Commercial Career Start Program - All Tracks
2025-06-04 17:00 - 18:30, 2025-06-11 17:00 - 18:30 (Europe/Amsterdam)
HSMAI Europe Commercial Career Start program supports hospitality final-year students and recent graduates in transitioning from studying to their first roles in sales, revenue, or marketing in the industry.
This program complements academic learning by providing practical insights into entering and succeeding in the industry with the knowledge gained at school or university.
The program will last four months, from March 2025 to June 2025, and will include group weekly online sessions of 1.5 hours each for one track. The program offers three tracks: Sales, Revenue, and Marketing, and participants are free to choose which track(s) to follow.
Click here for more information

Connecting Future Leaders | London | June
2025-06-11 18:00 - 20:00 (Europe/London) | Park Plaza Riverbank London, 18 Albert Embankment, London, London, SE1 7TJ, United Kingdom
Connecting Future Leaders in London

The Talent Crisis in Hospitality: Attracting and Retaining Future Leaders
📅 Date: Wednesday, 11th June
⏰ Time: 6:00 pm – 7:30 pm (followed by networking & drinks)
📍 Location: Park Plaza Riverbank 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 under to share experiences, build networks, and exchange professional insights.
The Talent Crisis in Hospitality: Attracting and Retaining Future Leaders
Overview:The hospitality industry is experiencing a talent shortage, especially among younger generations who seek flexibility, purpose, and clear paths for career growth. This session explores how the industry can better attract, retain, and nurture the next generation of leaders.
Why It Matters:A strong, engaged workforce is essential to the success of hospitality. Understanding what young professionals value in their careers is key to shaping a resilient and forward-thinking industry.
Session Format:

Opening discussion on workforce trends and post-pandemic challenges
Insights from HR leaders, recruitment experts, and emerging hospitality talent
Strategies for effective mentorship, career progression, and workplace culture
Interactive dialogue: what do young leaders need to thrive?

Featured Speakers include:
Anna Herbertsson Munthe
Regional HR Business Partner – Hotels EMEA
Wyndham Hotels & Resorts EMEA

Roland Seddon
Managing Director
MRK Associates

Free participation. Register now to secure your spot! The session is put together by the below HSMAI Europe Rising Leader Council members and they are there to welcome you:
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 | London | June - Day 1
2025-06-11 18:00 - 21:00 (Europe/London) | Park Plaza Riverbank London, 18 Albert Embankment, London, London, SE1 7TJ, United Kingdom
The UK outlook: The economic and Geopolitical risks and opportunities Ahead Join us in London!
📅 Date: Wednesday, 11th June
⏰ Time: 6:00 pm – 8:00 pm (followed by networking & drinks)
📍 Location: Park Plaza Riverbank London
What can you expect from the evening? 📌Topic- ‘An outlook for the next 12- 24 months and the implications for the Hospitality Industry in the UK’
– By Dave Goodger, Managing Director, EMEA at Tourism Economics (an Oxford Economics company)
David Goodger
Managing Director
EMEA at Tourism Economics (an Oxford Economics company)
💡Followed by a Panel Debate on the UK perspective on risks and opportunities ahead with: Moderator
Peter Heath
Founder
Venue Performance
Panelists
Kim Davies
Group Director of Sales
Apex Hotels
Panelist
Louise Mitchell
Head of Revenue UK/NI & Continental Europe
Dalata Hotel Group
Panelist
Alex Drinkwater
Global Director of Business Development
Edyn
Panelist
Michael Grove
CEO
HotStats
🥂 Networking & Drinks –Wrap up the evening with great conversations, light food, and drinks in a relaxed setting. Connect with fellow industry leaders, exchange ideas, and build meaningful relationships.

Connecting Future Leaders | Oslo | June
2025-06-12 17:00 - 21:00 (Europe/Oslo) | Carls, Trondheimsveien 113, Oslo, 0571, Norway
Connecting Future Leaders i Oslo

Destinasjons- og konseptutvikling
📅 Dato: Torsdag 12. juni 2025
🕔 Tid: 17:00–21:00
📍 Sted: Carls vinbar, Oslo
Velkommen til Connecting Future Leaders!
Denne kvelden retter vi blikket mot hvordan sterke destinasjoner og konsepter skapes – både i og utenfor hotellverdenen. Hva skal til for å skape steder med identitet, som engasjerer og varer over tid?
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.
Foredragsholdere
Wilhelm Hartwig
General Manager, Hobo Hotel Oslo
Wilhelm deler innsikt fra arbeidet med å etablere Hobo-konseptet i Oslo – et moderne livsstilshotell kjent for sin kreative profil og sterke identitet. Tidligere har han ledet blant annet Amerikalinjen. Emma Hesselroth
Kommersiell direktør i Fursetgruppen
Emma har vært en del av Fursetgruppen siden 2009 – en virksomhet hun kjenner, forstår og brenner for. Hun startet som daglig leder ved Sjømagasinet og Ekebergrestauranten, to ikoniske steder hvor kvalitet, gjestfrihet og presisjon står i sentrum. Gjennom årene har hun hatt flere lederroller, og de siste to årene har hun vært kommersiell direktør.
Hennes drivkraft er den gode opplevelsen – for både gjest og medarbeider. Hun trives best når det er høyt tempo, store ambisjoner og rom for lidenskap. Med en dyp interesse for mat og vin, ser hun dette ikke bare som et fagfelt, men som en livsstil – et språk hun formidler med entusiasme og faglig tyngde. Trine Sønsteby
HR-sjef i Fursetgruppen
Trine har vært HR-sjef i Fursetgruppen siden 2023. Hun kom til rollen med bred erfaring fra luftfartsbransjen, etter 17 år i SAS og deretter stillinger i både Color Line og Flyr. Mennesker er hennes største drivkraft. Hun motiveres av møter med mennesker i alle livets situasjoner – enten det handler om å støtte, utfordre eller utvikle. For Trine handler godt HR-arbeid om å forene struktur og system med nærhet og tillit.
Mingling, pizza og noe godt i glasset
Det blir også god tid til nettverksbygging, konkurranser og sosialt samvær. Vi serverer pizza fra Carls’ eget kjøkken – og selvfølgelig noe godt i glasset. Meld deg på i dag for å sikre din plass! Dette arrangementet er satt sammen av CFL-komitteen bestående av deltagerne under som også vil være til stede å ønske deg velkommen sammen med Marius Flåskjer fra HSMAI:
Hero Azeez
Administrerende Direktør
Hotel Christiania Teater

Simon Barman-Jenssen
General Manager
Clarion Hotel Oslo

Live Lorck
General Manager
Comfort Hotel Xpress Central Station

Hisham Mansour
Teamleder Meeting and Events
Radisson Hotel Group
For eventuelle spørsmål, ta kontakt med oss på postbox@hsmai.eu

Power-Up | Paris | June - Day 1
2025-06-18 18:00 - 21:00 (Europe/Amsterdam) | Paris Marriott Rive Gauche Hotel & Conference Center, 17 Boulevard Saint-Jacques, Paris, 75014, France
The Evolution of Luxury: Redefining High-End Hospitality for New Generations Join this gathering of industry professionals where we will dive into an engaging discussion on 💎The Evolution of Luxury: Redefining High-End Hospitality for New Generations. What defines luxury today? How are guest expectations changing? Gain valuable insights on how to stay competitive and create exceptional guest experiences.
📅 Date: Wednesday, 18th June
⏰ Time: 6:00 pm – 8:00 pm (followed by networking & drinks)
📍 Location: Paris Marriott Rive Gauche Hotel & Conference Center Don’t miss the chance to engage with experts in the area such as: Moderator
Philippe Roy
Founder
Red Yucca
Panelist
Priscilla Haryadi
Area Managing Director Northern Europe
Preferred Hotels and resorts
Panelist
Claire Hillau
Regional Director of Sales & Marketing
Champagne Hospitality – Le Barthélemy Hotel & Spa & Le Barth Villa Rental
Panelist
Gwendal Besnard
Marketing Director
Paris Marriott Rive Gauche Hotel & Conference Center

