HSMAI Region Europe

Commercial Career Start Program – All Tracks
2026-06-03 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.

Power Up | Amsterdam | June 2026
2026-06-17 15:00 - 18:00 (Europe/Amsterdam) | INNTEL HOTELS AMSTERDAM LANDMARK, VOC-kade 600, Amsterdam, Amsterdam, 1018, Netherlands
Power Up | Amsterdam | June 2026 📅 Wednesday, 17 June 2026
⏰ 3:00 pm – 6:00 pm
📍 Inntel Hotels Amsterdam Landmark
What will the next 12–24 months mean for hospitality in the Netherlands?
Join HSMAI Europe in Amsterdam for an afternoon of insight, discussion, and networking with hospitality professionals from across the Netherlands. Sarah Duignan, Director of Client Relationships at STR, will share a market outlook on what the next 12–24 months may hold for the hospitality industry. Her presentation will be followed by an interactive discussion about the opportunities and challenges ahead.
Whether you work in revenue management, sales, marketing, distribution, or commercial strategy, this Power Up is a valuable opportunity to gain fresh market insight and connect with industry colleagues. Programme
3:00 pm – Registration and coffee
3:30 pm – Welcome
3:40 pm – Presentation by Sarah Duignan: An Outlook for the Next 12–24 Months
4:15 pm – Conversation with Sarah, followed by audience questions and discussion
5:00 pm – 6 pm – Networking and drinks
Free registration for HSMAI Europe members.

Future YOU | Breda
2026-06-18 14:00 - 16:30 (Europe/London) | Breda University of Applied Sciences, Monseigneur Hopmansstraat 2, Breda, 4817 JS, Netherlands
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. 📅 Thursday, 18th June
⏰ 2.00 pm – 4.30 pm
📍 Breda University of Applied Sciences
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

(Virtual) Special Edition Curate: What is the Future of Revenue Management?
2026-06-18 17:00 - 18:00 (Europe/Oslo) | Virtual
Special Edition Curate: The Future of Revenue Management DATE: Thursday, June 18th 2026
TIME: 5:00 PM – 6:00 PM (CET)
LOCATION: Virtual Session
FULLY BOOKED!
Join us for a special edition of the HSMAI Europe Curate, where we will explore one of the most important questions facing our industry today: What is the future of Revenue Management?
For this edition, we are opening the Curate to all HSMAI Europe members — not only senior leaders as we traditionally do — creating a broader industry conversation around how Revenue Management is evolving and what this means for the future of commercial strategy in hospitality.

We are delighted to welcome Dr. Sherri Kimes, Emeritus Professor of Operations Management at the Cornell University School of Hotel Administration, who will share key findings from a global industry study examining the evolution of the Revenue Management function — from changing decision-making processes to the growing role of systems, automation, data, and AI.
The session will also include an interactive discussion on the implications of these findings for commercial teams, hotel leaders, owners, technology partners, and the wider hospitality industry.
We invite you and your team to join us for this special edition of the Curate.
Sign up today and be part of the conversation shaping the future of Revenue Management. REGISTER HERE

Roundtable | Lisbon | July 2026
2026-07-01 09:30 - 11:30 (Europe/Lisbon) | Palácio do Governador, R. Bartolomeu Dias 117, Lisboa, 1400-030, Portugal
Roundtable | Lisbon | July 2026 📅 Wednesday, 1 July
⏰ 9:30 am – 11:30 am
📍 Palácio do Governador, R. Bartolomeu Dias 117, 1400-030 Lisboa, Portugal
Join us in Lisbon for an open and insightful roundtable discussion on asset management, ownership expectations and the realities of hotel performance.
Christelle Pitrel, VP Asset Management at Highgate, will kick off the roundtable and guide the conversation, bringing her expertise and perspective.
An open and candid discussion bringing together operational and commercial leaders to explore one of hospitality’s greatest challenges: aligning ownership ambitions with the realities of day-to-day hotel performance. Through shared experiences, practical examples and diverse perspectives, we will examine how stronger collaboration, clearer communication and better decision-making can help close the gap between expectations and execution, ultimately creating greater value for both owners and operators.
* Growth vs Profitability – How do we balance top-line ambition with sustainable returns?
* Short-term Performance vs Long-term Asset Value – Are we sacrificing tomorrow for today’s results?
* Accountability and Alignment – Who owns the decisions that shape hotel performance?
* The Reporting Gap – Are owners getting the insights they need, or just the numbers?
* Capital Priorities – What deserves investment when resources are limited?
This event is free for HSMAI Europe members. Is your company not a member yet? Please contact us at postbox@hsmai.eu.
Please note, there are only 15 places available for this roundtable. Register today to secure your spot.

