Slide About hsmai europe Speakers About home advisory board partnership Program tickets

HSMAI EUROPE COMMERCIAL STRATEGY FORUM WEDNESDAY, APRIL 23RD 2025 ATHENS ELECTRA METROPOLIS HOTEL REGISTER Full Day. Full Focus. Full Potential for Your Commercial Strategy!

Slide WEDNESDAY, APRIL 23, 2025 FULL DAY AND EVENING ELECTRA METROPOLIS, ATHENS This is a forum specifically designed for Leaders, Commercial Leaders and their teams who are looking to stay ahead in the hospitality industry. Whether you are responsible for revenue management, sales, marketing, distribution, digital strategy or as a GM, this is a must-attend gathering to gain valuable insights, share best practices, and network with like-minded professionals. WHO SHOULD ATTEND The first HSMAI Europe Commercial Strategy Forum kicks off in Lisbon on April 10, 2025 before we head to Athens on April 23, 2025. Don’t miss the chance to experience industry-leading insights in both dynamic cities! Read more about Lisbon about Welcome to the HSMAI Europe Commercial Strategy Forum in Athens. This full-day event will bring together hospitality leaders to discuss cutting-edge strategies in revenue management, sales, marketing, and distribution.

Slide About HSMAI Europe 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 industry. MISSION The Hospitality Sales and Marketing Association International (HSMAI) Region Europe is committed to growing business for the hotel, event and travel industry and their partners, and is the industry’s leading advocate for intelligent, sustainable revenue growth on a local, national and European level. The association provides practical tools, insights, and cutting edge expertise to enable knowledge sharing and enhance professional development as well as fuel sales, inspire marketing, transform businesses digitally and optimise revenue. VISION The HSMAI Europe Commercial Strategy Forums were inspired by a simple yet powerful idea: to bring the insights, energy, and expertise of our HSMAI Europe Commercial Strategy Conference to local markets across Europe.

Our annual conference has become a must-attend event for commercial leaders in hospitality, providing cutting-edge strategies, in-depth discussions, and networking. However, we know that not everyone can travel to a single location. That’s why we are launching these focused, local Commercial Strategy Forums—mini-versions of the main conference —tailored to the specific challenges and opportunities in each local market.

We are particularly excited to expand our presence into Lisbon and Athens, two dynamic markets. We have already secured some great speakers with more to come. We can’t wait to connect with local industry leaders in these local markets - and more cities will be announced later.

Through these forums,our goal is to provide a platform for sharing best practices, learning, collaboration, and innovation—ensuring that commercial professionals across Europe will share best practices, get updates on latest trends and strategies to drive business success.

We look forward to welcoming you to an upcoming HSMAI Europe Commercial Strategy Forum near you!

Best regards,
Ingunn Hofseth,
President & CEO, HSMAI Europe
HSMAI promotes lifelong learning across the industry, stays on top of trends that affect our industry and the people in it, and creates a sense of fellowship in its community. HSMAI also takes a leader’s responsibility to innovate very seriously and will push the boundaries to create growth opportunities. A Message from Ingunn Hofseth, President & CEO of HSMAI Europe about 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. WE ARE GLOBAL
Our industry is global and so are we.

WE ARE A COMMUNITY
We work together, we play together and find lifelong friendships and partnerships together. We are more than a group of people with common interests. People feel like they belong.

WE PROVIDE OPPORTUNITIES TO GROW
We create arenas for people to shine whether they are teaching or learning the skills to grow businesses in our industry.

