HSMAI Sales Leader Forum

October 26, 2021

Charlotte, North Carolina

We’re looking forward to seeing you IN PERSON in October! In the meantime, visit the HSMAI University for the latest information on virtual sales, marketing, and revenue optimization programs.

The HSMAI Sales Leader Forum advances the hotel sales discipline by elevating the knowledge and skills of off-property sales leaders when it comes to important trends, critical insights, and best practices…and what it means for leading hotel sales teams in today’s landscape.

The Forum is organized by HSMAI’s Sales Advisory Board.

“The hotel industry is changing at a tremendous rate. That means that the needs of hotels are constantly changing, which in turn affects the skills required of sales leaders to manage those demands. HSMAI’s Sales Leader Forum is the place for sales leaders to get critical insights on important issues.”
–Eric Kreins
Managing Director, Strategic Accounts
Hilton Worldwide Sales

Who should attend?

  • Off-property seasoned sellers who want to fuel, update, and/or reinvigorate their career in sales or sales leadership
  • Sales professionals from Brands, Management Companies, and Independent hotels and resorts who are leading teams and impacting front-line sellers – from corporate leaders who support on-property teams to regional DOS who oversee multiple properties
  • Examples of attendee titles include Group & BT:
    • national sales director
    • strategic account director
    • key account director
    • area director
    • regional director of sales

“The more informed your sales leaders are, the better results you will achieve. That’s why IHG is sending some of our top performers to HSMAI’s Sales Leader Forum in November.”
–Jonathan Kaplan
VP, Americas Sales

Detailed information on each session, including speaker information, is updated regularly.  Check back often for the latest details.


  • The agenda will include strategic conversations, tactical solutions sessions – all designed to build business acumen to elevate sales as a whole.
  • And more to be announced!

Topics on Tap

  • To be announced!

Events In Conjunction With the Forum

  • HSMAI’s Chief Sales Officer Executive Roundtable (by invitation)
    • Wednesday, October 27 (+ dinner the evening before)
    • 8:00 am – 4:00 pm
  • HSMAI’s Hotel Management Company Sales & Marketing Executive Roundtable (by invitation)
    • Wednesday, October 27 (+ dinner the evening before)
    • 8:00 am – 4:00 pm

Tuesday, October 26, 2021

8:00 am ♦ Partner Showcase & Networking Breakfast

8:30 am ♦ Keynote

  • with Cindy Novotny, Radical Mentor, and internationally known leader in sales, leadership, and customer service

9:15 am ♦ A View from the Top: The Chief Sales Officer Panel

This panel of leading hotel chief sales officers will bring their diverse perspectives to bear on current events in the hotel sales landscape, what the future holds for selling hotels today and in the future, and other important issues affecting the industry today. It is a candid conversation with actionable insights that you’ll only hear at HSMAI – the industry’s only organization committed to fueling sales, inspiring marketing, and optimizing revenue for hotels and their partners.

Panelists to be announced soon.

10:00 am ♦ Partner Showcase & Conversation Break

10:30 am ♦ Opportunities & Threats: Strategic Issues for the Short- & Long-Term

12:15 pm ♦ Lunch & Partner Showcase

1:00 – 2:50 pm ♦ COLLABORATE: Deep Dive Discussions on Strategic Issues

Industry experts and well-known keynoters offer lots of takeaways and insights, but HSMAI also believes that it is important to make time to allow attendees to learn from one another.

This portion of the program will spark attendee conversation, engagement, and peer-to-peer learning, taking advantage of the collective brain power at the Sales Leader Forum.

Deep dives will focus on the day’s three big issues that are teed up in the morning. It will be an open exchange of ideas, experiences, and insights that leverages the talent in the room, and leaves you with new connections and knowledge that you can use to immediately impact your business.

2:50 – 3:15 pm ♦ Afternoon Break & Partner Showcase

3:15 pm ♦ Headlines and Headwinds: Legal Issues for Sales Leaders’ Radars

4:00 pm ♦ Keynote

6:30 pm ♦ Sales Awards Dinner & Networking Reception

Celebrating and elevating the sales disciple, we’ll recognize HSMAI’s newest recipient of the Lifetime Achievement Award in Sales and the Sales Professionals of the Year. Attendees will include Sales Leader Forum participants, and guests of both the CSO and Hotel Management Company Sales and Marketing Executive Roundtables.

Attire is “festive business casual.”

Registration includes the the entire program on Tuesday, October 26 including breakfast, lunch, and breaks, and the Sales Awards Dinner.


Registration Type Early Bird through September 28
September 29–Onsite
Hotel/Associate1 $775 / $975 $1125 / $1325
Partner/Supplier2 $875 / $1075 $1225 / $1425
Faculty or Student HSMAI members $388 / na $388 / na
Hotel Group Pricing Inquire at mhart@hsmai.org

1 Individuals who are directly employed by hotel brands, management companies, ownership groups, independent hotels and resorts, DMO’s, restaurants and attractions
2 Individuals from supplier organizations who market to hotel/associate professionals
Join HSMAI today to save on registration fees.

Please make your reservations at the Grand Bohemian Hotel Charlotte, Autograph Collection ($249 USD per night).

Reserve your room online.

Or, call 1-704-372-1877 and reference “HSMAI Sales Leader Forum.”

Become a Partner

Contact Elise Rhinehart @ erhinehart@hsmai.org to learn about Partnership Opportunities.

Tickets for the Sales Awards Dinner on Tuesday evening, October 26, are available for $125 per person.