Articles | HSMAI Global

HSMAI Celebrates Former President and CEO Bob Gilbert’s Induction into Events Industry Council Hall of Leaders

McLean, VA (July 25, 2025) – The Hospitality Sales and Marketing Association International (HSMAI) is proud to announce that former president and CEO, Robert A. “Bob” Gilbert, has been selected as a 2025 inductee into the Events Industry Council (EIC) Hall of Leaders. This prestigious honor recognizes Gilbert’s transformative impact on the global meetings, conventions, exhibitions, and travel industry. He will be celebrated posthumously at the EIC Global Awards Celebration on October 6, 2025, in Las Vegas.

Bob Gilbert’s visionary leadership fundamentally reshaped both HSMAI and the broader hospitality and MICE sectors. Under his guidance, HSMAI evolved from a primarily U.S.-focused organization into a global association. Today, it unites professionals across sales, marketing, and revenue management worldwide. In 2002, Gilbert established HSMAI Global, expanding the association’s footprint across Europe, Asia-Pacific, the Middle East, and Latin America. This expansion fostered a vibrant international community dedicated to elevating professional standards and commercial excellence.

In nominating Gilbert for this honor, Michael Innocentin, chief marketing officer of Omni Hotels & Resorts and member of the HSMAI Global Board, stated, “Bob was more than a leader. He was a visionary who transformed our industry by championing the intersection of hospitality, innovation, and community. Over nearly 30 years as president and CEO of HSMAI, Bob not only redefined the association’s global role—he redefined what leadership in our industry could look like: empathetic, inclusive, forward-thinking, and always grounded in humanity.”

Gilbert’s foresight in embracing emerging digital trends and integrating revenue management, marketing, and group sales into a unified commercial strategy set new industry standards. He launched pioneering conferences that remain premier forums for commercial strategy professionals worldwide, providing practical tools to navigate digital transformation and maximize group revenue performance. His leadership helped countless hotel companies and venues become more data-driven, customer-centric, and digitally fluent.

“What set Bob apart was not just his understanding of industry trends, but his foresight in translating those into action,” said Michelle Woodley, president of Preferred Travel Group and immediate past chair of the HSMAI Foundation. “He recognized early on that the future of hospitality would be defined by commercial strategy—and that future depended on having a steady, diverse pipeline of skilled professionals. Through the HSMAI Foundation, Bob elevated this challenge to a global stage, creating tools, partnerships, and programs that helped hotel companies invest in their people more effectively and sustainably.”

From developing globally recognized certifications and launching digital-first education platforms to guiding the industry through crises including 9/11 and the COVID-19 pandemic, Gilbert’s leadership was both strategic and deeply human. Industry leaders consistently highlight his dedication to talent development and his empathetic leadership style.

Gilbert’s legacy lives on through the professionals he inspired, the programs he built, and the standard of excellence he set. His induction into the Hall of Leaders affirms a lifetime of leadership, innovation, and service to the global events and hospitality community.

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About HSMAI

The Hospitality Sales & Marketing Association International (HSMAI) is committed to growing business for hotels and their partners and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Commercial Strategy Conference, Sales Leader Forum, and Adrian Awards. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at hsmai.org.

July Perspective Column

Curate: A Commercial Futures Forum

Brian Hicks, President and CEO of Hospitality Sales & Marketing Association International (HSMAI)
I have had the privilege of attending a few Curate events and have had an amazing experience every time. I remember my first Curate vividly.

It wasn’t just the quality of the ideas or the caliber of the people in the room, though both were exceptional. It was the way the conversations flowed across disciplines: a chief marketing officer exchanging strategies with a VP of revenue, a head of sales reflecting long-term trends with a commercial strategy leader from a completely different brand. Everyone left their egos behind truly collaborating and sharing ideas, I left feeling more a part of the industry that I love and better equipped to tackle what’s next.

That’s what makes Curate so different. It’s not a conference; it’s a forum for the future. A space where commercial leaders can think beyond daily pressures, challenge assumptions, and uncover new paths forward together.

This August, we’re bringing Curate to one of the most legendary creative spaces in the country: The Bluebird Café in Nashville. On August 6, join us to explore how the art of storytelling and the discipline of songwriting can spark innovation across commercial disciplines. You’ll hear from a “hero behind the hits,” a songwriter who has helped shape music that moves people and draw parallels to how we as commercial leaders can use creativity to drive growth. We’ve intentionally designed the afternoon to inspire fresh thinking, while wrapping up in time for the Hotel Data Conference opening reception that evening.