Power Up | Oslo | September 2026
2026-09-01 17:00 - 20:00 (Europe/Oslo)
Power Up | Oslo | September 2026 📅 Tuesday, 1 September 2026
⏰ 5:00 pm – 8:00 pm, including networking and drinks
📍Oslo
Topic: MICE is on the agenda
Free registration for HSMAI Europe Members
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!

Power Up | Rhodes | September 2026
2026-09-10 18:00 - 20:00 (Europe/Oslo) | Helea Lifestyle Beach Resort, Leof. Kallitheas 215, Rodos, Rhodes, 85100, Greece
Power Up | Rhodes | September 2026 📅 Date: Thursday, 10 September 2026
🕔 Time: 6:00 pm – 8:00 pm EET (followed by networking & drinks at Elissa Lifestyle Beach Resort)
📍 Location: Helea Lifestyle Beach Resort, Leof. Kallitheas 215, Rodos 851 00 Free registration for HSMAI Europe Members
We would be delighted to have you join us. Registrations are open – Secure your spot today!

HSMAI Europe Commercial Strategy Forum | Netherlands
2026-09-16 | NBC, Blokhoeve 1, Nieuwegein, 3438 LC, Netherlands
Welcome to the HSMAI Europe Commercial Strategy Forum Netherlands.
This event brings together hospitality professionals to exchange ideas, build relationships, and explore the latest strategies in revenue management, sales, marketing, and distribution.
As an international organization, HSMAI Europe combines global trends, insights, and expertise with strong local knowledge and speakers. By bringing together the best of both worlds, we aim to create a highly relevant and impactful experience for the local market.
Our goal is to provide an inspiring and interactive forum where commercial leaders can learn from each other, discuss current challenges and opportunities, and leave with fresh ideas, practical insights, and valuable connections.
We would be delighted to have you join us and look forward to a great day together in Nieuwegein.

Power Up @ HEDNA | Lisbon 2026
2026-09-16 16:00 - 19:00 (Europe/Lisbon) | Altis Grand Hotel, R. Castilho 11, Lisbon, 1269-072, Portugal
Power Up @ HEDNA | Lisbon
📅 Date: Wednesday, 16th September 2026
⏰ Time: 4PM – 7PM
📍 Location: HEDNA Conference @ Altis Grand Hotel, Lisbon
Free registration for HSMAI Europe Members
We would be delighted to have you join us during the HEDNA Conference for an exclusive PowerUp session. Registrations are open – Secure your spot today!
Moderator

Speakers & Panelists

Christelle Pitrel
VP Asset Management
Chair of the HSMAI Europe Advisory Board for Portugal

Pedro Colaco
CEO of Guestcentric & Great Hotels of the World
Member of the HSMAI Europe Advisory Board for Portugal

Daniel Reeves
Chief Commercial Officer
RoomAngel & HIVE AI

Fabiola Taracena
Senior Sales Manager
Sojern

The Guest-Centric Approach to Hotel Technology

Performance Evolved: Leveraging AI and Data

The Pre-Search Imperative: Winning Guests Before They Click

What You’ll Learn

What top-performing hotels stopped doing this year — and what they replaced it with
How to win direct bookings before guests even start searching
How video and automation are transforming the guest journey
How to design your website for AI agents, not just humans

With 60 seats available, this is your chance to connect directly with top tech partners, exchange ideas with forward-thinking peers, and leave with practical takeaways to transform your business. Don’t miss this high-energy session and sign up now!

