Commercial Career Start Program 2026: Building on the Success of the Pilot Edition
Following the successful pilot edition last year, which saw 20 participants complete the program, the Commercial Career Start Program has become an annual initiative.
This year, we started with 120 participants, of whom 83 completed the 12-week program from beginning to end. We are incredibly proud of the commitment and curiosity that participants demonstrated throughout the program.
This program would not be possible without the support of Marriott International, Accor, Wyndham Hotels & Resorts, and IHG Hotels & Resorts, as well as the 25 industry professionals who contributed their time and expertise as speakers to support young talent interested in the commercial side of hospitality.
The program received very positive feedback from participants. When asked what they valued most about the program, three themes emerged consistently throughout the responses.
Learning Directly from Industry Professionals
What participants valued was not only listening to presentations, but also being able to engage in conversations with professionals already working in the roles they aspire to have. The ability to ask questions, hear personal career journeys, and gain honest insights into the industry emerged as one of the program’s greatest strengths.
“It’s usually so hard to meet such high-quality speakers in real life, but this program puts them right in front of you.”
“The contact with the industry professionals, they were very open to answer all our questions.”
Connecting Education with Industry Practice
Many participants commented that while they had already learned the theory in their studies, the program helped them understand how it is applied in practice. Participants particularly appreciated sessions where speakers demonstrated the software and tools they use, shared real data, and explained how commercial decisions are made in real-world environments.
“The theory I already knew from school, so I really appreciated seeing it working in real life.”
“Talking with speakers about reality, having real data and experiences, gives us the possibility to discover how it’s going to be in our career.”
Understanding Career Opportunities
Participants also valued the opportunity to gain a better understanding of commercial career paths to help them make more informed decisions about their future careers.
The program was not only about learning more about Sales, Revenue Management, or Marketing, but also about answering an important question: “Is this the right career path for me?”
“The program helped me see if this actually aligns with my own expectations of the job.”
“Seeing their diverse backgrounds and achievements showed me that there are many different paths to success, and that reaching those career goals is possible.”
Looking ahead
The Commercial Career Start Program is one of several initiatives through which HSMAI Europe aims to attract, develop, and engage young talent in the commercial side of hospitality.
- Future YOU events introduce high school, college, and first-year university students to career opportunities in sales, revenue management, and marketing.
- Hospitality Unlocked event, organised by the HSMAI Europe Student Council, gives students opportunities to connect with industry professionals and stay up to date with developments in the commercial side of hospitality.
Supporting the next generation of leaders is one of HSMAI Europe’s key strategic priorities.
Thank you to Marriott International, Accor, Wyndham Hotels & Resorts, and IHG Hotels & Resorts for supporting this important initiative and helping develop the future commercial leaders of our industry.
Special recognition
This year, HSMAI Europe introduced a Special Recognition for the most engaged participants in the program. To recognise their curiosity, commitment, and initiative, recipients were awarded a complimentary ticket to the HSMAI Europe Commercial Strategy Conference 2027 in London. Marriott International, IHG Hotels & Resorts, and Wyndham Hotels & Resorts further supported this recognition by contributing towards accommodation during the conference.
The recipients of the 2026 Special Recognition were Youri Weerts, La Ode Marsudin, and Meyke Steger, who consistently stood out through their curiosity, engagement, professionalism, and commitment throughout the program.
Here is how participants described the impact of the program in their own words:
When I joined the HSMAI Europe Career Start Program, I expected to learn more about Revenue Management and the commercial side of hospitality. What I did not expect was how much I would learn about leadership, career development, and the many different paths that can lead to a successful commercial career in hospitality.
One of the things I appreciated most was the opportunity to hear directly from experienced industry professionals. The sessions combined valuable Revenue Management knowledge with real-life examples, honest career advice, and insights into different career journeys. This helped me better understand not only the commercial side of hospitality, but also how I would like to develop my own career within the industry.
The program also allowed me to connect with motivated peers who asked thoughtful questions and contributed valuable perspectives throughout the sessions. I would highly recommend the program to students and young professionals who are curious, eager to learn, and interested in gaining a broader understanding of commercial hospitality. My advice would be to stay proactive by asking questions, engaging with the speakers, and connecting with your fellow participants. Some of the most valuable insights came from those interactions.
