Power Up | Amsterdam | November
2025-11-13 15:00 - 18:00 (Europe/Madrid) | Inntel Hotel Amsterdam Landmark, VOC-kade 600, Amsterdam, 1018 LG, Netherlands
HSMAI Europe Power Up in Amsterdam 📅 Thursday, 13th November 2025
⏰ 3:00 pm – 6:00 pm
📍 Inntel Hotels Amsterdam Landmark
In close collaboration with Lighthouse and The Hotels Network, HSMAI Region Europe is excited to host another Power Up Session this November in Amsterdam.
Get ready for an inspiring afternoon showcasing the latest innovations shaping the hospitality industry.
Lighthouse will kick things off with “Unlocking Market Dynamics Through Pricing Trends”, revealing how data-driven pricing insights can lead to smarter strategic decisions.
Then, The Hotels Network will take the stage with “The Hotels’ iPhone Moment: How AI is Redefining Travel Discovery”, exploring how artificial intelligence is changing the way travelers search, choose, and book hotels – and what this shift means for the future of direct distribution.
Following the presentations there will also be a great discussion where we will go more in depth into the topics with our invited hoteliers.
Nora Galfi, Marketing Data Automation & Strategy Manager at Lighthouse and Vice Chair of the HSMAI Europe Rising Leaders Council, will present Connecting Future Leaders together with HSMAI Europe.

Speakers

Igor Nys
Senior Business Development Manager
Lighthouse

Anton Robbrecht
Business Development Manager Benelux-Nordics
Lighthouse

Igor Nys
Senior Business Development Manager
Lighthouse

Anton Robbrecht
Business Development Manager Benelux-Nordics
Lighthouse

Aurora Contreras Gil
Senior BDM EMEA for Business Intelligence
Lighthouse

Georg Hendrix
Business Development Manager
The Hotels Network

Nora Galfi
Marketing Data Automation & Strategy Manager at Lighthouse
Vice Chair of the HSMAI Europe Rising Leaders Council

Chrystal ten Hove – Timmerman
Owner & Founder
House of Revenue

Event Partners
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Partnered by Lighthouse and The Hotels Network

Connecting Future Leaders | Amsterdam | November
2025-11-13 17:00 - 20:00 (Europe/Amsterdam) | Inntel Hotel Amsterdam Landmark, VOC-kade 600, Amsterdam, 1018 LG, Netherlands
Connecting Future Leaders in Amsterdam
📅 Date: Thursday, 13th November
⏰ Time: 5:00 pm – 8:00 pm (including networking & drinks)
📍 Location: Inntel Hotels Amsterdam Landmark Welcome to Connecting Future Leaders in Amsterdam! This gathering is divided into two parts: first, an educational program, followed by a networking session. Connecting Future Leaders (CFL) is a platform that brings together young leaders, talents, and others in the travel industry aged 35 and below to share experiences, build networks, and exchange professional insights. Free participation for HSMAI members. Register now to secure your spot!
Kevin Passon
Key Account Director
IHG Hotels & Resorts

Scarlet Payne
PR & Content Specialist EMEA
Wyndham Hotels & Resorts EMEA

Angel Shtrbevski
General Manager Moxy Southampton
Hotel Co 51
For questions, contact us at postbox@hsmai.eu

Power up | Athens | November
2025-11-21 17:00 - 20:00 (Europe/Athens) | The Athenaeum Luxury Hotel, Leof. Vouliagmenis 4, Athina, 117 43, Greece
HSMAI Europe Power Up: Athens
📅 Date: Friday, 21st November
⏰ Time: 6:00 pm – 8:00 pm (followed by networking & drinks)
📍 Location: The Athenaeum Luxury Hotel, Athens
Join HSMAI Europe for an inspiring Power Up session in Athens, hosted at The Athenaeum Luxury Hotel – a beautiful 5-star boutique hotel known for its sophisticated design, warm Greek hospitality and stunning views of the city. This after-work event combines high-impact education with networking, snacks and drinks.
HSMAI Europe Power Up is a series of local, after-work events hosted in cities across Europe. Each Power Up offers a compact format—focused learning + structured networking—designed for commercial, marketing, revenue, sales, distribution, and operations leaders in hospitality and travel.
This Power Up takes place the day before the start of XENIA 2025, the largest Business & Investment event for the Tourism sector in Greece.
During the event, many of our HSMAI Europe Advisory Board Greece members will be there to welcome you. Read more here.
Program & Speakers

