HSMAI Region Europe

HSMAI Europe & HFTP | Networking Event | Berlin
2026-03-04 18:30 - 21:00 (Europe/Berlin) | Radisson Collection Hotel, Berlin, Karl-Liebknecht-Str. 3, Berlin, 10178, Germany
HSMAI Europe & HFTP Invite Our Members to an Exclusive Industry Networking Evening in Berlin!

Wednesday 4th March 2026
Berliner Dom & Nikolai 1 at the Radisson Collection Hotel, Berlin
6:30pm – 9:00pm

After successful networking events during ITB Berlin in recent years, 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 great networking, drinks and snacks on Wednesday 4th March 2026, 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—this is an exclusive gathering at the beautiful Berliner Dom & Nikolai 1 at the Radisson Collection Hotel in Berlin and is reserved for HSMAI Europe and HFTP members. We look forward to welcoming you for an inspiring and memorable evening!
All the best,
Ingunn Hofseth
President & CEO
HSMAI Europe

Thomas Atzenhofer
CPA | Deputy CEO
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 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.

Power Up | Paris | March 2026
2026-03-17 18:00 - 21:00 (Europe/Paris) | Novotel Paris Les Halles, 8 Pl. Marguerite de Navarre, Paris, 75001, France
Power Up | Paris | March 2026 📅 Tuesday, 17 March 2026
⏰ 6:00 pm – 9:00 pm, including networking and light food
📍 Novotel Paris Les Halles, 8 Pl. Marguerite de Navarre, 75001 Paris, France
HSMAI Europe is back in Paris this March for a Power Up session. Join leaders from across the hospitality sector for practical insights, peer exchange, and networking.
From Chaos to Clarity: How AI agents transform Group and Events for better Revenue Optimization
By Christopher Michau, Chief Commercial Officer at HIVR
In this session, we explore how AI is reshaping commercial strategy, where its real limits lie, and what skills revenue leaders will need next. The presentation will be followed by a Q&A by Philippe Roy, Founder at Red Yucca.

Christopher Michau is a seasoned travel and technology executive with more than 20 years of experience in global partner management and commercial strategy. He currently serves as the Chief Commercial Officer at HIVR. Prior to this, Christopher spent nearly two decades at Expedia Group, developing and managing strategic partnerships with major hotel chains worldwide. His expertise spans commercial negotiation, network expansion, and innovative distribution models that create value for travel partners and customers alike.
Registrations are now open – secure your spot today!

Commercial Career Start Program – All Tracks
2026-03-18 17:00 - 18:30 (Europe/Amsterdam)
HSMAI Europe Commercial Career Start Program supports hospitality students and recent graduates in transitioning from studying to their first roles in sales, revenue, or marketing in the industry.
The program is structured as a series of online sessions delivered by hospitality industry professionals from program partners – Marriott International, Wyndham Hotels & Resorts, IHG Hotels & Resorts and Accor – who share how sales, revenue, and marketing roles work in practice.
The program will last 12 weeks (mid-March – early June 2026), and will include classroom-size weekly group sessions. The program offers three tracks: Sales, Revenue, and Marketing.

Future YOU | Maastricht
2026-03-24 15:00 - 17:30 (Europe/London) | Hotel Management School Maastricht Zuyd Hogeschool, Bethlehemweg 2, Maastricht, 6222 BM
Future YOU An event designed to help young people discover rewarding (and sometimes unexpected) career paths in the hospitality industry such as sales, revenue management and marketing. 📅 Tuesday, 24th March
⏰ 3.00 pm – 5.30 pm
📍 Hotel Management School Maastricht
Students will hear real career stories, ask questions to professionals, and meet companies offering jobs and internships locally. Whether students are considering work, study, or are simply curious—Future YOU is where they can explore what the hospitality industry can offer them.

Short talks on career paths in hospitality
Q&A covering students’ questions
Meeting companies offering jobs and internships in the area
Food, refreshments and prizes

Commercial Career Start Program – Sales Track
2026-03-24 17:00 - 18:30, 2026-03-31 17:00 - 18:30, 2026-04-07 17:00 - 18:30, 2026-04-14 17:00 - 18:30, 2026-04-21 17:00 - 18:30, 2026-04-28 17:00 - 18:30 (Europe/Amsterdam)