— Youri Weerts, Hotel Management School Maastricht
Completed Revenue Management Track
As a third-year Hospitality Management student at Breda University of Applied Sciences with a passion for Revenue Management and Sales, the HSMAI Europe Commercial Career Start Program gave me more clarity on which direction I want my career to go.
The speakers brought incredible energy and genuine passion for what they do, which was really inspiring. What made it even more valuable was that several speakers went beyond theory and actually showed the tools and systems they use in their daily work, giving us a real, honest look at the industry in practice.
I’m leaving this programme knowing exactly where I want to go and with the network to help me get there.
— Meyke Steger, Breda University of Applied Sciences
Completed Sales and Revenue Management Tracks
“Honestly, programs like HSMAI Europe Commercial Career Start Program are rare. Most structured learning tells you what to do. This one showed me how careers actually move over time.
What stayed with me were the speakers. They came from many different backgrounds, but all ended up in strong leadership positions. That was genuinely reassuring because it made the industry feel less like a ladder and more like a landscape. There’s no single path.
I also liked that the sessions went beyond job descriptions. People talked about how they think, how they make decisions, and how they’ve adapted across Revenue Management, Sales, and Marketing. That kind of honesty is useful. It helped me see more clearly where my own strengths fit and where I want to take them.
It wasn’t just inspiring. It was grounding, which is harder to find and more valuable.
— La Ode Marsudin, Les Roches
Completed Sales, Revenue Management, and Marketing Tracks
Industry professionals who contributed their time and expertise as speakers:
- Benjamin Niebler — Revenue Services Performance Director, IHG Hotels & Resorts
- Chaitanya Soni — Senior Multi Hotel Revenue Manager, Accor
- Chloe Organ — Senior Marketing Manager EMEA – Hotel Marketing, Marriott International
- Dimitri Gaucher — Senior Director, Commercial Services, Western Europe, Marriott International
- Ethem Ethemsoy — Revenue Management, Northern, Western & Southern Europe, Wyndham Hotels & Resorts
- Geneviève Duval — Field Marketing Services Manager, Europe, IHG Hotels & Resorts
- Hilary Patterson — Director Global Sales, MICE & Specialist Sales EMEA, Wyndham Hotels & Resorts
- Joana Nobrega — Brand Marketing Manager EMEA, Wyndham Hotels & Resorts
- Juergen Hirsch — Director, Revenue Services Europe, IHG Hotels & Resorts
- Linus Fredberg — Regional Director Revenue Management Northern Europe, Accor
- Marc Le Bodic — Revenue Services Performance Director, Southern Europe, IHG Hotels & Resorts
- Maria Hoffmeister — Director of Sales & Marketing, InterContinental Berlin
- Mariana Ruffini — Senior Manager, Hotel Revenue Strategy EMEA, Marriott International
- Michael Wierling — Director HR Northern Europe, IHG Hotels & Resorts
- Monika Mikulska-Guźniczak — Cluster Director of Public Relations & Marketing, InterContinental® Warsaw, Holiday Inn Warsaw City Center and Holiday Inn Gdańsk City Center Europe
- Natasha McLoughlin — Senior Marketing Manager, Marriott International
- Nelum Gunewardane — Director of Commercial, Northern Europe, IHG Hotels & Resorts
- Nicole Kettenbach — Director Revenue Management Operations EMEA, Marriott International
- Olivia Smith — Digital Marketing Manager, The Savoy
- Savio Pereira — Sales Manager, Novotel London Greenwich
- Scarlet Payne — Senior Consumer PR & Advocacy Executive EMEA, Wyndham Hotels & Resorts
- Soukaina Bouchtaoui — Senior Events & Groups Manager, Mercure London Earls Court
- Tania Lopes Silva — Director, Hotel Sales Strategy, EMEA, Marriott International
- Vikki Smith — Senior Key Account Director, IHG Hotels & Resorts
- Walid Saighi — Director of Sales & Marketing, EDITION
