Industry Update
Press Release25 June 2021

Renew, Rebuild, Recover: HSMAI Commercial Strategy Week

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The Hospitality Sales and Marketing Association International (HSMAI) Commercial Strategy Week will take place in-person in Dallas, Texas, from September 27-30, 2021. The program will focus on renewing, rebuilding, and recovering, as hospitality professionals navigate the post-pandemic landscape. The week’s events will reflect the increasing convergence of sales, marketing, revenue optimization, and other commercial functions.


This year, the HSMAI Marketing Strategy Conference on September 28 will address the latest data, research, and new developments in marketers’ efforts – online and off – to connect with, track, and influence changing consumer sentiments throughout all phases of travel. HSMAI ROC Americas on September 29 will prepare attendees to fuel their company’s recovery, elevate their leadership and business acumen, anticipate, and respond to headwinds, and drive profit throughout the customer journey.

“We are looking forward to safely gathering marketing and revenue optimization leaders for the first time in over a year at HSMAI’s Commercial Strategy Week,” said Robert A. Gilbert, CHME, CHBA, president and CEO, HSMAI. “This is a unique time in history, as hospitality professionals lead the industry’s renewal and recovery. Now more than ever, they need actionable insights and thought-provoking ideas to guide their strategies and build industry stability.”

The lineup of educational sessions, presentations, and networking opportunities include:

HSMAI Commercial Strategy Week - September 27

  • HSMAI Americas Board of Directors Meeting
  • Executive Roundtables (Chief Marketing, Digital, and Loyalty Officers)
  • CHDM Review Course
  • Resort Best Practices Roundtable
  • Partner Insights Workshops

HSMAI Marketing Strategy Conference - September 28

  • Keynote: Who is the Post-Covid Traveler?
  • General Sessions:
    • Executive Insights: View from the Top
    • Drive Leisure Demand & Engage the Leisure Traveler
    • The Lightning Round: Insights Worth Sharing
  • Breakouts: Nine sessions will address the most important issues facing hotel marketers

HSMAI ROC Americas - September 29

  • Keynote: The Outlook: Recovery and Beyond with Adam Sacks, President, Tourism Economics
  • General Sessions
    • A View From The Top: Chief Commercial Officers Take on the Big Issues
    • The Lightning Round
  • 12 breakout sessions over the course of the day will address the most important issues facing revenue leaders.
  • Chief Revenue Officer (CRO) Roundtables on September 30

Industry professionals also have the opportunity to participate in the CHDM Review Course on September 27 and the CRME Review Course on September 28. Both courses review the key concepts covered in the certification study guide for the respective designated certification and allow participants to take the exam on-site immediately following the review course if they have submitted their application in advance.

Thank you to the partners sponsoring HSMAI’s Commercial Strategy Week events and programs:

  • Preferred: IDeaS an SAS Company
  • Platinum: Revenue Analytics, RateGain
  • Silver: Fornova, OTA Insight, Oracle Hospitality
  • Bronze: Cendyn, Expedia, HTFP, Milestone, ResortPass, Revenue Matters, SHR, STR, Travel Outlook Premium Hotel Call Center, Vertical Booking USA, and Women in Travel Thrive

To learn about partnership opportunities, contact Elise Rhinehart at [email protected].

View the ROC Americas program and the Marketing Strategy Conference program for additional information.

Access ROC Americas registration and/or Marketing Strategy Conference registration to reserve your seat. Media passes are available by contacting Nicole Quain at [email protected].

Related Events

HSMAI’s Marketing Strategy Conference

Kay Bailey Hutchison Convention Center Dallas — Dallas, TX United States
event information

HSMAI ROC Americas

Kay Bailey Hutchison Convention Center Dallas — Dallas, TX United States
event information


HSMAI is a global organization of sales, marketing, and revenue optimization professionals representing all segments of the hospitality industry. With a strong focus on education, HSMAI leads the way in identifying and communicating trends in the hospitality industry. Operating as a leading voice for both hospitality and the sales, marketing, and revenue optimization disciplines, HSMAI connects its members with customers. Founded in the United States in 1927, HSMAI is a membership organization comprising 5,000 members from 35 countries and chapters worldwide. HSMAI operates around the globe via regional boards of directors and staff. There are four regions: the Americas, Asia Pacific, Europe, and the Middle East. Each region has signature programs and services for association members. HSMAI has a Global board which is made up of delegates from each region

Nicole Quain
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