Insights Type: Articles

What’s In It For Me? Navigating Change in Revenue Strategy Transformation

By Rachel Kremnitzer, Senior Manager – Project & Change Management, Hilton, Rising Revenue Optimization Leader Council  

The hospitality industry is evolving quickly as guest expectations shift, digital tools advance, and economic pressures shape demand. For revenue leaders, success depends on more than adopting new systems. It requires guiding people through change in a way that balances immediate performance with long-term transformation. The following reflections grew out of a recent Rising Leader discussion I facilitated, where participants shared perspectives on navigating change. 

Resistance to new processes, stakeholder complexity, integration challenges, and limited training time are frequent obstacles. Proving ROI can be equally difficult in unpredictable markets. Addressing these barriers calls for intentional communication, clear benefits for each role, and trust in both the data and the process. 

Change management works best when leaders: 

  1. Keep messaging concise 
  1. Emphasize “what’s in it for me” 
  1. Provide training that fits busy schedules 
  1. Demonstrate value through pilots and early wins 
  1. Align KPIs between commercial and property teams 
  1. Balance short- and long-term goals with 30/60/90-day planning 
  1. Protect time for learning and adoption of new technology 

Ultimately, revenue transformation succeeds when leaders treat change as a people strategy supported by technology. 

Further Reading 

 

Questions for your team:  

  • What are the biggest barriers in adopting new revenue tools or systems? 
  • How can you ensure both commercial and on-property teams understand and embrace change? 
  • How do you balance short-term revenue targets with long-term transformation goals? 
  • How has automation or AI impacted your strategy, and how did you manage that change? 

 

Experience What’s Next in Hospitality at The Hospitality Show

The hospitality industry is evolving quickly, and leaders are seeking fresh ideas, smarter solutions, and stronger partnerships to stay ahead. That’s exactly what you’ll find at The Hospitality Show 2025, taking place this October 26-28 in Denver. 

Designed for hospitality leaders navigating today’s challenges and tomorrow’s opportunities, The Hospitality Show brings together 5,000+ attendees, including owners, operators, general managers, brand leaders, and innovators from every corner of the industry. Over three days, participants will gain access to: 

  • 70+ industry-leading speakers delivering actionable insights on trends, technology, workforce, and profitability. 
  • 400+ vendors and solution providers showcasing the latest products and innovations to elevate guest experiences, streamline operations, and drive growth. 
  • 13+ hours of dedicated networking opportunities, from curated 1:1 meetings to lively receptions, ensuring you leave with new ideas and new connections. 
  • Three dynamic conference stages with content tailored to today’s most pressing challenges and tomorrow’s opportunities. 

HSMAI Spotlight: Don’t miss HSMAI President & CEO Brian Hicks live from the trade show floor on Tuesday, 2:50–3:20 p.m. on the Education Stage. He’ll be joined with partners from Revinate for the session, “HSMAI Presents: Beyond the Room: Unlocking Ancillary Revenue That Actually Delivers,” exploring strategies to maximize profitability by tapping into revenue streams beyond guest rooms — a must-see for commercial strategy leaders. 

Whether you’re looking to explore cutting-edge tools, connect with peers, or hear from thought leaders reshaping the industry, The Hospitality Show is designed to accelerate your path forward. 

As an HSMAI member, you’ll receive an exclusive $100 discount on registration with code HSMAI100. 

Register today: thehospitalityshow.com! 

The Hospitality Show Room Block closes September 30 – reserve your room now.  

 

Leading Well: What a Simple Wellness Assessment Reveals

Jamie Malloy, CMP, CHSL, Executive Director of Sales at Bellagio, HSMAI Sales Advisory Board Member   

I facilitated a recent HSMAI Sales Advisory Board meeting on a topic I’m passionate about, wellness. We began with a simple wellness self-assessment that covered five domains including emotional wellness, mental clarity, physical wellness, connection and belonging, and joy and fulfillment. This sparked candid reflection about how leaders care for themselves and their teams. 

5 Takeaways from the Conversation 

  1. Mental clarity is often the lowest score.
    Several leaders admitted they overschedule, struggle to use stress-management tools they already have and rarely take breaks. As one participant put it: “My biggest enemy is my calendar.”
  2. Belonging is fragile but powerful.
    People often stay for the community you create. That’s a compliment and a responsibility, especially when you’re also making tough calls and when teams face turnover or change.
  3. Joy and fulfillment can’t be an afterthought.
    Leaders noted their teams often lack hope or purpose outside of work. Small rituals like starting meetings with coloring, ending with kudos, or sharing “one thing that went right” shifted energy and strengthened morale.
  4. Physical wellness is the easiest lever and the easiest to ignore.
    Hydration, exercise, and sleep repeatedly surfaced. Some leaders use reminders to drink water, others step out for midday workouts, and many admitted that sleep is neglected but critical.
  5. Saying no and letting go of perfection.
    Women especially shared the challenge of overcommitting and offering excuses instead of a simple “no.” Others highlighted the importance of delegation and accepting that tasks done differently are not necessarily wrong.

Micro-Practices to Try 

From the discussion, here are small, practical steps leaders are taking or encouraging on their teams: 

  • Take intentional breaks. Even 15 minutes to walk, read, or stretch resets energy. 
  • Protect personal space. Schedule evenings off before or after busy days to recharge. 
  • Bring play into work. Coloring, kudos rounds, or sharing small wins boost joy. 
  • Prioritize basics. Sleep, hydration, and movement are foundational to energy and clarity. 
  • Model boundaries. Say “no” without long explanations and encourage others to do the same. 
  • Normalize wellness check-ins. Ask about emotional or physical well-being in 1:1s, not just work tasks. 
  • Lead by example. Use wellness spaces or breaks yourself so teams see it as acceptable. 

The conversation closed with a reminder: leaders set the tone. “Our physical bodies are always telling us how we’re doing emotionally,” one noted. By showing vulnerability, protecting wellness, and celebrating small moments, leaders not only care for themselves but also create safer, healthier spaces for their teams to thrive. 

Assessment:  

Questions to consider: 

  1. Insights from the Assessment – did any domain surprise you? 
  1. Where did you score the lowest, and what small shift could make a difference?  
  1. What are you noticing from your teams around stress, burnout, disengagement? 
  1. How do you see your own wellness directly impacting your team’s wellness and morale?  
  1. Have you started to weave mental health into your one-on-ones? How can we embed “wellness check-ins” more? 
  1. What resources, outside of the norm, are you offering? 
  1. If you had to introduce one new wellness initiative this year that supports both leaders and staff, what would it be? 

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.