Sales Leader Forum 2022

October 20, 2022 | Frisco, Texas, USA

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
Assistant Managing Director, Sales | 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 October.”
–Jonathan Kaplan
VP, Americas Sales | IHG

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Highlights

  • The agenda will include strategic conversations, tactical solutions sessions – all designed to build business acumen to elevate sales as a whole.
  • Chief Commercial Officers will weigh in on provide recommendations and insights into the most pressing issues of the day.
  • With thought leader keynotes and collaborative roundtables, we’ll dive deep into how sales leaders can tackle the challenges of Talent (especially retaining), Helping Sales Teams be More Effective & Efficient, and Cross-Over With Other Commercial Disciplines.
  • The Sales Awards Dinner will recognize and celebrate the Sales Professionals of the Year (nominate by August 31!) and the 2022 Lifetime Achievement Award in Sales honoree (Roger Dow, President & CEO, U.S. Travel Association).

Events In Conjunction With the Forum

  • HSMAI’s Chief Sales Officer Executive Roundtable (by invitation)
    • Friday, October 21 (+ dinner the evening before)
    • 8:00 am – 2:00 pm
  • HSMAI’s Hotel Management Company Sales & Marketing Executive Roundtable (by invitation)
    • Friday, October 21 (+ dinner the evening before)
    • 8:00 am – 2:00 pm
  • HSMAI Curate (by invitation for Organizational members)
    • Wednesday, October 19 (+ reception the evening before)
    • 8:00 am — 6:30 pm

Thursday, October 20, 2022

8:00 am ♦ Partner Showcase & Networking Breakfast

9:00 am ♦ KEYNOTE: The State of the Industry

Recovery is well underway, and economic fundamentals point to a solid foundation for continued rebuilding. However, risks to the outlook must be reckoned with.

Vail Ross will share STR’s latest views on the economy, the mindset of travelers, and expectations for how and when travel will fully recover — all so you can make smarter, more confident decisions.

  • Vail Ross, Senior Vice President, STR

9:45 am ♦ A View from the Top: The Chief Sales Officer Panel

This panel of senior executives will bring cross-disciplinary perspectives to bear on recommendations and insights into the most pressing issues of the day.

Panelists include:

  • Kimberly Furlong, Chief Commercial Officer, Atrium Hospitality
  • Asad Ahmed, SVP, Commercial Services – Americas, Hyatt Corporation
  • Chris Nixon, CRME, CHDM, Senior Vice President & Head, Asset Management, Ashford Inc.

10:45 am ♦ Partner Showcase & Conversation Break

11:00 am ♦ Opportunities & Threats: Strategic Issues for the Short- & Long-Term

  1. Retaining Talent…with thought leader to be announced soon!
  2. Helping Sales Teams be More Effective & Efficient…with thought leader to be announced soon!
  3. Cross-Over With Other Commercial Disciplines…with thought leader to be announced soon!

12:45 pm ♦ Lunch & Partner Showcase

  • Hospitality students from local universities will join us for lunch…giving you the opportunity to connect directly with the next generation of the industry’s leaders

1:45 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:

  1. Retaining Talent
  2. Helping Sales Teams be More Effective & Efficient
  3. Cross-Over With Other Commercial Disciplines

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.

3:20 pm ♦ Afternoon Break & Partner Showcase

3:30 pm ♦ Widen Your Lane: Build Your Digital Marketing Competency

Ever heard of the Dunning-Kruger effect? It describes the condition where — when we know just a little about something — we struggle to evaluate just how little we know. It’s only after continuing to explore a topic do we realize how extensive it is and how much we still have to master.

As sales professionals are increasingly charged with digital marketing responsibilities, it is easy to fall into this trap when it comes to digital marketing.

This session — led by the instructors of HSMAI’s popular Hotel Digital Marketing Essentials course — will:

  • Give you a better understanding of the hospitality digital marketing concepts, tools, and techniques you need to know today to hit your sales goals.
  • Help you “know what you don’t know” and develop a plan to fill your digital marketing knowledge gaps (and those of your team).
  • Prepare you to work more skillfully with internal teams and external partners to increase sales and optimize revenue.

