HSMAI Perspective: HSMAI Commercial Strategy Week: Leading the Way

Robert A. Gilbert, CHME, CHBA, President and CEO, Hospitality Sales & Marketing Association International (HSMAI)   

HSMAI has a rich history of producing educational conferences since our inception in 1927. Our topics and strategies continuously evolved with the times to help hotels be more successful. During the early 2000s as internet marketing was rapidly advancing, we produced the first Hotel Internet Marketing Strategy Conference in 2003 and then the Revenue Management Strategy Conference in 2004. One news outlet reported at the time, “HSMAI will step-up its interest in the strategic solutions business by holding five Strategy Conferences, each serving unique markets and industries within travel and hospitality.” 

Over the years the Internet Marketing Strategy Conference became the Digital Marketing Strategy Conference.  In 2020 the word “digital” was dropped as our stakeholders concluded that nearly all marketing was ‘digital.’  The name of the Revenue Management Strategy Conference was changed to the Revenue Optimization Conference in 2011 and has become known today as just ROC.  Today HSMAI produces five ROC events around the globe annually including the one here in the Americas Region and in London, Dubai, Singapore, and Sao Paulo.  These events have made HSMAI’s name synonymous with education in hotel revenue management and optimizations.  

HSMAI’s marketing and revenue optimization conferences — combined into “Commercial Strategy Week” in 2022 — have been at the forefront of the hospitality industry for the past 20 years, providing invaluable insights, education, and networking opportunities for hospitality professionals. Coming to Toronto in June, Commercial Strategy Week has become a must-attend event for industry leaders, featuring executive roundtables, the Marketing Strategy Conference, and HSMAI ROC that are leading the way for the future of the hospitality industry. 

Marketing Strategy Conference 

HSMAI’s Marketing Strategy Conference has been a go-to event for marketing professionals seeking to stay ahead of the curve and navigate the ever-evolving landscape of hospitality marketing. 

It is a platform for exploring the latest trends, strategies, and technologies in digital marketing, social media, branding, customer experience, and more. With expert speakers, interactive workshops, and networking opportunities, the conference provides hotel marketers with the tools and knowledge to drive brand awareness, engage with customers, and achieve marketing success in a highly competitive industry. 

Highlights  this year include:  

  • Global Trends & Evolving Customers…and what they mean for hotel marketing 
  • Executive Insights: A View from the Top 
  • The Lightning Round: Insights Worth Sharing 


When HSMAI ROC was conceptualized in 2003, it was a groundbreaking event focused on revenue management and optimization in the hospitality industry. 

Over the years, ROC has evolved into the industry’s premier event, where revenue management practitioners, executives, and thought leaders gather to connect and engage in meaningful, inspiring conversations about the most critical strategic issues facing hotels today. 

Highlights at HSMAI ROC this year include: 

  • Traveler Trends: Emerging Insights and Opportunities for Growth 
  • Maximizing Revenue with Travel Insights from Google, Amazon, and Meta 
  • The Economic Outlook 
  • Communicating with Impact as a Leader  

Executive Roundtables 

Executive roundtables are a hallmark of HSMAI events, bringing together top executives for candid discussions and brainstorming sessions. These invitation-only roundtables offer a unique opportunity for leaders to collaborate and share insights through innovative thinking and problem-solving. This year, Executive Roundtables are on Monday and Thursday convening Chief Revenue Officers (CRO) and Chief Digital Officers from hotel management companies and brands, Chief Distribution Officers, and Commercial Executives from ownership groups.  

Whichever events you’re attending, I can’t wait to see you in Toronto for Commercial Strategy Week 

Categories: Sales
Insight Type: Articles