Power Up | Oslo | March 2026
2026-03-24 17:00 - 20:00 (Europe/Oslo)
Power Up | Oslo | March 2026 📅 Tuesday, 24 March 2026
⏰ 5:00 pm – 8:00 pm
📍 Radisson Blu Plaza Oslo
HSMAI Europe is pleased to invite you to our upcoming Power Up event in Oslo on Tuesday, 24 March, hosted at the Radisson Blu Plaza Hotel.
AI, Chaos & Commercial Strategy: The Next Era of Revenue Management
Can AI replace the modern revenue leader?
By Michael Grohs, Vice President Commercial Transformation at Radisson Hotel Group
In this session, we explore how AI is reshaping commercial strategy, where its real limits lie, and what skills revenue leaders will need next.
The presentation will be followed by a Q&A led by Linda Nordheim, CEO and Founder, Maverix, and a special on-stage interview with Tarje Hellebust, General Manager, Radisson Blu Plaza Oslo, reflecting on his remarkable career and his recent HSMAI honour in Norway.
Michael Grohs
Vice President Commercial Transformation
Radisson Hotel Group

Linda Nordheim
CEO & Founder
Maverix

Tarje Hellebust
General Manager
Radisson Blu Plaza Oslo
We would be delighted to have you join us.
Registrations are now open – Secure your spot today as there are only 50 seats!

Commercial Career Start Program – Revenue Track
2026-03-25 17:00 - 18:30, 2026-04-01 17:00 - 18:30, 2026-04-08 17:00 - 18:30, 2026-04-15 17:00 - 18:30, 2026-04-22 17:00 - 18:30, 2026-04-29 17:00 - 18:30 (Europe/Amsterdam)

Power Up | Amsterdam | March 2026
2026-03-26 15:00 - 18:00 (Europe/Amsterdam)
HSMAI Europe returns to Amsterdam this March with a dynamic Power Up and one of our industry most motivational speaker! Power Up | Amsterdam | Revenue Management 📅 Thursday, 26 March 2026
⏰ 3:00 pm – 6:00 pm, including networking and light snacks
📍 Ruby Emma Hotel & Bar, Amsterdam
Bids, Behavior & Bottom Lines: Decoding Upsell TRevPAR Trends in the Amsterdam Market
Join us in Amsterdam for a high energy Power Up session featuring Erik Tengen, President Hospitality Upsell at Plusgrade.
Erik is a true powerhouse on stage, ready to deliver a sparkling, insight‑packed presentation on upselling, bidding behaviour, and the trends shaping TRevPAR in the Amsterdam market.
Erik will explore:

How bidding data reveals real willingness to pay
Surprising upsell patterns in the Amsterdam market
How to maximise revenue using dataset

The session will be followed by an interactive Q&A, and then networking over light snacks and drinks.
Join us and other leaders from across the hospitality industry for an engaging event packed with practical insights, peer exchange, and valuable networking opportunities.

Commercial Career Start Program – Marketing Track
2026-03-26 17:00 - 18:30, 2026-04-02 17:00 - 18:30, 2026-04-09 17:00 - 18:30, 2026-04-16 17:00 - 18:30, 2026-04-23 17:00 - 18:30 (Europe/Amsterdam)

Hospitality Unlocked | Maastricht
2026-04-01 12:30 - 17:00 (Europe/London) | Hotel Management School Maastricht Zuyd Hogeschool, Bethlehemweg 2, Maastricht, 6222 BM
Hospitality Unlocked Hospitality Unlocked, an event organized by the HSMAI Europe Student Council
📅 Wednesday, 1st April
⏰ 12.30 pm – 5.00 pm
📍 Hotel Management School Maastricht
Hospitality Unlocked, organized by the HSMAI Europe Student Council, will take place at Hotel Management School Maastricht and brings its students particularly those focusing on Revenue Management & Real Estate together with industry professionals.
The topic of this event is “Pricing Power, Platform Power & Property Power: Who Really Controls Hotel Value?”, exploring the dynamics between pricing strategy, distribution platforms, and property ownership in shaping hotel value and performance.

HSMAI Europe Commercial Strategy Forum | Athens
2026-04-02 | One & Only Aesthesis, Leof. Poseidonos 110, Glifada, Athens, 166 74, Greece
DATE: Thursday, 2 April 2026
LOCATION: One & Only Aesthesis, Leof. Poseidonos 110, Glifada 166 74, Athens, Greece Welcome to the HSMAI Europe Commercial Strategy Forum Athens. This full-day event will bring together hospitality leaders to discuss cutting-edge strategies in revenue management, sales, marketing, and distribution. The HSMAI Europe Commercial Strategy Forums were inspired by a simple yet powerful idea: to bring the insights, energy, and expertise of our HSMAI Europe Commercial Strategy Conference to local markets across Europe.
Our annual conference has become a must-attend event for commercial leaders in hospitality, providing cutting-edge strategies, in-depth discussions, and networking. However, we know that not everyone can travel to a single location. That’s why we are hosting these focused, local Commercial Strategy Forums—mini-versions of the main conference —tailored to the specific challenges and opportunities in each local market.

