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
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.
Highgate
GuestCentric & GHOTW
Duetto
Estoril Living
Andaz Lisbon
RM HUB
NOVA School of Business & Economics
Conventus Consultants
Turismo de Portugal
Conventus Consultants
GuestCentric and Great Hotels of the World
HSMAI Region Europe
RM Hub
COO at Estoril Living and member of HSMAI Europe Advisory Board Portugal
Quicktext
Lighthouse
RM Hub
Brainding
AlmaLusa Hotels
GuestCentric Systems
GE Consulting & Advisory
and thought leadership
Key learning goals:
- The dynamics of change and the role of leadership;
- Breaking negative cycles and building positive change;
- Leadership and strategic narratives;
- Preparing the balance sheet for the future
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.
Lightning Round 1:
Strategic Revenue Management to achieve KPI's - Pedro Mendes, COO at RM Hub
Lightning Round 2:
How can human and AI co-exist instead of compete? - Benjamin Devisme, Senior Problem Solver at Quicktext
Sergio is currently the Senior Director for Strategy & Knowledge Management at Turismo de Portugal, being in charge of strategy, data, business intelligence, customer service, entrepreneurship and innovation. He is also responsible for the program Tourism 4.0, an integrated program to foster innovation in the tourism sector involving more than 350 startups per year.
He represents Portugal at several international working groups at UNWTO, OECD and European Travel Commission, being currently the Chairman of the OECD Tourism Committee and previously Chairman of the European Travel Commission’s Market Intelligence Group until 2022.
He is also a World Economic Forum's Agenda Contributor and part of the Aviation, Travel & Tourism Community at WEF.
This session will be led by Pedro Colaco, CEO at GuestCentric and Great Hotels of the World in conversation with:
- Sergio Guerreiro, Senior Director at Turismo de Portugal
- Sofia Brandão, Managin Director at AlmaLusa Hotels
- Gavin Eccles, Managing Partner at GE Consulting & Advisory
15:20 – 17:45
15:20 – 16:10
Roundtable 1:
Revenue Management Meets AI: Smarter Strategies for Winning Clients. By João Ribeiro, Team Leader and Pedro Mendes, COO at RM Hub
Roundtable 2:
Achieving Commercial Success with Data-Driven Decision. By Pedro Colaco, CEO, Guest Centric and Great Hotels of the World
Roundtable 3:
Total Revenue Playbook: Best Practices and Winning Strategies. By Sofia Morais de Sousa, Business Development Manager - Iberia at Lighthouse
Roundtable 4:
Understanding Your Hotel Owner and Their Objectives. By Christelle Pitrel, VP Asset Management at Highgate Portugal
Roundtable 5:
AI and Marketing: Challenges, Trends, and Opportunities. By Pauline Foucher, Hospitality & Lifestyle Marketing Consultant.
Roundtable 6:
Sales meets AI: Smarter strategies for winning clients. By Benjamin Devisme, Senior Problem Solver at Quicktext
Lightning Round 3:
The Future of Revenue Strategy: Forward-Looking Data, Strategic Pricing, and Personalization - André Santos, Director of Hospitality Solutions EMEA at Duetto and member of the HSMAI Europe Advisory Board Portugal
Lightning Round 4:
Low-Season, High Profit: Forecasting Secrets in 6 minutes and 40 seconds - Sofia Morais de Sousa, Business Development Manager - Iberia at Lighthouse
Lightning Round 5: Neurotourism: Creating emotion-based stays that the Brain never forgets - Catarina Alves Ribeiro, CEO at Brainding
Lightning Round 6: How revenue and marketing, hand in hand, use tech and emotions to win guests - Filipa Guedes de Campos, Commercial Director EMEA at GuestCentric Systems
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 25 minutes and will only take place once.
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.
for Success
Now is the perfect time to become a member and save on our upcoming forum! To celebrate our debut forum in Portugal, 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
✔ Covers 1 hotel and 3 people
✔ 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!
