HSMAI University

HSMAI University offers a wide-ranging schedule of course offerings and learning experiences in public venue, private label and online formats.

Programs offer specialized content to help you fuel sales, inspire marketing, and optimize revenue. Every aspect of the content and support material included in the HSMAI University programs has been specifically designed and developed for those involved in sales, marketing, and revenue management, including a wealth of subject matter appropriate to individuals with responsibilities ranging from entry-level to advanced.


HSMAI introduced certification for hotel sales professionals nearly thirty years ago. Today HSMAI offers certification in several disciplines, including revenue management, business acumen, and the newest, digital marketing.

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Education – Essential Courses

Hotel Digital Marketing Essentials Series

Acquire a better understanding of the hospitality digital marketing concepts, tools, and techniques you need to know in 2020 by participating in a live collaborative education experience over 6 weeks.

Learners will be able to confidently find their way through the complex web of hotel digital marketing and come away with key knowledge to work more skillfully with internal teams and external partners to grow sales.  Participants will also gain the skills and knowledge to pass the Certified Hospitality Digital Marketer (CHDM) exam.

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Hotel Revenue Optimization Essentials Series

Today more than ever it is essential for hoteliers across disciplines to be able to confidently navigate both the art and science of revenue optimization, and confirm their knowledge, experience, and capabilities in the field.

This course takes a deep dive into the fundamentals, cross-disciplinary partnerships, and emerging elements impacting revenue optimization. It covers the key concepts outlined in HSMAI’s Evolving Dynamics: From Revenue Management to Revenue Strategy, the study guide for the Certified Revenue Management Executive (CRME) certification.

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Hotel Digital Sales Essentials Series

This program helps hotel salespeople understand the buyer’s new approach to purchasing and gives them the strategies, digital tools, and confidence they need to find and close more sales.

Sellers learn to create awareness and engage prospects earlier through social networks, help buyers make sense of the overwhelming amount of information available through clear and compelling digital communication, and ultimately turn customers into advocates.

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Hotel Data Analytics Essentials Series

With the sophistication and adoption of analytics – from data mining, machine learning, and more – growing tremendously, hoteliers must evaluate their own analytical capabilities, and map out how analytics can make the biggest impact for you and your team.

With a mix of theory and practical exercises, this course will help you build a strong foundation of data and analytics best practices that you can use to make smarter business decisions and increase the effectiveness of collaboration across departments.

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Education – Videos

Members can now access recorded session videos from recent HSMAI Marketing Strategy Conference and HSMAI ROC Americas conferences.

ROC Presentations

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Marketing Conference Presentations

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HSMAI University offers online training programs in conjunction with top universities and industry experts.


HSMAI University’s RO2Win revenue optimization program. HSMAI and the Institute for Hospitality and Tourism Education and Research at Florida International University created RO2Win, an online revenue optimization course for hospitality professionals, that trains a team to optimize every opportunity to increase hotel revenue.
Special Member Pricing: $49 for limited time!

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