Slide Keynote About Event home program advisory board tickets

TWO EVENTS.
ONE SHARED EXPERIENCE. TUESDAY, 9TH SEPTEMBER 2025 NETHERLANDS NBC CONGRESCENTRUM REGISTER DIGITECH | COMMERCIAL STRATEGY FORUM

Slide Commercial Strategy Forum (CSF)

CSF is designed for commercial leaders and their teams in revenue management and sales, providing valuable insights into economic trends, market dynamics, and strategic growth opportunities. With expert-led sessions and strategic discussions, Commercial Strategy Forum is all about driving commercial performance. DigiTech: Where innovation meets hospitality

At DigiTech, you’ll explore the fast-changing landscape of digital marketing and technology – from AI and automation to immersive guest experiences and content strategies – by embracing new technologies, adapting to new behaviors, and shaping new expectations What Makes This Combination Unique? While DigiTech and CSF offer distinct roundtables, presentations, and speakers, they also share:

  • A common opening keynote to set the tone

  • Customized roundtables for focused, impactful conversations

  • Joint networking breaks that spark meaningful cross-functional connections

  • A powerful closing session that ties together key insights

Whether your focus is tech innovation or commercial strategy, this format fosters fresh thinking and collaboration—while still delivering deep, role-specific content.

Join us this September and take a lead in hospitality! REGISTER NOW about This September, local hospitality leaders will come together for a unique industry gathering that unites two events under one roof.

Slide The Customer Experience Renaissance Steven Van Belleghem Today, AI feels like an unstoppable superpower for businesses. Efficiency, productivity, cost savings — it's everywhere. But if we only focus on internal improvements, we risk becoming irrelevant to our customers faster than we think.

The forgotten side of AI: the customer.
While companies race to optimize their operations, AI is quietly reshaping customer behavior and expectations — profoundly and permanently. Customers will search differently. They’ll expect instant, conversational service — ChatGPT-level responsiveness. They will gravitate toward brands that feel easy, personal, and trustworthy — and abandon those that don’t.

The real mission isn’t just to work smarter inside our walls. It’s to use this moment to create new customer value — to stay deeply relevant in a world where expectations are changing at lightning speed.

We are living through a Customer Experience Renaissance.
New technologies.
New behaviors.
New expectations.

It’s time to fundamentally rethink how we build relationships with our customers. Steven Van Belleghem has been a prominent keynote speaker at several HSMAI Europe conferences over the years. We are now inviting him back to join us in several countries starting with the Netherlands in September. Steven Van Belleghem is not just a globally recognized thought leader in customer experience — he’s a relentless learner and forward-thinker who never stops evolving. One of Steven’s greatest strengths is his commitment to staying on top of the latest trends, technologies, and shifts in human behavior. This ensures that every time he steps on stage, he brings fresh perspectives, bold ideas, and razor-sharp relevance.

His ability to blend cutting-edge insight with deep strategic thinking makes him a favorite among business leaders and conference audiences across industries. Whether he's exploring the role of AI in customer engagement or redefining what “human connection” means in a digital world, Steven always delivers content that is both visionary and practical.

Join HSMAI Europe for an exclusive opportunity to spend time with Steven Van Belleghem

Slide DAVE OVEREEM
VAN ELFEREN - Director of Revenue Management at Inntel Hotels Chrystal ten Hove - Timmerman Director of Revenue Management at Sofitel Legend the Grand Amsterdam jEROEN
TROMP Account Manager Benelux
at Ruby Hotels gABY Maaswinkel
van den Bosch Regional Director of Revenue Optimization at Radisson Hotel Group Allard Jan
Alfrink Senior Director of Business Development – EMEA
at Cendyn NETHERLANDS 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 Join us for an inspiring day of insights, networking,
and thought leadership Partners PROGRAM THE PROGRAM WILL BE PRESENTED HERE IN JULY

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

Athens Tickets HSMAI EUROPE NON-MEMBERS 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. EARLY BIRD: € 449
AFTER 26TH AUG: € 539 Hotel & Travel EARLY BIRD: € 249
AFTER 26TH AUG: € 299 Join HSMAI Europe Today and Save on Your Registration! HSMAI EUROPE NON-MEMBERS FREE UNTIL 26TH AUG
AFTER 26TH AUG: 99€ HSMAI EUROPE MEMBERS Vendor We recommend accessing the website on a desktop or laptop computer for the best experience, as we are currently addressing mobile and tablet issues HSMAI EUROPE MEMBERS EARLY BIRD: € 210
AFTER 26TH AUG € 252 Tickets & Membership Benefits tickets Register here We recommend accessing the website on a desktop or laptop computer for the best experience, as we are currently addressing mobile and tablet issues Is your company not a member yet? Join us today and be part of the network!

Early Bird Rates will be available until TUESDAY, 26TH AUG, at midnight CET, after this the rates will increase with 20%! Hotelier members can also attend for free if they sign up before 26TH AUG

The ticket includes:

✔ A full-day educational program
✔ Multiple coffee breaks
✔ Lunch
✔ Food and drinks at the networking evening
Registration Fees 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

0-10

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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