HSMAI Europe Future of Sales UK
2024-11-14 12:00 - 17:30 (Europe/London) | The Cumberland Hotel, Great Cumberland Place, Marble Arch, London, United Kingdom
Future of Sales: Innovating Hospitality Sales
Empowering Professionals for the Future of Hospitality Sales
📅 Date: Thursday 14th November, 2024
🕒 Time: 12 PM – 5.30 PM, including lunch, drinks and networking
📍 Venue: The Cumberland Hotel, Great Cumberland Place, Marble Arch, London

Drive Better Results with Engaged Sales Teams!
As the hotel, event, and travel industries evolve at an unprecedented pace, businesses face constant pressure to adapt and thrive. Enter the HSMAI Future of Sales Conference in London, a premier event designed to equip sales professionals and leaders with the insights and skills needed to stay ahead in this rapidly changing landscape.
Taking place in London for the first time, this unique forum offers a platform for sales teams to not only learn from industry experts but also to connect, collaborate, and sharpen the strategies that will lead to better performance and lasting success. Don’t miss the opportunity to elevate your sales approach and drive impactful results. Sign up now to stay ahead!
The program for the day

Gemma Greenwood, Founder at Content Inc. will be guiding us through an afternoon of powerful insights and discussions, as our moderator. Kostas Ioannidis, Sales Director Global Sales Europe at IHG Hotels & Resorts and Chair of the HSMAI Europe Sales Advisory Board will open the conference with some key updates on HSMAI Europe activity and also the HSMAI Europe Sales Advisory topics that are being tackled this and next year. Mark Gallen, Sales Trainer & Coach at MG Sales Performance will open the main plenary sessions with his take on Sales digitalisation practices and tools like AI and Video. An interesting lens on the future landscape of how best sales in hospitality will need to interact with customers. Thibault Catala, Founder and Managing Director at Catala Consulting will ask the question: How Commercial do you think you are? Thibault will take us through the future of how best sales and revenue teams can optimise commercial success, by looking at best in class AI tools and the processes that top of the range commercial teams use in order to maximise results. Vineeth Purushothaman, Managing Director & Principal Consultant at White Sky Hospitality Pvt Ltd, will focus on the critical role of hotel distribution in today’s rapidly evolving travel landscape, and share with us how changing booking patterns, technological advancements, and shifting customer behaviours are reshaping the industry. Walk away with actionable insights to adapt your approach to hotel sales and distribution. Clare Francis, Category Travel Manager at Willis Towers Watson. An interview with Clare Francis. Please join us on this interview with a true veteran of Business Travel. The topics will capture Clare’s views on the future of business travel, the shape of supplier partnerships in relation to travel management and procurement as well as the role of evolving travel and procurement technology in the industry. The program is carefully put together by the HSMAI Sales Advisory Board, consisting of:

Kostas Ioannidis, Sales Advisory Board Chair and Sales Director, Global Sales Europe, at IHG Hotels & Resorts
Evert Schuele, Senior Vice President Commercial at Lindner Hotel Group
Anant Vithlani, Vice President Sales at Strawberry (formerly Nordic Choice Hotels)
Kerstin Gibert, Regional Director of Sales Germany at Premier Inn
Jostein Brustad, Vice President Sales at Thon Hotels
Jane Griffiths, Global Sales Director at Clermont Hotel Group
Annie Kristi Korsmo, Director of Sales at Nordic Hotels & Resorts
Lisa Schulz, Director, Transportation – Global Sales EMEA, Wyndham Hotels & Resorts
Virginie Rouault, Head of Strategic Accounts – Global Sales Team at citizenM

Who should attend?
The Future of Sales conference is tailored to hospitality sales leaders and their sales team, but is also suitable for any commercial leader in the hotel, event and hospitality industry.
Tickets
HSMAI members: 120 euro +VAT
Non members: 180 euro + VAT
Contact us at postbox@hsmai.eu for questions about group discount

Power Breakfast | Stockholm | November 2024
2024-11-15 08:00 - 11:00 (Europe/Amsterdam) | Radisson Blu Waterfront Hotel, Nils Ericsons Plan 4, Stockholm, 111 64, Sweden
How can hotels increase the revenue per guest during the guest journey? HSMAI Europe Power Breakfast in Stockholm 📅 Date: Friday 15th November, 2024
🕒 Time: 08:00 hrs – 11:00 hrs, including breakfast and networking
📍 Venue: Radisson Blu Waterfront Hotel This Power Breakfast is for hospitality professionals in Sweden eager to explore how to enhance revenue at every stage of the guest journey. From pre-arrival upselling to creating memorable experiences during the stay, and ensuring lasting impressions post-checkout, our event will equip you with actionable insights to boost your bottom line. The guest journey starts long before the hotel receives the booking. At the breakfast meeting, we will explore how a hotel can increase revenue per guest from the time it receives the booking. This is not just about theory—hear firsthand from industry-leading tech providers and their customers as they share success stories, challenges, and measurable results. Get the inside scoop on what works and how it can work for you.
Why Attend?

Gain actionable insights
Learn from real-life case studies directly from hotels and their partners.
Network with like-minded peers and expand your professional connections.
Enjoy a complimentary breakfast while diving into the latest trends and strategies in hotel revenue management.

So are you ready to unlock new strategies for boosting hotel revenue per guest? Sign up with the button below 👇
What’s on the Agenda?
How can hotels increase the revenue per guest during the guest journey?
Pre-Arrival: Discover how to turn booking confirmations into upselling opportunities with proven techniques and tools.
Alexandra Korotkova
Commercial Lead for Nordics, UK and Middle East at Oaky

With a passion for digital transformation and a proven track record in tech sales and GTM strategy, Alexandra has over 4 years of experience driving product optimisation and launching high-impact products. Known for securing key accounts and using data analysis to shape revenue forecasts, Alexandra brings a unique mix of strategic insight and practical expertise. When not focused on market trends, Alexandra is likely on the tennis court or exploring new destinations around the globe.

