The event exemplified HSMAI’s mission to fuel sales, inspire marketing, and optimize revenue. Developed in collaboration with its Commercial Strategy Conference Advisory Board, the program delivered a balance of strategic vision and tactical value.

Hospitality loyalty programs have come a long way and with a new market of guests, where are hospitality loyalty programs headed next to remain relevant and engage rewards members?

Later this month, at the HSMAI Commercial Strategy Conference, I’ll be sitting down for a fireside chat with industry leaders from the cruise and airport industries. We’ll explore  what hotels can learn from their industries and commercial experiences. 

Many hospitality professionals are exploring how to meet a growing guest desire for meaning, growth, and connection. In a recent HSMAI Marketing Advisory Board conversation, members shared how properties of all sizes and types are approaching this shift. What once felt unique to ultra-luxury or spa destinations is now becoming a broader guest expectation.

An updated 7th edition of Hospitality Digital Marketing Essentials: A Field Guide for Navigating Today’s Digital Landscape is here to prepare you for hospitality marketing in 2025. This new edition is perfect for practitioners studying for CHDM certification or aiming to enhance digital strategy.

bringing together hospitality professionals across marketing, sales, distribution, and revenue to create one unified commercial conversation.

The HSMAI Foundation recently published a report, The State of Generative AI in Talent Management for Hotel Sales, Marketing, and Revenue Management, exploring the impact of generative AI on various facets of talent management, particularly focusing on the domains of hotel sales, marketing, and revenue management.

At our latest Contact Center SIG meeting we discussed priorities and initiatives for 2025. One highlighted the corporate focus on growth, technology adoption, employee satisfaction, and customer happiness. A significant initiative mentioned was the integration of AI into operations, particularly in recruiting, training, and quality assurance, to enhance efficiency and retention. 

The new, updated 7th edition of HSMAI’s Certified Hospitality Digital Marketer (CHDM) study guide—Hospitality Digital Marketing Essentials—will be published in just a few weeks. This edition features fresh insights, tools,…

The debate continues whether wellness should be considered a luxury or a standard offering. However, the market’s direction is clear: guests are increasingly valuing wellness as integral to their accommodation choices. Insights from the HSMAI Rising Sales Leader Council.

HSMAI’s Rising Marketing Leader Council offer insights into how hotel marketers are looking to introduce and reintroduce our hotels to key feeder markets,

The recent Adrian Awards, “Wish You Were Here,” was a showcase of creativity and innovation that embraced the theme. Here are my takeaways from the event, each illustrating how this year’s participants made us all wish we were part of their incredible journeys. 

At recent HSMAI executive roundtables in New York, experts from Milestone, Sojern, and Lotus Marketing joined Digital Marketing Executives to discuss the impact of AI on marketing and advertising, sharing their insights, strategies, and how to avoid pitfalls.  

At a recent HSMAI Foundation Board meeting, members discussed what they think will be trending this year across the commercial workforce.  

The HSMAI Global Distribution Advisory Board recently discussed challenges in segmentation blending and profitability that naturally occur within the wholesale segment as many traditional lines are being blurred. 

Insights from an HSMAI San Diego event Gen Z panel into this generation’s travel & hospitality preferences.

To effectively engage this audience, hotels need to employ creative digital marketing strategies that go beyond conventional social media and loyalty programs.  Six key takeaways from a recent HSMAI Rising Marketing Leader Council discussion to engage younger generations.

As we begin 2025, I am filled with optimism and anticipation as I find my stride as the President and CEO of HSMAI. The year ahead promises to be one of change but also growth.

Insights from across HSMAI’s Advisory Boards highlight several influential forces shaping the year ahead in hospitality. By learning from these innovators, hotel professionals across all commercial functions can adopt strategies…

These favorite apps, curated by our Marketing Advisory Board, reflect a diverse range of tools and platforms that support productivity, entertainment, and daily living. From knowledge management to travel solutions, this list highlights the apps and tech* our experts rely on. 

The Curate 2025 event brought together industry leaders to explore the transformative potential of artificial intelligence (AI) and how to move beyond the hype to achieve meaningful results. In her...

Excerpt from the HSMAI & Milestone Whitepaper  “Top Digital Trends for Hospitality C-Suite to Future Proof Your Digital Footprint,” on how Milestone developed a digital strategy to communicate Sun Outdoors’ brand story across all touchpoints.

