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CSW 2026
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Events

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June 2026
Future YOU | Breda

June 18 @ 2:00 pm - 4:30 pm

Breda University of Applied Sciences Monseigneur Hopmansstraat 2, Breda, Netherlands

Future YOUAn 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 ⏰ […]
September 2026
HSMAI Europe Commercial Strategy Forum | Netherlands

September 16

Green Village Blokhoeve 7, LC Nieuwegein, Utrecht, Netherlands

Welcome to the HSMAI Europe Commercial Strategy Forum Netherlands. This full-day event will bring together hospitality leaders to discuss cutting-edge strategies in revenue management, sales, marketing, and distribution. The HSMAI […]
October 2026
HSMAI Europe Commercial Strategy Forum | Madrid

October 1

Radisson Red Madrid C. de Atocha, 123, Centro, Madrid, Spain

DATE: Thursday, October 1, 2026 LOCATION:Radisson RED Madrid, C. de Atocha, 123, Centro, 28012 Madrid, SpainWelcome to the HSMAI Europe Commercial Strategy Forum Madrid. This full-day event will bring together hospitality […]
November 2026
Power Up | Amsterdam | November 2026

November 12 @ 3:00 pm - 6:00 pm

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 […]
Power Up | Athens | November 2026

November 20 @ 6:00 pm - 9:00 pm

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: […]

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What characterizes the best sales teams?

Remi Morken, CCO, SalesScreen

How to sell when customers do not know they need you?

Benjamin is a French entrepreneur and investor. His job consists in solving major problems that hoteliers face every day. He is the Co-founder & Evangelist of Quicktext, a 24/7 AI-powered chatbot helping hotels increase sales while improving guest experience.

Benjamin Devisme, VP Sales, Quicktext

Revenue Management to Revenue Strategy: Best practices and key learnings to help your organization succeed in 2020 and beyond

John Gallagher, Sales Director, Duetto

Real time pricing

As the travel industry has evolved and become more digitized, markets that hotels operate in today have become faster, more transparent and more competitive than ever, pushing down profit margins. The old school of revenue management, where it used to be enough to pull historical reports from an isolated, non-connected PMS, to decide the future room prices, does not longer apply.

What is the difference from being a Revenue Manager today compared to 10 years ago?
- Does the skillset of an RM differ – if so; in what way?
What does Real Time Price Optimization mean?
What gains (and risks?) come with real time price optimization?
How do you think the Revenue Management Department will operate in a real time revenue management environment – will the RM role need to change? If so, in what way?

Alexander Edström, CEO, Atomize

Why are guests so unpredictable? Is there anything we can do in order to make them more predictable?

In recent years more and more hoteliers have commented on the fact that it is becoming harder to predict what demand will be like. Guests book later and later, events that traditionally had a high impact now have much lower impact and guests seem to change their mind on what they like. During this session we will discuss in what way we might be able to do in order to steer our guests towards a more predictable behavior.

Niels MekenkampDirector of Business Solutions, EMEA, Cendyn

Storytelling that works

Brands that tell stories are performing better. We will discuss how you can use stories to clarify your message, connect with customers and grow your business. Make sure your team is on the same page and creating marketing that get results. We will also introduce you to a framework that makes it easier for your team to create stories that work.

Christian Braathen, Client Director, Scandinavian Design Group

Commercial Technology Strategy

What choices to make to PMS, RMS, CRS, Channel Manager, cost implications, training implications, integration implications and more.

Julie Grieve, Founder and CEO, Criton

Close the gap between revenue optimization & digital marketing

Finnbar Cornwall, Senior Industry Head Travel at Google UK

Consequences of Inbound RFP Over-reliance – Why is it the Time to Establish a Proactive Meetings & Events Sales Strategy

MICE segment is becoming commoditized, driven by rate and response time. Cost of acquisition and distribution continues to grow. Need periods are more pronounced. Sales teams have subpar proactive skills – order takers vs. hunters. Sellers are fishing in the same pond with less than 10% conversion rates.

Erika Bucsi, Enterprise Director of Sales, EMEA & APAC, Knowland

Navigating the changing hotel distribution landscape

Insights to improve competitiveness in an increasingly volatile environment

Michael Mernagh, Head of Sales EMEA, OTA Insight

Customer Centricity

About delivering the promises made, managing the perception and trust of the brand on social and digital media through the experiences delivered.

Gil Mulders, Former Head of Learning Europe, Intercontinental Hotel Group and Chair of the HSMAI Region Europe People & Culture Advisory Board

3 ways to make more strategic use of your brand

How leaders can use modern brand thinking to engage people in delivering distinct customer experiences that inspire loyalty and word-of-mouth.

Monna Nordhagen, Partner and strategy advisor, Mars

Using Technology to Deliver a Personalized Guest Experience

Michael De Jongh, Chief Commercial Officer, Avvio

Being a General Manager and Leading a team of strong performers

Jarle Moen, Former Thief Executive Officer at the Award winning hotel The Thief, now the Managing Director at the upcoming hotel Sommerro

Coaching a team for strategic selling

Evert Schuele, Vice President Sales, Europe, Africa, Middle East and South West Asia, Hyatt International

Expansion of revenue management capabilities

Damiano Zennaro, Global Director of Advisory services at IDeaS

Laura McNally, Director, Account Management – Strategic and Global Accounts at IDeaS

Retention strategies for Sales professional that works’

Anant Vithlani, Vice President Sales, Nordic Choice Hotels

Intermediaries: Should they be managed like a key account?

Saurabh Bhargava, Commercial Director UK & Ireland, Taj Hotels

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