Source: HSMAI

As the travel industry recovery continues to accelerate, hospitality professionals are seeking ideas and insights to guide them in developing and driving commercial strategies to maximize profitability. The Hospitality Sales and Marketing Association International (HSMAI) Americas is primed to address this need with a full slate of educational opportunities for 2023 designed to foster continued growth through best practice sharing in today’s commercial disciplines of sales, marketing, revenue optimization, and distribution.

“Optimizing revenue streams and staying current with insights and trends relative to the new types of corporate and group travel demand are two of the most important reasons commercial hospitality leaders need to stay engaged with HSMAI,” said Robert Gilbert, CHME, CHBA, president and CEO of HSMAI. “Another key reason is to learn and share best practices to attract and retain talent. Our mix of on-demand, online, and face-to-face programs for 2023 offers opportunities to learn from, and connect with, leaders in hospitality who will help industry professionals thrive in 2023 and beyond.”

HSMAI Americas will host the following in-person events in 2023:

HSMAI Adrian Awards Celebration
February 23
Los Angeles, CA, USA

HSMAI invites the industry to help commemorate The Next Great Chapter in travel marketing at the 2022 Adrian Awards Celebration, taking place on the West Coast for the first time. Thursday, February 23, 2023, at the JW Marriott LA Live HSMAI will celebrate the best advertising, digital, PR/communications, and integrated campaigns. The 2022 class of HSMAI’s Top 25 Minds will also be honored and celebrated, along with lifetime achievement in marketing and public relations.

HSMAI Commercial Strategy Week
June 26-29
Toronto, ON, Canada

HSMAI Commercial Strategy Week reflects the integration of marketing, revenue optimization, and other commercial functions into new and evolving commercial strategy operations inside many hotel companies.

Commercial Strategy Week events help hoteliers anticipate and respond to headwinds, identify new opportunities, and better align their sales, marketing, and revenue optimization efforts. Past Commercial Strategy Week attendees report that they are better able to adapt to the ever-changing hospitality landscape and drive profit throughout the customer journey.

In 2023, two of HSMAI’s commercial strategy events will be back together again in Toronto:

  • Marketing Strategy Conference | June 27
  • HSMAI ROC Americas | June 28

HSMAI Sales Leader Forum
November 8
Long Beach, CA, USA

The HSMAI Sales Leader Forum advances the hotel sales discipline by elevating the knowledge and skills of off-property sales leaders and fueling their sales potential. Attendees will learn practical information and acquire insights and strategies to help hone their action plan and guide their sales strategies.

Executive Roundtables
Invitation-only HSMAI Executive Roundtables will be held in conjunction with our in-person signature events: HSMAI Adrian Awards, HSMAI ROC, Marketing Strategy Conference, and Sales Leader Forum. HSMAI Executive Roundtables are networks of like-minded senior hotel leaders that meet face-to-face and virtually. They are a unique opportunity for executive-level peer groups to have meaningful dialogue in a confidential environment.

HSMAI Americas will host the following professional development opportunities in 2023:

CHDM Review Course
CRME Review Course
June 26, Toronto

These four-hour workshops held in conjunction with HSMAI Commercial Strategy Week will review the key components of the Certified Hospitality Digital Marketer (CHDM) certification or Certified Revenue Management Executive (CRME) certification materials, and are a great final “cram session” before you take the exam. Participants have the opportunity to take the CHDM or CRME exam on-site immediately following the review course if they have submitted their application in advance.

Hotel Digital Sales Essentials
This five-week blended learning series uses self-paced online modules and weekly facilitated workshops to teach hospitality professionals to understand the buyer’s approach to purchasing and learn the strategies and apps needed to find and close more sales.

Feb. 13 – March 20
April 10 – May 15
Sept. 11 – Oct. 16
Nov. 13 – Dec. 18

Hotel Revenue Optimization Essentials
This instructor-led six-week virtual course takes a deep dive into the fundamentals, cross-disciplinary partnerships, and emerging elements that affect revenue optimization.

This is an excellent “prep course” for hospitality pros considering pursuing the Certified Revenue Management Executive (CRME) certification.

Jan. 10 – Feb. 14
Feb. 28 – April 4
April 18 – May 23
Aug. 8 – Sept. 12
Sept. 26 – Oct. 31
Nov. 14 – Dec. 19

Hotel Digital Marketing Essentials
More than just an online course, this live, six-week, collaborative education experience equips hospitality pros with the confidence to find their way through the complex web of hotel digital marketing. They’ll come away with the critical knowledge to work more skillfully with internal teams and external partners to grow sales. Participants will also gain the skills and knowledge to prepare for the Certified Hospitality Digital Marketer (CHDM) exam.

And, coming soon, HDME+, a new self-paced option so you can learn when it is most convenient for you.

Feb. 13 – March 20
April 10 – May 15
Sept. 11 – Oct. 16
Nov. 13 – Dec. 18

On-Demand Courses

Learn from industry experts and grow your knowledge at a pace that works for you. These courses, presented by HSMAI and its partners, are carefully developed and curated to offer the ultimate in convenience and flexibility—as well as HSMAI’s proven track record for education.

Navigating Metasearch
Metasearch continues to grow in importance for hotels, especially in relation to the “book direct” movement. This course will help you:
· Understand how metasearch works
· Confidently navigate the metasearch marketing landscape
· Create campaign goals and strategies using metasearch to achieve them
· Realistically plan your metasearch budget

HSMAI Academy
A partnership of HSMAI regions around the world, the HSMAI Academy offers a variety of short on-demand courses to help hoteliers upskill and expand skills. See all the Academy has to offer at

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