HSMAI Region Europe

Leadership Day (Internal, By-Invitation-Only)
2026-01-14 15:00 - 20:00 (Europe/London) | InterContinental London Park Lane, One Hamilton Place, Park Ln, London, London, W1J 7QY, United Kingdom
Leadership Day (Internal) 📅 Wednesday, January 14th, 2026
📍 Intercontinental London Park Lane
🕘 3:00 PM – 8:00 PM, including a working dinner
The HSMAI Europe Leadership Day 2026, an invitation-only event, will take place at the conference venue. For this gathering we invite HSMAI Europe Advisory Board members, Rising Leaders Council, Board of Directors members, Student Council and special supporters and sponsors of the region.
Invited HSMAI Europe members may register here – all registrations are subject to approval.

Commercial Strategy Conference
2026-01-15 08:00 - 17:00 (Europe/London) | InterContinental London Park Lane, One Hamilton Place, Park Ln, London, London, W1J 7QY, United Kingdom
Join Us at the HSMAI Europe Commercial Strategy Conference in London! 📅 Thursday, January 15th, 2026
📍 InterContinental London Park Lane
🕘 8:00 AM – 5:00 PM HSMAI Europe Commercial Strategy Conference (formerly ROC) has become one of the most compelling and comprehensive learning exchange for commercial leaders in the hospitality industry. Join us for an unparalleled professional development experience. 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!

HSMAI Awards Europe 2025
2026-01-15 18:30 - 23:00 (Europe/London) | InterContinental London Park Lane, One Hamilton Place, Park Ln, London, London, W1J 7QY, United Kingdom
Celebrate Excellence in Hospitality 📅 Thursday, January 15th, 2026
📍 InterContinental London Park Lane
🕘 6:30 PM – 11:00 PM The annual HSMAI Awards Europe recognises the people and companies that have shown excellent work in the hospitality, tourism, and travel industries. This event allows companies and employees to show that they value and recognise the importance of each other.

Senior Revenue & Commercial Executive Roundtable (By-Invitation-Only)
2026-01-16 10:00 - 13:00 (Europe/London) | InterContinental London Park Lane, One Hamilton Place, Park Ln, London, London, W1J 7QY, United Kingdom
Senior Revenue & Commercial Executive Roundtable (By-Invitation-Only)

“Rising costs and OTA dominance require smarter channel mix and cost control – how do you balance profitability and volume?”
📅 Friday, January 16th, 2026
📍 Intercontinental London Park Lane
🕘 10:00 AM – 1:00 PM
Join us for the HSMAI Senior Executive Roundtable, led by moderator Juli Jones, Senior Vice President at HSMAI. This session will explore a timely and pressing topic: “Rising costs and OTA dominance require smarter channel mix and cost control – how do you balance profitability and volume?”
HSMAI Executive Roundtables bring together senior-level, like-minded leaders for candid, high-value conversations in a confidential setting. This is a unique opportunity to exchange insights, benchmark strategies, and engage in meaningful peer dialogue.
Invited HSMAI Europe members may register using the link below. All registrations are subject to approval.

Senior Sales and Distribution Executive Roundtables (By-Invitation-Only)
2026-01-16 10:00 - 13:00 (Europe/London) | InterContinental London Park Lane, One Hamilton Place, Park Ln, London, London, W1J 7QY, United Kingdom
Senior Sales and Distribution Executive Roundtables
Topic: AI in Hotel Distribution
As a follow up from Curate that took place in London in November, this important topic will again be on the agenda
By-Invitation-Only
📅 Friday, January 16th, 2026
📍 Intercontinental London Park Lane
🕘 10:00 AM – 1:00 PM
Moderated by Elodie Leunen CEO, Fastpayhotels & and a member of HSMAI Europe Board of Directors
HSMAI Executive Roundtables are networks of like-minded senior leaders. They are a unique opportunity for executive-level peer groups to have meaningful dialogue in a confidential environment.
Invited HSMAI Europe members may register here – all registrations are subject to approval.
For more information, contact HSMAI Region Europe at postbox@hsmai.eu

Room for Growth
2026-01-19 08:00 - 2026-01-21 23:00 (Europe/Amsterdam) | The Hub, Biskop Gunnerus gate 3, Oslo, 0155, Norway
Velkommen til Room for Growth
19.–21. januar 2026 i Oslo
Hotell- og reiselivsnæringen er inne i en tid med store endringer. Ny teknologi, endrede gjesteforventninger, bærekraftskrav og nye kommersielle muligheter omdefinerer måten vi arbeider og tenker på. For å møte denne utviklingen ønsker HSMAI Europe i samarbeid med Innovasjon Norge Reiseliv å starte reiselivsåret 2026 med Room for Growth: tre inspirerende dager fylt med faglig påfyll, nye ideer, nettverk og samarbeid.
Room for Growth skal være en ny samlende møteplass for hotell- og reiselivsnæringen i Norge – et sted der vi sammen utforsker trender, deler kunnskap og skaper rom for vekst.
Foreløpig program:
Mandag 19. januar
Intern arrangement Innovasjon Norge. Egen påmelding
Tirsdag 20. januar
HSMAI Europe Commercial Strategy Forum
HSMAI lanserer en helt ny konferanse hvor skal samle kommersielle ledere og fagfolk fra hotell- og reiselivsnæringen for å møte nasjonale og internasjonale aktører, dele ideer, bygge nettverk og hente inspirasjon. Fokus vil være på digitale trender, revenue-optimalisering, MICE, sosiale medier, markedsføring og salgsstrategier med alt med mål om å styrke deltagernes kommersielle kompetanse.
Onsdag 21. januar
HSMAI Møte- og Eventbørsen + HSMAI Awards Norway
På dagtid arrangeres den velkjente HSMAI Møte- og Eventbørsen, der utstillere som hoteller, hotellkjeder og konferansesteder møter innkjøpere av events, konferanser og arrangementer. På kvelden samles bransjen til den prestisjefylte HSMAI Awards-seremonien, der vi blant annet kårer Årets Hotelier, Årets Unge Leder i Reisebransjen og Årets Unge Talent i Reisebransjen 2025.