THOUGHT LEADERSHIP IN PRACTICE
We aim to future proof people’s approach to hospitality. We see what is coming next, we get the right people together to create a vision and start working. Come for our commitment to excellence, stay for the warmth of our community

Slide NIKOS GIOKAS (chair) Business Development
Director, EMEA
Plusgrade SYBIL HOFMANN President, International
Programmes
Swiss Alpine Center VASILIOS Riavoglou Chief Growth Officer
Hotelinsider & HBIS ELENA KLOUDA Market Director
Mediterranean Markets
The Hotels Network MARTA VARELA Fractional Revenue
Consultant
Brown Hotels Greece GREECE ADVISORY BOARD ADVISORY BOARD MEET THE HSMAI EUROPE

THANOS PAPASAVVAS Moderator of the day
Founder & CIO
ABP Invest DIMITRIS MANIKIS President EMEA at Wyndham Hotels & Resorts & Member of the HSMAI Europe Board of Directors BRIAN HICKS President & CEO
HSMAI Americas & HSMAI Global GEORGE SPYROPOULOS COO
Electra Hotels & Resorts PANAGIOTIS ALMYRANTIS Chief Growth & Commercial Officer
Ella Resorts NATALIA STRAFTI CEO
Grivalia Hospitality SISSI LIGNOU President, HAPCO & DES
President, IAPCO
CEO, AFEA Congress
THIJS PETERS Partner
Conventus Consultants MARK STRUIK Partner
Conventus Consultants DIMITRIOS KARYPIDIS CEO & Founder
HBIS SA INGUNN HOFSETH President & CEO
HSMAI Region Europe NIKOS GIOKAS Business Development Director, EMEA at Plusgrade and Chair HSMAI Europe Advisory Board Greece VASILIOS RIAVOGLOU Chief Growth Officer at Hotelinsider & HBIS and Member of HSMAI Europe Advisory Board Greece ELENA KLOUDA Market Director, Mediterranean Markets at The Hotels Network and Member HSMAI Europe Advisory Board Greece STEFANO DE ANGELIS Business Development Manager
Lighthouse KATERINA FOUSTERI Business Development Manager, EMEA - Business Intelligence
Lighthouse EVGENIOS PETOUMENOS Head of Growth & Affinity Partnerships Wallbid GEORGE ERGAZAKIS CEO
Revitup MINAS E. LIAPAKIS Chief Growth Officer
Revitup DR. JOHN FOTIS Group General Manager
WebHotelier Speakers MEET OUR SPEAKERS

Slide PROGRAM Join us for an inspiring day of insights, networking,
and thought leadership 09:00 – 10:00 Registration, Coffee/Tea & Partner Showcase Visit our partners to learn how their products & services can help you and your business thrive. 10:00 – 10:20 Welcome and update from HSMAI Europe By Ingunn Hofseth, President & CEO at HSMAI Region Europe and Nikos Giokas, Business Development Director, EMEA at Plusgrade, and Chair of HSMAI Europe Advisory Board Greece 10:20 – 10:30 Opening Remarks: By the Moderator By Thanos Papasavvas, Founder and CIO at ABP Invest 10:30 – 10:40 The American Outlook By Brian Hicks, President & CEO at HSMAI Americas and HSMAI Global 10:40 – 11:20 The European Outlook: The economic and geopolitical risks and opportunities ahead By Thanos Papasavvas, Founder & CIO of ABP Invest An in-depth analysis of Europe’s economic and geopolitical landscape, highlighting key risks and opportunities shaping the commercial strategy for businesses.

In addition to his role at ABP Invest, Thanos is a frequent guest on major financial media outlets such as BBC, Bloomberg, and CNBC. He is also a sought-after keynote speaker and moderator at investment conferences. Thanos holds the Chartered Financial Analyst (CFA) designation and is a member of the Royal Institute of International Affairs (Chatham House). He earned his MSc in Economics from Birkbeck College, University of London. He is originally from Athens and he has resided in London for over 35 years. 11:20 – 11:40 An outlook for the next 12- 24 months and the implications for the Hospitality Industry in Greece By Dr. John Fotis, Group General Manager , webhotelier 11:40 – 12:00 Coffee Break Break For Coffee & Conversation 12:00 – 13:00 The Greek Outlook: The economic and geopolitical risks and opportunities ahead A thought-provoking panel discussion on how economic and geopolitical trends impact Greece, exploring risks, opportunities, and strategies for businesses.