Power Up | London | September 2026
2026-09-17 18:00 - 21:00 (Europe/Amsterdam)
Power Up | London | September 2026 📅 Thursday, 17 September 2026
⏰ 6:00 pm – 9:00 pm, including by networking and drinks
📍 London, UK Free registration for HSMAI Europe Members
We would be delighted to have you join us. Registrations are open – Secure your spot today!

Power Up | Thessaloniki | September 2026
2026-09-24 18:00 - 20:00 (Europe/Amsterdam)
Power Up | Thessaloniki | September 2026 📅 Thursday, 24 September 2026
⏰ 6:00 pm – 8:00 pm, followed by networking and drinks
📍 Thessaloniki, Greece Free registration for HSMAI Europe Members
We would be delighted to have you join us. Registrations are open – Secure your spot today!

HSMAI Europe Commercial Strategy Forum | Madrid
2026-10-08 15:00 - 21:00 (Europe/Madrid) | Radisson Red Madrid, C. de Atocha, 123, Centro, Madrid, 28012, Spain
DATE: Thursday, October 8, 2026
LOCATION: Radisson RED Madrid, C. de Atocha, 123, Centro, 28012 Madrid, Spain
TIME: 3PM – 9PM including networking
We will start the registration at 2.30 PM Welcome to the HSMAI Europe Commercial Strategy Forum Madrid.
This event brings together hospitality professionals to exchange ideas, build relationships, and explore the latest strategies in revenue management, sales, marketing, and distribution.
As an international organization, HSMAI Europe combines global trends, insights, and expertise with strong local knowledge and speakers. By bringing together the best of both worlds, we aim to create a highly relevant and impactful experience for the local market.
Our goal is to provide an inspiring and interactive forum where commercial leaders can learn from each other, discuss current challenges and opportunities, and leave with fresh ideas, practical insights, and valuable connections.
We would be delighted to have you join us and look forward to a great day together in Madrid.

Connecting Future Leaders | Oslo
2026-10-15 17:00 - 21:00 (Europe/Oslo)
Connecting Future Leaders Oslo Velkommen til Connecting Future Leaders!
Connecting Future Leaders (CFL) har som mål å skape faglige- og sosiale møtepunkter for erfaringsutveksling og nettverksbygging blant unge ledere, talenter og andre på 35 år og under i hotell-, reiselivs- og eventbransjen . 📅 Torsdag, 15. oktober, 2026
🕘 17:00 – 21:00
📍Oslo For questions, contact us at postbox@hsmai.eu

Future YOU┃Oslo
2026-10-19 16:00 - 18:30 (Europe/Oslo)
Future YOU Et arrangement designet for å hjelpe unge med å oppdage givende (og noen ganger uventede) karriereveier i hotell- og reiselivsbransjen. Du vil få høre ekte karrierehistorier, stille spørsmål til profesjonelle, og møte bedrifter som tilbyr jobber og praksisplasser lokalt. Enten du vurderer jobb, utdanning eller bare er nysgjerrige – Future YOU er stedet der du kan utforske hva hotell- og reiselivsbransjen har å tilby.
📅 Mandag, 19 October
⏰ 16.00 pm – 18.30 pm
📍 Oslo
Hva kan du forvente?
• Korte foredrag om karriereveier i bransjen
• Spørsmål og svar fra scenen basert på studentenes egne spørsmål
• Møte med bedrifter som tilbyr jobber og praksisplasser i området
• Mat, drikke og premier

Future YOU | Manchester
2026-10-21 13:00 - 15:30 (Europe/London)
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. 📅 Wednesday, 21 October
⏰ 1.00 pm – 3.30 pm
📍 Manchester
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

This event is organised in collaboration with Hospitality Connect

Future YOU | Paris
2026-10-22 16:00 - 18:30 (Europe/Paris)
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. 📅 Thursday, 22 October
⏰ 4.00 pm – 6.30 pm
📍 Paris
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

Hospitality Unlocked | Paris
2026-10-28 16:30 - 19:30 (Europe/London) | ESSEC Business School
Hospitality Unlocked Hospitality Unlocked, an event organized by the HSMAI Europe Student Council
📅 Wednesday, 28th October
⏰ 4.30 pm – 7.30 pm
📍 ESSEC Business School
Hospitality Unlocked, organized by the HSMAI Europe Student Council, will take place at ESSEC Business School.

