POWER-UP Cairo is HSMAI’s educational session designed for professionals working across all commercial disciplines across the hospitality industry. Bringing together approximately up to 80 participants, Power-Up focuses on practical knowledge sharing, tactical skills, and real-world strategies that drive immediate business impact. The sessions connect professionals across the industry’s commercial functions, creating a dynamic environment where industry experts exchange insights, challenge perspectives, and explore forward-looking approaches to revenue management, sales, distribution, marketing, and commercial performance.

The June 10 Power-Up session will explore a key focus for hotel commercial teams today: Winning The Direct Guest. As distribution costs continue to rise and competition for online visibility intensifies, hotels must rethink how they attract, convert, and retain guests through their own channels. This session will focus on the intersection of direct booking strategy, personalization, and revenue actions, examining how hotels can leverage data, technology, and smarter commercial collaboration to increase conversion, strengthen guest relationships, and reduce dependency on third-party channels and contracting.

The session will be organized in roundtable discussions to encourage interaction and peer exchange.