HSMAI Region Europe

Commercial Career Start Program – Revenue Track
2026-05-13 17:00 - 18:30, 2026-05-06 17:00 - 18:30, 2026-04-29 17:00 - 18:30, 2026-04-22 17:00 - 18:30, 2026-04-15 17:00 - 18:30, 2026-04-08 17:00 - 18:30, 2026-04-01 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.

Commercial Career Start Program – Sales Track
2026-05-12 17:00 - 18:30, 2026-05-05 17:00 - 18:30, 2026-04-28 17:00 - 18:30, 2026-04-21 17:00 - 18:30, 2026-04-14 17:00 - 18:30, 2026-04-07 17:00 - 18:30, 2026-03-31 17:00 - 18:30 (Europe/Amsterdam)

Commercial Career Start Program – Marketing Track
2026-05-07 17:00 - 18:30, 2026-04-30 17:00 - 18:30, 2026-04-23 17:00 - 18:30, 2026-04-16 17:00 - 18:30, 2026-04-09 17:00 - 18:30, 2026-04-02 17:00 - 18:30, 2026-03-26 17:00 - 18:30 (Europe/Amsterdam)

Workshop: The Profit Game – Making Better Booking Decisions in MICE
2026-05-06 18:00 - 21:00 (Europe/Paris) | Pullman Paris Center Bercy, 1 Rue de Libourne, Paris, 75012, France
Workshop: The Profit Game – Making Better Booking Decisions in MICE
Wednesday, May 6th, 2026
Pullman Paris Centre Bercy, Paris
By Thijs Peters, Partner at Conventus Consultants In this interactive 90-minute workshop, participants explore the complexity of booking decisions in today’s MICE market.
We start with a short introduction covering key industry trends and the fundamentals of MICE revenue build-up, setting the context for smarter commercial decision-making.
The main part of the session is The Profit Game, an engaging business simulation where teams manage a continuous flow of incoming requests. Participants must constantly decide which business to accept and which to decline, balancing revenue, profitability, risk, and future opportunity. Working with limited information and under time pressure, teams experience first-hand how challenging it is to optimise performance in a dynamic market environment.
This workshop is highly relevant for:
Management teams, to experience the real complexity behind daily sales and revenue decisions
Sales and operational teams, to better understand how to prioritise and optimise booking strategies
The session combines market insights with hands-on experience, creating a high-energy learning environment where one key question drives the competition: Who generates the most profit from the same market? Register Here