Curate is evolving – shorter, more accessible, and aligned with key industry moments. Nashville is first; Denver is next ahead of The Hospitality Show. Stay tuned for more on that soon.

If your company is an HSMAI Organizational Member, Curate is one of your key benefits. Based on your organizational membership level you can register a number of senior-level team members for free. Space is limited by design to preserve the depth of conversation and connection.

If you’ve been to Curate before, you know the impact. If you haven’t, I hope you’ll take this opportunity to experience it for yourself and see why so many of your peers consider it one of the most valuable events of their year.

Hope to see you in Nashville!

Report: Meeting Planners Looking for Flexible Spaces

The IACC report said that interest in content and networking has declined in favor of venue amenities.
By Mark Athitakis Jul 15, 2025

Amenities such as a venue’s physical characteristics and quality of food and beverage are increasingly important to meeting planners, according to a new survey.
The 2025 Meeting Room of the Future Report, produced by IACC, an association of meeting professionals, in partnership with Development Counsellors International, was released last month. The survey is based on responses from more than 200 meeting planners in North America and Europe; approximately a third of the respondents represented associations and nonprofits.

Full Report

HSMAI Top 25 Profile: Jen Munro

HSMAI honored the 2024 Top 25 Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization and Distribution, recognizing leaders from hospitality, travel, and tourism organizations for their accomplishments. Jen Munro, Vice President of Global Loyalty for Preferred Travel Group is one of these honorees.  

Jen leads the strategy, vision and delivery of I Prefer Hotel Rewards loyalty program – the world’s largest loyalty program for independent hotels. She oversees marketing, operations, program delivery partnerships, and member services, with a focus on driving revenue, profitability, and setting the path for the program’s continued growth.

With more than 20 years of experience in hospitality, Jen is a seasoned leader in loyalty strategy, marketing, operations, digital merchandising, and member communications. Her background includes both client-side (Starwood Hotels & Resorts and Marriott International) and agency-side roles (Ogilvy for World of Hyatt) where she held various global and divisional leadership positions. Passionate about the hospitality industry, travel, and fostering a strong team culture, Jen also loves exploring new destinations as much as revisiting her favorite ones.

KEY ACCOMPLISHMENT: During the Marriott-Starwood merger, she played a pivotal role in the integration of Starwood Preferred Guest (SPG) with Marriott Bonvoy.

WHAT INSPIRED THIS NOMINATION? Jen’s quantified results are inarguable. More important has been her impact on the company and our hotels. Under her leadership, I Prefer has become one of the company’s most important strategic pillars, building value for our hotels and our guests to grow our member hotels’ topline and market share. Jen’s understanding of what adds value for loyalty members, what it takes to engage hotels at the operational level, the technology and data need to continue to evolve the program, and the marketing and branding to create a compelling loyalty brand, qualify her as a unique and extraordinary industry leader. This nomination is submitted on behalf of Cheryl Williams, Chief Revenue Officer, and the entire Preferred Travel Group team.

Q&A WITH Jen Munro

What advice would you give to your younger self?
Invest in yourself – both personally and professionally, no matter where you are in life. Stay curious, ask questions, keep learning, and don’t hesitate to ask for help. Give yourself grace – it’s okay not to have all the answers. Embrace change, take risks, and trust the journey. Relationships matter – surround yourself with people who inspire you and never underestimate the power of kindness. Finally, make time for the things that bring you joy, and most importantly, always take your vacation!!

What keeps you inspired?
I find inspiration in many ways, but especially from people and travel. My team is a constant source of motivation—they inspire me every day, and I feel incredibly fortunate to work with such remarkable people. Travel is another key source of inspiration. There’s something truly mesmerizing about being on a flight, floating through the clouds, looking out my window, disconnected from the world, it’s a feeling that makes anything seem possible. I also love immersing myself in new destinations, meeting people, hearing their life stories, and allowing the day to unfold naturally. And, of course, returning to my favorite spots to recharge always brings me a sense of joy and inspiration.