Excerpted from the HSMAI and Milestone Inc. eBook “Top Digital Trends for Hospitality C-Suite to Future Proof Your Digital Footprint,” which features crucial insights into the latest digital marketing trends that are poised to reshape the industry.

Hari Abburi’s talk on ‘Thinking Like An AI Native’ will help you reimagine your business to be AI first – across customers, enterprise and ecosystem.

Communicating data isn’t just about numbers – it’s about storytelling. As highlighted in HSMAI’s course on data analytics, the most important part of telling a story with data isn’t the data itself; it’s the message and insights that data reveals.

Excerpted from the HSMAI and Milestone eBook Digital Marketing Trends for Hospitality Executives, this case study examines how the web and booking experience were upgraded to match the quality of the guest, meeting, and wedding group experience at the resort itself.

Strong partnerships between hotels and agencies are crucial for achieving mutual, sustained success. Effective collaboration ensures that both parties can leverage their strengths, streamline communication, and tailor strategies to meet specific needs, ultimately enhancing overall performance and guest satisfaction.

HSMAI honored the 2023 Top 25 Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization and Distribution — recognizing leaders from hospitality, travel, and tourism organizations for their accomplishments. 

HSMAI Global’s new Certified Hotel Sales Leader (CHSL) certification is designed to recognize the expertise of hotel sales leaders, emphasizing the most up-to-date sales and commercial principles, practices, and strategies. Here we share excerpts from the CHSL study guide ”The Hotel Sales Playbook: Winning Strategies for Success. “

The 2024 Adrian Awards deadline is September 9, so  submit your entry  now!

The 2024 Adrian Awards are now open! Take some inspiration from one of last year’s platinum winners in Integrated Campaign: Experiential Marketing Winner – Fairmont Hotel & Resorts

The HSMAI Foundation is undertaking a research initiative on how hotels and their partners use AI for recruitment, professional development and retention.

The 2024 Adrian Awards are now open! Take some inspiration from last year’s Public Relations Campaign, Consumer, Winner  – Tourism Australia and their agency, Turner.

Milestone partnered with Dorothy Dowling, former CMO of Best Western Hotels and HSMAI, to create an eBook on key digital marketing trends for hospitality executives to future proof their digital presence.

The 2024 Adrian Awards are now open! Take some inspiration from last year’s Integrated Campaign Best of Show winner –  Destination Canada Specialist Sales Companion from Destination Canada and their agency: TravPRO.  

The 2024 Adrian Awards are now open! Take some inspiration from last year’s Public Relation Best of Show winner – New Atlantis Website from Atlantis Paradise Island, The Bahamas and their agencies: LogicBomb Media and GlueIQ.  

The HSMAI Commercial Strategy Conference 2024 was an incredible event, focusing on the convergence and integration of various commercial disciplines in the hospitality industry. The sold-out crowd was shown a comprehensive view of commercial strategy in hotels, reflecting the industry’s shift towards more integrated approaches to marketing, sales, revenue management, and distribution.

HSMAI Global’s new Certified Hotel Sales Leader (CHSL) certification is designed to recognize the expertise of hotel sales leaders, emphasizing the most up-to-date sales and commercial principles, practices, and strategies. 

HSMAI honored the 2023 Top 25 Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization and Distribution — recognizing leaders from hospitality, travel, and tourism organizations for their accomplishments.

HSMAI staff recently sat down with Holly King, Area Director of Marketing at White Lodging. King will receive the single/multi-unit Marketing Professional of the Year during HSMAI’s Commercial Strategy Conference in Charlotte on June 26th.    

At Hyatt, Shannon strives to bring the stories of Hyatt’s Independent Collection brands to life for travelers, inspiring new audiences to experience and champion these amazing brands.

HSMAI staff recently had the pleasure of talking to Janelle Hoffman, Program Director, Professor & Advisor, Hospitality & Tourism Management Program, Scottsdale Community College. Hoffman will receive the Marketing Educator of the Year during HSMAI’s Commercial Strategy Conference in Charlotte on June 26th.  

HSMAI staff recently had the opportunity to interview Greg Duff, Principal at Foster Garvey PC, HSMAI Global Distribution Advisory Board Member, and a speaker at the Commercial Strategy Conference, June 24-27 in Charlotte.