HSMAI Europe LEADERSHIP DEVELOPMENT CAMP
2026-05-03 - 2026-05-08 | Pullman Paris Center Bercy, 1 Rue de Libourne, Paris, 75012, France
Unlock Your Leadership Potential at HSMAI Europe’s Leadership Development Camp 2026
📅 Sunday, May 3rd – Thursday, May 7th 2026
📍Pullman Paris Center Bercy, Paris The Commercial Summer Camp is back – reimagined, rebranded, and heading to Paris for the very first time! In May 2026, HSMAI Region Europe proudly presents the 5th edition of this flagship program, designed to accelerate the development of the next generation of commercial and general management leaders in hospitality.
Building on the strong legacy of the Commercial Summer Camp, the Leadership Development Camp continues the same proven format and target audience while placing an even stronger emphasis on leadership capability, influence, and cross-functional decision-making. Following four successful editions in Amsterdam, London, and Lisbon, this program has earned enthusiastic support from participants and industry leaders alike and 2026 promises to be the most exciting edition yet.
Target Group: General Managers and Rising General Manager, Heads of Department, Senior Supervisors, Sales/Marketing/Revenue Directors, Asset Managers, and Multi Unit Staff.
Hospitality professionals are increasingly asked to strengthen their business skills, think like owners, and have the mindset of a “Chief Business Manager”. This program sharpens the skills, knowledge, and mindset that form the business foundations of a successful leader/manager throughout their career. It provides the three essentials of business acumen needed for effective decisions, efficient execution, and positive business scorecard results:
Financial Competence
Strategic Thinking
Communications
We will kick off the first 2 days in a very dynamic way,using a blended learning approach including real-time hotel simulation competition in a real-to-life dynamic market using the world’s leading lodging business simulation. Now more than ever it is essential that you know what contributes to the bottom line of your business, not only from your perspective, but from all departments. You have to demonstrate business acumen.
About the First two Days
The first 2 days are led by an experienced hospitality professional with multi-national experience in operations leadership and management training. She will focus on four modules form the learning core:
Targeting Business Priorities
Provides complete competence in using the Income Statement, Balance Sheet, and Cash Flow Statement to target the business priorities that will produce business results. Participants will become financially fearless in putting financial information to use.
Managing Business Priorities
Participants will have mastery of the STR metrics, terminology, and lodging calculations that assist in turning business priorities into measurable business results. Participants will be competent in measuring both internal business results and indexing those results against the field of competitors.
Leading with Communications
Turning business priorities into business results means working through and with other people. Here participants will learn their own communications characteristics and how to put them to best use in one-to-one and group communications that drive business results.
Partnering with Owners Priorities
While the goals of owners and managers are similar, their views, jargon, and calculations may be quite different. Here participants will learn the owner’s side, enabling them to partner effectively with owners in areas of asset management, capital investment, contracts, and return on equity.
Real World Learning
The learning modules are put to immediate use in a real-to-life business simulation where participants learn how their competitive strategies and decisions affect a hotel’s results and those of the competition.
Working individually or in teams, participants operate a hotel from the position of the General Manager. They compete with other individuals/teams in real time and within the realistic market dynamics of a competitive set of hotels. As in the real world, the competitive strategies and decisions made by the GM impact the hotel’s results and the results of the other competing hotels.Participants will work to construct, promote and deliver a competitive price/value proposition to the market. In this way their learning is stimulated using different approaches:
Mindset
Participants will act at a General Management level and take actions from this position based on the information input. This stimulates:
strategic thinking, planning, and competitive proactivity in a dynamic market place; the development of a cost effective, competitive product which offers both market value and sound levels of financial returns; awareness of the financial impact of daily decisions on monthly and annual business results; a total overview of the hotel and how departments interrelate to produce business results.
Knowledge & Skills
Participants learn to act quickly and decisively with the confidence of competence in:
forecasting and budgeting, targeting business priorities, competitive response, variance and financial analysis; financial statements, industry metrics and STR indexes, financial ratios, capital investment and cash flow.
Decision-Making Ability
During the simulation, participants will make decisions on all aspects of hotel management:
forecasting, room and F &B outlet pricing, refurbishment, capital improvements, staffing salaries,training & development, marketing & advertising, RFP’s and displacement analysis.
Reporting & Analysis
To make the decisions, participants will need to be aware of and interpret reports at all levels,including:business summary, balanced scorecards, revenue variance, financial rations, room market segment share, F&B and other departments, rentals and other incomes, competition,reputation management, staffing levels, competence & turnover, guest feedback and general trends.
Certified in Hospitality Business Acumen (CHBA)
At the end of the two-day and the simulation, participants will have the opportunity to take an online exam to earn HSMAI’s globally recognised CHBA certification. The certification fee of USD 625 is included for all participants attending the HSMAI Europe Leadership Development Camp in Paris in May.
Commercial Leadership Focus – Wednesday and Thursday
The final two days of the HSMAI Region Europe Leadership Development Camp are dedicated to commercial leadership excellence, bringing together Revenue Management, Sales and Marketing as equally critical drivers of sustainable growth in hospitality.
Participants explore how these disciplines must work in close alignment to shape demand, positioning, pricing, and distribution strategies that deliver long-term value. Through interactive sessions, case-based learning, and applied workshops, the program focuses on data-driven decision-making, effective use of commercial insights, and the ability to translate strategy into measurable performance outcomes.
The program also strengthens participants’ ability to lead, influence, and negotiate across complex commercial environments, including a dedicated focus on influence and negotiation skills.
Programme Fees – HSMAI Europe Leadership Development Camp

HSMAI Europe Member: EUR 2,900
Non-Member: Please contact us for rates
Team Discounts: Available for 3+ participants from the same organisation (please contact us for details)
The programme fee includes: welcome dinner, the full programme, lunches, coffee breaks, materials, the fee for the certification (USD 625) and access to all sessions.
Programme Timetable
See the complete programme by downloading the PDF. Join us in Paris in May 2026 and be part of the 5th edition of one of HSMAI Europe’s most impactful leadership programs. This is your opportunity to learn, connect, and grow with the industry’s future leaders. Target group: General Managers and Rising General Manager, Heads of Department, Senior Supervisors, Sales/Marketing/Revenue Directors, Asset Managers, and Multi Unit Staff.
Please contact postbox@hsmai.eu for more information.

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.

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.

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 | 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.

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.

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.

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.