Power Up | Trondheim | April 2026
2026-04-20 05:00 - 20:00 (Europe/Oslo) | Britannia Hotel, Trondheim, Dronningens gate 5, Trondheim, 7011, Norway
Power Up | Trondheim| April 2026 📅 Mandag, 20 April 2026
⏰ 5:00 pm – 8:00 pm, inkludert networking og enkel servering
📍 Britannia Hotel, Dronningens gate 5, 7011 Trondheim, Norway
HSMAI Europe inviterer, i samarbeid med kommunikasjonsbyrået Maverix, til et inspirerende bransjetreff om hvordan kunstig intelligens er i ferd med å transformere både kundereisen og den kommersielle strategien i hotell- og reiselivsbransjen.
Hvordan påvirker AI måten vi møter gjestene på – fra første kontakt til etter oppholdet? Og hvordan endrer teknologien rollen til dagens revenue leaders?
Vi diskuterer hvor grensene for AI faktisk går, og hvilke ferdigheter fremtidens ledere innen revenue og kommersiell strategi må utvikle for å lykkes i en stadig mer teknologidrevet bransje.
Samme kveld vil vi dele ut TrustYou Excellence Award, hvor to utvalgte hoteller vil anerkjennes for sine fremragende gjeste tilbakemeldinger og gjennomgående sterke prestasjoner i sitt omdømme på nett de siste 12 månedene. Basert på verifiserte gjeste tilbakemeldinger fra flere plattformer, fremhever denne prisen vedvarende kvalitet i gjestetilfredshet innen regionen.
Det blir faglig påfyll, innsikt og gode diskusjoner – kombinert med mulighet for mingling og nettverksbygging.
Begrenset antall plasser – meld deg på nå!
Program for ettermiddagen

Arild Sjødin, adm. dir. Britannia ønsker velkommen

Ingunn Hofseth, President og CEO i HSMAI Europe gir et innblikk i HSMAIs arbeid i Norge og resten av Europa, og viser hvordan medlemskap kan skape verdi, innsikt og nye muligheter for den enkelte bedrift.

Christopher Michau, Chief Commercial Officer at HIVR
From Chaos to Clarity: How AI agents transform Group and Events for better Revenue Optimization
By Christopher Michau, Chief Commercial Officer at HIVR
In his session, we will explore how AI is reshaping commercial strategy, where its real limits lie, and what skills revenue leaders will need next.
Christopher Michau is a seasoned travel and technology executive with more than 20 years of experience in global partner management and commercial strategy. He currently serves as the Chief Commercial Officer at HIVR. Prior to this, Christopher spent nearly two decades at Expedia Group, developing and managing strategic partnerships with major hotel chains worldwide. His expertise spans commercial negotiation, network expansion, and innovative distribution models that create value for travel partners and customers alike.

Paal Tarjei Aasheim, Partner i Maverix,. Paal har nesten 40 års erfaring fra reklamebransjen, og skal snakke om hvordan KI påvirker markedsføringen, kundereisen og bookingen på nye måter – hvilke muligheter det gir og hvilke fallgruver man må være bevisst på.
Etter innleggene blir det diskusjon og spørsmålsrunde, etterfulgt av nettverksbygging med lett servering og noe godt i glasset.

Erik Muñoz, Director Business Development EMEA, Trust You

When Guests Speak, Brands Must Answer: The Rise of the Always-Reply Experience

Artificial intelligence is no longer a future concept in hospitality—it is already shaping how guests discover, book, experience, and remember a hotel stay. From personalised recommendations and real-time feedback to smarter operations and service recovery, AI is fundamentally influencing the guest experience at every touchpoint.
This session explores not just the what, but the how and why behind the tangible impact of AI on modern guest journeys.