About Oaky
Oaky is a hotel upsell platform that enhances guest experiences while boosting hotel revenue. Oaky delivers relevant and personalized upsells through effective guest segmentation. With real-time optimization of room upgrades using dynamic pricing, Oaky ensures guests receive tailored offers that meet their needs. Additionally, the platform reduces manual work through automated upselling throughout the guest journey, seamlessly integrating with various property management systems (PMS) and other tools. This comprehensive approach empowers hotels to maximize revenue while delivering exceptional value to guests.
Arrival & Stay: Learn how to enhance the guest experience on arrival and throughout their stay, all while driving additional revenue.
Tony Barker
CEO and Majority Owner of Chicostay

Tony Barker has built a dynamic career in B2B marketing and management across industries like printing, travel, and payments. A natural entrepreneur, he transformed Paxport from a small team to a group of three companies with over 100 employees. With a recent acquisition of Chicostay, Tony’s mission is to help hotels thrive in the digital age. Originally from England, Tony now resides in Sweden with his family, enjoying hobbies like tennis, motorcycling, and walking his dog.

About Chicostay

Chicostay, founded in 2014, offers a hotel-branded app that simplifies online registration, check-ins, and checkouts, enhancing guest experiences and boosting hotel revenue through in-app upselling. By automating tasks and reducing queues, Chicostay lets hotel teams focus on hospitality.
With seamless PMS integration and availability across devices, guests can personalize their stay, make payments, and access services like spa treatments and upgrades. Chicostay handles everything from setup to optimization, providing a cashflow-friendly pricing model that aligns with the value delivered—maximizing both guest satisfaction and hotel efficiency.
Check-Out & Beyond: Find out how to create a seamless departure experience that leaves a lasting impression and generates return business.
Mathias Sabel
CEO of Loopon

Mathias Sabel is CEO of Loopon and a committed leader with a passion for guest experiences and technology. With extensive experience in the hotel and tech industry, Mathias is driven to help hotels create stronger customer relationships through innovative solutions. Under his leadership, Loopon has grown to become a key partner for hotels that want to improve their service and guest satisfaction. Mathias strives to develop technology that is both powerful and user-friendly, and his focus is always on creating real value for customers.

About Loopon

Loopon offers hotels a complete solution for collecting, analyzing and acting on guest feedback. Through smart tools and AI-driven analysis, we help hotels improve the guest experience, increase satisfaction and strengthen the relationship with their customers. With Loopon, hotels gain valuable insights and ability to quickly fix issues, create more engaged teams and deliver superior service – every time. So are you ready to unlock new strategies for boosting hotel revenue per guest? Sign up with the button below 👇 For questions, please contact us at postbox@hsmai.eu
Read more about how to become a member of HSMAI Europe here
Alexandra Korotkova
Commercial Lead for Nordics, UK and Middle East at Oaky

With a passion for digital transformation and a proven track record in tech sales and GTM strategy, Alexandra has over 4 years of experience driving product optimisation and launching high-impact products. Known for securing key accounts and using data analysis to shape revenue forecasts, Alexandra brings a unique mix of strategic insight and practical expertise. When not focused on market trends, Alexandra is likely on the tennis court or exploring new destinations around the globe.

About Oaky
Oaky is a hotel upsell platform that enhances guest experiences while boosting hotel revenue. Oaky delivers relevant and personalized upsells through effective guest segmentation. With real-time optimization of room upgrades using dynamic pricing, Oaky ensures guests receive tailored offers that meet their needs. Additionally, the platform reduces manual work through automated upselling throughout the guest journey, seamlessly integrating with various property management systems (PMS) and other tools. This comprehensive approach empowers hotels to maximize revenue while delivering exceptional value to guests.
Tony Barker
CEO and Majority Owner of Chicostay

Tony Barker has built a dynamic career in B2B marketing and management across industries like printing, travel, and payments. A natural entrepreneur, he transformed Paxport from a small team to a group of three companies with over 100 employees. With a recent acquisition of Chicostay, Tony’s mission is to help hotels thrive in the digital age. Originally from England, Tony now resides in Sweden with his family, enjoying hobbies like tennis, motorcycling, and walking his dog.

About Chicostay

Chicostay, founded in 2014, offers a hotel-branded app that simplifies online registration, check-ins, and checkouts, enhancing guest experiences and boosting hotel revenue through in-app upselling. By automating tasks and reducing queues, Chicostay lets hotel teams focus on hospitality.
With seamless PMS integration and availability across devices, guests can personalize their stay, make payments, and access services like spa treatments and upgrades. Chicostay handles everything from setup to optimization, providing a cashflow-friendly pricing model that aligns with the value delivered—maximizing both guest satisfaction and hotel efficiency.
Mathias Sabel
CEO of Loopon

Mathias Sabel is CEO of Loopon and a committed leader with a passion for guest experiences and technology. With extensive experience in the hotel and tech industry, Mathias is driven to help hotels create stronger customer relationships through innovative solutions. Under his leadership, Loopon has grown to become a key partner for hotels that want to improve their service and guest satisfaction. Mathias strives to develop technology that is both powerful and user-friendly, and his focus is always on creating real value for customers.

About Loopon

Loopon offers hotels a complete solution for collecting, analyzing and acting on guest feedback. Through smart tools and AI-driven analysis, we help hotels improve the guest experience, increase satisfaction and strengthen the relationship with their customers. With Loopon, hotels gain valuable insights and ability to quickly fix issues, create more engaged teams and deliver superior service – every time.