CRME Workshop + Global Exam (VIRTUAL)
2025-06-19 10:00 - 14:00 (Europe/Amsterdam) | Virtual
CRME Workshop + Global Exam (VIRTUAL) (Internal event for Wyndham Hotels & Resorts employees only)

📅 Date: Thursday, 19th June
⏰ Time: 10:00 am – 2:00 pm CET (followed by global exam – optional)
📍 Location: Virtual
CRME – Certified Revenue Management Executive
As revenue optimization in the hospitality industry continues to grow as an art and a science, you can confirm and demonstrate your knowledge, experience, and capabilities by earning HSMAI’s Certified Revenue Management Executive (CRME) certification.
Maximize your revenue potential and elevate your career with the Certified Revenue Management Executive (CRME) certification. Join us on Thursday, 19th June 2025, for a virtual CRME Pre-Workshop from 10 AM to 2 PM (CET), followed by the globally recognized CRME certification exam.
The CRME will certify you as:

A professional in the field of revenue management and clearly conversant with its intricacies and importance
Competent to develop an infrastructure to support revenue management within the framework of an organization
Able to maximize revenue opportunities and optimize profits by managing revenue
Capable of making informed decisions to accept or reject pieces of business to meet overall organizational goals
Proficient at the art and science of revenue management

Why do you need the CRME?
The exclusive CRME certification demonstrates to yourself, your employer, your colleagues, and your peers that you are a professional in the field of revenue optimization with tactical and strategic expertise in identifying business opportunities, maximising profits, and driving growth, and fostering a revenue management culture within your organisation.
What topics are covered?
The CRME certification exam is based on the CRME study guide, Evolving Dynamics: From Revenue Management to Revenue Strategy.
Topic areas include:

From Revenue Management to Revenue Strategy
The Revenue Professional
Economics and its Role in Revenue Optimization
Departmental Integration
Understanding the Market
Segmenting Customers and Utilizing Sources to Target Optimal Mix
Forecasting, Pricing and Inventory Control
Performance Analysis
Strategic Distribution
The Interdependence of Sales & Revenue Optimization
Emerging Elements Impacting Revenue Strategy

Get Certified!
After the Review Course, participants who have applied and paid for the certification in advance have the opportunity to take the global exam directly after the course or any time they are ready.
Note:
This Review Course is an internal event for Wyndham Hotels & Resorts employees only
Meet Your Coach:
Learn from Frederic Toitot, a seasoned professional in Hospitality and Travel, with 15 years at Accor’s global headquarters. Frederic is committed to making learning a vibrant and meaningful experience, ensuring you gain practical insights to excel in revenue management. Frederic is the Founder & Managing Director at Hotel Games and Member and past chair of the HSMAI Europe Revenue Optimization Advisory Board. He is the former Vice President Global Learning & Development for Accor.

Power-Up | Paris | June - Day 2
2025-06-19 18:00 - 21:00 (Europe/Amsterdam) | Paris Marriott Rive Gauche Hotel & Conference Center, 17 Boulevard Saint-Jacques, Paris, 75014, France
Unlocking the Future: Artificial Intelligence in Hospitality Management Join an exclusive, intimate gathering of industry professionals for a deep dive into how Artificial Intelligence (AI) is reshaping the roles of Commercial Teams and Revenue Managers in the hospitality industry. Together, we’ll explore the opportunities and challenges AI brings, from dynamic pricing to customer experience optimization.
📅 Date: Thursday, 19th June
⏰ Time: 6:00 pm – 8:00 pm (followed by networking & drinks)
📍 Location: Paris Marriott Rive Gauche Hotel & Conference Center
This thought-provoking discussion will provide a platform to:
Uncover AI’s impact of AI on the Commercial & Revenue Management Professions

Objective: Identify the potential impacts of AI on skills, processes, and decision-making.
Analysis of opportunities: increased productivity, improved forecast accuracy, automation of repetitive tasks.
Identification of challenges: risks associated with automation, loss of human control, AI bias, data security.
Group discussion on the short-, medium-, and long-term impacts on the profession.

Propose actionable solutions and adaptation strategies for the evolving landscape.

Objective: Develop solutions to integrate AI effectively and ethically into the profession.
Discussion on the future skills needed by Sales, Distribution & Revenue Managers (AI management, interpretation of results, human relations management, etc.).
Reflection on new challenges facing the profession: ethics, transparency, and accountability in the use of AI.

With a focus on innovation, collaboration, and actionable takeaways, this session promises to leave you equipped and inspired for the future. The session will be led by Frederic Toitot, the Founder & Managing Director at Hotel Games and Member and past chair of the HSMAI Europe Revenue Optimization Advisory Board. He is the former Vice President Global Learning & Development for Accor.
Frederic Toitot, a seasoned professional in Hospitality and Travel, is a passionate advocate for making learning a vibrant and meaningful experience. With a background rooted in 5-star hotel service in London and New York, particularly with Le Meridien Hotels & Resorts, he embarked on a journey that led him to key roles in Revenue Management & Pricing at Accor’s global headquarters in Paris. Passionate about education, he is a senior lecturer at various business and hotel schools across Europe, sharing his knowledge with aspiring hospitality professionals.

Power-Up | Athens | June
2025-06-23 18:00 - 21:00 (Europe/Athens) | Grand Hyatt Athens, 115, Syngrou Avenue, Athen, 11745, Greece
Unlocking the Future: Artificial Intelligence in Hospitality Management Join an exclusive, intimate gathering of industry professionals for a deep dive into how Artificial Intelligence (AI) is reshaping the roles of Commercial Teams and Revenue Managers in the hospitality industry. Together, we’ll explore the opportunities and challenges AI brings, from dynamic pricing to customer experience optimization.
📅 Date: Monday, 23rd June
⏰ Time: 6:00 pm – 8:00 pm (followed by networking & drinks)
📍 Location: Grand Hyatt Athens
This thought-provoking discussion will provide a platform to:
Uncover AI’s impact of AI on the Commercial & Revenue Management Professions

Objective: Identify the potential impacts of AI on skills, processes, and decision-making.
Analysis of opportunities: increased productivity, improved forecast accuracy, automation of repetitive tasks.
Identification of challenges: risks associated with automation, loss of human control, AI bias, data security.
Group discussion on the short-, medium-, and long-term impacts on the profession.

Propose actionable solutions and adaptation strategies for the evolving landscape.

Objective: Develop solutions to integrate AI effectively and ethically into the profession.
Discussion on the future skills needed by Sales, Distribution & Revenue Managers (AI management, interpretation of results, human relations management, etc.).
Reflection on new challenges facing the profession: ethics, transparency, and accountability in the use of AI.

With a focus on innovation, collaboration, and actionable takeaways, this session promises to leave you equipped and inspired for the future. The session will be led by Frederic Toitot, the Founder & Managing Director at Hotel Games and Member and past chair of the HSMAI Europe Revenue Optimization Advisory Board. He is the former Vice President Global Learning & Development for Accor.
Frederic Toitot, a seasoned professional in Hospitality and Travel, is a passionate advocate for making learning a vibrant and meaningful experience. With a background rooted in 5-star hotel service in London and New York, particularly with Le Meridien Hotels & Resorts, he embarked on a journey that led him to key roles in Revenue Management & Pricing at Accor’s global headquarters in Paris. Passionate about education, he is a senior lecturer at various business and hotel schools across Europe, sharing his knowledge with aspiring hospitality professionals.