Power Up | Bergen | April 2026 - Postponed due to strike
2026-04-21 05:00 - 20:00 (Europe/Oslo) | Thon Hotel Orion, Bergen, Bradbenken 3, Bergen, 5003, Norway
Power Up | Bergen| April 2026 📅 (Tirsdag, 21. April 2026) – UTSATT GRUNNET HOTELLSTREIK
⏰ 5:00 pm – 8:00 pm, inkludert networking og enkel servering
📍 Thon Hotel Orion, Bradbenken 3, 5003 Bergen, Norway
På grunn av den pågående hotellstreiken i Norge ser vi oss dessverre nødt til å utsette Power Up i Bergen som var planlagt 21. april. Vi kommer tilbake med ny dato så snart streiken er over.
Due to the ongoing hotel strike in Norway, we unfortunately need to postpone the Power Up event in Bergen, originally scheduled for 21 April. We will announce a new date as soon as the strike has ended.
HSMAI Europe inviterer, i samarbeid med kommunikasjonsbyrået Maverix, til et inspirerende bransjetreff om hvordan kunstig intelligens er i ferd med å transformere både kundereisen og den kommersielle strategien i hotell- og reiselivsbransjen.
Hvordan påvirker AI måten vi møter gjestene på – fra første kontakt til etter oppholdet? Og hvordan endrer teknologien rollen til dagens revenue leaders?
Vi diskuterer hvor grensene for AI faktisk går, og hvilke ferdigheter fremtidens ledere innen revenue og kommersiell strategi må utvikle for å lykkes i en stadig mer teknologidrevet bransje.
Samme kveld vil vi dele ut TrustYou Excellence Award, hvor to utvalgte hoteller vil anerkjennes for sine fremragende gjeste tilbakemeldinger og gjennomgående sterke prestasjoner i sitt omdømme på nett de siste 12 månedene. Basert på verifiserte gjeste tilbakemeldinger fra flere plattformer, fremhever denne prisen vedvarende kvalitet i gjestetilfredshet innen regionen.
Det blir faglig påfyll, innsikt og gode diskusjoner – kombinert med mulighet for mingling og nettverksbygging.
Begrenset antall plasser – meld deg på nå!
Program for ettermiddagen

Veronica Wammen Langøen, General Manager Thon Hotel Orion ønsker velkommen

Janicke Hansen, Project Manager i HSMAI Europe gir et innblikk i HSMAIs arbeid i Norge og resten av Europa, og viser hvordan medlemskap kan skape verdi, innsikt og nye muligheter for den enkelte bedrift.

Christopher Michau, Chief Commercial Officer at HIVR
From Chaos to Clarity: How AI agents transform Group and Events for better Revenue Optimization
By Christopher Michau, Chief Commercial Officer at HIVR
In his session, we will explore how AI is reshaping commercial strategy, where its real limits lie, and what skills revenue leaders will need next.
Christopher Michau is a seasoned travel and technology executive with more than 20 years of experience in global partner management and commercial strategy. He currently serves as the Chief Commercial Officer at HIVR. Prior to this, Christopher spent nearly two decades at Expedia Group, developing and managing strategic partnerships with major hotel chains worldwide. His expertise spans commercial negotiation, network expansion, and innovative distribution models that create value for travel partners and customers alike.

Paal Tarjei Aasheim, Partner i Maverix,. Paal har nesten 40 års erfaring fra reklamebransjen, og skal snakke om hvordan KI påvirker markedsføringen, kundereisen og bookingen på nye måter – hvilke muligheter det gir og hvilke fallgruver man må være bevisst på.
Etter innleggene blir det diskusjon og spørsmålsrunde, etterfulgt av nettverksbygging med lett servering og noe godt i glasset.

Erik Muñoz, Director Business Development EMEA, Trust You

When Guests Speak, Brands Must Answer: The Rise of the Always-Reply Experience

Artificial intelligence is no longer a future concept in hospitality—it is already shaping how guests discover, book, experience, and remember a hotel stay. From personalised recommendations and real-time feedback to smarter operations and service recovery, AI is fundamentally influencing the guest experience at every touchpoint.
This session explores not just the what, but the how and why behind the tangible impact of AI on modern guest journeys.

HSMAI Europe Commercial Strategy Forum | Lisbon
2026-04-23 | Epic Sana Marques, Av. Fontes Pereira de Melo 8, Lisbon, 1069-310, Portugal
Welcome to the HSMAI Europe Commercial Strategy Forum Lisbon. This full-day event will bring together hospitality leaders to discuss cutting-edge strategies in revenue management, sales, marketing, and distribution.
The HSMAI Europe Commercial Strategy Forums were inspired by a simple yet powerful idea: to bring the insights, energy, and expertise of our HSMAI Europe Commercial Strategy Conference to local markets across Europe.
Our annual conference has become a must-attend event for commercial leaders in hospitality, providing cutting-edge strategies, in-depth discussions, and networking. However, we know that not everyone can travel to a single location. That’s why we are hosting these focused, local Commercial Strategy Forums—mini-versions of the main conference —tailored to the specific challenges and opportunities in each local market.

