Insights Type: Articles

HSMAI Foundation Announces 2025 Mike Dimond Student Career Success Grant Recipients

The Hospitality Sales & Marketing Association International Foundation is proud to announce  Reem Alaqili, Juliette van der Ham, Margaret Thompson, and Libby Warden as the recipients of the 2025 Mike Dimond Student Career Success Grant. This prestigious program supports the development opportunities available to hospitality students interested in careers in commercial strategy. The grant provides aspiring professionals with financial support, access to industry thought leadership, and a dedicated mentorship experience with a seasoned executive.

Reem Alaqili is a fourth-year international student studying hospitality management at The Pennsylvania State University. She serves as president of the National Society of Minorities in Hospitality (NSMH) and as secretary of Penn State’s HSMAI Collegiate Chapter, where she first stepped into leadership as public relations chair. Reem has completed two internships with Marriott Vacations Worldwide, gaining front desk experience while shadowing sales operations and strengthening her expertise in guest service and sales. Passionate about hospitality sales and marketing, she has actively pursued leadership, service, and professional development opportunities to grow her skills. She aspires to build a career in hospitality sales and marketing, bringing an international perspective and a strong drive for success to the industry.

Margaret Thompson recently graduated from Boston University with a bachelor’s degree in hospitality administration, concentrating in event management and marketing. She will begin pursuing a master’s degree in global hospitality management at New York University this fall. During her undergraduate career, Margaret built a strong foundation in event planning, marketing strategy, and hospitality leadership, which she now looks forward to expanding through graduate study. A dedicated member of HSMAI, she is eager to continue her involvement with the organization and to build a successful career in hospitality leadership.

Juliette van der Ham is a fourth-year student at Hotel Management School Maastricht, currently completing her final internship in asset management at Wasl Hospitality in Dubai. Her first internship took her to The Reykjavik Edition in Iceland, where she gained hands-on operational experience as a housekeeping supervisor. Juliette pursued a minor in strategic revenue and real estate management and completed a consultancy project focused on acquisition and development for a white-label operator. She has earned WSET and STR certifications and participated in the Excellence Program, later serving as external coordinator for multiple editions. In 2024, she joined the HSMAI Europe Student Council and was honored to serve as chair before relocating. She also competed in the Young Hospitality Summit, a global platform that encourages innovation. Passionate about the strategic side of hospitality, Juliette is dedicated to initiatives that foster collaboration, growth, and lifelong learning as she prepares to begin her career.

Libby Worden, from Toronto, Canada, is a fourth-year hospitality and tourism management student at Toronto Metropolitan University and co-president of the Ted Rogers Sales Club. She recently completed an internship with HVS in Montreal, where she gained hands-on experience in hotel consulting and valuation. Libby has also worked in hotels across Canada and led her sales team to international recognition, including becoming the first Canadian team to win Overall University Champion at the International Collegiate Sales Competition in Florida. Passionate about hospitality, sales, and hotel real estate, she is committed to bridging the gap between academia and industry while pursuing a career in the field.

The competition for the Student Career Success Grant considers academic achievement, industry experience, and a written statement outlining career aspirations. Submissions are reviewed by the HSMAI Foundation Board of Directors.

“This year’s grant recipients truly exemplify the curiosity, dedication, and leadership that define the next generation of hospitality professionals,” said Lori Kiel, CHDM, Chair of the HSMAI Foundation and Senior Vice President of Revenue Management at Pyramid Global Hospitality. “We are proud to provide them with resources, mentorship, and connections that will help shape their careers and, ultimately, the future of hospitality leadership.”

Named in honor of Mike Dimond, one of the hospitality industry’s most respected marketing executives, the grant was created by his family to expand and enhance the development opportunities available to hospitality students interested in careers in commercial strategy. Dimond was widely regarded as one of the nation’s top hotel marketing leaders, serving in senior roles including senior vice president of sales and marketing at The Broadmoor in Colorado Springs. He is a member of the HSMAI Hall of Fame and was recognized as one of “The 25 Most Extraordinary Minds in Hospitality & Travel.”

To learn more on the HSMAI Foundation and its programs, visit www.hsmaifoundation.org.

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Media Contact

MMGY

hsmaipr@mmgy.com

About the HSMAI Foundation

The HSMAI Foundation is a 501c3 organization established in 1983 to serve as the research and educational arm of the Hospitality Sales and Marketing Association International. The Foundation’s mission is to elevate the overall caliber and performance of sales, marketing, and revenue management professionals in the global hospitality industry by driving initiatives that will attract new talent, develop emerging talent and engage existing talent. The work of the Foundation is supported by private donations and Corporate Talent Partners. Visit www.hsmaifoundation.org for more information.

A Note from Brian Hicks, CEO

Adrian’s Deadline Approaching: Submit Before It’s Too Late 

There are 14 more days to submit Adrian Award entries! If you haven’t looked at the details – we’re excited to share that you’ll find some new categories recognizing the work that’s truly moving our industry forward. The updated Adrian Awards categories for 2025 reflect a marketing landscape that’s rapidly evolving – driven by innovation, data, and new channels for connection. These changes ensure we’re celebrating the real strategies travel and hospitality professionals are using today, from AI-driven storytelling to hyper-targeted digital engagement. We’ve modernized the Adrian’s to match the moment and to honor the creativity and results that define excellence in today’s hospitality marketing. Click here to learn more and to Submit the Extraordinary.  