Power-Up | London | June - Day 2
2025-06-24 18:00 - 21:00 (Europe/London) | art’otel London Battersea Power Station, 1 Electric Boulevard, Nine Elms, London, SW11 8BJ, United Kingdom
Unlocking the Future: Artificial Intelligence in Hospitality Management Join an exclusive, intimate gathering of industry professionals for a deep dive into how Artificial Intelligence (AI) is reshaping the roles of Commercial Teams and Revenue Managers in the hospitality industry. Together, we’ll explore the opportunities and challenges AI brings, from dynamic pricing to customer experience optimization.
📅 Date: Tuesday, 24th June
⏰ Time: 6:00 pm – 8:00 pm (followed by networking & drinks)
📍 Location: art’otel London Battersea Power Station
This thought-provoking discussion will provide a platform to:
Uncover AI’s impact of AI on the Commercial & Revenue Management Professions

Objective: Identify the potential impacts of AI on skills, processes, and decision-making.
Analysis of opportunities: increased productivity, improved forecast accuracy, automation of repetitive tasks.
Identification of challenges: risks associated with automation, loss of human control, AI bias, data security.
Group discussion on the short-, medium-, and long-term impacts on the profession.

Propose actionable solutions and adaptation strategies for the evolving landscape.

Objective: Develop solutions to integrate AI effectively and ethically into the profession.
Discussion on the future skills needed by Sales, Distribution & Revenue Managers (AI management, interpretation of results, human relations management, etc.).
Reflection on new challenges facing the profession: ethics, transparency, and accountability in the use of AI.

With a focus on innovation, collaboration, and actionable takeaways, this session promises to leave you equipped and inspired for the future. The session will be led by Frederic Toitot, the Founder & Managing Director at Hotel Games and Member and past chair of the HSMAI Europe Revenue Optimization Advisory Board. He is the former Vice President Global Learning & Development for Accor.
Frederic Toitot, a seasoned professional in Hospitality and Travel, is a passionate advocate for making learning a vibrant and meaningful experience. With a background rooted in 5-star hotel service in London and New York, particularly with Le Meridien Hotels & Resorts, he embarked on a journey that led him to key roles in Revenue Management & Pricing at Accor’s global headquarters in Paris. Passionate about education, he is a senior lecturer at various business and hotel schools across Europe, sharing his knowledge with aspiring hospitality professionals.

CRME Review Course + Global Exam | Lisbon
2025-06-26 09:00 - 15:00 (Europe/Lisbon) | Sofitel Lisbon Liberdade, Av. da Liberdade 127, Lisboa, 1269-038, Portugal
Get your Global HSMAI CRME certification!
Ready to be recognized and certified for your expertise in Revenue Management? Join the CRME Review Course in Lisbon and take a major step toward an HSMAI Global certification!
HSMAI certifications are important because the more you know — and the more you can demonstrate what you know — the better ROI you can provide to your company, the more you can improve its bottom line, and the better you can position your career.
Why attend the Review Course?
The review course cover the essential concepts outlined in the certification study guides for the CRME, offering the perfect final ‘cram session’ before you take the certification exam. You’ll have the flexibility to take the exam either immediately after the course or at a time that suits you best.
How do I apply for and get the Certification?
The HSMAI certification program is a two-part process in which you must complete the application to demonstrate your eligibility (minimum points: 50), and then pass an online exam covering the functions performed in your chosen discipline.
Your application will be assessed on a points basis according to your work profile. The items assessed are:

Professional Experience
On-the-Job Responsibilities
Membership in an Industry Organization
Leadership in an Industry Organization
Authoring Published Articles
Speaking at Industry Programs/Meetings
Higher Education Coursework
Non-Academic Coursework
Other Certifications

When is the Review Course?
Day: Thursday, 26th June 2025
Time: 9.00 AM – 1.30 PM (local time) followed by global exam 2.00 PM – 3.00 PM
Venue: Sofitel Lisbon Liberdade, Av. da Liberdade 127 CRME – Certified Revenue Management Executive
As revenue optimization in the hospitality industry continues to grow as an art and a science, you can confirm and demonstrate your knowledge, experience, and capabilities by earning HSMAI’s Certified Revenue Management Executive (CRME) certification.
Why do you need the CRME?
The exclusive CRME certification demonstrates to yourself, your employer, your colleagues, and your peers that you are a professional in the field of revenue optimization with tactical and strategic expertise in identifying business opportunities, maximising profits, and driving growth, and fostering a revenue management culture within your organisation.
What topics are covered?
The CRME certification exam is based on the CRME study guide, Evolving Dynamics: From Revenue Management to Revenue Strategy.
Topic areas include:

From Revenue Management to Revenue Strategy
The Revenue Professional
Economics and its Role in Revenue Optimization
Departmental Integration
Understanding the Market
Segmenting Customers and Utilizing Sources to Target Optimal Mix
Forecasting, Pricing and Inventory Control
Performance Analysis
Strategic Distribution
The Interdependence of Sales & Revenue Optimization
Emerging Elements Impacting Revenue Strategy

Join the Review Course!
The face-to-face Review Courses is for candidates pursuing the CRME. The course covers the key concepts outlined in the certifications study guides. It is a great last “cram session” before taking the certification exam.
Review course participants are required to read the study guide in advance of this fast-paced class. A digital copy of the study guide is included in the course registration fee.
Get Certified!
After the Review Course, participants who have applied and paid for the certification in advance have the opportunity to take the global exam directly after the course or any time they are ready.
Fee:
HSMAI Members: 675 Euro ex VAT (VAT will be added for billing address in the UK)
Non-Members: 895 Euro ex VAT (VAT will be added for billing address in the UK)
The cost includes certification application fee, exam fee and the Review Course on Thursday 26th June 2025.

Power-Up | Lisbon | June
2025-06-26 15:00 - 18:00 (Europe/Lisbon) | Sofitel Lisbon Liberdade, Av. da Liberdade 127, Lisboa, 1269-038, Portugal
Unlocking the Future: Artificial Intelligence in Hospitality Management Join an exclusive, intimate gathering of industry professionals for a deep dive into how Artificial Intelligence (AI) is reshaping the roles of Commercial Teams and Revenue Managers in the hospitality industry. Together, we’ll explore the opportunities and challenges AI brings, from dynamic pricing to customer experience optimization.
📅 Date: Thursday, 26th June
⏰ Time: 3:00 pm – 5:00 pm (followed by networking & drinks)
📍 Location: Sofitel Lisbon Liberdade, Av. da Liberdade 127
This thought-provoking discussion will provide a platform to:
Uncover AI’s impact of AI on the Commercial & Revenue Management Professions

Objective: Identify the potential impacts of AI on skills, processes, and decision-making.
Analysis of opportunities: increased productivity, improved forecast accuracy, automation of repetitive tasks.
Identification of challenges: risks associated with automation, loss of human control, AI bias, data security.
Group discussion on the short-, medium-, and long-term impacts on the profession.

Propose actionable solutions and adaptation strategies for the evolving landscape.

Objective: Develop solutions to integrate AI effectively and ethically into the profession.
Discussion on the future skills needed by Sales, Distribution & Revenue Managers (AI management, interpretation of results, human relations management, etc.).
Reflection on new challenges facing the profession: ethics, transparency, and accountability in the use of AI.