This session will be moderated by:
Dimitris Manikis, President EMEA at Wyndham Hotels & Resorts and Member of the HSMAI Europe Board of Directors

Panelists:
  • Panagiotis (Panos) Almyrantis, Chief Growth & Commercial Officer Ella Resorts & President European Hotel Managers Association (EHMA)
  • Sissi Lignou, President at IAPCO, President at HAPCO & DES and President & CEO at AFEA Congresses
  • George Spyropoulos, COO at Electra Hotels & Resorts
  • Natalia Strafti, CEO at Grivalia Hospitality
  • Dr. John Fotis, Group General Manager at webhotelier
13:00 – 13:15 Lightning rounds Executives will share their best practices, strategic insights, and big ideas in just in 6 minutes and 40 second each!

1. Tips & Tricks to Early Anticipate Market Demand, Unexpected Behavior, and Best Practices to Take Advantage of Those Changes. By Stefano De Angelis, Business Development Manager at Lighthouse

2. Revenue management meets Embedded Insurance: The new standard in room pricing. By Evgenios Petoumenos, Head of Growth & Affinity Partnerships at Wallbid 13:15 – 14:15 Lunch & Networking Break for lunch and networking. 14:15 – 15:00 Lightning Rounds Executives will share their best practices, strategic insights, and big ideas in just in 6 minutes and 40 second each!

3. Revenue Wins in 400 Seconds: Real Insights from the Field. By Vasilios Riavoglou, Chief Growth Officer Hotelinsider & HBIS

4. Guess Who? AI Already Knows – And Your Hotel Website Just Got Smarter. By Elena Klouda, Market Director, Mediterranean Markets at The Hotels Network

5. The Power of Bidding. By Nikos Giokas, Business Development Director, EMEA – Hospitality Ancillaries at Plusgrade

6. Synergistic Revenue Growth: Revenue Management & Marketing for Greek Resorts. By George Ergazakis, CEO at Revitup

15:00 – 15:10 Introduction to the Breakout Sessions & Workshop We will host concurrent sessions of roundtables and 1 workshop held by specialists in their respective fields. Roundtable attendees will also have the opportunity to ask specific questions.

Over the course of the day we will address the most important issues facing commercial leaders. The different sessions will take place two times so you can attend two in total.

**Please note, the MICE Workshop will last for 2 hours 15 minutes and will only take place once. OPTION 1

15:10 – 17:25 Breakout session:
Workshop: Designing Leverage of MICE Potential in the Business Mix Key Objectives:

We’ll be examining this from multiple perspectives, including MICE marketing & sales, the RFP process, distribution networks, yield management, sustainability, training, and data analysis.

This workshop will be moderated by Mark Struik and Thijs Peters, Partners at Conventus Consultants. OPTION 2

15:10 – 16:00 Breakout session:
Roundtable Discussions (Session 1) Participants can choose to join one of the following:

Roundtable 1:
Winning the Booking Battle: Effective strategies to reinforce direct bookings. By Evgenios Petoumenos, Head of Growth & Affinity Partnerships at Wallbid

Roundtable 2:
Achieving Commercial Success with Data-Driven Decision. By Dimitrios Karypidis, CEO & Founder HBIS SA

Roundtable 3:
Total Revenue Playbook: Best Practices and Winning Strategies. By Katerina Fousteri, Business Development Manager, EMEA - Business Intelligence at Lighthouse

Roundtable 4:
Revenue Management and Marketing: Maximizing Revenue Through Synergy. By George Ergazakis, CEO and Minas E. Liapakis, Chief Growth Officer at Revitup

Roundtable 5:
AI in Action: What Hotels Are Really Doing to Boost the Direct Channel. By Elena Klouda, Market Director, Mediterranean Markets at The Hotels Network

Roundtable 6:
Cross-Sector Strategies to Grow Ancillary Revenue. By Nikos Giokas, Business Development Director, EMEA – Hospitality Ancillaries, Plusgrade 16:00 – 16:20 Coffee Break Break for coffee & conversation. 16:20 – 17:10 Breakout Session:
Roundtable Discussions (Session 2) Participants switch to another session of their choice. Same breakouts as session 1. 17:15 – 17:45 Wrap ups and Outcomes A short summary of the outcomes from the roundtable discussions and workshop. 18:00 – 20:00 Networking Party Wrap up the day with a relaxed and engaging networking evening—connect with industry leaders, share insights, and mingle over drinks and light food. Partners Gold sponsor Gold sponsor Gold sponsor Gold sponsor Gold sponsor Gold sponsor PROGRAM

You cannot be successful in the hospitality industry if you are not willing to do the work. The task may at times seem heroic, but this kind of hard work can be incredibly rewarding. It is our commitment to perfecting performance through practice that makes it seem effortless to others. We know what it really takes.