Future YOU | London
2026-11-04 13:00 - 15:30 (Europe/London)
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. 📅 Wednesday, 4 November
⏰ 1.00 pm – 3.30 pm
📍 London
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

This event is organised in collaboration with Hospitality Connect

HSMAI Europe Fall Curate's | London
2026-11-04 16:30 - 19:00 (Europe/London)
HSMAI Europe’s Curate – An Executive Insights Forum
📅 Date: Wednesday, 4th November
⏰ Time: 4:30 pm – 7:00 pm followed by drinks and joint Networking with Connecting Future Leaders after the program
Registration will begin at 4PM Topic: AI
Meet Ben Jost, CEO & Co-founder of Trust You and Chair of HSMAI Europe AI Advisory Broad, and other members of AI Advisory Broad that will join our discussion.
A more detailed programme will follow at a later stage when we know who will be attending from the AI Advisory Board.
Read more about the HSMAI Europe AI Advisory Board here
About the Curate
The Curate is an exclusive benefit offered to Organizational Member companies of HSMAI Europe, which is By-Invitation-Only. The Curate events are held twice a year to help executives keep up with the rapid changes in the hospitality industry. Designed to identify, capture, and shape executive-level content, providing an opportunity for executives across different companies to discuss cross-disciplinary issues across the fields of culture & people, sales, marketing, distribution, revenue management, and innovation. This edition of the Curate will be a condensed but high-impact version lasting only 2 hours followed by networking.
OUR SPONSORS

EXLUSIVE MEDIA PARTNER

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

Connecting Future Leaders | London
2026-11-04 18:00 - 20:00 (Europe/Oslo)
Connecting Future Leaders London Welcome to another Connecting Future Leaders event in London ! 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. 📅 4 November, 2026
🕘 6:00 PM–8:00 PM, followed by networking and drinks
📍London For questions, contact us at postbox@hsmai.eu

Commercial Strategy Forum | Paris
2026-11-05 | Paris Expo Porte de Versailles, 1 Pl. de la Prte de Versailles, Paris, 75015, France
Welcome to the HSMAI Europe Commercial Strategy Forum Paris
Co-Located with EquipHotel Paris
This event brings together hospitality professionals to exchange ideas, build relationships, and explore the latest strategies in revenue management, sales, marketing, and distribution.
As an international organization, HSMAI Europe combines global trends, insights, and expertise with strong local knowledge and speakers. By bringing together the best of both worlds, we aim to create a highly relevant and impactful experience for the local market.
Our goal is to provide an inspiring and interactive forum where commercial leaders can learn from each other, discuss current challenges and opportunities, and leave with fresh ideas, practical insights, and valuable connections.
We would be delighted to have you join us and look forward to a great day together in Paris.

HSMAI Europe Commercial Strategy Forum | Frankfurt
2026-11-11 15:00 - 21:00 (Europe/Madrid)
DATE: Wednesday, November 11, 2026
LOCATION: Frankfurt, Germany
TIME: 3PM – 9PM including networking
We will start the registration at 2.30 PM Welcome to the HSMAI Europe Commercial Strategy Forum Frankfurt.
This event brings together hospitality professionals to exchange ideas, build relationships, and explore the latest strategies in revenue management, sales, marketing, and distribution.
As an international organization, HSMAI Europe combines global trends, insights, and expertise with strong local knowledge and speakers. By bringing together the best of both worlds, we aim to create a highly relevant and impactful experience for the local market.
Our goal is to provide an inspiring and interactive forum where commercial leaders can learn from each other, discuss current challenges and opportunities, and leave with fresh ideas, practical insights, and valuable connections.
We would be delighted to have you join us and look forward to a great day together in Frankfurt.

