Commercial Strategy 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 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.

The Week-at-a-Glance for the Commercial Strategy Week 2026 will be updated regularly, as we are in the progress of setting the final program for the week. 

Wednesday, January 14th, 2026: Pre-Event Workshops & Leadership Day

09:00 am – 12:00 pm

Executive Roundtable (By-Invitation-Only)
InterContinental London Park Lane
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.

*Please note that all registrations will be pending approval.

10:00 am – 4:00 pm

CRME  Review Course
InterContinental London Park Lane

Including lunch and Global exam at 3:00 PM – 4:00 PM

12:30 am – 2:30 pm

HSMAI Europe Board of Directors meeting (Internal)
InterContinental London Park Lane

3:00 pm – 8:00 pm

Including working dinner

Leadership Day (Internal)
InterContinental London Park Lane

The HSMAI Europe Leadership Day 2026, an invitation-only event, will take place at the conference venue. For this gathering we invite HSMAI Europe Advisory Board members, Rising Leaders Council, Board of Directors members, Student Council and special supporters and sponsors of the region.

Thursday, January 15th, 2026: Commercial Strategy Conference and HSMAI Awards Europe 2025

8:00 am – 5:00 pm

HSMAI Europe Commercial Strategy Conference
InterContinental London Park Lane

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 2025
InterContinental London Park Lane

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 16th, 2026: Executive Roundtables

10:00 am – 1:00 pm

Executive Roundtables (By Invitation Only)
InterContinental London Park Lane

*Please note that all registrations will be pending approval.

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.