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Brian Hicks, President and CEO of Hospitality Sales & Marketing Association International (HSMAI)
If there’s one word that sums up the future of hospitality commercial strategy, it is unified. At HSMAI, we’ve long talked about the power of cross-disciplinary collaboration. But this year, we’re doing more than talking about it, we’re making it the centerpiece of the HSMAI Commercial Strategy Conference. Commercial growth today happens when sales, marketing, revenue, and distribution professionals come together with shared goals, aligned data, and integrated strategies. That’s why this year’s conference is structured to reflect the transformational power of moving from solos to symphony.
In one keynote, Breaking Down Silos: Uniting Commercial Strategy for Maximum Profitability, Kristie Goshow, Allison Handy, Kelly McGuire, and Ankur Randev will set the tone. They will share what collaboration across the commercial spectrum actually looks like in practice.
Designed for the Full Team
Whether you lead a sales team, manage revenue optimization, oversee distribution, or lead marketing strategies, this year’s agenda delivers something for you and for your teams.
Highlights include:
- What Sales Leaders Need to Know about revenue, marketing, and distribution.
- AI in Action, highlighting real-world examples of smarter, faster hospitality workflows.
- Aligning with Ownership, helping commercial leaders translate strategy into stakeholder value.
Plus, deep dives into customer journey mapping, reskilling, and future-proof leadership skills.
The Must-Attend Event in 2025
So, here’s the invitation: don’t just come as one part of a team, come as a team.
This isn’t a marketing event that includes sales. It’s not a revenue event with a nod to distribution. This is an integrated, intentional, and inspiring experience for the full commercial team.
Every commercial team member brings a unique perspective to the conference. As you listen in on the diverse topics covered at the conference, you can harness these different viewpoints to create a more rounded and effective strategic approach when you get back to your hotel.