HSMAI Europe will exhibit at XENIA 2024
2024-11-23 10:00 - 2024-11-25 18:00 (Europe/Athens) | METROPOLITAN EXPO, Athens International Airport "El. Venizelos", ATHENS, Spata, 190 19, Greece

HSMAI Nederland - de reunie!
2024-11-28 17:00 - 20:00 (Europe/Amsterdam) | Movenpick Hotel Amsterdam, Piet Heinkade 11, Amsterdam, 1019 BR, Netherlands
HSMAI Nederland – de reunie! Wouter Olland has taken the initiative to host a reunion with former HSMAI members in the Netherlands. Some are now retired, others have moved on to different industries, and some are still active with HSMAI. Wouter suggested we also invite the new HSMAI members, and we agreed—so here we go! Get ready for an amazing evening dedicated to reconnecting with familiar faces, welcoming new friends, and celebrating the vibrant HSMAI community! We’re thrilled to announce the HSMAI Netherlands Reunion, a night where nostalgia meets new beginnings. Here’s your chance to catch up with old friends, make new connections, and relive the best moments of our shared journey. This is a private initiative so they are charging 45 Euro for drinks and snacks. 📅 Date: Thursday, November 28, 2024
🕒 Time: 5:00 PM – 8:00 PM
📍 Venue: Movenpick Hotel Amsterdam This special gathering is not just for current members but also for anyone who has been part of our journey—whether you’ve stepped away from the industry, become less active, or are a new member excited to connect. Marius Flåskjer will be joining representing the HSMAI Europe Team. If you know any past HSMAI members who would enjoy reuniting, feel free to share this invitation internally. Let’s come together for an evening of shared stories, connections, and community spirit! We look forward to seeing you there!

Connecting Future Leaders | London | December 2024
2024-12-03 18:00 - 20:00 (Europe/Amsterdam) | Kimpton Fitzroy London Hotel, 1-8 Russell Square, London, WC1B 5BE
Connecting Future Leaders | Christmas edition in London

The Evolution of Luxury: Redefining High-End Hospitality for New Generations
📅 Date: Tuesday, December 3, 2024
🕔 Time: 6:00 pm – 8:00 pm, followed by networking
📍 Venue: Kimpton Fitzroy Hotel, London Welcome to Connecting Future Leaders! This gathering is divided into two parts: first, an educational program, followed by a Christmas-themed networking session. Connecting Future Leaders (CFL) is a platform that brings together young leaders, talents, and others in the travel industry aged 35 and under to share experiences, build networks, and exchange professional insights. Delve into how the concept of luxury is shifting from traditional opulence to a more personalized, experience-driven approach. This session will explore how younger generations are redefining luxury, emphasizing authenticity and meaningful experiences.
We’re excited to announce that we’ll have representatives from the following companies as speakers:
Jenni Holman
Director of PR & Brand Communications
Mason Rose

Eleanor Beattie
Senior Manager, Luxury & Lifestyle brands
IHG
Learn how hotels and brands are adapting to meet these evolving expectations and what this means for career opportunities in the luxury sector.
Why It’s Relevant:
Luxury hospitality is undergoing significant change, presenting new opportunities for those eager to innovate and create impactful guest experiences. By understanding these trends, young leaders can better plan their career paths and anticipate future industry directions. Free participation. Register now to secure your spot! For questions, contact us at postbox@hsmai.eu

HSMAI Europe Future of Sales konferanse | Norway
2024-12-12 09:00 - 18:00 (Europe/Amsterdam) | Amsterdam
Future of Sales: Innovating Hospitality Sales
Styrk salgsteamet for fremtidens utfordringer i hotell- og reiselivsbransjen
📅 Dato: Torsdag 12. desember, 2024
🕒 Tid: 09.00 – 18.00 inklusiv lunsj, networking og
📍 Sted: RADISSON BLU SCANDINAVIA HOTEL, OSLO
Få bedre resultater med et engasjert salgsteam!
Hotel-, event- og reiselivsbransjen utvikler seg raskere enn noen gang, og bedrifter står overfor konstant press for å tilpasse seg og lykkes. Velkommen til HSMAI Future of Sales konferanse i Oslo – en viktig konferanse for salgsprofesjonelle og ledere, hvor du kan få innsikt og verktøy som hjelper deg å holde deg i forkant av utviklingen.
Vi gjentar suksessen fra i fjor (Sales Leader Forum), og legger nok en gang til rette for at salgsledere og deres salgsteam får muligheten til å lære fra bransjeeksperter, bygge nettverk, samarbeide og utvikle strategier som kan føre til bedre resultater og varig suksess. Ikke gå glipp av sjansen til å løfte salgstilnærmingen din og oppnå målbare resultater. Meld deg på nå for å sikre deg en plass!
Les mer om konferansen og meld deg på her!

Connecting Future Leaders | Oslo | Desember 2024
2024-12-12 17:00 - 21:00 (Europe/Amsterdam) | Radisson Blu Scandinavia Oslo, Holbergs gate 30, Oslo, 0166, Norway
Connecting Future Leaders: Workshop og juleavslutning
Vi inviterer til workshop og julenetworking for Connecting Future Leaders 📅 Dato: Torsdag 12. desember 2024
🕒 Tid: 17:00 – 21:00
📍 Sted: Radisson Blu Scandinavia Hotel, Oslo Velkommen til årets siste Connecting Future Leaders-arrangement! Dette eventet er delt inn i to deler; først en interaktiv workshop, før vi avslutter med en julenetworking. Connecting Future Leaders (CFL) er et arrangement som samler unge ledere, talenter og andre i reiselivsbransjen på 35 år og under for å dele erfaringer, bygge nettverk og utveksle faglig innsikt.
Del 1: Workshop (17:00 – 19:00)
Deltakerne vil bli delt inn i grupper for å jobbe med oppgaver og idéer for neste års temaer og arrangementer. Workshopen ledes av medlemmer fra CFL-komiteen som inkluderer:

