HSMAI 2026 Commercial Strategy Conference Coming to San Antonio, Texas

McLean, VA – The Hospitality Sales and Marketing Association International’s (HSMAI) Commercial Strategy Conference for the Americas will take place in San Antonio, Texas from June 16-17, 2026, at the Henry B. Gonzalez Convention Center.  

The event combines key commercial disciplines—marketing, revenue optimization, sales, and distribution—bringing together hospitality professionals for one dynamic, cross-functional experience. Attendees can expect a mix of keynote presentations, breakout sessions, partner showcases, and high-impact networking opportunities. 

The conference, along with its pre- and post-event workshops, training sessions, and executive roundtables, helps hospitality professionals stay ahead of emerging challenges, uncover new opportunities, and better align commercial functions. Attendees will gain the tools and strategic perspective to adapt in a rapidly evolving landscape and drive profitability across the entire customer journey. 

Hospitality is evolving at an unprecedented pace, and success today requires a more integrated and agile commercial approach. Our Commercial Strategy Conference brings together the industry’s brightest minds to share ideas, challenge convention, and shape what’s next. We’re excited to welcome professionals from across the industry to learn from one another, gain real-world insights, and leave equipped with actionable strategies.

Brian Hicks, President & CEO of HSMAI

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

June 15 | Pre-Event Workshops & Roundtables  

• Executive Roundtables *by invitation 

• Rising Leader Council Joint Meeting 

• Partner Insights Workshops

• Emerging Leaders Reception 

June 16 | Commercial Strategy Conference Day 1  

• General Sessions: 

  • Change Mindset: Change. Simply. Do It.

  • From Occupancy to Obsession: What Hotels Can Learn from Fan Culture

  • Thunderclaps: Powerful Ideas. Lightning Fast. 

• Breakouts: 14 breakout sessions over the course of the day will address the most important issues facing commercial professionals 

• Partner Showcase 

• Networking breakfast, lunch, and reception  

June 17 | Commercial Strategy Conference Day 2  

• General Sessions: 

  • New Realities Ahead: Navigating North America’s Economic and Geopolitical Crosswind

  • Spotlight Conversation: Honoring Excellence in Commercial Strategy

  • Unconventional Wisdom: Winning Commercial Strategies from Unexpected Places  

  • The Future of Hospitality

• Breakouts: 14 breakout sessions over the course of the day will address the most important issues facing commercial professionals 

• Partner Showcase 

• Networking breakfast, lunch, and reception  

June 18 | Post-Event Workshops & Roundtables  

• Executive Roundtables *by invitation 

View additional information and the full conference schedule here.   

Industry partners supporting HSMAI’s Commercial Strategy Conference include: 

• Premiere: IDeaS, Tambourine

• Platinum: Cendyn, Duetto, Lighthouse

• Gold: Amadeus, Aven Hospitality, Booking.com, Kalibri, SiteMinder, Sojern, Visiting Media 

• Silver: Amaze, Curacity, FlexPay, FLYR, Milestone, Onyx, Plusgrade 

• Bronze: Flip.to, HEDNA, HFTP, Nuitee, RoomPriceGenie, STR, The Guestbook, Travel Media Group, Triptease

• Media Partners: The Future of Hospitality and Hospitality Upgrade  

To learn about partnership opportunities, contact Mat Havrilla at [email protected].  

Registration details are available here. Registration savings are available to hotel companies when registering five or more people. To inquire about media passes, please contact [email protected].   

The Commercial Strategy Conference is being held in conjunction with Hospitality Financial and Technology Professionals’ (HFTP) Hospitality Industry Technology Exposition & Conference (HITEC).