With a focus on innovation, collaboration, and actionable takeaways, this session promises to leave you equipped and inspired for the future. The session will be led by Frederic Toitot, the Founder & Managing Director at Hotel Games and Member and past chair of the HSMAI Europe Revenue Optimization Advisory Board. He is the former Vice President Global Learning & Development for Accor.
Frederic Toitot, a seasoned professional in Hospitality and Travel, is a passionate advocate for making learning a vibrant and meaningful experience. With a background rooted in 5-star hotel service in London and New York, particularly with Le Meridien Hotels & Resorts, he embarked on a journey that led him to key roles in Revenue Management & Pricing at Accor’s global headquarters in Paris. Passionate about education, he is a senior lecturer at various business and hotel schools across Europe, sharing his knowledge with aspiring hospitality professionals.

Power-Up | Amsterdam | July
2025-07-03 15:00 - 18:00 (Europe/Amsterdam) | Ruby Emma Hotel & Bar, Amstelvlietstraat 4, Amsterdam, 1096 GG, Netherlands
Budgeting in a Changing Landscape – How should hotels cope with the potential VAT change? HSMAI members, Join us for an exciting and insightful afternoon and evening in Amsterdam! Starting January first 2026, the VAT rate on hotel stays and short-term accommodation will potentially rise from 9% to 21%. Today, we’ll explore what this means for your business, how to prepare, and what practical steps you can take to stay ahead of the changes. 📅 Date: Thursday, 3rd of July
⏰ Time: 3:00 pm – 5:00 pm (followed by networking & drinks)
📍 Location: Ruby Emma Hotel & Bar, Amsterdam 📌 Sarah Duignan will kick of the Power-up with an engaging presentation giving us An outlook for the next 12- 24 months and the implications for the Hospitality Industry with the VAT change set to take effect on January first 2026
💡 Followed by an engaging panel debate about the situation moving forward Featuring:
Moderator: Mark Struik, Partner, Conventus Consultants
Panelist:

Erik-Jan Bausch, General Manager, Royal Leonardo Amsterdam
Mike de Boer, Commercial Director, Renaissance Hotel
Jos Klerx, Sectormanager Horeca, Recreatie en Toerisme
Chrystal Timmerman, Director of Revenue, Sofitel the Grand

🥂 We wrap up the evening with networking, drinks, light food, and great conversations in a relaxed setting. Connect with fellow industry leaders, exchange ideas, and build meaningful relationships. Budgeting in a Changing Landscape – How should hotels cope with VAT change? 📅 Date: Thursday, 3rd of July
⏰ Time: 3:00 pm – 5:00 pm (followed by networking & drinks)
📍 Location: Ruby Emma Hotel & Bar, Amsterdam
Speakers:
Sarah Duignan is Director of client relations at STR Sarah is STR’s director of client relationships and is based in London and has been with the company for more than 17 years. Prior to joining the business Sarah spent 7 years in hotel operations in Ireland and held a variety of roles including on Front desk, in reservations, sales and event management. She joined the HotelBenchmark team at Deloitte in 2005 as a Business Development Executive, later becoming an Account Manager responsible for a number of key international clients. Sarah regularly attends and presents at hotel operators and industry events, spreading greater awareness of STR’s benchmarking services. Sarah holds an honours degree in translation (German & Spanish) from Dublin City University (DCU). Moderator
Mark Struik
Partner
Conventus Consultants
Panelist
Erik-Jan Bausch
General Manager
Royal Leonardo Amsterdam
Panelist
Mike de Boer
Commercial Director
Renaissance Hotel
Panelist
Jos Klerx
Sectormanager Horeca
Recreatie en Toerisme
Panelist
Chrystal Timmerman
Director of Revenue
Sofitel the Grand
The event is open to registered members of HSMAI Europe

DigiTech | Commercial Strategy Forum | NL 2025
2025-09-09 | NBC, Blokhoeve 1, Nieuwegein, 3438 LC, Netherlands
📅 Date: Tuesday, 9th September, 2025
📍 Venue: NBC Congrescentrum in Nieuwegein, Netherlands | Blokhoeve 1, 3438 LC Nieuwegein
This September, local hospitality leaders will come together for a unique industry gathering that unites two events under one roof.
One Shared Experience.
This isn’t just another forum. We’re bringing together hospitality leaders for a unique industry gathering, combining the cutting-edge world of Digitech with the valuable insights of the Commercial Strategy Forum, all under one roof. Digitech is returning to Nieuwegein, Netherlands, and merging with the Commercial Strategy Forum to provide an all-encompassing experience.
Whether your focus is tech innovation or commercial strategy, this format fosters fresh thinking and collaboration—while still delivering deep, role-specific content.

Power Up @ HEDNA | Lisbon
2025-09-10 16:00 - 19:00 (Europe/Lisbon) | Altis Grand Hotel, R. Castilho 11, Lisbon, 1269-072, Portugal
Power Up Your Direct Game: The New Rules of Hotel Marketing in an AI World
AI is rewriting the rules of hotel marketing. This invite-only Power Up brings together the industry’s most forward-thinking hotel leaders.
📅 Date: Wednesday, 10th September 2025
⏰ Time: 16:00 hrs – 19:00 hrs
📍 Location: HEDNA Conference @ Altis Grand Hotel, Lisbon
Join us during the HEDNA Conference for an exclusive PowerUp session where hotel leaders dive into the future of AI-driven marketing and direct revenue growth. In just two hours, you’ll hear sharp insights from industry experts through short spotlights and a panel discussion.

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!
Interested in the HEDNA Conference? Read more about their full program below.
HEDNA Conference Program

Power Up | Norway | September
2025-09-18 17:00 - 20:00 (Europe/Oslo) | THE THIEF, Landgangen 1,, Oslo, 0252, Norway
The Evolution of Luxury: Redefining High-End Hospitality for New Generations Vi samler bransjefolk til en engasjerende samtale om 💎The Evolution of Luxury: Redefining High-End Hospitality for New Generations. Hva definerer luksus i dag, og hvordan endrer gjestenes forventninger seg? Få innsikt og konkrete ideer for å holde deg konkurransedyktig og skape eksepsjonelle gjesteopplevelser.
📅 Dato: Torsdag, 18 September
⏰ Tid: Kl 17:00 – 20:00 (vi avslutter med mingling og noe godt i glasset fra kl 19)
📍 Sted: The Thief, Oslo
Dette er et ordinært HSMAI Europe Power Up-arrangement, men vi ønsker også varmt velkommen til deltakere fra Connecting Future Leaders. Kvelden ledes av Tore Carlsson, Vice President Hotel Operations, Norway, Nordic Hotels & Resorts. Vi får også innlegg fra Priscilla Haryadi, Area Managing Director Northern Europe, Preferred Hotels & Resorts, og Anita Reinsborg, Founder & CEO, Nordic Luxadvisor. Vi avslutter med en paneldebatt med Annie Kristi Korsmo, Director of Sales, Nordic Hotels & Resorts, Trude Strøm Solberg, Director of Sales, Grand Hotel Oslo og Andrés Reyes Gjerme, General Manager, Hôtel Charmante Managing Director, RG Hospitality Management. Panelet blir moderert av Tore Carlsson.
Tore Carlsson
Vice President Hotel Operations, Norway
Nordic Hotels & Resorts

Priscilla Haryadi
Area Managing Director Northern Europe
Preferred Hotels and resorts

Anita Reinsborg
Founder & CEO
Nordic Luxadvisor

Annie Kristi Korsmo
Director of Sales
Nordic Hotels & Resorts

Trude Strøm Solberg
Director of Sales
Grand Hotel Oslo

Andrés Reyes Gjerme
General Manager, Hôtel Charmante
Managing Director, RG Hospitality Management
Arrangementet er åpent for medlemmer av HSMAI – vi har 50 plasser, så det gjelder å melde seg på raskt!