Presentation of Connecting Future Leaders Greece
Vasiliki Mamidaki will present The HSMAI Europe initiative Connecting Future Leaders. Vasiliki is the Business Development Officer at Bluegr and will co-chair this initiative in Greece together with Aristea Mamidaki, People and Data Analytics at Bluegr.
Vasiliki Mamidaki
Business Development Officer at Bluegr & Co-chair of the HSMAI Europe Connecting Future Leaders Greece

Leading with Purpose to Shape Tomorrow’s Leadership
Join us to hear Nikos Athanasopoulos reflect on the beginnings of his career and the lessons that have guided his journey toward purposeful, impactful leadership at the Onassis Foundation.
Nikos Athanasopoulos
Cultural Project Advisor, Onassis Stegi (part of the Onassis Foundation)

Decoding Athens’ Guest Review Data for Strategic Advantage
In this session, Radouane Namaoui will unpack what “the Greek guest voice” tells us through reviews and feedback, followed by discussion.
Radouane Namaoui
VP Global Key Account Management, TrustYou

Networking & Drinks
We’ll round off the evening with networking, drinks & snacks, giving you time to connect with peers from hotels, hospitality, and travel organisations in Athens and beyond.
Note: If you are a vendor, your company must be a member to attend.

Power Up | Madrid | Revenue Management
2025-12-02 15:00 - 19:00 (Europe/Madrid) | Calle de Alfonso XII, 62, 1 Izquierda, Madrid, 28014, Spain
Power Up Madrid – Connected Insights: Leveraging Omnichannel Data for Smarter Revenue Decisions in Hospitality 📅 Tuesday, 2nd December
⏰ 3:00 pm – 7:00 pm
📍 Radisson Hotel Group Centre of Excellence, (Calle de Alfonso XII, 62, 1 Izquierda, Madrid, 28014 Spain)
HSMAI Europe is back in Madrid this December for a Power Up dedicated to Revenue Management. Join leaders from across the hospitality sector at Radisson’s Office for practical insights, peer exchange, and networking. Registration open now
Program:

2:30 – 3PM
Registration & Welcome Coffee
3:00 – 3:10 PM
Welcome and Opening remarks
3:10 – 3:30 PM
Introduction presentations from our panelists
Each panelist provides a short overview of their focus and perspective on the event topic.

3:30 – 4:30 PM
Panel Session: Connected Insights: Leveraging Omnichannel Data for Smarter Revenue Decisions in Hospitality
Moderated discussion with industry experts covering key insights, challenges, and opportunities. Includes audience Q&A toward the end.
Moderator – Dimitar Avramov
Associate Director of Revenue Management at Radisson Hotel Group

Cindy Girard
Sales Principal – Specialist Travel Intelligence at Amadeus

Borja Alvarez
Global Senior Manager, Omni-Channel Media Strategy at Radisson Hotel Group

Mercedes Sánchez Gómez
Senior Director Enterprise Sales at Lighthouse

4:30 – 4:45 PM
Coffee break and Networking
4:45 – 6:30 PM
Roundtable Discussions
Participants join small group discussions
6:30 – 7:00 PM
Closing remarks and Networking reception

