Week-At-a-Glance
HSMAI Europe’s Commercial Strategy Conference – the evolution of HSMAI ROC – reflects the development of marketing, revenue optimization, sales, and other commercial functions into new and evolving commercial strategy organisations inside many hotel companies.
The conference — and pre- and post-conference workshops, roundtables and Leadership Day— will equip commercial professionals and leaders with the skills, knowledge, and strategic vision necessary to navigate the ever-evolving landscape of hotel commercial strategy while driving profit throughout the customer journey.
The Week-at-a-Glance for the Commercial Strategy Week 2027 will be updated regularly, as we are in the process of setting the program for the week.
Wednesday, January 13th, 2027
Pre-Event Workshops, Executive Roundtable & Leadership Day
10:00 am – 1:00 pm
Talent Workshop (By-Invitation-Only)
This workshop is designed for hoteliers and educators across HR and non-HR functions, from experienced commercial leaders to those just beginning their careers. It is for those who want to step up their talent game and contribute to a more resilient commercial talent pipeline in hospitality.
Please note that all registrations will be pending approval.
10:00 am – 1:00 pm
Independent Hotels Workshop (By- Invitation Only)
This workshop is designed for hoteliers working at independent hotels.
Please note that all registrations will be pending approval.
10:00 am – 1:00 pm
Senior Marketing Executive Roundtable (By Invitation Only)
HSMAI Executive Roundtables are networks of like-minded senior leaders. They are a unique opportunity for executive-level peer groups to have meaningful dialogue in a confidential environment.
For more information, contact HSMAI Region Europe at postbox@hsmai.eu
Please note that all registrations will be pending approval.
10:00 am – 1:00 pm
Senior Sales and Distribution Executive Roundtable (By Invitation Only)
HSMAI Executive Roundtables are networks of like-minded senior leaders. They are a unique opportunity for executive-level peer groups to have meaningful dialogue in a confidential environment.
For more information, contact HSMAI Region Europe at postbox@hsmai.eu
Please note that all registrations will be pending approval.
12:30 pm – 2:30 pm
HSMAI Europe Board of Directors meeting (Internal)
3:00 pm – 8:00 pm
Including working dinner
Leadership Day (Internal)
The HSMAI Europe Leadership Day 2027, an invitation-only event, will take place at the conference venue.
Only invited HSMAI Europe members may register – all registrations will be subject to approval.
Thursday, January 14th, 2027
Commercial Strategy Conference and HSMAI Awards Europe 2026
8:00 am – 5:30 pm
HSMAI Europe Commercial Strategy Conference
HSMAI Europe Commercial Strategy Conference (formerly ROC) has become one of the most compelling and comprehensive learning exchange for commercial leaders in the hospitality industry. Join us for an unparalleled professional development experience.
6:30 pm – 11:00 pm
HSMAI Awards Europe 2026
The annual HSMAI Awards Europe recognises the people and companies that have shown excellent work in the hospitality, tourism, and travel industries. This event allows companies and employees to show that they value and recognise the importance of each other.
Friday, January 15th, 2027
Executive Roundtable
10:00 am – 1:00 pm
Senior Revenue & Commercial Executive Roundtable (By Invitation Only)
HSMAI Executive Roundtables are networks of like-minded senior leaders. They are a unique opportunity for executive-level peer groups to have meaningful dialogue in a confidential environment.
For more information, contact HSMAI Region Europe at postbox@hsmai.eu
Please note that all registrations will be pending approval.