ECC – Excelling at Customer Centricity – an HSMAI Certification Program | Session 1
2025-09-22 14:00 - 16:30 (Europe/Oslo) | Virtual
ECC – Excelling at Customer Centricity – an HSMAI Certification Program
🔑 Unlock the power of customer-centric leadership! With HSMAI Region Europe’s Excelling at Customer Centricity programme, your team identifies and implement processes to close gaps that stop them from excelling, consistently, when in direct contact with your guests. Actions are proposed with clear ECC measurements to add value through your internal culture and communication planning, the inclusion of key stakeholders, employee engagement and service recovery methods.
Why?

To improve measurements and reviews, strengthen repurchase, enhance reputation and increase return on investment.
📅 Dates:

Monday, September 22, 2025
Monday, September 29, 2025
Monday, October 6, 2025

🕒 Time: 2:00 PM – 4:30 PM CET
Each session is 2.5 hours.
Format: Virtual Who Should Attend? This program is designed for property leaders and professionals eager to coach their teams toward delivering exceptional service. The ECC certification is designed for those ready to champion customer-centric strategies and drive meaningful change across teams within their hotel or organization. We recommend participating with at least two leaders from your hotel or organization to maximise the program’s benefits and achieve the best outcomes. ECC is the perfect program to empower your team to deliver exceptional guest experiences. Don’t miss this chance to help your teams thrive. This program is developed by Mia Touzin and owned by HSMAI Region Europe. Meet The Coach The sessions will be led by Gil Mulders, Founder of The Talent Network. He works with a range of clients with their development and delivery of learning interventions that focus on customer centric leadership, brand development and customer experience. Before joining , at IHG Hotels & Resorts as Head of Learning, Europe, Gil gained extensive experience on a property level, holding key roles in renowned hotel brands such as Hilton and Crowne Plaza.
Gil also served as Chair of the HSMAI Europe People & Culture Advisory Board, and later as a member of the advisory board, contributing his expertise to advancing leadership and culture within the hospitality industry. Admission & Entry Entry to the program is on an on application complimentary basis. Please register to see if you are able to join in. Sessions Overview 1️⃣ Session One (2.5 hours): Introduction to the ECC Programme & Stakeholder Management

What’s the programme – role of the Executive Coach and expectations.
Why Customer Centricity
How to prioritize & manage stakeholders interest

2️⃣ Session Two (2.5 hours): Designing Instagrammable Experience, Measurement & Culture

How to prepare to excel at designing key experience
How we measure progress
How we prepare to excel at creating a supportive culture

3️⃣ Session Three (2.5 hours): Communication & Service Recovery

How do we excel at communication
How do we excel at service recovery
Next Steps

📌 Note: Tools and best practices will be shared after each session and there will be an opportunity to implement some of the quick wins in between the sessions.

Future You┃Oslo
2025-09-24 16:00 - 18:30 (Europe/Amsterdam) | Scandic St.Olavs plass, St. Olavs Plass 1, Oslo, 0165, Norway
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.
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

ECC – Excelling at Customer Centricity – an HSMAI Certification Program | Session 2
2025-09-29 14:00 - 16:30 (Europe/Oslo) | Virtual
ECC – Excelling at Customer Centricity – an HSMAI Certification Program
🔑 Unlock the power of customer-centric leadership! With HSMAI Region Europe’s Excelling at Customer Centricity programme, your team identifies and implement processes to close gaps that stop them from excelling, consistently, when in direct contact with your guests. Actions are proposed with clear ECC measurements to add value through your internal culture and communication planning, the inclusion of key stakeholders, employee engagement and service recovery methods.
Why?

To improve measurements and reviews, strengthen repurchase, enhance reputation and increase return on investment.
📅 Dates:

Monday, September 22, 2025
Friday, September 29, 2025
Monday, October 6, 2025

🕒 Time: 2:00 PM – 4:30 PM CET
Each session is 2.5 hours.
Format: Virtual Who Should Attend? This program is designed for property leaders and professionals eager to coach their teams toward delivering exceptional service. The ECC certification is designed for those ready to champion customer-centric strategies and drive meaningful change across teams within their hotel or organization. We recommend participating with at least two leaders from your hotel or organization to maximise the program’s benefits and achieve the best outcomes. ECC is the perfect program to empower your team to deliver exceptional guest experiences. Don’t miss this chance to help your teams thrive. This program is developed by Mia Touzin and owned by HSMAI Region Europe. Meet The Coach The sessions will be led by Gil Mulders, Founder of The Talent Network. He works with a range of clients with their development and delivery of learning interventions that focus on customer centric leadership, brand development and customer experience. Before joining , at IHG Hotels & Resorts as Head of Learning, Europe, Gil gained extensive experience on a property level, holding key roles in renowned hotel brands such as Hilton and Crowne Plaza.
Gil also served as Chair of the HSMAI Europe People & Culture Advisory Board, and later as a member of the advisory board, contributing his expertise to advancing leadership and culture within the hospitality industry. Admission & Entry Entry to the program is on an on application complimentary basis. Please register to see if you are able to join in. Sessions Overview 1️⃣ Session One (2.5 hours): Introduction to the ECC Programme & Stakeholder Management

What’s the programme – role of the Executive Coach and expectations.
Why Customer Centricity
How to prioritize & manage stakeholders interest

2️⃣ Session Two (2.5 hours): Designing Instagrammable Experience, Measurement & Culture

How to prepare to excel at designing key experience
How we measure progress
How we prepare to excel at creating a supportive culture

3️⃣ Session Three (2.5 hours): Communication & Service Recovery

How do we excel at communication
How do we excel at service recovery
Next Steps

📌 Note: Tools and best practices will be shared after each session and there will be an opportunity to implement some of the quick wins in between the sessions.

By-Invitation Only: Designing Leverage of MICE Potential in the Business Mix | Madrid
2025-09-30 09:30 - 13:30 (Europe/Oslo) | Amadeus Head Office, Salvador de Madariaga 1, Madrid, 28027, Spain
By-Invitation Only: Designing Leverage of MICE Potential in the Business Mix 📅 Tuesday, 30 September 2025
🕔 9:30 am – 1:30 pm (followed by light lunch)
📍 Amadeus IT Group, Calle Salvador de Madariaga 1, 28027 Madrid
An exclusive MICE Strategy Experience comes to Madrid
We’re excited to bring a high-impact, MICE strategy workshop to Madrid, where industry leaders gather to explore how to unlock the full potential of MICE in today’s business mix.
As HSMAI Europe continues to strengthen its regional focus, we’re sharpening our lens on MICE, delivering greater insight, tools, and collaboration opportunities to those shaping commercial strategy. Following the success of our MICE sessions in London, Oslo, Amsterdam, Lisbon, Athens and Stockholm, we’re once again joined by Conventus Consultants, and partner, Thijs Peters, who will moderate the day’s agenda with their signature energy and expertise.
We are also joined by Javier Campo, SVP Europe at Amadeus Hospitality and a member of HSMAI Europe’s Board of Directors. He will welcome us and make sure you are all well taken care of at the Amadeus Head Office in Madrid.
Javier Campo
SVP Europe
Amadeus Hospitality

Thijs Peters
Partner
Conventus Consultants

How you can benefit from this session!
You will have the opportunity to explore with colleagues in the MICE industry the latest marketing and sales strategies and trends, including effective usage and adoption of AI, RFP processes, distribution mix, yield management as well as data analysis to make decisions. Each dimension will help you to build a more comprehensive and strategic understanding on this subject while strengthening your network with colleagues from Spain and Portugal.
Who Should Join?
This event is tailored for hoteliers, commercial strategists, revenue leaders, and sales & marketing professionals eager to gain new insights and expand their network.
Please note this is a by-invitation-only workshop and all registrations will be pending approval! We’re shaking things up and bringing a powerful workshop on MICE strategy to Stockholm—a condensed version of our highly successful “Designing Leverage of MICE Potential” workshop we hosted in January in London, that was moderated by Mark Struik and Thijs Peters, Partners at Conventus Consultants.
Mark and Thijs will join us in Stockholm too and will be our moderators.
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. MICE Data will also be given a lot of focus during this day.
Key Objective

We’ll be examining this from multiple perspectives, including MICE marketing & sales, the RFP process, distribution networks, yield management, sustainability, training, and data analysis.