Power Up | Amsterdam | November 2026
2026-11-12 15:00 - 18:00 (Europe/Amsterdam)
Power Up | Amsterdam | November 2026 📅 Thursday, 12 November 2026
⏰ 3:00 pm – 6:00 pm
📍 Amsterdam
HSMAI Europe returns to Amsterdam in November with a dynamic Power Up session. Join leaders from across the hospitality sector for an engaging event packed with practical insights, real-world strategies, peer exchange, and valuable networking opportunities.
HSMAI Europe members will be eligible to sign up once registrations are open.

Connecting Future Leaders | Amsterdam
2026-11-12 15:00 - 18:00 (Europe/Oslo)
Connecting Future Leaders Amsterdam Welcome to Connecting Future Leaders event 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. 📅 12 November, 2026
🕘 3:00 PM–6:00 PM
📍Amsterdam For questions, contact us at postbox@hsmai.eu

Connecting Future Leaders | Paris
2026-11-19 18:00 - 21:00 (Europe/Oslo)
Connecting Future Leaders Paris Welcome to Connecting Future Leaders event in Paris ! 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. 📅 19 November, 2026
🕘 6:00 PM–9:00 PM, including networking and drinks
📍Paris For questions, contact us at postbox@hsmai.eu

Power Up | Athens | November 2026
2026-11-20 18:00 - 20:00 (Europe/Athens)
Power up | Athens | November 2026
📅 Date: Friday, 20 November (In Conjunction with XENIA 2026)
⏰ Time: 6:00 pm – 8:00 pm (followed by networking & drinks)
📍 Location: Athens, Greece Free registration for HSMAI Europe Members
We would be delighted to have you join us. Registrations are open – Secure your spot today!

Connecting Future Leaders | Athens
2026-11-20 18:00 - 20:00 (Europe/Moscow)
Connecting Future Leaders Athens Welcome to Connecting Future Leaders event in Athens ! 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. 📅 20 November, 2026
🕘 6:00 PM–8:00 PM, followed by networking and drinks
📍Athens For questions, contact us at postbox@hsmai.eu

Commercial Strategy Week 2027
2027-01-13 - 2027-01-15
Welcome to
Commercial Strategy Week 2027
After the highly successful 2026 Commercial Strategy Week, we are thrilled to announce that we will be returning to London once again next year, from January 13th to 15th, 2027! 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 2027:

Pre-conference workshops and trainings | Wednesday, 13th January

Main conference and HSMAI Awards Europe | Thursday, 14th January

Post-conference roundtables (by invitation only) | Friday, 15th January

HSMAI Europe Commercial Strategy Forum 2027 | Oslo
2027-01-26
Welcome to the HSMAI Europe Commercial Strategy Forum Oslo.
This event brings together hospitality professionals to exchange ideas, build relationships, and explore the latest strategies in revenue management, sales, marketing, and distribution.
As an international organization, HSMAI Europe combines global trends, insights, and expertise with strong local knowledge and speakers. By bringing together the best of both worlds, we aim to create a highly relevant and impactful experience for the local market.
Our goal is to provide an inspiring and interactive forum where commercial leaders can learn from each other, discuss current challenges and opportunities, and leave with fresh ideas, practical insights, and valuable connections.

Commercial Strategy Forum | Athens
2027-04-15
Welcome to the HSMAI Europe Commercial Strategy Forum Athens.
This event brings together hospitality professionals to exchange ideas, build relationships, and explore the latest strategies in revenue management, sales, marketing, and distribution.
As an international organization, HSMAI Europe combines global trends, insights, and expertise with strong local knowledge and speakers. By bringing together the best of both worlds, we aim to create a highly relevant and impactful experience for the local market.
Our goal is to provide an inspiring and interactive forum where commercial leaders can learn from each other, discuss current challenges and opportunities, and leave with fresh ideas, practical insights, and valuable connections.
We would be delighted to have you join us and look forward to a great day together in Athens.
