Welcome to
Commercial Strategy Week 2026
Commercial Strategy Week 2026
Where insights drive Hospitality forward!
Hospitality is moving faster than ever, with new technologies, shifting guest expectations, and fresh commercial opportunities redefining how we work. At the HSMAI Europe Commercial Strategy Conference 2026 in London in January, we will bring together senior leaders to cut through the noise, challenge assumptions, and share strategies that drive lasting impact.
Under the banner “Where Insights Drive Hospitality Forward”, this year’s program dives into the future of loyalty, AI at scale, data-driven decision making, and bold lessons from beyond our industry. Together, we will explore what’s next and how to turn insight into influence, and strategy into measurable success.
Big conversations. Bold insights. Here are some of the topics shaping our 2026 agenda:
- The Future of Hospitality
- Will Bots Stay in Hotels?
- MICE is on the agenda
- Ancillary Revenue Strategy
- Understanding loyalty in the age of choice overload
- AI at scale: Success stories from hotels already doing it right
- Outside the Bubble: Commercial Breakthroughs from other Sectors
- Drowning in data? How to find what really matters
- Rethinking social media: Breaking the rules to drive real results
- From insights to influence: Presenting data that drives decisions
SAVE THE DATES FOR COMMERCIAL STRATEGY WEEK 2026:
- Pre-conference workshops and trainings | Wednesday, 14th January
- Main conference and HSMAI Awards Europe | Thursday, 15th January
- Post-conference roundtables (by invitation only)| Friday, 16th January
After the highly successful 2025 conference, we are thrilled to announce that we will be returning to London once again for next year’s conference, from January 14th to 16th, 2026! We’re excited to once again set the stage for insightful discussions, networking, and the latest industry advancements.
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 certifications, leadership day, training and roundtables — 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
SAVE THE DATES FOR COMMERCIAL STRATEGY WEEK 2026:
- Pre-conference workshops and trainings | Wednesday, 14th January
- Main conference and HSMAI Awards Europe | Thursday, 15th January
- Post-conference roundtables (by invitation only)| Friday, 16th January
EXECUTIVE ROUNDTABLES
Invitation-only Roundtables for Executives leading Revenue, Digital and Sales teams and for General Managers.
ONLINE COURSES
Online Courses created by Hoteliers for Hoteliers. Revenue Management, Digital Marketing, Sales & Distribution.
GLOBAL CERTIFICATIONS
Get Certified with HSMAI! Choose from Revenue Management, Digital Marketing and Business Acumen
Introducing HSMAI Academy
HSMAI is proud to present the HSMAI Academy. Grow your career with HSMAI, with guidance and education directly from our Academy. Created by hoteliers, for hoteliers.
Our Disciplines
SALES
Our Hub for Sales professionals includes News, Online Education, Research, Executive Insights, Events and Educational Workshops.
MARKETING
Our Hub for Digital and Marketing professionals includes our Digital Certification, News, Online Education, Research, Executive Insights, Events and Educational Workshops
REVENUE MANAGEMENT
Our Hub for Revenue professionals includes our Revenue Management Certification, News, Online Education, Research, Executive Insights, Events and Educational Workshops
DISTRIBUTION
Our Hub for Distribution professionals includes our News, Online Education, Research, Executive Insights, Events and Educational Workshops