What’s on the Agenda?
🎯 MICE Workshop – A special condensed version of our successful “Designing Leverage of MICE Potential” workshop that took place in London.
Who Should Attend from your company?
This event is tailored for hoteliers, commercial strategists, revenue leaders, and sales & marketing professionals eager to gain new insights and expand their network.
Please note this is a by-invitation-only workshop and all registrations will be pending approval!

ECC – Excelling at Customer Centricity – an HSMAI Certification Program | Session 3
2025-10-06 14:00 - 16:30 (Europe/Oslo) | Virtual

By-Invitation-Only: Senior Distribution Executive Roundtable | Palma de Mallorca
2025-10-09 17:00 - 20:00 (Europe/Madrid) | Zafiro Palace Andratx, 3 Carrer Cromlec, Camp de Mar, 07160, Spain
Hotels Unleashed: Mastering Distribution Dynamics in the Current Regulatory Chaos 📅 Thursday, October 9th, 2025
📍 Zafiro Palace Andratx, Mallorca
🕘 5:00 PM – 8:00 PM Join HSMAI Europe for an exclusive roundtable designed for senior distribution executives. As HSMAI Europe expands and our members would like to increasingly prioritise Distribution, we are dedicated to specifically enhancing our focus on Parity and Regulation. This roundtable is done in conjunction and coordinated by the Hospitality Pricing Innovation series (HPI).
Moderator
Elodie Leunen
CEO at Fastpayhotels
And a Member of HSMAI Europe Board of Directors

Pau Ferret
Co-Founder & CRO
at 123COMPARE.ME

Orazio Lambiase
Senior Director, Distribution, EMEA
at Marriott International

Jorge Cortés
VP Sourcing EURAF & Partnerships
at Hotelbeds

Andrea Mantovani
Economic theory Researcher at
Toulouse Business School
What to Expect from the roundtable
HSMAI Executive Roundtables are networks of like-minded senior leaders that meet face-to-face and virtually. They are a unique opportunity for executive-level peer groups to have meaningful dialogue in a confidential environment.
We will abide by HSMAI´s Antitrust Policy, which we will share with you as a reminder at the beginning of the session.

📌Please note that all registrations will be pending approval.

Connecting Future Leaders | October | Oslo
2025-10-16 17:00 - 21:00 (Europe/Oslo)
Connecting Future Leaders Oslo
Best i lufta og på bakken!
📅 Torsdag, 16. oktober, 2025
📍 Radisson RED Oslo City Centre
🕘 17:00 – 21:00
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 .
Ta plass når vi henter innsikt fra luftfarten – og omsetter den til vekst på bakken. Kvelden gir konkrete perspektiver på hvordan rutevalg, partnerskap, salg og service i internasjonal luftfart kan styrke hotellenes etterspørsel, inntekter og gjesteopplevelse.

Fyll rommene smartere: Forstå hvordan nye ruter skaper etterspørsel – og hvordan hoteller kan posisjonere seg tidlig.
Bygg vinnende partnerskap: Lær hva som gjør destinasjons- og hotellsamarbeid attraktive for flyselskapene.
Øk lønnsomheten: Hent salgs- og produktideer (pakker, tilvalg, MICE) som flytter RevPAR og totalomsetning.
Løft service og kultur: Se hvordan globale servicestandarder kan oversettes til hotelldrift – på tvers av avdelinger og skift.

Foredragsholdere
Terje Grue
Country Manager Norway & Iceland, Emirates
Terje deler erfaringer fra internasjonal luftfart: vekst, partnerskap, lønnsomhet og service i verdensklasse. Thomas Reinsborg
Konsulent, Styreleder i Norsk Reiseliv og tidligere Head of Sales – Norway i SAS
Viser hvordan drift, kommers og kundeopplevelse spiller sammen når marginene er små og tempoet høyt
Mingling, mat og drikke!
Det blir som vanlig god tid til nettverksbygging, konkurranser og sosialt samvær. Det blir servert noe enkelt mat, og selvfølgelig noe godt i glasset. Meld deg på i dag for å sikre din plass! Dette arrangementet er satt sammen av CFL-komitteen bestående av deltagerne under som også vil være til stede å ønske deg velkommen sammen med Yana Kyrylyuk fra HSMAI:
Hero Azeez
Administrerende Direktør
Hotel Christiania Teater

Simon Barman-Jenssen
General Manager
Clarion Hotel Oslo

Hisham Mansour
Teamleder Meeting and Events
Radisson Hotel Group

Live Lorck
General Manager
Comfort Hotel Xpress Central Station

Marius Flåskjer
Event Manager
HSMAI Europe

Yana Kyrylyuk
Young Talent Program Manager
HSMAI Europe
For eventuelle spørsmål, ta kontakt med oss på postbox@hsmai.eu

HSMAI Europe Curate | October 2025 | Virtual
2025-10-22 14:00 - 15:30 (Europe/Amsterdam) | Virtual
HSMAI Europe’s Virtual Curate – An Executive Insights Forum

MEASURING WHAT MATTERS: CREATING KPI UNITY ACROSS STAKEHOLDERS
📅 Wednesday, 22nd October 2025
🕒 2:00 – 3:30pm CET
📍 Virtual The Curate, an event designed exclusively for Organizational Member companies.
This is a chance for you to delve into the topic of KPI’s, while networking and engaging in dynamic discussions with fellow executives.
This by-invitation-only virtual gathering will bring together leaders who are passionate about KPIs and strategies
Target group: This event is tailored for senior leaders
2:00 – 2:05 pm CET

Welcome
Ingunn Hofseth, President & CEO of HSMAI Europe, welcomes attendees and shares why KPIs were chosen for this Curate.
2:05 – 2:15 pm CET

PART 1: The Importance of KPIs
HSMAI America & Global President & CEO (and former Senior Vice President, Americas Commercial and Revenue Management at IHG) Brian Hicks sets the scene, highlighting global trends in metrics and commercial alignment and explaining why KPI fragmentation hinders collaboration and performance. He introduces the session objectives: to identify modern KPIs; explore conflicts between ownership and operator priorities; debate the future of benchmarking; and generate actionable recommendations for alignment.
2:00 – 2:05 pm CET

PART 2: Defining What Success Looks Like in 2025
Moderated by Gemma Greenwood, Director, Content Inc. (and HSMAI journalist) – Gemma will remind you that we will abide by HSMAI’s Antitrust Policy.
A dynamic exchange between Gianni di Fede, Global SVP Commercial, Radisson Hotel Group and Pär Augustsson, VP Profit & Distribution, Strawberry (former Nordic Choice Hotels) exploring evolving definitions of performance and success; contrasting perspectives on KPI priorities; how ownership models shape expectations; and whether traditional metrics like RGI are fit for purpose.
2:35 – 3:00 pm CET

PART 3: Brainstorming KPIs
Attendees separate into breakout groups to discuss KPIs that are most relevant in today’s market and how to resolve misalignments that exist amongst stakeholders. They will debate:

Which KPIs best represent total business performance.
Which metrics are outdated or misleading.
What causes misalignment — and how it can be resolved.
What new or emerging metrics the industry should consider.