Hero Azeez, Administrerende Direktør, Hotel Christiania Teater
Simon Barman-Jenssen, Operations Manager, Clarion Hotel Oslo
Live Lorck, General Manager, Comfort Hotel Xpress Central Station
Hisham Mansour, Teamleader Meetings & Events, Radisson Hotel Group

Del 2: Julenetworking i Summit Bar (19:00 – 21:00)
Kvelden avsluttes i Summit Bar, 21. etasje, med nydelig utsikt over Oslo og Oslofjorden. Nyt gløgg, DJ-musikk og god stemning for å markere slutten på et spennende år. Gratis deltagelse for HSMAI-medlemmer. Registrer deg nå for å sikre din plass! For spørsmål, kontakt oss på postbox@hsmai.eu

Senior Talent Executive Roundtable (By-Invitation-Only)
2025-01-15 09:00 - 12:00 (Europe/London) | The Savoy Hotel, 2 Savoy Ct, Strand, London, WC2R 0EZ, United Kingdom
Senior Talent Executive Roundtable

By-Invitation-Only
📅 Wednesday, January 15th, 2025
📍 The Savoy Hotel, London
🕘 9:00 AM – 12:00 PM
Join HSMAI Europe for an exclusive roundtable designed for senior Talent executives.
The Senior Talent Executive Roundtable will focus on shaping the future of talent within the hospitality industry. This interactive session brings together leaders with different backgrounds to explore innovative strategies for attracting and retaining top talent, inspiring the next generation, and leveraging tools like AI to enhance recruitment and development. With a spotlight on initiatives such as the HSMAI Europe Future You and Commercial Career Start Program, this roundtable is a platform to share insights, foster collaboration, and create actionable solutions for the industry’s evolving challenges.
The roundtable discussion will be led by Michael Wierling, Director of HR for Northern Europe at IHG Hotels & Resorts and Chair of the HSMAI Europe People & Culture Advisory Board.

More about the Commercial Career Start Program here.
More about the Future You here.

What to Expect
HSMAI Executive Roundtables are networks of like-minded senior leaders that meet face-to-face and virtually. They are a unique opportunity for executives to have meaningful dialogue in a confidential environment.
📌*Please note that all registrations will be pending approval.

Designing Leverage of MICE Potential in the Business Mix (By-Invitation-Only Workshop)
2025-01-15 09:00 - 12:00 (Europe/London) | The Savoy Hotel, 2 Savoy Ct, Strand, London, WC2R 0EZ, United Kingdom
Designing Leverage of MICE Potential in the Business Mix

By-Invitation-Only Workshop

Workshop Details

Date & Time: Wednesday, January 15, 2025, from 9 AM to 12 PM, with registration starting at 8:30 AM
Location: The Savoy Hotel, London
Moderators: Mark Struik and Thijs Peters, Partners at Conventus Consultants
The timing of the workshop “Designing leverage of MICE potential in the business mix” is set to be part of the HSMAI Europe Commercial Strategy Week, taking place in London from the 15th – 17th of January 2025, where many of the industry C-level and Directors will be present. Below you will see the structure for the workshop, aimed at gathering expert input to inform a potential year-round HSMAI Europe MICE program including training both on a national and regional level.
As HSMAI Europe expands and our members would like to increasingly prioritise MICE, we are dedicated to enhancing our focus on this both locally and regionally. We kindly asked you to identify who from your senior team we should invite to join us for this important workshop by sending us an email at postbox@hsmai.eu.
Key Objective
To identify opportunities for a year-round MICE program for HSMAI Europe (local and regional).
We’ll be examining this from multiple perspectives, including MICE marketing & sales, the RFP process, distribution networks, yield management, sustainability, training, and data analysis.
Included in the discussion will be the terminology. Is MICE the correct program name or should we look at alternatives?
Deliverables

Advice MICE program

Clear picture of how the market stakeholders perceives a MICE program and its needs 🡪 present back to the HSMAI Europe Board of Directors in the afternoon on the same day.

AGENDA
Phase 1: Introduction and Objectives (30 minutes)

Welcome and Objective Setting
We briefly introduce the workshop’s purpose: identify the possibility of a MICE program within HSMAI Europe to meet the needs of the MICE market and strengthen HSMAI’s overall offerings that will also include training.

Icebreaker: Speed Brainstorming
Participants brainstorm in pairs, focusing on the question: What are the biggest challenges in the MICE market from a hotel perspective? – Post-it up canvas

Share Key Insights
Share their top insights to establish a shared understanding of current industry challenges.

Phase 2: Defining the Core of the MICE Program (90 minutes)

Context Mapping
Participants will be divided into small teams. Each team will create a context map, identifying the key elements impacting the performance of MICE teams within the hotel industry. Here the perspectives MICE marketing & sales, the RFP process, distribution networks, yield management, sustainability, training, and data analysis are the starting points – Context map Canvas
Dot Voting for High-Impact Elements
Participants vote on the elements they feel have the most impact on MICE team performance. – Dot voting
Hot Air Balloon Exercise
The Hot Air Balloon method; teams will visualise what will help the MICE program “take off” (positive forces and opportunities) and what may hold it back (challenges and barriers). This will provide a clear overview of essential and limiting factors for the program. – Hot air balloon canvas

Phase 3: Developing Actionable Structure and Vision (60 minutes)

Cover Story
Participants in teams have to imagine that the newly launched MICE program has become a huge success, leading to a cover story in a major industry publication. Each team will develop this cover story, describing what the MICE program provides, how it looks, and what impact it has achieved. – Cover Story canvas
Final Sprint: Roadmap Development
Each team outlines a roadmap for implementing the key components of their MICE program proposal. Use dot voting to identify the top priorities and most actionable next steps.

Conclusion (10 minutes)

Wrap-Up and Next Steps
Summarise the key insights from the workshop. Discuss takeaways to present to the HSMAI Europe Board of Directors.

