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28 June 2020 - 3 July 2020


will take place in Berlin, Germany

The date is now set and it will take place from

28 June to 3 July 2020

Join us

After the fantastic feedback on this year Commercial Summer Camp we have now set the dates and destination for next year. It will take place in Berlin from June 28th to July 3rd.

Are you interested in joining? Please contact us at postbox@hsmai.eu for more information

Potential candidate profile

The Commercial Summer Camp focuses on developing cross-functional strategic thinking and leadership skills, to enable tomorrow’s commercial leaders in the hospitality industry. The ideal candidate is already a sales, marketing, or revenue management expert or a property leader with the ambition and desire to understand all of the specific disciplines and what it takes to keep them all running smoothly together.


  • Price for HSMAI members per person: EUR 2900 including full day programme, material, coffee, lunch and dinner
  • Price for Non-members per person: EUR 5900 including full day programme, material, coffee, lunch and dinner

Each participant has to pay for their own travel and accommodation.

Press here to sign up!

The registration is binding and are non refundable.


About the two days Executive Development programme:

Essential Skills for Successful Leadership

  • Explore what defines leadership success
  • Focus on your own leadership style, cultural intelligence, and motivational skills
  • Understand how to inspire high levels of performance from all types of individuals
  • Improve your problem solving and strategic thinking skills
  • Building awareness of thinking traps and leadership bias
  • Identify and anticipate key challenges and opportunities in the industry
  • Leading the millennial manager
  • Using emotional and cultural intelligence to avoid leadership traps
  • Designing your organization to motivate a diverse team
  • Creating a strategy and culture of excellence
  • Preparing others for innovation and change
  • Your leadership brand and personal strategy
  • Developing tomorrow’s leaders

About the three following days:

You will be able to develop an overall Commercial Plan. This will expose you to certain elements that is very important for you to understand as a leader and that you do not come across often in other programmes.

Topics include:

  1. Distribution strategy
  2. Commercial Technology strategy
  3. Branding strategy
  4. Building commercial teams
  5. Customer Centricity
  6. Data and CRM strategy
  7. Calculating ROI on marketing and sales activities
  8. Sales Theory, Sales Strategy, Sales Leadership and Hands-on tips
Date & Time Topic Activity
Market research

Understanding your market, brands and more

Sun, 28 June
Registration is open

Participants are invited to register

Welcome followed by dinner

You will meet the other participants

Mon, 29 June
08:30-12:30 Essential Skills for Leadership
Being a Leader

Essential Skills for Successful Leadership



Essential Skills for Leadership
The session from the morning continues
Dinner followed by homework
Tue, 30 June
08:30-12:30 Essential Skills for Leadership
Leading Your Team

Essential Skills for Successful Leadership



Essential Skills for Leadership
The session from the morning continues
Dinner followed by homework
Wed, 1 July
08:00-10:00 Why Commercial Strategy
Building a Commercial Strategy and the teams to do it

Current industry trends and the future of the commercial function

10:30-12:30 Understanding and positioning your brand
Brand Strategy

The building-blocks of a contemporary brand. How next generation brands are built; framework & toolbox.

Working Lunch with experts
13:30-14:30 Understanding and positioning your brand
The session continues
14:30-15:30 Understanding and positioning your brand
Customer Centricity

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

16:30-18:00 Understanding and positioning your brand
Strategic Positioning

Considerations for strategic pricing & positioning hotels and the impact on performance

A tour of an innovative lifestyle hotel concept, and of course, plenty of networking opportunities
Thu, 2 july
08:00-10:00 Guest Acquisition
Distribution Strategy

Cost implications, branding implications revenue implications

10:30-12:30 Guest Acquisition
Sales Strategy

Sales Strategy, Sales Leadership and Hands-on tips

Working Lunch with experts
13:30-15:30 Guest Acquisition
Data & CRM Strategy

GDPR, personalization, loyalty programs and guest recognition

16:00-18:00 Guest Acquisition
Calculating ROI on marketing & sales activities
Dinner followed by homework
Fri, 3 July
08:00-10:00 Identify infrastructure
Commercial Technology Strategy