Participants will be split into two groups. One group will be led by Jonathon Liu, Chief Commercial Officer at Verdi Hotels and the other group will be led by Tim Browne, Lecturer & Coach at Breda University of Applied Sciences. They will guide each discussion, capture key insights, and identify the group’s top three KPIs and alignment actions.
3:00 – 3:25 pm CET

PART 4: Wrap-Up and Next Steps
Attendees return to the main group, with each group leader sharing their top three most relevant KPIs, plus top three recommendations for better alignment. Gemma Greenwood reviews common themes and outlines next steps.
3:25 – 3:30 pm CET

Conclusion
Brian Hicks provides a quick wrap-up about KPIs and Ingunn Hofseth thanks attendees and shares updates on the next HSMAI Europe Curate taking place in London on November 5th.
We will abide by HSMAI’s Antitrust Policy, which will be shared with you as a reminder at the beginning of the session.
Interested to know more about HSMAI Europe?
Please reach out to us at postbox@hsmai.eu
HSMAI EUROPE CURATE
MEASURING WHAT MATTERS: CREATING KPI UNITY ACROSS STAKEHOLDERS
📅 Wednesday, 22nd October 2025 | 🕒 2:00 – 3:30pm CET |📍 Virtual

Power up | Rhodes | October
2025-10-23 17:00 - 20:00 (Europe/Athens) | Helea Lifestyle Beach Resort, Leof. Kallitheas 215, Rodos, Rhodes, 85100, Greece
HSMAI Europe Power-Up in Rhodes, Greece 📅 Date: Thursday, 23 October
🕔 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
An exclusive HSMAI Experience comes to Rhodes!
We’re excited to bring our very first HSMAI Europe Power-Up to Rhodes, Greece! Join this exclusive gathering of industry professionals and explore the opportunities and challenges the hospitality industry has to offer.
Program & Speakers:

Registration & Coffee

17:30 – 18:00 hrs

Welcome from HSMAI Europe and Introduction of Todays Moderator

18:00 – 18:10 hrs

Ingunn Hofseth
President & CEO
HSMAI Region Europe

Nikos Giokas
Business Development Director, EMEA at Plusgrade
Chair of the HSMAI Europe Advisory Board Greece

Vasilios Riavoglou (moderator)
Chief Growth Officer at Hotel Insider / HBIS
Member of the HSMAI Europe Advisory Board Greece

Keynote: Hospitality Reimagined: How AI Is Reshaping Travel Experiences

18:10 – 18:40 hrs
Giannis Aggelakis is an AI Strategist and Marketing Director at Vortex Software, as well as an experienced trainer and consultant in artificial intelligence and digital transformation. He delivers programs for executives, entrepreneurs, and students in Greece and abroad, focusing on how AI reshapes business growth and travel behaviors. With a background in senior marketing roles at Kathimerini and Forthnet/Nova Group, he now advises hospitality businesses on digital growth, innovation, and operational excellence through real-world, actionable strategies.
Mr. Giannis Aggelakis
AI Strategist – Marketing Director
Vortex Software and AI & Digital Transformation Trainer

KPI’s on the Agenda

18:40 – 19:00 hrs
Vasilios Riavoglou will present the outcomes from HSMAI Europe’s virtual Curate on KPIs.
Vasilios Riavoglou
Chief Growth Officer at Hotel Insider / HBIS
Member of the HSMAI Europe Advisory Board Greece

Revenue Management for Resorts

19:00 – 19:20 hrs
Alberto Plaza from IDeaS will be interviewed by today’s moderator, Vasilios Riavoglou, Chief Growth Officer at Hotel Insider / HBIS.
Alberto Plaza
Senior Director of Sales Southern Europe at IDeaS Revenue Solutions

3 Sales Moves High-Performing Hotels Will Make in 2026

19:20 – 19:30 hrs
Markos Georgiou
Managing Director at Loguers
Revenue Management meets Embedded Insurance: The New Standard in Room Pricing

19:30 – 19:40 hrs

Evgenios Petoumenos
Head of Growth & Affinity Partnerships at Wallbid

Closing Remarks

19:50 – 20:00 hrs

Nikos Giokas
Business Development Director, EMEA at Plusgrade
Chair of the HSMAI Europe Advisory Board Greece

Sybil Hofmann
President at Alpine Center, the Swiss Business School for Hotel & Tourism Management
Member of the HSMAI Europe Advisory Board Greece

Elena Klouda
Market Director Mediterranean Markets at The Hotels Network
Member of the HSMAI Europe Advisory Board Greece

Drinks & Networking

20:00 – 21:30 hrs
For questions, please reach out to us at postbox@hsmai.eu
GOLD PARTNER

SILVER PARTNERS

Mingling, pizza og noe godt i glasset
Det blir også god tid til nettverksbygging, konkurranser og sosialt samvær. Vi serverer pizza fra Carls’ eget kjøkken – og selvfølgelig noe godt i glasset. Meld deg på i dag for å sikre din plass! Dette arrangementet er satt sammen av CFL-komitteen bestående av deltagerne under som også vil være til stede å ønske deg velkommen sammen med Marius Flåskjer fra HSMAI:

Power-Up | Oslo | October
2025-10-29 15:00 (Europe/Amsterdam) | Thon Hotel Panorama, Rådhusgata 7B, Oslo, 0151, Norway
HSMAI Europe Power-Up om Hospitality AI – Building the Always-Reply Future HSMAI Europe inviterer, i samarbeid med kommunikasjonsbyrået Maverix, til et inspirerende bransjetreff om hvordan kunstig intelligens er i ferd med å forandre kundereisen i hotell – og reiselivsbransjen. Sammen ser vi på hvordan AI kan gjøre service både mer personlig og mer effektiv – der hvert gjestespørsmål, blir besvart uansett tid på døgnet.
Det blir spennende faglig innhold og mingling. Begrenset antall plasser så meld deg på nå!
📅 Dato: Onsdag, 29 oktober
⏰ Tid: Kl 15:00 – 17.00 (etterfulgt av mingling og noe godt i glasset)
📍 Sted: Thon Hotel Panorama
Program for ettermiddagen
Ingunn Hofseth, President og CEO i HSMAI Europe, ønsker velkommen.
Steven Dow, CRO i TrustYou, gir innsikt i hvordan fragmenterte data kan omdannes til verdifulle gjesteprofiler gjennom det vi kaller «The golden guest profile» – nøkkelen til ekte lojalitet og økt lønnsomhet.
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.
Det åpnes for debatt og spørsmålsrunde etter presentasjonene. Etter det faglige programmet blir det mingling og nettverksbygging med noe godt i glasset. Om innlegget til Steven Dow: The Future That Always Replies Imagine a world where the 11:47 PM guest message, the one about a child’s allergy or a broken shower, never goes unanswered. That future is not science fiction; it is an immediate reality waiting to be unlocked.
In this powerful session, we shall move beyond the buzzwords and show you how to truly digitise emotion. We will unveil the Golden Guest Profile, the holy grail of seamless service that transforms fragmented data (from reviews, messages, PMS, and more) into loyalty and revenue.
Learn how to evolve your operation from a ‘tech stack’ to an ‘experience stack,’ combining CDP, CXP, and AI Agents into a cohesive force. Discover the mindset shift that allows AI to answer 70 per cent of guest queries, freeing your human team to focus on the 30 per cent that demand heart, not code.
The hotels that win in the next decade will not be fully automated; they will be fully aware. Join us to see how Hospitality AI does not just make service digital, it makes it deliberate.
Are you ready to build the Always Reply Future? Om innlegget til Linda Nordheim: AI på godt og vondt Linda Nordheim gir innsikt i hvordan KI kan løfte markedsføring, kundereiser og booking – hva som blir viktig å tenke på, og hva du absolutt bør unngå.
Gjennom konkrete eksempler går hun gjennom både mulighetene og fallgruvene, og hvordan KI potensielt kan endre maktforholdet mellom reiselivet og OTA-ene. Linda vil også vise hvordan KI forandrer måten vi jobber med innhold på – fra strategi og struktur til produksjon og presentasjon, og hvor viktig innholdet ditt faktisk er for digital synlighet.
Tore Carlsson
Vice President Hotel Operations, Norway
Nordic Hotels & Resorts

