the Greek market. This organisation places a significant emphasis on education and has emerged as a leading force in recognising and disseminating trends within the hospitality realm.

“With Greece’s tourism industry experiencing a resurgence post-pandemic, I am confident that numerous professionals will find immense value in aligning with HSMAI. By leveraging its wealth of best practices, individuals can enhance their sales and marketing strategies while benefiting from world-class workshops in revenue management, sales techniques, marketing strategies, and leadership development.”

HSMAI Europe is excited to announce its upcoming press conference, scheduled to take place in Athens on Thursday afternoon, May 23. Executives and professionals from the Greek hospitality sector are cordially invited to attend. This event will serve as a platform to discuss important updates and initiatives within the hospitality industry, along with the unveiling of upcoming workshops.

Additionally, in the Autumn season, HSMAI Europe will be organizing a pre-certification workshop within revenue management, followed by a global exam. This workshop and exam present a valuable opportunity for professionals to enhance their careers by obtaining the prestigious Certified Revenue Management Executive (CRME) certification, recognized globally for its standards of excellence in revenue management.

The CRME certification, already adopted by global hotel chains, is designed to help hospitality professionals enhance their revenue management expertise. It certifies them 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 organisation; able to maximise revenue opportunities and optimise profits by managing revenue; capable of making informed decisions to accept or reject business to meet overall organisational goals; and proficient at the art and science of revenue management

Leading the Athens pre-certification workshop is Frederic Toitot, a seasoned hospitality and travel professional with 15 years of experience at Accor’s global headquarters. He is currently Founder and Managing Director at Hotel Games and member and past chair of the HSMAI Europe Revenue Optimisation Advisory Board.

Expert insights on the hospitality market in Greece and wider Europe have also been bolstered by two recent HSMAI Europe appointments, each held by professionals with Greek heritage. Revered industry veteran Dimitris Manikis, President EMEA at Wyndham Hotels & Resorts, has joined the association’s board of directors, and Kostas Ioannidis, Sales Director, Global Sales Europe, at IHG Hotels & Resorts has taken the helm as Sales Advisory Board Chair for HSMAI Europe.

For more information on HSMAI Region Europe, membership, initiatives, and events, email

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 Swiss Alpine Center (SAC)

A renowned hospitality education institution headquartered in Alpnach Dorf-Obwalden, Switzerland. SAC’s esteemed legacy includes the establishment of its first international campus in Greece in 1987, offering esteemed programs in Hospitality and Tourism Management, as well as Culinary Arts Management. With an alumni network exceeding 6,000 graduates, many of whom hold prominent positions globally, SAC embodies excellence in hospitality education. Swiss Alpine Center offers its programs of study at City Unity College, Athens, Greece.

Contact Us

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

Not readable? Change text. captcha txt

Start typing and press Enter to search