HSMAI Europe Commercial Strategy Forum | Oslo
2026-01-20 | Clarion Hotel The Hub, Biskop Gunnerus gate 3, Oslo, 0155, Norway
Velkommen til HSMAI Europe Commercial Strategy Forum Oslo 📅 Tirsdag, 20. Januar 2026
📍 Clarion Hotel The Hub i Oslo Dette heldagsarrangementet samler ledere og andre innen hotell- og reiselivsbransjen for å diskutere de nyeste trendene og strategiene innen de kommersielle disiplinene som revenue management, salg, markedsføring, distribusjon og mer.
HSMAI Europe Commercial Strategy Forums har allerede blitt arrangert i Nederland, Portugal og Hellas med stor suksess, og der skal den arrangeres årlig i likhet med andre land som kommer til fortløpende. Nå kommer Commercial Strategy Forum endelig til Norge, med Frankrike og Spania som neste destinasjoner ut.
Vår ambisjon er å gjøre Commercial Strategy Forum Oslo til et årlig høydepunkt for kommersielle ledere og andre ledere i bransjen i Norge, med fremtidsrettede strategier, dyptgående diskusjoner og verdifull nettverksbygging.

HSMAI Møte- og Eventbørsen
2026-01-21 | Clarion Hotel The Hub, Biskop Gunnerus gate 3, Oslo, 0155, Norway
HSMAI’S MØTE- OG EVENTBØRSEN 📅 Onsdag, 21. Januar 2026
📍 Clarion Hotel The Hub 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.

HSMAI AWARDS NORWAY 2025
2026-01-21 18:45 - 23:00 (Europe/Oslo) | Clarion Hotel The Hub, Biskop Gunnerus gate 3, Oslo, 0155, Norway
HSMAI AWARDS NORWAY 2025 📅 Onsdag, 21. Januar 2026
📍 Clarion Hotel The Hub i Oslo Nominér kandidater til Årets Unge Talent og Årets Unge Leder i Hotell, Restaurant og Reiseliv, og Årets Hotelier, og send inn dine beste arbeider til Markedsføringsprisene og Eventprisene. Husk også å nominere dine kandidater til Årets Bærekraftspris.

Utdelingen av alle prisene i HSMAI Awards Norway arrangeres samme dag som HSMAI’s Møte- og Eventbørsen.
Nok en gang skal vi premiere dyktige medarbeiderne i vår bransje, gjennom HSMAI Awards Norway 2025.
Fristen for innsendelse av bidrag er satt til midnatt mandag 24. november 2025. Les mer, meld deg på og send in ditt bidrag:

The Future of Personalisation: How AI and Data Are Transforming Hotel Marketing
2026-02-25 11:30 - 12:30 (Europe/London) | ExCel London, Royal Victoria Dock, 1 Western Gateway, London, E16 1XL, United Kingdom
The Future of Personalisation: How AI and Data Are Transforming Hotel Marketing
HSMAI Europe is a proud partner of NoVacancy Industry Expo London and is hosting this expert Marketing Track panel to explore how AI and data are shaping the future of hotel marketing.
The panel brings together senior leaders from commercial, technology, and marketing teams to share practical insights and real-world strategies.

MODERATOR
Marc Lantrok
VP Customer Engagement ENA
Accor

Jon Davis
Chief Technology Officer
Village Hotels

Cooper Jitts
Founder
TalkAgency

Key takeaways:

How to use first-party data to drive guest loyalty and direct bookings in the cookieless era.
Practical examples of how AI and automation are reshaping campaigns and guest communication
What’s next: balancing personalisation, privacy, and profitability.

Register

The New Rules of Revenue: Selling in Uncertain Times
2026-02-26 15:20 - 16:20 (Europe/London) | ExCel London, Royal Victoria Dock, 1 Western Gateway, London, E16 1XL, United Kingdom
The New Rules of Revenue: Selling in Uncertain Times

HSMAI Europe is a proud partner of NoVacancy Industry Expo London and will be hosting this expert-led Hotel Leaders Track panel to explore how hotels can drive revenue in uncertain times.

MODERATOR
Kostas Ioannidis
Sales Director, Global Sales – Europe at IHG Hotels & Resorts and Former Chair of the HSMAI Europe Sales Advisory Board

Uta von Dietze
Vice President Commercial Performance EMEA
Wyndham Hotels & Resorts

Kelly Cronin
Commercial Director at Village Hotels and a Member of the HSMAI Europe Board of Directors

Krishan Kadodwala
Director of Hotel Partnerships UK & Ireland
Expedia Group

Key takeaways:

How sales and revenue teams must collaborate to maximise total revenue in 2025 and beyond
Strategies for dynamic pricing and responding to unpredictable demand
Success stories: innovative approaches to drive topline growth in an uncertain economy.

Register

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 (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 (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 (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.