Today’s marketers, particularly in hospitality, deserve loads of credit; there is so much to know. The ecosystem of marketing continuously grows, and the opportunities continually evolve. There is so much knowledge needed to sustain and intelligently utilize tools for fluid connection, engagement, dialogue, and conversion.

HSMAI recently honored the 2023 Top 25 Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization and Distribution — recognizing leaders from hospitality, travel, and tourism organizations for their accomplishments. Maddi Bourgerie, Director of Communications at RVshare, is one of these honorees.  

In today’s digital age, artificial intelligence (AI) has emerged as a pivotal force across various sectors, and the hospitality industry is no exception. With its ability to process vast amounts of data, AI is becoming indispensable, with the power to significantly enhance operational efficiency and transform core functions within the sector.

Cristina Suris, Corporate Marketing Manager, Kessler Collection, HSMAI Rising Marketing Leader Council Member   The hospitality industry heavily relies on third-party cookies for targeted advertising, personalization, and customer tracking across various…

What KPIs other than return on ad spend (ROAS) do organizations lean into to show value in our digital marketing initiatives? Read on for some key takeaways and ideas to get started from the HSMAI Marketing Advisory Board.

The hospitality industry continues to witness a significant shift towards personalized guest experiences and enhanced loyalty programs. According to Forbes, loyalty programs are evolving beyond the traditional one-size-fits-all model, catering to individual purchasing behaviors (Fromm, 2024).

Insights from HSMAI Commercial Strategy Conference speaker David C. Edelman, author of “Personalized: Customer Strategy in the Age of AI.”

The HSMAI Contact Center SIG recently gathered and discussed best practices, challenges, and ideas for measuring and improving staff engagement.

As Women’s History Month ends, I am reflecting on the progress we’ve made toward gender inclusivity and the empowerment of female leaders in hospitality.

AI is ubiquitous these days, but a lot of the attention has been focused on content. I am interested in how different companies are using AI to enhance customer experience and use AI to boost their performance and quality.

Amidst the prevailing focus on AI’s impact on marketing, I sought to steer one of our HSMAI Marketing Advisory Board discussions toward a core hospitality topic. How can we integrate enhanced guest experiences into our marketing strategies to stimulate demand and enrich the stay? We exchanged insights on how hotels and resorts can elevate guest experiences by creating unforgettable events and transforming spaces into memorable touchpoints.

Between managing growth challenges, rapid industry changes, and keeping up with evolving consumer behaviors – there’s no shortage of issues vying for a CMO’s attention. Last month in New York City, HSMAI brought Chief Marketing Officers together for an Executive Roundtable.

The last 3 years have brought unforeseen challenges to the travel industry and accelerated the need to simplify. More than ever, today’s businesses face pressures to evolve rapidly, catering not only to the demands of their customers but also the emergent technological landscape. 

Every year, the Adrian Awards demonstrate creativity, strategic excellence, and technological innovation. This year’s awards have not only highlighted the excellence that illuminates our industry but also presented a wealth of insights from the judges —insights that can benefit every travel marketing and PR professional. Here, we dive into the trends that distinguished winners from entrants in the eyes of the judges. Our judges have a rich history of involvement with HSMAI and a deep understanding of the industry’s evolution.  

Industry can take a more active role in bringing commercial careers to the classroom through paid internships, specific case studies, industry RFPs sent to schools for research projects, and access to industry for mentoring students.

TransformInn’s AI-created CMO persona, Jennifer, is a virtual professional designed to blend creativity with analytical skills. Programmed with the expertise drawn from two decades of marketing know-how and insights from top-tier universities, Jennifer serves as a striking example of how AI can personify a company’s ethos.

The Adrians are the longest-running and most prestigious awards in the hospitality industry, annually celebrating the finest in hospitality advertising, digital marketing, and public relations. In the run up to the celebration, I want to share insights into this year’s awards.

In a recent gathering of the HSMAI Marketing Advisory Board, financial technology was discussed. This article delves into our discussion, offering insights into how fintech could shape the future of hospitality. 

 For the past year, generative AI has been everywhere, but is it all hype? I set out to explore this question with HSMAI Marketing Advisory Board at a recent meeting. There were mixed opinions in the room, highlighting both the potential and the challenges of integrating AI into the hospitality sector. 

The success of a hotel often depends on its location. Whether it’s nestled in a national park or centered in a bustling city, location plays a pivotal role in attracting guests. Insights on making the most of location from the HSMAI Rising Marketing Leader Council.