We kindly ask you to identify the senior team members you would like us to invite to this important workshop and to share their details at postbox@hsmai.eu.

CRME Review Course in London
2025-01-15 10:00 - 16:00 (Europe/London) | London, United Kingdom
Come to London and leave with your Global HSMAI certification!
Ready to be recognized and certified for your expertise in Sales or Revenue Management? Join the CRME Review Course this January in London, and take a major step toward HSMAI Global certification!
HSMAI certifications are important because the more you know — and the more you can demonstrate what you know — the better ROI you can provide to your company, the more you can improve its bottom line, and the better you can position your career.
When is the Review Course?
Day: Wednesday, 15th January 2025
Time: 10 AM – 3 PM (local time) followed by global exam 3 PM – 4 PM (optional)
Venue: London, location to be announced
Read more and sign up here

HSMAI Europe Board of Directors Meeting (Internal)
2025-01-15 12:30 - 14:30 (Europe/London) | The Savoy Hotel, 2 Savoy Ct, Strand, London, WC2R 0EZ, United Kingdom
HSMAI Europe Board of Directors Meeting

Internal
📅 Wednesday, January 15th, 2025
📍 The Savoy Hotel, London
🕘 12:30 PM – 2:30 PM

Leadership Day (Internal, By-Invitation-Only)
2025-01-15 15:00 - 20:00 (Europe/London) | The Savoy Hotel, 2 Savoy Ct, Strand, London, WC2R 0EZ, United Kingdom
Leadership Day (Internal) 📅 Wednesday, January 15th, 2025
📍 The Savoy Hotel, London
🕘 3:00 PM – 8:00 PM, including a working dinner
The HSMAI Europe Leadership Day 2025, 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.

Commercial Strategy Conference & HSMAI Awards Europe | London
2025-01-16 | The Savoy Hotel, 2 Savoy Ct, Strand, London, WC2R 0EZ, United Kingdom
Join Us at the HSMAI Europe Commercial Strategy Conference and HSMAI Awards Europe in London! 📅 Thursday, January 16th, 2025
📍 The Savoy Hotel, London, UK
🕘 Conference: 8:00 AM – 5:00 PM
🕘 Awards: 6:30 PM – 11:00 PM HSMAI Europe’s Commercial Strategy Conference: Where Insights Drive Hospitality Forward! – 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 HSMAI Europe Commercial Strategy Conference and the HSMAI Awards Europe will be held at The Savoy Hotel in London. Contact Us:
For group rates, sponsorship and further inquiries, please email us at postbox@hsmai.eu.
Don’t miss this unique opportunity to connect, learn, and lead in the evolving landscape of commercial strategy. Be part of an inspiring experience in London this January!

Senior Revenue & Commercial Executive Roundtable
2025-01-17 09:00 - 12:00 (Europe/London) | The Savoy Hotel, 2 Savoy Ct, Strand, London, WC2R 0EZ, United Kingdom
The Future of MICE Data

By-Invitation-Only
📅 Friday, January 17th, 2025
📍 The Savoy Hotel, London
🕘 9:00 AM – 12:00 PM
Join HSMAI Europe for an exclusive roundtable designed for senior Revenue and Commercial executives.
The rapidly evolving MICE landscape presents unique challenges for hotels and hotel chains, including total account management, total revenue optimization, and the IT infrastructure supporting these systems. This session offers a collaborative space to discuss these challenges, uncover new opportunities, and explore how the industry can work towards establishing common standards for MICE data and systems.
This by-invitation-only roundtable will also delve into the topic of Creating a MICE market data culture.

What to Expect
HSMAI Executive Roundtables are networks of like-minded senior leaders that meet face-to-face and virtually. They are a unique opportunity for executive-level peer groups to have meaningful dialogue in a confidential environment.
We will start with 2 speakers that will set the starting points of the discussion.
Moderator
Shumi Khan
Global SVP Business Performance & Revenue Management at Accor Hotels and Chair of the HSMAI Europe Revenue Optimization Advisory Board

Leo Barrit
VP Sales, Hospitality
at FLYR

Katie Moro
Vice President, Data Partnerships
at Amadeus Hospitality
Special offer: We recommend the attendees to join the HSMAI Europe Commercial Strategy Conference on Thursday, January 16th at the Savoy Hotel in London. As part of the collaboration HSMAI Europe offers hoteliers attending the roundtable, the Early Bird member rate for the conference (expires on December 18th but please kindly reach out to us at postbox@hsmai.eu and we will provide a special code for your conference registration).
This executive roundtable is sponsored by Amadeus and Flyr.

We will abide by HSMAI´s Antitrust Policy, which we will share with you as a reminder at the beginning of the session.
📌*Please note that all registrations will be pending approval.

Senior Distribution Executive Roundtable (By-Invitation-Only)
2025-01-17 09:00 - 12:00 (Europe/London) | The Savoy Hotel, 2 Savoy Ct, Strand, London, WC2R 0EZ, United Kingdom
The impact of the Digital Markets Act (DMA) in the Hospitality industry
📅 Friday, January 17th, 2025
📍 The Savoy Hotel, London
🕘 9:00 AM – 12:00 PM
Join HSMAI Europe for an exclusive roundtable designed for senior distribution executives.
As HSMAI Europe expands and our members would like to increasingly prioritise Distribution, we are dedicated to specifically enhancing our focus on Parity and Regulation. This roundtable is done in conjunction and coordinated by the International Hospitality Pricing Innovation series (IHPI). We will start with 4 speakers that will set the critical starting points of the discussion: European Commission, Distribution Pricing Parity data, Distribution Market Share data, and Hotel Group point-of-view.