Power Up | Tromsø | April 2026 – Postponed due to strike
2026-04-28 05:00 - 20:00 (Europe/Oslo) | Clarion Hotel The Edge, Kaigata 6, Tromsø, 9008
Power Up | Tromsø| April 2026 📅 Tirsdag, 28 April 2026 – UTSATT GRUNNET HOTELLSTREIK
⏰ 5:00 pm – 8:00 pm, inkludert networking og enkel servering
📍 Clarion Hotel® The Edge, Kaigata 6, 9008 Tromsø, Norway
På grunn av den pågående hotellstreiken i Norge ser vi oss dessverre nødt til å utsette Power Up i Tromsø som var planlagt 28. april. Vi kommer tilbake med ny dato så snart streiken er over.
Due to the ongoing hotel strike in Norway, we unfortunately need to postpone the Power Up event in Tromsø, originally scheduled for 28 April. We will announce a new date as soon as the strike has ended.
HSMAI Europe inviterer, i samarbeid med kommunikasjonsbyrået Maverix, til et inspirerende bransjetreff om hvordan kunstig intelligens er i ferd med å transformere både kundereisen og den kommersielle strategien i hotell- og reiselivsbransjen.
Hvordan påvirker AI måten vi møter gjestene på – fra første kontakt til etter oppholdet? Og hvordan endrer teknologien rollen til dagens revenue leaders?
Vi diskuterer hvor grensene for AI faktisk går, og hvilke ferdigheter fremtidens ledere innen revenue og kommersiell strategi må utvikle for å lykkes i en stadig mer teknologidrevet bransje.
Samme kveld vil vi dele ut TrustYou Excellence Award, hvor to utvalgte hoteller vil anerkjennes for sine fremragende gjeste tilbakemeldinger og gjennomgående sterke prestasjoner i sitt omdømme på nett de siste 12 månedene. Basert på verifiserte gjeste tilbakemeldinger fra flere plattformer, fremhever denne prisen vedvarende kvalitet i gjestetilfredshet innen regionen.
Det blir faglig påfyll, innsikt og gode diskusjoner – kombinert med mulighet for mingling og nettverksbygging.
Begrenset antall plasser – meld deg på nå!
Program for ettermiddagen

Ida Kristine Jakobsen, General Manager Clarion Hotel The Edge ønsker velkommen

Ingunn Hofseth, President og CEO i HSMAI Europe gir et innblikk i HSMAIs arbeid i Norge og resten av Europa, og viser hvordan medlemskap kan skape verdi, innsikt og nye muligheter for den enkelte bedrift.

Linda Nordheim, CEO i Maverix, skal snakke om hvordan KI påvirker markedsføringen, kundereisen og bookingen på nye måter – hvilke muligheter det gir og hvilke fallgruver man må være bevisst på.
Etter innleggene blir det diskusjon og spørsmålsrunde, etterfulgt av nettverksbygging med lett servering og noe godt i glasset.

Power Up | London | April 2026
2026-04-29 18:00 - 21:00 (Europe/Oslo) | Sofitel London St James, 6 Waterloo Pl, London, SW1Y 4AN, United Kingdom
📅 Wednesday, 29 April 2026
⏰ 6:00 pm – 9:00 pm
📍 Sofitel St. James, London
We are delighted to welcome you back to another Power Up session in London. This time, for an exclusive evening event at Sofitel St. James, London, on Wednesday, April 29th at 6:00 PM.
We are especially honoured to welcome Thanos Papasavvas, Founder & CIO of ABP Invest, who over the past year has become one of the most valued and sought-after speakers across several HSMAI Europe cities. Based in London, Thanos is widely recognised for his deep expertise in global economics and geopolitics and is a frequent guest on major financial media outlets including BBC, Bloomberg, and CNBC.
Thanos Papasavvas
Founder & CIO of ABP Invest With an outstanding background that includes the CFA designation, membership of Chatham House, and an MSc in Economics from Birkbeck, University of London, Thanos brings exceptional insight into the forces shaping Europe’s future.
The European Outlook: The Economic and Geopolitical Risks and Opportunities Ahead
In this timely and highly relevant session, we will take an in-depth look at Europe’s economic and geopolitical landscape, highlighting the key risks and opportunities influencing commercial strategy.
Following Thanos’ presentation, we will also examine how the conflict in the Middle East has affected booking prices, altered destination choices, and created uncertainty. Michael Nowlis, Programme Director, MBA Programmes at Imperial College Business School, and Chair of the HSMAI Europe Board of Directors, will lead the discussion and explore the implications for the hospitality and travel industry.
This promises to be an insightful and highly relevant evening discussion, and we very much look forward to welcoming you.