Priscilla Haryadi
Area Managing Director Northern Europe
Preferred Hotels and resorts

Anita Reinsborg
Founder & CEO
Nordic Luxadvisor

Annie Kristi Korsmo
Director of Sales
Nordic Hotels & Resorts

Trude Strøm Solberg
Director of Sales
Grand Hotel Oslo

Andrés Reyes Gjerme
General Manager, Hôtel Charmante
Managing Director, RG Hospitality Management

Steven Dow, Chief Revenue Officer (CRO) at TrustYou
Formerly SVP Hospitality at Planet and former Vice President of Revenue Management Europe for Diamond Resort International, Dow brings extensive experience in digital payments, PMS, and connected-commerce platforms. He has built high-performance cultures, led teams that tripled revenues, and pioneered digital transformation strategies across hospitality technology.
He is passionate about mentoring and developing teams, and he is also the former Vice Chair of the HSMAI Europe Revenue Management Advisory Board.

Linda Nordheim, byråleder og partner i Maverix
Linda Nordheim er byråleder og partner i kommunikasjonsbyrået Maverix, som hun var med å starte i 2018. Linda har lang erfaring fra byråbransjen, blant annet som leder i McCann og konsulent i Try.
Linda har jobbet mye med toneangivende norske reiselivsaktører gjennom hele karrieren. I Maverix er hun blant annet overordnet ansvarlig for kunder som Innovasjon Norge og Visit Norway, De Bergenske og Fjord Tours. Hun brenner for hvordan teknologi og innovasjon påvirker kommunikasjon og markedsføring og hvilke nye muligheter KI bringer.

Connecting Future Leaders | London | November
2025-11-05 18:00 - 20:00 (Europe/London) | Sofitel London St James, 6 Waterloo Pl, London, SW1Y 4AN, United Kingdom
Connecting Future Leaders in London

How to Market a Hospitality Business in a Changing World
📅 Date: Wednesday, 5th November
⏰ Time: 6:00 pm – 8:00 pm (followed by networking & drinks)
📍 Location: Sofitel London St James, 6 Waterloo Pl, London SW1Y 4AN 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 together with the HSMAI Europe Curate participants. 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.
How to Market a Hospitality Business in a Changing World
Topic overview:Consumer behaviour, privacy rules, and technology are shifting fast. From AI-driven content and first-party data to changing OTA dynamics and evolving social platforms, hospitality marketers are rethinking how to reach guests, drive direct bookings, and build loyalty. This session explores what’s working now—and what’s next.
Speakers:

Emanuela Da Ros
Head of Marketing at the Landmark hotel in London part of Leading Hotels

Julie Cheesman
Head of voco™ Hotels at IHG Hotels & Resorts
Free participation for HSMAI members. Register now to secure your spot! The session is put together by the HSMAI Europe Rising Leader Council members. For questions, contact us at postbox@hsmai.eu

HSMAI Europe Curate's | London
2025-11-05 18:00 - 20:00 (Europe/Amsterdam) | Sofitel London St James, 6 Waterloo Pl, London, SW1Y 4AN, United Kingdom
HSMAI Europe’s Curate – An Executive Insights Forum

AI in hotel distribution
📅 Date: Wednesday, 5th November
⏰ Time: 6:00 pm – 8:00 pm + joint Networking with Connecting Future Leaders after the program
📍 Location: Sofitel London St James, 6 Waterloo Pl, London SW1Y 4AN The second edition of Curate this year brings senior hospitality leaders together to explore one of the most important forces shaping the industry today: AI in hotel distribution We are proud to welcome Dr. Peter O’Connor, a superstar within Distribution and Professor of Strategic Management at the University of South Australia, and an HSMAI supporter as our speaker. His research and teaching focus on the effect of digital on business, and his work has been published in leading journals such as Harvard Business Review, Journal of Marketing, Journal of Retailing and Consumer Services, Tourism Management, Cornell Quarterly, and the International Journal of Hospitality Management. Before joining UniSA, Peter founded the Chair in Digital Disruption at ESSEC Business School in France, where he also held a variety of academic roles.
Embrace AI, Secure Success: A Hotel Distribution Playbook for the Next Decade
The hotel industry stands on the brink of its next great transformation — an AI-driven revolution that is reshaping how guests search, book, and experience travel. Just as OTAs transformed distribution two decades ago, AI is now redefining visibility, personalization, and competitive advantage.
A new reality is emerging, with AI-powered search, personalised recommendations, and agentic assistants rewiring the customer journey. Guests increasingly expect tailored, real-time solutions — unique itineraries, curated dining tips, and frictionless booking — delivered instantly, automatically, and often before they even ask.
Forward-thinking hotels are already experimenting. From personalised guest itineraries generated overnight, to AI-driven revenue and reputation management, early adopters are proving that when data meets intelligence, service becomes unforgettable.
Success in the coming decade will require three things: integrated data systems, empowered teams trained in AI, and a willingness to disrupt before being disrupted.
AI is not a threat — it is the defining force of the next decade. The future of travel belongs to those who embrace it boldly, creatively, and fearlessly. We are also delighted to welcome Juanjo Rodriguez, the Founder of The Hotels Network, a technology company helping hotel brands worldwide grow their direct bookings. Building on his background as Founder of Duplex, a leading marketing agency in Spain, Juanjo combines decades of digital marketing experience with a deep understanding of AI and predictive personalization in hospitality. Passionate about innovation, he is a regular speaker at industry events and educational institutions, where he helps hoteliers understand how new technologies are reshaping the guest experience.
The IPhone Moment for AI – And What it means for Hotels

OpenAI’s recent announcement marks a turning point for travel — the launch of apps within ChatGPT is set to reshape how guests search and book hotels. With Booking.com and Expedia among the first to go live, this is the moment hoteliers must act to ensure they’re visible and bookable directly in AI-powered channels. Hotels need to start preparing now to navigate this shift — or risk being left behind as AI redefines distribution.
After Peter’s and Juanjo’s presentations there will be roundtable discussions on selected topics.
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. The day will be moderated by Michael Nowlis, Programme director, MBA Programmes at Imperial College Business School and chair of HSMAI Europe Board of Directors
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

Future YOU | Manchester
2025-11-06 16:00 - 18:30 (Europe/London) | Malmaison Manchester, 1-3 Piccadilly, Manchester, M1 3AQ, United Kingdom
Future YOU An event designed to help young people discover rewarding (and sometimes unexpected) career paths in the hospitality industry. 📅 Thursday, 6th November
⏰ 4.00 pm – 6.30 pm
📍 Malmaison 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

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
