For years, online travel agencies (OTAs) dominated the perception game, widely regarded by travelers as the go-to source for scoring the best hotel deals.

HSMAI staff had a chance to sit down with Hein and chat about her upcoming session. Hein will introduce the concept of tactical empathy, a trust-based approach to influence that prioritizes deep listening, psychological awareness, and authentic connection. “This isn’t about manipulation,” she says. “It’s about building rapport and influencing with integrity.”

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.