Amir’s Five Key Takeaways From the American Travel Sentiment Report

Amir Eylon, President & CEO, Longwoods International 

As the traditional U.S. Summer Travel Season is in full swing, it is time to look at our monthly pulse check of American Travelers with WAVE 97 of Longwoods International’s ongoing American Travel Sentiment tracking study!  With AAA forecasting record domestic travel volume for the U.S. Independence Day Holiday Weekend, our ongoing reports of post-pandemic record-level travel demand among American travelers continues to be confirmed!  That being said, economic concerns still weigh significantly on the minds of American travelers. 

This month, we examine the caution American travelers say they plan to exercise in their travel spending.   We also take another of our periodic looks at remote work during travel, customer service and expectations, as well as a glimpse at the growing use of AI in travel planning. A number of key highlights and insights are summarized in the release, but I have selected five of those insights for your consideration.

 Cautious Travel Spending on Upcoming Trips:  More Americans plan to cut back on travel spending categories such as retail (37%), entertainment and recreation (32%), food and beverage (28%), and lodging (22%).  Also, 29% are choosing destinations closer to home meaning that regional drive markets will be big winners this year.  Despite this, the number of travelers canceling trips holds steady at only 6%.  Folks are simply re-allocating their spend in travel categories and seeking value/deals to make their trips happen.
Record High Demand continues among American travelers:  While 28% of American travelers indicate their concerns over their own personal finances will greatly impact their travel decisions (down 3 points since May), this month showed demand among American travelers is at a survey record high level. This continues to reinforce our view that travel is currently seen among American travelers as a need vs. a want.
Remote Work Away from Home Becoming More Unpopular Among American Travelers:  A majority (60%) of American travelers do not plan to work remotely while away from home over the next 12-24 months, a significant 5-point increase from November 2023.  This marks the growing trend of travelers seeking the work/life balance and setting boundaries with their employers.
Customer Service Levels are on the Rise:   Compared to August 2024, there has been a 4-point increase in those who said they received the same level of service as before the pandemic, showing service levels are improving, but not yet surpassing pre-pandemic levels.   Despite the improvement, traveler expectations remain relatively unchanged with 22% still expecting a higher level of service than pre-pandemic on their next trip.
AI Software Integration into Trip Planning:  Travelers who said they used ChatGPT or similar AI software to plan their trip increased 6-points since August 2024, with one out of four travelers indicating their have used it as a trip planning tool.  This shows a quick integration of AI in the trip planning process for many travelers, although we suspect the utilization level is likely higher as many travelers may be engaging with AI software and simply not aware if it due to its growth in sophistication.

Here is the link to download the latest highlights, and insights:  https://longwoods-intl.com/american-travel-sentiment/american-travel-sentiment-wave-97/

You can’t plan for uncertainty, but you can plan for risk!

Four tips from leading economist, Bernard Baumohl on how to plan for risk in this time of uncertainty.

1. Carry out stress tests: Conduct adverse “what if” scenarios: (e.g., massive power failure, lengthy supply chain stoppages, loss of access to credit lines,a recession, the outbreak of a new pandemic) Can your business successfully absorb such shocks?

2. Invest in cyber security: Hackers work 24/7 to locate your “zero-day vulnerabilities.” Cybercrooks constantly seek back-door entries to your sensitive corporate data. If successful, they often secretly sell your “back door access” to bidders in the shadow market.

3. Re-think your supply chain: Reduce your exposure to geopolitical hot spots.

Diversify your supply chain sources, consumer markets and production facilities.

Consider vertical integration (acquire part/full ownership of your supplier or shipper) to assure product delivery.

4. The next exogenous shock could be moments away! Do you have a contingency plan ready to activate to protect your business?

Being a reliable provider of goods & services during periods of extreme shocks boosts your reputational value.

Firms that demonstrate operational resilience during periods of volatility & turbulence attract a loyal base of investors, lenders and customers.

Bernard Baumohl, chief global economist at The Economic Outlook Group, provided his insights during a session on “A Year of “Wild Cards!” What’s Ahead for the Economy and the Lodging Industry?” during the HSMAI Executive Roundtables, June 16, 2025.