We are continuously working to become stronger, more competent, and better at anticipating people’s needs and wishes, so that we can create products and services that provide real value. When we master our skill, we create experiences that deeply affect people and create memories for a lifetime.

HSMAI celebrates the skills and efforts of people in our industry. We work hard to make people want to stay in hospitality by raising the status of an industry that we care deeply about. 🤝 Partner with HSMAI Europe HSMAI Europe’s Sponsor and Partnership Program offers a unique opportunity for companies to align with a well established association in the hospitality industry. By partnering with us, your organisation will gain access to a broad network of professionals dedicated to excellence. Our program is designed to provide maximum exposure and value to our partners, helping you achieve your business goals while contributing to the growth and development of the industry. For more information or if you would like to become a partner, please reach out to us at postbox@hsmai.eu HSMAI Europe Sets the Industry Up
for Success Partnership

Sign up your team! Attending HSMAI activities as a team sparks invaluable conversations afterward. Every participant gains fresh insights, each interpreting the experience differently. These discussions not only deepen the team's understanding but also inspire them to turn key takeaways into concrete action plans. Hotel & Travel Join HSMAI Europe Today and Save on Your Forum Registration! Vendor HSMAI EUROPE MEMBERS €210 Tickets & Membership Benefits tickets HSMAI EUROPE NON-MEMBERS €445 HSMAI Europe is dedicated to empowering hospitality professionals by providing industry insights, networking opportunities, and exclusive benefits.

Now is the perfect time to become a member and save on our upcoming forum! To celebrate our debut forum in Greece, we are offering an exclusive, one-time opportunity for our valued hotelier HSMAI Europe members: Attend the forum completely FREE!

The forum ticket includes:

✔ A full-day educational program
✔ Multiple coffee breaks
✔ Lunch
✔ Food and drinks at the networking evening Forum Registration Fees FREE HSMAI EUROPE MEMBERS HSMAI EUROPE NON-MEMBERS €140 Register Here Special Offer for Hoteliers & Industry Professionals! We want to help more hoteliers benefit from HSMAI Europe’s community, education, and networking opportunities. That’s why we are launching a limited-time membership campaign with even more value!
Become a Member & Unlock Exclusive Benefits! HSMAI Europe Hotel Membership: €960 per year
✔ Covers 1 hotel and 3 people 📌 Special Campaign Offer – Join Now & Enjoy:

✔ More Savings – If your hotel registers three people, your savings could exceed the €960 membership fee on forum registrations alone!
✔ Complimentary Educational & Networking Events – Get 4 exclusive in-person or virtual meetings per year for free included in the membership.
✔ Discounted Certifications Rate – Instantly save on registration.
✔ Priority Networking – VIP access to members-only events and hospitality industry networking opportunities.
✔ Exclusive Industry Insights – Access top-tier educational resources, online courses & reports for free.

💬 Act Now! This offer is only available for a limited time. Secure your membership and start benefiting immediately! For more information or to become a member, contact us at postbox@hsmai.eu or visit HSMAI Europe Membership below. Membership

Slide Contact Us For more information please reach out to us at postbox@hsmai.eu

Why are guests so unpredictable? Is there anything we can do in order to make them more predictable?

In recent years more and more hoteliers have commented on the fact that it is becoming harder to predict what demand will be like. Guests book later and later, events that traditionally had a high impact now have much lower impact and guests seem to change their mind on what they like. During this session we will discuss in what way we might be able to do in order to steer our guests towards a more predictable behavior.

