On December 4, for the first time in the association's history, the Hospitality Sales and Marketing Association International (HSMAI) hosted its renowned Revenue Optimization Conference (ROC) in Dubai. This was ROC's fifth global event of the year, other ROC locations include The United States, The Netherlands, Singapore, and Brazil. ROC's hugely successful launch at Madinat Jumeirah brought together Revenue Management, Distribution, Sales and Marketing executives in the hotel industry with a programme compiled of education, collaboration and innovation. Each year, ROC delivers the most compelling and comprehensive revenue management event for the hotel industry.