For more tips on dealing with crisis, reread: Leadership Under Fire: Essential Lessons from Crisis Management | HSMAI Global

HSMAI Advances Commercial Strategy at 2025 Conference

HSMAI convened over 900 hospitality professionals at the 2025 Commercial Strategy Conference this week in Indianapolis, Indiana. As HSMAI’s flagship event for hotel sales, marketing, and revenue optimization leaders, the conference highlighted the power of cross-functional collaboration to drive commercial growth.

Attendees included executives from hotel brands, ownership groups, and technology partners, all focused on performance and profitability. The agenda featured sessions on AI-driven personalization, revenue strategy, and commercial team alignment, complemented by hands-on workshops and networking opportunities.

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.

This year’s conference underscored HSMAI’s commitment to redefining commercial leadership in hospitality. For all those looking for fresh insights and practical strategies to navigate an evolving business landscape, we encourage everyone to save the date for next year’s Commercial Strategy Conference schedule for June 16-17, 2026 in San Antonio, Texas.

The Future of Hospitality Loyalty: Personalization, Flexibility, and Memorable Experiences

Hannah Brown, CHDM, CHBA; Associate Program Manager, Loyalty Marketing | BWH Hotels; HSMAI Rising Marketing Leaders Council

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? During an HSMAI Rising Leaders session, we explored what it takes to create loyalty programs that feel rewarding for today’s travelers.

From handwritten notes to Uber credits, this session revealed just how multifaceted loyalty has become and what hospitality can learn from brands inside and outside the industry.

From Points to Personal Touches

The session kicked off with a poll asking attendees to name their favorite loyalty programs. The answers were wide-ranging:

Delta
Starbucks
Amtrak
Chick-fil-A
Sephora
United
7 Brew
Ulta
Target
Harkins Theatres

With third-party data becoming less accessible, loyalty programs now play a central role in customer engagement. The ability to connect through first-party data makes personalization more powerful than ever and more expected by today’s guests.

Real Rewards, Thoughtful Perks

Here’s what rising leaders said was keeping them loyal:

Personalized gestures make a lasting impression. Something as small as a handwritten note or favorite beverage can create a deep sense of connection.

Tangible benefits like monthly ride-share credits, discounted redemptions, and companion passes help travelers feel truly rewarded.

Responsive service matters. Compensation for travel disruptions or access to exclusive lounges builds trust and repeat behavior.

These benefits build emotional loyalty and a sense of value beyond simple transactions.

Barriers to Belonging

The conversation also highlighted a few areas where loyalty programs often fall short:

High thresholds for rewards can discourage less frequent travelers who still want to feel valued.

Unclear point systems make it hard for members to understand the real value of their loyalty.

Limited redemption flexibility like caps on using points or restrictions on mixing cash and points can undermine the overall experience.

Life-Stage Loyalty and Experience-Driven Design

Looking ahead, rising leaders shared ideas on how hospitality loyalty programs could become more dynamic and inclusive:

Track and support life transitions – graduating, starting families, shifting careers their travel habits and preferences change. Loyalty programs that recognize these milestones can grow with the customer.

Deliver unique experiences. Surprise and delight moments like unexpected gestures or memorable service turn ordinary stays into unforgettable stories. Empowering teams to create these moments drives genuine loyalty.

Simplify the system. Clear value, visible progress, and accessible rewards are key to keeping members engaged.

Even simple acts like personalized letters or milestone recognition go a long way in making members feel seen and appreciated. The next generation of hospitality loyalty programs is all about connection over currency. Guests want more than points, they want recognition, relevance, and rewarding experiences that match their lifestyle and values. By embracing personalization, reducing complexity, and integrating experiences into rewards, brands can design loyalty programs that resonate for the long term.

HSMAI Top 25 Profile: Nancy Johns, CHDM

HSMAI honored the 2024 Top 25 Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization and Distribution — recognizing leaders from hospitality, travel, and tourism organizations for their accomplishments. Nancy Johns, Marketing Executive at JC Resorts is one of these honorees.  

Nancy’s visionary approach is instrumental in driving revenue growth and enhancing brand presence a diverse portfolio of properties. With over twenty years of extensive experience in the hospitality sector, Nancy has established herself as a respected leader and mentor within the industry. Nancy is an active member of the HSMAI Marketing Advisory Board, collaborating with fellow industry experts to assess the evolving hotel marketing landscape and strategize on how HSMAI can inspire and empower marketers in today’s dynamic environment.