MODERATOR
Juli Jones
Senior Vice President at HSMAI

Andrea Mantovani
Economic theory Researcher at European Digital Markets Act (DMA)

Javier Delgado
CEO EMEA at Mirai

Pau Ferret
Co-Founder & CRO at 123COMPARE.ME

Orazio Lambiase
Senior Director, Distribution, EMEA at Marriott International
Special offer: We recommend the attendees to join the HSMAI Europe Commercial Strategy Conference on Thursday, January 16th at the Savoy Hotel in London. As part of the collaboration HSMAI Europe offers hoteliers attending the roundtable, the Early Bird member rate for the conference (expires on December 18th but please kindly reach out to us at postbox@hsmai.eu and we will provide a special code for your conference registration).
What to Expect from the roundtable on Friday
HSMAI Executive Roundtables are networks of like-minded senior leaders that meet face-to-face and virtually. They are a unique opportunity for executive-level peer groups to have meaningful dialogue in a confidential environment.
We will abide by HSMAI´s Antitrust Policy, which we will share with you as a reminder at the beginning of the session.
📌*Please note that all registrations will be pending approval.

Power-Up | Oslo | February 2025
2025-02-13 15:00 - 17:00 (Europe/Amsterdam) | Louise Restaurant & Bar, Stranden 3, Oslo, 0250, Norway
HSMAI Europe Power-Up: SoMe and influencers – The New Era of Reaching Customers

📅 Date: Thursday, 13th February
⏰ Time: 15:00 – 17:00 (followed by networking & drinks)
📍 Location: Louise Restaurant & Bar, Aker Brygge, Oslo

Join HSMAI Europe Power-Up to explore how social media and influencers are transforming the way we reach customers through visual communication and personalized experiences. Gain valuable insights into the latest trends and opportunities, and connect with peers in this exciting era of marketing! To help us address this topic, HSMAI Europe has invited Margrethe Wam Solvang, Managing Director at Dentsu Creative and Kathrine Hovden, Senior Project Manager at Dentsu Creative to join us.
Margrethe Wam Solvang is currently the Managing Director of Dentsu Creative Norway, with a strong background in digital strategy and media. She spent nearly a decade at Google, holding key roles in industry management and agency relations, shaping digital transformation and media partnerships. With extensive leadership experience across creative and commercial industries, she is a sought-after speaker on innovation and strategy.

Kathrine Hovden is an experienced project manager and media strategist with a diverse background in advertising, media, and talent management. She has held key roles at Atyp, Nord DDB, and Egmont Publishing, where she developed award-winning commercial concepts. Kathrine also founded and led KBH Management, overseeing high-profile talents and large-scale productions. With her expertise in branding, sponsorships, and creative strategy, she is a valuable voice in the industry.
We are also thrilled to welcome Simon Barman-Jenssen, General Manager at Clarion Hotel Oslo, who will share the incredible success story behind Shutter Bar. Through a smart and strategic use of social media—particularly TikTok and Instagram—they have transformed from having almost no guests to a buzzing hotspot. Simon will give us an exclusive insight into how they leveraged digital platforms to create engagement and drive foot traffic, and most importantly, what others can learn from their impressive journey. This is an inspiring talk you won’t want to miss!
This is a great opportunity to learn, discuss, and build valuable networks with industry colleagues. After the program, we invite you to join us for an informal networking session with a drink in hand – the perfect occasion to make new connections!

ECC – Excelling at Customer Centricity – an HSMAI Certification Program | Session 1
2025-02-17 14:00 - 16:30 (Europe/Oslo) | Virtual
ECC – Excelling at Customer Centricity – an HSMAI Certification Program
🔑 Unlock the power of customer-centric leadership! With HSMAI Region Europe’s Excelling at Customer Centricity programme, your team identifies and implement processes to close gaps that stop them from excelling, consistently, when in direct contact with your guests. Actions are proposed with clear ECC measurements to add value through your internal culture and communication planning, the inclusion of key stakeholders, employee engagement and service recovery methods.
Why?

To improve measurements and reviews, strengthen repurchase, enhance reputation and increase return on investment.
📅 Dates:

Monday, February 17, 2025
Friday, February 21, 2025
Monday, February 24, 2025

🕒 Time: 2:00 PM – 4:30 PM CET
Each session is 2.5 hours.
Format: Virtual Who Should Attend? This program is designed for property leaders and professionals eager to coach their teams toward delivering exceptional service. The ECC certification is designed for those ready to champion customer-centric strategies and drive meaningful change across teams within their hotel or organization. We recommend participating with at least two leaders from your hotel or organization to maximise the program’s benefits and achieve the best outcomes. ECC is the perfect program to empower your team to deliver exceptional guest experiences. Don’t miss this chance to help your teams thrive. This program is developed by Mia Touzin and owned by HSMAI Region Europe. Meet The Coach The sessions will be led by Gil Mulders, Founder of The Talent Network. He works with a range of clients with their development and delivery of learning interventions that focus on customer centric leadership, brand development and customer experience. Before joining InterContinental Hotels Group (IHG) at the corporate level, Gil gained extensive experience on a property level, holding key roles in renowned hotel brands such as Hilton and Crowne Plaza.
Gil also served as Chair of the HSMAI Europe People & Culture Advisory Board, and later as a member of the advisory board, contributing his expertise to advancing leadership and culture within the hospitality industry. Pricing HSMAI Europe Members: 95 Euro (ex. VAT), per person
Non-Members: 195 Euro (ex. VAT), per person Sessions Overview 1️⃣ Session One (2.5 hours): Introduction to the ECC Programme & Stakeholder Management

What’s the programme – role of the Executive Coach and expectations.
Why Customer Centricity
How to prioritize & manage stakeholders interest

2️⃣ Session Two (2.5 hours): Designing Instagrammable Experience, Measurement & Culture

How to prepare to excel at designing key experience
How we measure progress
How we prepare to excel at creating a supportive culture

3️⃣ Session Three (2.5 hours): Communication & Service Recovery

How do we excel at communication
How do we excel at service recovery
Next Steps

📌 Note: Tools and best practices will be shared after each session and there will be an opportunity to implement some of the quick wins in between the sessions.

