HSMAI Europe strengthens its presence in Portugal with the first Commercial Strategy Forum in Lisbon
Hospitality leaders discuss economic trends, market dynamics, and commercial strategies for success at the inaugural event
Lisbon, 17 March 2025 – As part of its ongoing commitment to the Portuguese hospitality sector, HSMAI Europe is set to host its first Commercial Strategy Forum in Lisbon on 10 April 2025 at EPIC SANA Marquês.
The event will serve as a strategic opportunity for leaders and commercial management teams to explore
economic trends and market dynamics within the hospitality sector, focusing on optimizing commercial strategies and achieving sustainable profitability.
A must-attend gathering for hospitality professionals seeking to stay ahead of the curve, the forum is ideal for directors and professionals in revenue management, sales, and distribution strategy, as well as general managers.
Programme Highlights
The opening sessions will be led by Nadim Habib (NOVA SBE), who will share his insights on “Navigating Change: The Art of Agile Decision-Making” and will be followed by a keynote presentation from Sérgio Guerreiro (Senior Director, Turismo de Portugal) on “The European Outlook: Economic and Geopolitical Risks and Opportunities Ahead.” A panel discussion will follow with commercial leaders, exploring its impact on the Portuguese market.
Roundtable Discussions and Workshop
The programme also includes multiple roundtable discussions, such as:
🔹 Roundtable 1: Revenue Management Meets AI: Smarter Strategies for Winning Clients
🔹 Roundtable 2: Achieving Commercial Success with Data-Driven Decisions
🔹 Roundtable 3: Total Revenue Playbook: Best Practices and Winning Strategies
🔹 Roundtable 4: Sales Meets AI: Smarter Strategies for Winning Clients
🔹 Roundtable 5: How Will AI Transform the Role of a Marketing Manager?
🔹 MICE Workshop: Designing Leverage of MICE Potential in the Business Mix
This initiative further strengthens HSMAI Europe’s position as a leading authority in professional development, specializing in revenue management, sales, marketing, and commercial strategies within the hospitality industry.
The association continues to expand its presence in Portugal, with the launch of the first Commercial Strategy Forum in Lisbon marking the beginning of a series of events in 2025. The Lisbon event will be
the first in a series of forums set to take place across various European cities throughout 2025. The next Commercial Strategy Forum is scheduled for Athens on 23 April 2025.
Advisory Board in Portugal
Additionally, HSMAI Europe has announced the creation of an Advisory Board in Portugal, composed of the following industry leaders:
🔹 Christelle Pitrel, VP Asset Management, Highgate (Chair)
🔹 Pedro Colaco, CEO, Guest Centric and Great Hotels of the World
🔹 André Santos, Director of Hospitality Solutions EMEA, Duetto
🔹 Henrique Tiago de Castro, Chief Operating Officer, Estoril 8023
🔹 Afonso Magalhães, Director of Sales, Andaz Lisbon
More members will be announced soon. The Advisory Board will be formally presented during the event in Lisbon.
Bringing Commercial Strategy Insights Across Europe
The HSMAI Europe Commercial Strategy Forums were inspired by a simple yet powerful idea: to bring the insights, energy, and expertise of the HSMAI Europe Commercial Strategy Conference to local markets across Europe.
“We are thrilled to bring the HSMAI Europe Commercial Strategy Forum to Lisbon, a city where hospitality is a way of life. Portugal’s hospitality industry has demonstrated remarkable growth and resilience in recent years, and we look forward to connecting and sharing best practices.”
– Ingunn Hofseth, President & CEO, HSMAI Europe
