The hospitality industry has long been defined by consistency, service, and trust. But in recent years, disruptors like Airbnb and Vrbo have rapidly gained market share, appealing to travelers seeking space, flexibility, and local experiences. For hotel sales and marketing professionals, this has forced a fundamental question: How can we compete? 

The event exemplified HSMAI’s mission to fuel sales, inspire marketing, and optimize revenue. Developed in collaboration with its Commercial Strategy Conference Advisory Board, the program delivered a balance of strategic vision and tactical value.

Understanding the true cost of a hotel booking isn’t as straightforward as it might seem. Between marketing investments, agency fees, and labor costs, even a “direct” booking isn’t always the most profitable.