ECC – Excelling at Customer Centricity – an HSMAI Certification Program | Session 2
2025-02-21 14:00 - 16:30 (Europe/Oslo) | Virtual

ECC – Excelling at Customer Centricity – an HSMAI Certification Program | Session 3
2025-02-24 14:00 - 16:30 (Europe/Oslo) | Virtual

Power Up | Amsterdam | February
2025-02-27 15:00 - 18:00 (Europe/Amsterdam) | Sofitel Legend the Grand Amsterdam, Oudezijds Voorburgwal 197, Amsterdam, 1012 EX, Netherlands
Power Up Amsterdam – February Edition: A Fresh Take with an Exclusive MICE Workshop! 📅 Date: Thursday, February 27, 2025
🕔 Time: 3:00 pm – 6:00 pm, followed by networking, light food and drinks
📍 Venue: Sofitel Legend the Grand Amsterdam, Oudezijds Voorburgwal 197, 1012 EX Amsterdam, Netherlands Exciting News! We’ve made some additions and changes to the agenda to bring you even more value in the Netherlands!
The host of the evening will be Chrystal Timmerman, Director of Revenue Management at Sofitel Legend The Grand Amsterdam and Member of the HSMAI Europe BeNeLux Advisory Board.
For this edition of HSMAI Power Up Amsterdam, we’re shaking things up with a brand-new format, featuring a powerful workshop on MICE strategy—a condensed version of our highly successful “Designing Leverage of MICE Potential” workshop we hosted in January in London, that was moderated by Mark Struik and Thijs Peters, Partners at Conventus Consultants.
Mark will join us in Amsterdam too and will be our moderator for the workshop.
As HSMAI Europe expands and our members would like to increasingly prioritise MICE, we are dedicated to enhancing our focus on this both locally and regionally.
Key Objective

We’ll be examining this from multiple perspectives, including MICE marketing & sales, the RFP process, distribution networks, yield management, sustainability, training, and data analysis.

What’s on the Agenda?
🎯 MICE Workshop – A special condensed version of our successful “Designing Leverage of MICE Potential” workshop that took place in London last month.
💎 Luxury in Hospitality – We’ll kick off the event with an engaging discussion on The Evolution of Luxury: Redefining High-End Hospitality for New Generations. What defines luxury today? How are guest expectations changing? Gain valuable insights on how to stay competitive and create exceptional guest experiences.
🥂 Networking & Drinks – Wrap up the evening with great conversations, light food, and drinks in a relaxed setting. Connect with fellow industry leaders, exchange ideas, and build meaningful relationships.
Who Should Attend from your company?
This event is tailored for hoteliers, commercial strategists, revenue leaders, and sales & marketing professionals eager to gain new insights and expand their network.
Secure your spot today!

HSMAI Europe & HFTP | Networking Event | Berlin
2025-03-05 18:00 - 21:00 (Europe/Berlin) | Hilton Berlin, Mohrenstraße 30, Berlin, Berlin, 10117, Germany
HSMAI Europe & HFTP Invite Our Members to an Exclusive Industry Networking Evening in Berlin!

Wednesday 5th March 2025 6:00pm – 9:00pm at the
Hilton Berlin, Mohrenstraße 30, 10117 Berlin, Germany

After two incredible networking events during ITB Berlin in 2023 and 2024, Hospitality Sales and Marketing Association International (HSMAI) Region Europe and Hospitality Financial and Technology Professionals (HFTP®) are excited to bring their members together once again!
Join us for an exclusive evening of delicious food, drinks and networking, designed for professionals in the hospitality industry who want to expand their circles, share ideas and have a good time.
Whether you’re looking to reconnect with familiar faces or meet new industry peers, this is the place to be! Expect an engaging atmosphere where you can exchange insights, spark new collaborations, and strengthen valuable relationships.
HFTP and HSMAI Europe are committed to fostering success across revenue, sales & distribution, marketing, finance and technology —and this event is your chance to be part of the conversation shaping the future of hospitality. 🔗 Secure your spot today—Sign up below! We look forward to welcoming you to Hilton Berlin for an inspiring and memorable evening!
All the best,
Ingunn Hofseth
President & CEO
HSMAI Europe

Carson Booth
Chief Operating Officer EMEA
HFTP
About HSMAI Europe HSMAI – Hospitality Sales and Marketing Association International – is a global organization founded in the US in 1927. HSMAI Region Europe is the European arm of the organisation. HSMAI Europe aims to be a key influencer, pioneer and the go-to industry resource for professional development, commercial strategies and sustainability in the hospitality, travel and tourism industry. For more information about HSMAI Region Europe, visit www.hsmai.eu About HFTP Hospitality Financial and Technology Professionals (HFTP®), established in 1952, is a hospitality nonprofit association headquartered in Austin, Texas USA with offices in the EU and Middle East. HFTP is recognized as the spokes group for the finance and technology segments of the hospitality industry with an international network of members and stakeholders. HFTP uniquely understands the industry’s pressing issues, and assists its stakeholders in finding solutions to their challenges more efficiently than any organization. HFTP offers expert networks, educational resources, career development programs, research, leadership opportunities and conferences and events. HFTP produces international events throughout the year, including the world’s largest hospitality technology tradeshow and conference brand: HITEC. In addition, it oversees the hospitality-specific Pineapplesearch.com® and the Uniform System of Accounts for the Lodging Industry (USALI). For more information about HFTP, visit www.hftp.org. For the latest news, visit the HFTP News page at news.hftp.org and the HFTP Connect blog at blog.hftp.org.