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Niels MekenkampDirector of Business Solutions, EMEA, Cendyn

3 ways to make more strategic use of your brand

How leaders can use modern brand thinking to engage people in delivering distinct customer experiences that inspire loyalty and word-of-mouth.

monna-nordhagen

Monna Nordhagen, Partner and strategy advisor, Mars

What characterizes the best sales teams?

0-29

Remi Morken, CCO, SalesScreen

Revenue Management to Revenue Strategy: Best practices and key learnings to help your organization succeed in 2020 and beyond

0-28

John Gallagher, Sales Director, Duetto

How to sell when customers do not know they need you?

Benjamin is a French entrepreneur and investor. His job consists in solving major problems that hoteliers face every day. He is the Co-founder & Evangelist of Quicktext, a 24/7 AI-powered chatbot helping hotels increase sales while improving guest experience.

0-23

Benjamin Devisme, VP Sales, Quicktext

Real time pricing

As the travel industry has evolved and become more digitized, markets that hotels operate in today have become faster, more transparent and more competitive than ever, pushing down profit margins. The old school of revenue management, where it used to be enough to pull historical reports from an isolated, non-connected PMS, to decide the future room prices, does not longer apply.

  • What is the difference from being a Revenue Manager today compared to 10 years ago?
    • Does the skillset of an RM differ – if so; in what way?
  • What does Real Time Price Optimization mean?
  • What gains (and risks?) come with real time price optimization?
  • How do you think the Revenue Management Department will operate in a real time revenue management environment – will the RM role need to change? If so, in what way?
atomized2

Alexander Edström, CEO, Atomize

Expansion of revenue management capabilities

damiano-zennaro

Damiano Zennaro, Global Director of Advisory services at IDeaS

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Laura McNally, Director, Account Management – Strategic and Global Accounts at IDeaS

Customer Centricity

About delivering the promises made, managing the perception and trust of the brand on social and digital media through the experiences delivered.

0-9

Gil Mulders, Former Head of Learning Europe, Intercontinental Hotel Group and Chair of the HSMAI Region Europe People & Culture Advisory Board

Being a General Manager and Leading a team of strong performers

0-7

Jarle Moen, Former Thief Executive Officer at the Award winning hotel The Thief, now the Managing Director at the upcoming hotel Sommerro

Retention strategies for Sales professional that works’

Anant Vithlani

Anant Vithlani, Vice President Sales, Nordic Choice Hotels

Storytelling that works

Brands that tell stories are performing better. We will discuss how you can use stories to clarify your message, connect with customers and grow your business. Make sure your team is on the same page and creating marketing that get results. We will also introduce you to a framework that makes it easier for your team to create stories that work.

0-13

Christian Braathen, Client Director, Scandinavian Design Group

Commercial Technology Strategy

What choices to make to PMS, RMS, CRS, Channel Manager, cost implications, training implications, integration implications and more.

0-11

Julie Grieve, Founder and CEO, Criton

Close the gap between revenue optimization & digital marketing

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Finnbar Cornwall, Senior Industry Head Travel at Google UK

Consequences of Inbound RFP Over-reliance – Why is it the Time to Establish a Proactive Meetings & Events Sales Strategy

MICE segment is becoming commoditized, driven by rate and response time. Cost of acquisition and distribution continues to grow. Need periods are more pronounced. Sales teams have subpar proactive skills – order takers vs. hunters. Sellers are fishing in the same pond with less than 10% conversion rates.

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Erika Bucsi, Enterprise Director of Sales, EMEA & APAC, Knowland

Navigating the changing hotel distribution landscape

Insights to improve competitiveness in an increasingly volatile environment

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Michael Mernagh, Head of Sales EMEA, OTA Insight

Using Technology to Deliver a Personalized Guest Experience

0-8

Michael De Jongh, Chief Commercial Officer, Avvio

Coaching a team for strategic selling

0-6

Evert Schuele, Vice President Sales, Europe, Africa, Middle East and South West Asia, Hyatt International

Intermediaries: Should they be managed like a key account?

0-13

Saurabh Bhargava, Commercial Director UK & Ireland, Taj Hotels

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