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

10:30-12:00 Present to the Experts
Business Case Preparation

Participants prepare for their business case presentation on Friday in teams of 2 to 3 participants

Working Lunch with teams
13:00-15:00 Present to the Experts
Business Case Presentation

In teams of 2 to 3 participants 10 minutes presentation + 5 minutes Q&A = 1,5 hours

HSMAI – Hospitality Sales and Marketing Association International – is a global organization founded in the US in 1927. The Hospitality Sales and Marketing Association International (HSMAI) Region Europe is the European arm of the organisation.


The leading meeting place of the industry.


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.

We aim to be the leading meeting place and the hospitality industry’s main source for knowledge, community, and recognition for leaders committed to professional development, sales growth, revenue optimisation, marketing, and branding.

Our Service Pledge

  • We pledge to provide transparent and neutral environments
  • We pledge to drive personal and professional growth
  • We pledge to be your industry point of reference
  • We pledge to provide you with cutting edge tools to grow your business
  • We pledge to go above and beyond to engage you

For more information about HSMAI Region Europe please visit us at www.hsmai.eu or contact us at postbox@hsmai.eu or +47 916 52 873


Meet some of our members:

HSMAI to me is an institution where professionals discuss and exchange (not only) industry trends and challenges for now and the future in open settings or specialized boards. As a result, HSMAI is able to create recommendations and programmes that will shape the industry and how we do business successfully in the future.

Ralf Denke
Vice President E-Business, Deutsche Hospitality

HSMAI gives you the chance of connecting in person with high value peers in the industry and exchanging ideas in an engaging, informal and trusted environment.

Lennert de Jong
Chief Commercial Director CitizenM

I work for a company that is large locally but small globally – that’s why it is really important to connect with colleagues within the industry to discuss on relevant topics and learn from my peers. HSMAI gives me an opportunity to do so.

Nina Nieminen
Director of Revenue management and Distribution, Sokos Hotels


The HSMAI is a fountain of knowledge and expertise, not only in the field of Sales & Marketing, but in Hospitality in general. Being a member is a great way for me to keep learning about our industry, meet with senior leaders and recognised specialists and, of course, broaden my network. It also helps me bring the outside in and share this with my colleagues, which in turn benefits IHG.

Gil Mulders
Former Head of Learning Europe at IHG – InterContinental Hotels Group


HSMAI Europe’s Digital Expert LAB is a unique initiative that provides a one stop shop for our industry to access a wealth of knowledge, delivered by industry experts and thought leaders, with a multi-channel, customer focused and commercially minded approach

Suzie Thompson
VP – Marketing, Distribution & Revenue Management, Red Carnation Hotels

We have joined HSMAI REGION EUROPE because it gathers influent and highly committed professionals who are aiming to reflect, act and make an impact on the Hospitality business. Being part of the new People & Culture Advisory board is a unique opportunity for me to work actively on topics such as the attractiveness of Hospitality for talents. It is also a fantastic platform for supporting leaders in acquiring, developing and retaining great people in their organization.

Frederic Toitot
VP Learning & Development Revenue, Digital & Distribution
Global T&C, AccorHotels

Sometimes when you are working in a company you tend to get into a state of home blindness where you get stuck into an Inside-Out perspective. To avoid that I try to broaden my perspective and knowledge by participating into different conferences and networks. HSMAI Sales Advisory Board consists of different type of companies and individual competences from both larger as smaller companies. I get the opportunity to contribute to develop our industry and in the same time fuel my own knowledge in Sales by being a part of it.

Anant Vithlani
Vice President Sales, Nordic Choice Hotels

The programme might change


28 June 2020
3 July 2020




HSMAI Region Europe
Contact Us

Send us an email for any queries you have about HSMAI Europe and we'll get back to you, asap.

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