 

HSMAI Foundation Report: AI in Action 

I’m excited to share the HSMAI Foundation continues its work exploring the impact of AI on our industry and on our workforce. The report will be widely distributed in the coming weeks, and what this latest AI report makes clear is that the future of hospitality’s workforce lies in embedding intelligence directly into daily workflows, not layering on another tool. Our case study with Expedia Group shows just how transformative this shift can be: sales managers reported saving over an hour a week, 83% said coaching quality improved, and sales teams saw measurable lifts in confidence, close rates, and partner satisfaction. Even a modest 0.3% rise in pitch success, when scaled globally, translates into millions in new revenue. The lesson is simple but powerful: when AI turns feedback into a continuous, data-driven process, professional development stops being an event and becomes a true engine for performance, retention, and growth. I welcome you to read the full report here and to share it with your teams. 

 

Top 25 Awards: Nominations Open Sept 2 

 Each year, HSMAI honors the Top 25 Most Extraordinary Minds in Sales, Marketing, and Revenue Optimization, celebrating the people who are pushing our industry forward with fresh ideas, bold strategies, and measurable impact. This award isn’t about lifetime achievement – it’s about specific initiatives over the past 18 months that have transformed businesses, advanced teams, and elevated our industry. Nominations for the 2025 class open September 2 through September 30. Nominations are now open, and I encourage you to take a moment to recognize a colleague whose work has truly made a difference. Let’s shine a spotlight on the extraordinary leaders shaping the future of hospitality. Click here to learn more about the nomination process.   

HSMAI Foundation Report: AI in Action

I’m excited to share the HSMAI Foundation continues its work exploring the impact of AI on our industry and on our workforce. The report will be widely distributed in the coming weeks, and what this latest AI report makes clear is that the future of hospitality’s workforce lies in embedding intelligence directly into daily workflows, not layering on another tool. Our case study with Expedia Group shows just how transformative this shift can be: sales managers reported saving over an hour a week, 83% said coaching quality improved, and sales teams saw measurable lifts in confidence, close rates, and partner satisfaction. Even a modest 0.3% rise in pitch success, when scaled globally, translates into millions in new revenue. The lesson is simple but powerful: when AI turns feedback into a continuous, data-driven process, professional development stops being an event and becomes a true engine for performance, retention, and growth. I welcome you to read the full report here and to share it with your teams.

Adrian’s Deadline Approaching: Submit Before It’s Too Late

There are 14 more days to submit Adrian Award entries! If you haven’t looked at the details – we’re excited to share that you’ll find some new categories recognizing the work that’s truly moving our industry forward. The updated Adrian Awards categories for 2025 reflect a marketing landscape that’s rapidly evolving – driven by innovation, data, and new channels for connection. These changes ensure we’re celebrating the real strategies travel and hospitality professionals are using today, from AI-driven storytelling to hyper-targeted digital engagement. We’ve modernized the Adrian’s to match the moment and to honor the creativity and results that define excellence in today’s hospitality marketing. Click here to learn more and to Submit the Extraordinary. 

Amir’s Key Takeaways: U.S. Tariffs and Politics Continue to Discourage Canadian Travelers

1. Recent Travel Planning Patterns: Within the past six months, 18% of Canadian travelers surveyed indicated that they have canceled a previously planned visit. Looking ahead, nearly one in five Canadian travelers (17%) indicated they intended to travel to the U.S. in the next 12 months, but recently canceled their plans, significantly less than April 2025 (36%). While the decline in cancellations is encouraging, it is likely more reflective of a smaller volume of pre-booked trips to the U.S. among Canadians to cancel than existed during the previous survey in April.
2. Policy-Driven Avoidance: A majority of Canadian travelers surveyed (63%) say U.S. policies make them less likely to visit. Leading deterrents include concerns about tariffs and economic policies (80%), as well as political statements by U.S. leaders (71%) that contribute to a less welcoming environment and greater uncertainty around cross-border travel.
3. Domestic Substitution Pattern: When changing U.S. plans, Canadians are choosing domestic alternatives (42%) over international alternatives to the U.S. (30%). We saw a similar pattern in the Spring survey.
4. Alternative Destination Preferences: Europe was the most frequently mentioned alternative, followed by Mexico and the Caribbean. Once again, consistent with what we saw in the Spring.
5. Escalating Political Influence: The impact of political factors on travel decisions increased from April to July. Political statements by U.S. leaders became more influential (+7.4 points), as did overall political discontent within the U.S. (+4.0 points), and sovereignty rhetoric by U.S. leaders (+4.5 points), showing that high-profile political dynamics are increasingly discouraging Canadian visits. But note that 45% say it is the exchange rate between the U.S. and Canadian dollars that are a cause of the travel plans (similar to April)… so a big part of this is also likely economics, and not just policy-driven! (Slide 8)
6. Perception Gap: While 84% of Canadians acknowledge the U.S. offers abundant attractions, only 36% perceive it as welcoming to travelers of diverse backgrounds and 43% feel welcomed as Canadians, revealing a substantial gap remains between destination appeal and hospitality perceptions that emerged in the Spring survey.

HSMAI’s Curate: A Commercial Futures Forum Found Its Home at Nashville’s Bluebird Café

On Wednesday, August 6, HSMAI hosted a remarkable, organizational‑members‑only edition of its Curate Executive Insights Forum at Nashville’s iconic Bluebird Café. Members gathered—not merely to network, but to explore how creativity and storytelling fuel commercial strategy within our industry. Set in one of music’s most renowned listening rooms, the event fostered authenticity, connection, and even a touch of inspiration through music.

This exclusive forum allowed Organizational Member associates to engage deeply with peers across hospitality sales, marketing, revenue optimization, and distribution—reinforcing HSMAI’s commitment to delivering content through cross‑disciplinary dialogue and executive‑level programming. Curate provided invaluable insight into emerging trends and strategic challenges facing hospitality organizations today.

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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Media Contact
MMGY
hsmaipr@mmgy.com 

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.