Speaker to be announced soon!

4:15 pm ♦ KEYNOTE: Speak with Influence: Communicating with Impact as a Leader

Leading communication expert and champion, Karen Laos, will provide best practices for stepping up your communication game in the workplace. Whether you’re a seasoned expert in the field or growing into a new role, Karen will offer tips and tricks for enhancing your presence and your message. Learn practical ways to build trust and credibility quickly. This session is perfect for leaders of teams and for individual contributors. Let’s all stand out with confidence!

  • with Karen Laos, Founder and CEO, Karen Laos Consulting

6:30 pm ♦ Sales Awards Dinner & Networking Reception

Celebrating and elevating the sales disciple, we’ll recognize and celebrate:

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 entire program on Thursday, October 20 including breakfast, lunch, and the Sales Awards Dinner. It also include an opening reception on Wednesday, October 19.

FEES

Registration Type Early Bird through September 23
Member4/Nonmember
September 24–Onsite
Member4/Nonmember
Hotel/Associate1 $775 / $1125 $975 / $1325
Partner/Supplier2 $875 / $1225 $1075 / $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.

Register now!

Health & Safety Protocols: What You Can Expect in Frisco

HSMAI will follow the most up-to-date guidance from the CDC for indoor gatherings in terms of masks and other protocols. Details will be shared a little closer to the event.

Please make your reservations at the The Westin Dallas Stonebriar Golf Resort & Spa ($219 USD per night) by September 28.

Reserve your room online.

HSMAI Sales Leader Forum Partnership Tiers

Platinum Partner

Benefits:

  • Welcome attendees from the main stage during a general session (2-3 minutes).
  • Send three (3) company representatives to take advantage of your complimentary registrations and connect with influential attendees face-to-face.
  • Be recognized for your investment in the sales discipline and hotel industry.
    • Premium logo recognition in pre- and post-event marketing
    • Logo placement on print and email marketing
    • Logo recognition as a “Platinum Partner” on the event website
    • Onsite branding on the sponsor logo loop
    • Logo in printed program with 200-word company description
  • Connect in person with attendees at your premium-placed display table in the general session room. You will have room for collateral and a display screen.
  • Provide a customized logo item for distribution at attendee place settings. The item is produced at the sole cost of the sponsoring company, and must be pre-approved by HSMAI.

Cost: $10,000

Silver Partner

Benefits:

  • Send two (2) company representatives to take advantage of your complimentary registrations and connect with influential attendees face-to-face.
  • Be recognized for your investment in the sales discipline and hotel industry.
    • Logo recognition in pre- and post-event marketing
    • Logo placement on print and email marketing
    • Logo recognition as a “Silver Partner” on the event website
    • Onsite branding on the sponsor logo loop
    • Logo in printed program with 150-word company description
  • Connect in person with attendees at your display table in the general session room.

Cost: $5,000

Bronze Partner 

Benefits:

  • Send one (1) company representative to take advantage of your complimentary registration and connect with influential attendees face-to-face.
  • Be recognized for your investment in the sales discipline and hotel industry.
    • Logo recognition in pre- and post-event marketing
    • Logo placement on print and email marketing
    • Recognition as a “Bronze Partner” on the event website
    • Onsite branding on the sponsor logo loop
    • Recognition in printed program with 100-word company description
  • Connect in person with attendees at your display table in the general session room.

Cost: $2,500

Co-located Event Partnership Opportunities

Sales Awards Dinner Co-Host – Thursday, October 20, 2022

HSMAI will recognize the 2021 Lifetime Achievement Award in Sales Honoree and the Hotel Sales Professionals of the Year Awards, and celebrate them along with an audience of their peers.

Attendees at this exclusive networking event will include hotel sales executives participating in the Chief Sales Officer and Hotel Management Company Sales and Marketing Executive Roundtables, Sales Leader Forum attendees, Sales Advisory Board members, and members of HSMAI’s Americas Board.

