Events Calendar

HSMAI Sales Leader Forum


The Westin Stonebriar Hotel & Golf Club
Frisco - TX, United States

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HSMAI Sales Leader Forum

New in 2019, the HSMAI Sales Leader Forum is a unique event that advances the hotel sales discipline by elevating the knowledge and skills of corporate sales leaders when it comes to important trends, critical insights, and best practices…and what it means for leading hotel sales teams in today's landscape.

The Forum is organized by HSMAI's Sales Advisory Board.

Who should attend?

  • Off-property seasoned sellers who want to fuel, update, and/or reinvigorate their career in sales or sales leadership
  • Sales professionals from Brands, Management Companies, and Independent hotels and resorts who are leading teams and impacting front-line sellers - from corporate leaders who support on-property teams to regional DOS who oversee multiple properties
  • Examples of attendee titles include Group & BT:
    • national sales director
    • strategic account director
    • key account director
    • area director
    • regional director of sales


Detailed information on each session, including speaker information, is updated regularly. Check back often for the latest details.


  • The agenda will include strategic conversations, tactical solutions sessions - all designed to build business acumen to elevate sales as a whole.
  • Cindy Novotny: An icon in the hospitality industry, Cindy is the original founder of Master Connections Associates and is an internationally renowned leader in sales, leadership, and customer service. Cindy will emcee the day, and deliver a compelling and powerful keynote.
  • Scott Edinger: Executive Advisor, Consultant, and Author of "The Hidden Leader: Discover and Develop Greatness Within Your Company," will close the day with a thought-provoking and inspiring talk.

Topics on Tap

  • Using Data to Drive Decisions around Talent, Deployment, Resources, and More
  • Improving Interactions with Asset Managers
  • Leading a Sales Culture
  • The Role of Data Analytics in Hotel Sales
  • Coaching a Team for Strategic Selling
  • Retention Strategies for Sales Professionals that Work
  • Intermediaries: Should they be managed like a key account?
  • Social Selling
  • Making Your Sales Team High Tech
  • Selling Up and Around: Proving the Value of Sales
  • Building Business Acumen
  • Everybody Sells, Everybody is a Seller: Driving a Sales Culture Throughout the Organization

Events In Conjunction With the Forum

  • HSMAI's Chief Sales Officer Executive Roundtable will be on Tuesday, November 5 from 8:00 am - 4:00 pm (by invitation)
  • HSMAI's Hotel Management Company Sales & Marketing Executive Roundtable will be on Tuesday, November 5 from 8:00 am - 4:00 pm (by invitation)

HSMAI Sales Leader Forum is organized by

Recent HSMAI Sales Leader Forum News

HSMAI Announces Recipient of Sales Lifetime Achievement Award and Sales Professionals of the Year

24 October 2019 — The Hospitality Sales & Marketing Association (HSMAI) is pleased to announce the recipients of three prestigious sales awards. HSMAI will honor Cindy Novotny with its Lifetime Achievement Award in Sales. In addition, Kristi Griffith and Valerie Rios will be recognized as the HSMAI 2019 Sales Professionals of the Year.
Read more

HSMAI's launches first-ever Rising Sales Leader Council

8 October 2019 — HSMAI has launched an all-new Rising Sales Leader Council. The Council is a professional development and advocacy group comprised of up-and-coming professionals working in a mix of hospitality sales roles across a variety of organizations including hotel on-property, regional, corporate, DMO, DMC, Management Company, brand, partner, and more.
Read more

Register for the FIRST-EVER HSMAI Sales Leader Forum!

23 July 2019 — HSMAI is proud to announce the first-ever HSMAI Sales Leader Forum, November 5-6, at the Westin Stonebriar Hotel & Golf Club in Frisco, Texas. This unique event advances the hotel sales discipline by elevating the knowledge and skills of off-property sales leaders with new trends, critical insights, and best practices, and their application to leading hotel sales teams in today's landscape.
Read more