Commercial Career Start Program – Sales Track
2025-03-11 17:00 - 18:30, 2025-03-18 17:00 - 18:30, 2025-03-25 17:00 - 18:30 (Europe/Amsterdam) | Amsterdam
HSMAI Europe Commercial Career Start program supports hospitality final-year students and recent graduates in transitioning from studying to their first roles in sales, revenue, or marketing in the industry.
This program complements academic learning by providing practical insights into entering and succeeding in the industry with the knowledge gained at school or university.
The program will last four months, from March 2025 to June 2025, and will include group weekly online sessions of 1.5 hours each for one track. The program offers three tracks: Sales, Revenue, and Marketing, and participants are free to choose which track(s) to follow.
Click here for more information

Commercial Career Start Program – Revenue Track
2025-03-12 17:00 - 18:30, 2025-03-19 17:00 - 18:30 (Europe/Amsterdam) | Amsterdam

Commercial Career Start Program – Marketing Track
2025-03-13 17:00 - 18:30, 2025-03-20 17:00 - 18:30 (Europe/Amsterdam) | Amsterdam

Designing Leverage of MICE Potential in the Business Mix (By-Invitation-Only Workshop)
2025-03-25 09:00 - 12:00 (Europe/Oslo) | Grand Hotel Oslo, Karl Johans gate 31, 0159, Oslo, Norway
Designing Leverage of MICE Potential in the Business Mix Workshop
By-Invitation-Only 📅 Date: Tuesday, March 25, 2025
🕔 Time: 9:00 pm – 12:00 pm
📍 Venue: Grand Hotel, Oslo We’re shaking things up and bringing a powerful workshop on MICE strategy to Oslo—a condensed version of our highly successful “Designing Leverage of MICE Potential” workshop we hosted in January in London, that was moderated by Mark Struik and Thijs Peters, Partners at Conventus Consultants.
Mark and Thijs will join us in Oslo too and will be our moderators.
As HSMAI Europe expands and our members would like to increasingly prioritise MICE, we are dedicated to enhancing our focus on this both locally and regionally. MICE Data will also be given a lot of focus during this day.
Key Objective

We’ll be examining this from multiple perspectives, including MICE marketing & sales, the RFP process, distribution networks, yield management, sustainability, training, and data analysis.

What’s on the Agenda?
🎯 MICE Workshop – A special condensed version of our successful “Designing Leverage of MICE Potential” workshop that took place in London last month.
Who Should Attend from your company?
This event is tailored for hoteliers, commercial strategists, revenue leaders, and sales & marketing professionals eager to gain new insights and expand their network.
Please note this is a by-invitation-only workshop and all registrations will be pending approval!

Møte- og Eventbørsen 2025
2025-03-25 11:00 - 17:00 (Europe/Amsterdam) | Grand Hotel Oslo, Karl Johans gate 31, 0159, Oslo, Norway
HSMAI’S MØTE- OG EVENTBØRSEN
TIRSDAG 25. MARS 2025
GRAND HOTEL I OSLO
Meld deg på som utstiller på Møte- og Eventbørsen – årets møteplass for hotell- event og reiselivsbransjen. HSMAI inviterer deg til et arrangement hvor ledende aktører fra bransjen samles for en dag fylt med nettverksbygging, faglig inspirasjon og spennende muligheter.
NYTT AV ÅRET!
I år legger vi ekstra vekt på å invitere statlige og offentlige virksomheter som besøkende, noe som åpner dørene for enda bredere nettverk mellom utstillere og innkjøpere.
Vi vil også sette sammen en komité bestående av innkjøpere og utstillere slik at vi sikrer oss at vi møter behovene. Som utstiller kan du delta i gruppen og påvirke hvordan arrangementet blir utformet. Første møte er torsdag 28. november kl 14 på Grand Hotel. Du kan evt være med digitalt om du ikke er bosatt i Oslo-området.
HVORFOR DELTA?

Du har mulighet til å få direkte kontakt med beslutningstakere fra både privat og offentlig sektor – på en svært effektiv måte – alt på samme sted og på en dag! På kvelden arrangeres HSMAI Awards Norway 2024, hvor bransjens beste prestasjoner blir feiret stort med middag, prisutdeling og underholdning.
UTSTILLERPLASS
PAKKEN FOR 1 BEDRIFT/MAKS 2 PERSONER INKLUDERER:

Bord med fire stoler til 2 personer for utstiller og 2 personer for kunder
Tilgang til møtebooking/forhåndsbookede møter
Pausemat
Lunsj
Faglig program
I denne prisen er det inkludert deltagelse for 2 personer på kveldens prisfest med 3-retters middag og vinpakke. Her vil også kundene inviteres med gratis, og HSMAI dekker kostnadene.

Pris medlem: kr 19.900,- eks. mva
Pris Ikke-medlem: kr 24.900,- eks. mva
Registrer deg snarest og innen torsdag 28. november for å få Early Bird-pris. Etter denne datoen øker prisen med kr 2500,- eks. mva per utstiller. Påmeldingen er bindende, og det anbefales å melde seg på tidlig for å sikre plass.
KONTAKT OSS

For spørsmål og påmelding, ta kontakt med oss på e-post: postbox@hsmai.eu

OM HSMAI I NORGE
HSMAI i Norge – Hospitality Sales and Marketing Association International, er en organisasjon som fokuserer på salg, markedsføring og ledelse innenfor reiselivs- og hotellbransjen. Vi arbeider-pan European ut fra vår hovedbase i London som en del av en global organisasjon som har eksistert i USA siden 1927. I Norge har vi alle de ledende hotellkjedene og mange av de andre større aktørene reiseliv som medlemmer, og er en av de mest aktive organisasjonene innen bransjen i Norge.
Vårt formål er å være toneangivende og nytenkende, og bransjens foretrukne referansepunkt for profesjonell utvikling, kommersielle strategier og bærekraftig utvikling i hotell og reiselivsbransjen.