Partners Benefits:

  • 3-minutes of presentation time on the main stage
  • Registration and reserved VIP seating for four (4) company representatives
  • Post-event registration list (name, title, company, address, phone)
  • Company logo and 200-word description in the printed program
  • Company logo recognition on the event website and in select direct marketing and promotional materials
  • Company logo recognition onsite including signage and main-stage visuals.

 Cost: $15,000

 

Executive Roundtables – Friday, October 21, 2022

A select thought leadership opportunity – sponsor an executive roundtable for senior leaders of hotel companies

HSMAI Executive Roundtables are networks of like-minded senior hotel leaders that meet periodically at face-to-face forums. The by-invitation-only executive roundtables in Charlotte, NC will host 15-20 senior executives, each responsible for a leading hotel brand or hotel management company’s sales strategy and execution.

Each roundtable has three exclusive partnership opportunities available to connect with these unique audiences.

Benefits:

  • Opportunity for one (1) company representative to sit for a 20 minute Partner Insights session (10 min case study presentation/10 min discussion with attendees). Discussion topics will be mutually agreed upon with HSMAI, our partners and the Roundtable Planning team
  • Invitation for the interviewee and one (1) other company representative to attend the networking lunch
  • Co-branded content with logo recognition and partner mention in the Roundtable summary providing insights for the industry at large
  • Recognition on signage, and in the onsite guide with company description, representative listing, and logo
  • Opportunity to offer guests a branded gift
  • Pre- and post-event access to full contact information for all attendees (except email)
  1. Brand Chief Sales Officer Executive Roundtable
    • Cost – $7,500
  2. Hotel Management Company Sales & Marketing Executive Roundtable
    • Cost – $7,500

Interested in learning more about the benefits of being a Sales Leader Forum Partner? Contact:

Elise Rhinehart, CMP
Director of Partnership
Hospitality Sales & Marketing Association International
7918 Jones Branch Drive, Suite 300, McLean, VA  22102
T: 703-506-3297 | F: 703-506-3266 | erhinehart@hsmai.org

Ready to Sign Up? Complete the SLF Partner Commitment Form and return to erhinehart@hsmai.org.

Representatives from these companies attended the Sales Leader Forum in 2021.

Accor
Amadeus
Aria
Atrium Hospitality
Associated Luxury Hotels International
BCV
Best Western Hotels & Resorts
Chartwell Hotels
Cincinatti Marriott at RiverCenter/Spire Hospitality
Concord Hospitality
CoralTree Hospitality Group
Cornell University
El Conquistador Tucson, A Hilton Resort
Embassy Suites
Expedia LPS AMER
First Hospitality
GitGo
Grand Bohemian Charlotte & Asheville
Grand Bohemian Orlando
Grand Bohemian Charleston & Mountain Brook
Greenwood Hospitality Group
Groups360
Hampton Inn & Suites / Tru by Hilton Burlington
Hilton
Hilton Memphis
Hilton Worldwide Sales
Hyatt Regency Dulles
IDeaS Revenue Solutions
IHG Hotels & Resorts
IVvy
Johnson & Wales University
Kelly, Wollard & Associates, Inc.
Kessler Collection
Knowland
M & R Hotel Management
Makr Hospitality
Marcus Hotels & Resorts
Mansion on Forsyth Park
Master Connection Associates
Mohegan Sun
NCG Hotels
O Henry & Proximity Hotels
Oliver Companies
Pacifica Hotels
Park MGM
Parks Hospitality- Cary Collection of Hilton Hotels
Preferred Hotels & Resorts
Prism Hotels & Resorts
Pyramid Hotel Group
Radisson Hotel Group
Real Hospitality Group
Red Roof
Regency Hotel Management
Remington Hotels
Rosewood Hotel Group
Sabre Hospitality Solutions
SearchWide Global
Sonesta+RLHC
Star Performance, Inc.
Staypineapple
The Westin Dallas Stonebriar Golf Resort & Spa/Sheraton Stonebriar Hotel
Under Canvas Inc.
University Place Hotel and Conference Center
VisitDallas
The Woodlands Resort, The Westin at The Woodlands & Embassy Suites by Hilton The Woodlands at Hughes Landing
Wyndham Hotels & Resorts
ZS

Silver Partners

Bronze Partner

Knowland