Our November events in Long Beach confirmed that we must address AI in hospitality. Curate 2023: Demystifying AI aimed to do just that. Read our session recaps offering key insights and thought-provoking highlights from the innovative discussions and transformative ideas that emerged from this stimulating day.

HSMAI Foundation recently hosted meetings among European faculty members in marketing and revenue management. The discussions highlighted how academic programs are adapting to changes in the industry, focusing on partnerships, program enhancement, and student engagement. 

HSMAI Foundation hosted a series of three Americas Faculty forums, with faculty specializing in hospitality sales, marketing, and revenue education. We gathered each group to discuss emerging trends, prevailing challenges, and how HSMAI and the HSMAI Foundation can partner to shape the future of hospitality education. These discussions highlighted a shift towards integrating technological advancements and strategic thinking into the curriculum. 

The global pandemic triggered an unprecedented acceleration in the importance of wellness within the hospitality sector. Notably, the wellness tourism market value reached nearly $731.36 billion in 2022, marking a CAGR of nearly 4% since 2017. With projections suggesting that this market will grow to $1.2 trillion by 2027, the question is, how are hotels adapting to meet this growth? I brought this question to the HSMAI Rising Marketing Leader Council for discussion.  

Commercial excellence has become an increasingly important priority at many hotel organizations this year. The concept is about alignment across all drivers of top line sales generation. While Europe has been in the forefront of commercial strategy development, 34% of North American HSMAI Organization Members report they are either leading commercial effectiveness or well on their way, while 39% report some progress.  

As commercial strategy accelerates, collaboration becomes crucial and must evolve both internally and externally. There is a need for a shared vision and the issues, players, responsibilities, and resources must be defined. Teams must learn to coordinate actions and use integrated data to make projections and solve problems. Read more about this talent trend in the HSMAI Foundation’s State of Talent Report.

HSMAI honored the 2022 Top 25 Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization and Distribution — recognizing leaders from hospitality, travel, and tourism organizations for their accomplishments. Kristi Gole, Executive Vice President, Global Hotel Alliance is one of these honorees. 

Whether environmental impact, social responsibility, or community engagement be their driving factor, travelers are now not only expecting stellar onsite service, but ensuring that their meal was sustainably sourced, property employees receive fair treatment, and the property is supporting the local economy. 

HSMAI hosted a Chief Digital Officers from hotel management companies during a recent Executive Roundtable. Drawing insights from these industry leaders, this article highlights ten best practices that can help organizations effectively navigate these challenges.  

In our Special Report, we profile all of the Platinum and President’s Award winners — including Wyndham, which was honored with the President’s Award for Diversity, Equity, Inclusion Marketing.

Hoteliers are always looking to improve the guest experience through their F&B services and offerings. HSMAI Rising Marketing Leaders recently focused on this topic and offered three tips that came out of our discussion.  

The Adrian Awards have been a symbol of excellence in hospitality advertising, digital marketing, and public relations for over six decades. The stage is set for the 2023 HSMAI Adrian Awards back in New York City. This year’s theme, WanderLOVE, is the clarion call to those who hold travel in their hearts year-round, an anthem celebrating captivating campaigns, ads, and experiences that have kindled an unwavering devotion to exploration across the globe.

The ever-increasing amount of content that we ingest each day demands the skill of knowledge management – for both personal and professional improvement. The challenge lies in capturing, distilling, and organizing data effectively. “Building a Second Brain” by Tiago Forte offers a blueprint for transforming data into actionable insights. This topic was brought to the HSMAI Marketing Advisory Board.  

The HSMAI Marketing Advisory Board recently discussed the new book “Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect,” and how this concept impacts our work and the intersection of technology and the people centric nature of hospitality.   Here are the top three takeaways from our conversations.

HSMAI honored the 2022 Top 25 Extraordinary Minds in Hospitality Sales, Marketing, and Revenue Optimization — recognizing leaders from hospitality, travel, and tourism organizations for their accomplishments. Michael Curran, CHDM Vice President of eCommerce Strategy at Aimbridge Hospitality is one of these honorees. 

This month, I am honored to highlight the winners of the HSMAI Revenue Optimization and Marketing Awards that were given out in Toronto on June 27 & 28, as part of HSMAI Commercial Strategy Week 2023.