HSMAI Region Europe

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.

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 | 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.

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 | 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.

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 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

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 | 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 | 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

Commercial Career Start Program - All Tracks
2025-06-11 17:00 - 18:30, 2025-06-04 17:00 - 18:30, 2025-05-28 17:00 - 18:30 (Europe/Amsterdam) | London
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

Designing Leverage of MICE Potential in the Business Mix (By-Invitation-Only Workshop)
2025-06-03 15:00 - 18:00 (Europe/Oslo) | Radisson Blu Waterfront Hotel, Nils Ericsons Plan 4, Stockholm, 111 64, Sweden
Designing Leverage of MICE Potential in the Business Mix

By-Invitation-Only Workshop
📅 Date: Tuesday, June 3rd, 2025
🕔 Time: 15:00 hrs – 18:00 hrs (followed by networking & drinks)
📍 Venue: Radisson Blu Waterfront, Stockholm
An Exclusive MICE Strategy Experience Comes to Stockholm
We’re excited to bring a high-impact, MICE strategy workshop to Stockholm—a special, condensed edition of our popular session in London, where industry leaders gathered to explore how to unlock the full potential of MICE in today’s business mix.
Following the success of the January session, we’re once again joined by Mark Struik and Thijs Peters, Partners at Conventus Consultants, who will return to moderate the day’s agenda with their signature energy and expertise.
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.
Why Attend?
This highly curated workshop dives deep into the evolving MICE landscape, tackling key themes through a strategic, results-driven lens:

MICE marketing & sales innovation
RFP process optimization
Distribution and channel strategy
Yield and revenue management
Sustainability integration
Upskilling & training
Actionable MICE data insights

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!

Commercial Career Start Program – Marketing Track
2025-05-22 17:00 - 18:30, 2025-05-15 17:00 - 18:30, 2025-05-08 17:00 - 18:30, 2025-04-24 17:00 - 18:30 (Europe/Amsterdam) | London

Commercial Career Start Program – Revenue Track
2025-05-21 17:00 - 18:30, 2025-05-14 17:00 - 18:30, 2025-05-07 17:00 - 18:30, 2025-04-30 17:00 - 18:30, 2025-04-23 17:00 - 18:30 (Europe/Amsterdam) | London

Commercial Career Start Program – Sales Track
2025-05-20 17:00 - 18:30, 2025-05-13 17:00 - 18:30, 2025-05-06 17:00 - 18:30, 2025-04-29 17:00 - 18:30 (Europe/Amsterdam) | London

Power Up | Madrid | Revenue Management
2025-05-08 15:00 - 19:00 (Europe/Madrid) | Calle de Alfonso XII, 62, 1 Izquierda, Madrid, 28014, Spain
Power up Madrid- Mastering Ancillary Revenue: Monetizing More Than Just Rooms 📅 Date: Thursday, 8th May
⏰ Time: 15:00 – 19:00
📍 Location: Radisson Hotel Group Centre of Excellence, Madrid
Join us for an exciting and insightful evening in Madrid. Get ready to ‘Power Up’ your strategies, and unlock the immense potential of ancillary revenue.
What’s on the Agenda?
🤝 Welcome and opening notes by Marina Maydanyuk, Revenue Systems Supervisor (EMMA CRS Global Projects) at Radisson Hotel Group and HSMAI Europe.
💡 Panel Discussion: We are kicking of the evening with a panel discussion on “Ancillary Revenue Playbook – Maximizing Spend Per Guest”. How can you increase total revenue per stay with strategies across food & beverage, wellness, local experiences, and retail?
The panel discussion is moderated by Dimitar Avramov, Associate Director of Revenue Management at Radisson Hotel Group. On the panel: Mónica Conde Escalza, Regional Director of Revenue Optimization at Radisson Hotel Group, Verónica González G-N, Global Head of Hotel Account Management, Hospitality Distribution at Amadeus & Nikita Rybkin, Revenue Technology Supervisor at Radisson Hotel Group.

📍 Roundtables: Following on from the panel is an opportunity for deeper discussions focusing on “Madrid Market Insights”. What experience can you bring to the table?

🍷 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.

Join us for a day of learning, networking, and inspiration. Don’t miss out on this opportunity to stay ahead in the hospitality industry. Secure your spot today!

Power Up | Amsterdam | May
2025-05-06 15:00 - 19:00 (Europe/Amsterdam) | Inntel Hotel Amsterdam Landmark, VOC-kade 600, Amsterdam, 1018 LG, Netherlands
The European Outlook and How This Impacts the Dutch Market
Join us for an exciting and insightful evening in Amsterdam focusing on the economic and geopolitical influences on the hospitality sector.
📅 Date: Tuesday, 6th May
⏰ Time: 3:00 pm – 7:00 pm
📍 Location: Inntel Hotels Amsterdam Landmark, VOC-kade 600, 1018 LG Amsterdam

📌 Starting of the evening Thanos Papasavvas, Founder & CIO of ABP Invest, will give us ‘The European Outlook: The economic and geopolitical risks and opportunities ahead’
📍 Michael Siebers, Marketing Strategist at Dutch Board of Tourism and Conferences, will then provide us with ‘An outlook for the next 12- 24 months and the implications for the Hospitality Industry in the Netherlands’
💡 Directly after these presentations will be an engaging panel debate focusing on The Dutch Outlook. Panelist include:

Renée Cohen – Commercial Director, Leonardo Hotels Benelux
Michael Siebers – Marketing Strategist at NBTC
Mark Struik – Partner, Conventus Consultants

🥂 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.
Featured Speakers:
Thanos Papasavvas, Founder & CIO of ABP Invest will present an in-depth analysis of Europe’s economic and geopolitical landscape, highlighting key risks and opportunities shaping the commercial strategy for businesses.
In addition to his role at ABP Invest, Thanos is a frequent guest on major financial media outlets such as BBC, Bloomberg, and CNBC. He is also a sought-after keynote speaker and moderator at investment conferences. Thanos holds the Chartered Financial Analyst (CFA) designation and is a member of the Royal Institute of International Affairs (Chatham House). He earned his MSc in Economics from Birkbeck College, University of London. He is originally from Athens and he has resided in London for over 35 years.
Michael Siebers – Marketing Strategist at NBTC Renée Cohen – Commercial Director, Leonardo Hotels Benelux Mark Struik – Partner, Conventus Consultants

Power Up | Oslo | April
2025-04-29 15:00 - 18:00 (Europe/Oslo) | Thon Conference Universitetsgaten, Universitetsgata 26, Oslo, 0162, Norway
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, 29. april 2025
🕒 Time: 15:00 – 18:00
📍 Venue: Thon Conference, Universitetsgata 26, 0162 Oslo
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 and Raimund Notz, Account Director, Central & Eastern Europe for Preferred Hotels & Resorts and a member of HSMAI Europe Advisory Board for DACH.
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.
Raimund Notz has a strong background in revenue management from roles at major hotel brands like Le Méridien, Sofitel, and Hilton, as well as groups like GCH Hotel Group, Notz was recognized with the “Fabian Specht Revenue Optimization Professional of the Year” award by HSMAI Europe.