KEY ACCOMPLISHMENT:. Nancy’s leadership ensured that the rebrand was effectively implemented including updating signage and creating new branding assets such as apparel, presentation templates, and email signatures. The rebrand also extended to digital platforms with new webinar backgrounds and email signatures. This comprehensive approach not only revitalized market presence but also reinforced brand consistency across various touchpoints.

WHAT INSPIRED THIS NOMINATION? Working with Nancy is a sincere pleasure. Her exceptional contributions and leadership are truly admirable. Her dedication to nurturing companies and collaborating with outstanding team members underscores her as a trustworthy and respected leader.

Q&A WITH NANCY JOHNS

What advice would you give to your younger self?  

If I could sit down with my younger self over a Diet Coke (probably not my first of the day), I’d say this: The sidelines aren’t for you; go for it.

The world is full of opportunities, and the biggest mistake you can make is waiting for everything to be perfect. You don’t need everything to be perfect—you need to experience everything.

Some of the best lessons in my career didn’t come from flawless execution; they came from taking a leap, learning from mistakes, and figuring things out along the way. I’ve learned that growth doesn’t come from getting everything right the first time but from being open, adaptable, and willing to take chances.

You will learn from everyone you meet and everything you do. Every conversation, challenge, and unexpected detour has something to teach you—if you’re paying attention.

And as the saying goes: “The journey is as good as the ride.” So, embrace the twists and turns, take the scenic route, and enjoy every moment along the way.

What keeps you inspired? 

 For me, inspiration comes from the endless journey of learning. This industry moves fast—consumer behaviors shift, technology evolves, and what worked yesterday might be obsolete tomorrow. That constant change? It’s exhilarating.

I find energy in the people around me—both the fresh perspectives that challenge my thinking and the trusted colleagues who push me to go further. Every conversation, every brainstorming session, every casual chat has the potential to spark a new idea.

And then there’s curiosity—the secret ingredient. Is there a smarter way to connect the dots? Could a small shift take this campaign from solid to spectacular? What’s the next trend we should be riding before it even takes off? Staying curious, questioning assumptions, and pushing boundaries is what keeps marketing exciting.

Because at the end of the day, marketing isn’t just about selling something—it’s about creating something that resonates. And the best way to do that? Keep learning, keep questioning, and keep pushing forward.

Keep an eye out – the applications for the class of 2025 HSMAI Top 25 Minds will open in July.

HSMAI Launches New Edition of Certified Hospitality Digital Marketer (CHDM) Study Guide

The Hospitality Sales and Marketing Association International (HSMAI) has released the 7th Edition of Hospitality Digital Marketing Essentials, the Certified Hospitality Digital Marketer (CHDM) certification study guide—the most comprehensive and up-to-date resource for hospitality professionals looking to deepen their digital marketing knowledge or prepare for the globally recognized CHDM certification.

Each CHDM certification applicant receives a digital copy of the guide, which is also available as a standalone educational tool for hoteliers and hospitality leaders seeking to stay competitive in a rapidly evolving digital landscape. The 7th edition features expanded content across all sections to reflect the major shifts in digital marketing since the last edition in June 2023.

New for this year are four chapters designed to reflect the current demands and intersections of hotel commercial strategy: Over-the-Top (OTT) Advertising for Hotels; A Hotel Marketer’s Guide to Revenue Management; Hotel Distribution Essentials for Marketers; and The Interdependence of Sales & Marketing. Other key updates include the latest developments on Google, Meta, and OTAs—covering new offerings, advertising processes, and platform evolutions—as well as an updated chapter on Artificial Intelligence, complemented by AI-related insights and actionable strategies woven throughout the guide.

“The 7th edition reflects the pace and complexity of digital transformation in hospitality,” said Nancy Johns, CHDM, Head of Marketing at JC Resorts and Chair of HSMAI’s Marketing Advisory Board. “It’s a reference for anyone looking to lead strategically in marketing, sales, or revenue optimization. The added focus on AI, new media channels, and cross-functional collaboration makes it an indispensable tool.”

Created for hospitality marketing, sales, and revenue optimization professionals, the CHDM certification and study guide empower individuals to level up their skills, pivot into digital roles, or better understand how digital impacts every corner of commercial strategy.

To learn more about the CHDM certification, visit Certified Hospitality Digital Marketer (CHDM).