Commercial Strategy Week 2026
2026-01-14 - 2026-01-16 | InterContinental London Park Lane, One Hamilton Place, Park Ln, London, London, W1J 7QY, United Kingdom
Welcome to
Commercial Strategy Week 2026
After the highly successful 2025 conference, we are thrilled to announce that we will be returning to London once again for next year’s conference, from January 14th to 16th, 2026! We’re excited to once again set the stage for insightful discussions, networking, and the latest industry advancements.
HSMAI Europe’s Commercial Strategy Conference – 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
SAVE THE DATES FOR COMMERCIAL STRATEGY WEEK 2026:

Pre-conference workshops and trainings | Wednesday, 14th January

Main conference and HSMAI Awards Europe | Thursday, 15th January

Post-conference roundtables (by invitation only)| Friday, 16th January

Talent Workshop (By-Invitation-Only): "Step Up Your Talent Game"
2026-01-14 09:00 - 12:00 (Europe/London) | InterContinental London Park Lane, One Hamilton Place, Park Ln, London, London, W1J 7QY, United Kingdom
Talent Workshop (By-Invitation-Only): “Step Up Your Talent Game: Developing Strong Commercial Leaders”
📅 Wednesday, January 14th, 2026
📍 InterContinental London Park Lane
🕘 9:00 AM – 12:00 PM
Moderated by Michael Wierling, Director HR, Northern Europe at IHG Hotels & Resorts and the Chair of the HSMAI Europe People & Culture Advisory Board.
Developing strong commercial leaders is not an HR responsibility — it’s everyone’s responsibility. Whether you work in sales, marketing, revenue, operations, HR, or education, every role has an impact on how the industry attracts, develops, and retains commercial talent.
Through the diverse mix of people in the room — different companies, seniority levels, and disciplines — we will build a full picture of what developing strong commercial leaders looks like in today’s hospitality industry. We will discuss what the industry is doing well, what needs to change, what opportunities we can leverage, and what practical actions each of us can take back to our own organisation to step up our talent game.
This workshop is designed for hoteliers and educators across HR and non-HR functions, from experienced commercial leaders to those just beginning their careers. It is for those who want to step up their talent game and contribute to a more resilient commercial talent pipeline in hospitality.

MICE Workshop (By-Invitation-Only): The Profitability Equation: Rooms × Meetings. How Meetings Multiply Your Hotel’s Total Revenue per m²
2026-01-14 09:00 - 12:00 (Europe/London) | InterContinental London Park Lane, One Hamilton Place, Park Ln, London, London, W1J 7QY, 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.

MICE Workshop (By-Invitation Only): The Profitability Equation: Rooms × Meetings. How Meetings Multiply Your Hotel’s Total Revenue per m²
📅 Wednesday, January 14th, 2026
📍 InterContinental London Parklane
🕘 9:00 AM – 12:00 PM
Moderated by Mark Struik and Thijs Peters, Partners at Conventus Consultants.
Hotels often underestimate the real financial impact of MICE — not only in room nights, but in hidden margins, F&B, upsell opportunities and the true value of meeting space. This workshop explores the commercial tension every hotel faces: should you contract rooms far in advance at lower group rates to secure meeting business, or hold out for high-yield transient demand on peak dates?
Using real data insights, profitability dilemmas and strategic trade-offs, we challenge industry assumptions and reveal how smarter alignment between Sales and Revenue can dramatically increase Total Revenue per m².
This workshop is designed for senior hoteliers, commercial strategists, revenue leaders, and sales & marketing professionals looking for new perspectives and inspiration.
Please note that this session will be by-invitation-only. HSMAI Europe members may register here – all registrations are subject to approval.

HSMAI Europe Board of Directors Meeting (Internal)
2026-01-14 12:30 - 14:30 (Europe/London) | InterContinental London Park Lane, One Hamilton Place, Park Ln, London, London, W1J 7QY, United Kingdom
HSMAI Europe Board of Directors Meeting

Internal
📅 Wednesday, January 14th, 2026
📍 Intercontinental London Park Lane
🕘 12:30 PM – 2:30 PM

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 (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 (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 (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.
