Sales Leader Forum

Save the Date! November 13, 2024 | Washington DC, 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.

You’ll leave with practical information, insights, and strategies to help you sharpen your action plan and challenging ideas to guide your strategies – all aimed at fueling sales.

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

Register now!

“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


“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
Vice President, Commercial, Essentials & Suites Brands | IHG

Make Your Case to Attend & ROI Calculator

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Who should attend?

  • 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
  • Off-property seasoned sellers who want to fuel, update, and/or reinvigorate their career in sales or sales leadership
  • General managers who need to learn about the modern world of hotel sales
  • Examples of attendee titles include Group & BT:
    • national sales director
    • strategic account director
    • key account director
    • area director
    • regional director of sales


  • The agenda will include strategic conversations and tactical solutions sessions – all designed to build business acumen to elevate sales as a whole.
  • With thought leader keynotes and collaborative roundtables, we will dive deep into how sales leaders can tackle some of today’s biggest challenges including working with owners, customers, and our commercial colleagues
  • We will recognize and celebrate the Sales Professionals of the Year and the 2024 Career Achievement Award in Sales honoree.

Events In Conjunction With the Forum

  • HSMAI’s Chief Sales Officer Executive Roundtable (by invitation)
    • Thursday, November 14, 2024
    • 8:00 am – 2:00 pm
  • HSMAI’s Hotel Management Company Sales & Marketing Executive Roundtable (by invitation)
    • Thursday, November 14, 2024
    • 8:00 am – 2:00 pm
  • HSMAI Curate (by invitation for Organizational members)
    • Tuesday, November 12, 2024 (+ reception the evening before)
    • 8:00 am – 6:30 pm

Tuesday, November 12, 2024

12:00 – 6:00 pm ♦ Registration & Bookstore Open

Pick up your badge first! Then check out the keynote speakers’ books and certification study guides available at very special prices.

4:30 – 6:30 pm ♦ Welcome Reception

Reconnect with old friends and make some new ones as we kick off the 5th annual Sales Leader Forum. The reception is included in all conference registrations!

Wednesday, November 13, 2024

8:00 am ♦ Partner Showcase & Networking Breakfast

9:00 – 10:00 am ♦ KEYNOTE:Celeste Headley on leadership & critical communication skills

10:00 – 10:45 pm ♦ The World Around Us

Get ready to drink from a firehose of data as we arm you to lead the change that will secure the value proposition for sales leadership in the future.

10:45 – 11:00 am ♦ Break for Coffee & Conversation

11:00 – 11:45 am ♦ Icon Interview: One-on-One with the Career Achievement Award Honoree
We’ll have an intimate conversation with this year’s honoree about their legacy of progress and innovation, and their perspective on the future of the hotel industry.

11:45 am – 12:30 pm ♦ A View from the Top

A panel of innovative senior sales and commercial leaders will weigh in on what they see in the future for hotel sales, and provide recommendations and insights into what you can do today to prepare for and mitigate the disruptions that are here today and coming tomorrow.

12:30 – 1:30 pm ♦ Lunch & Awards Presentation

In addition to connecting with our fellow attendees, we’ll recognize this year’s Sales Professionals of the Year

1:30 – 2:45 pm ♦ Opportunities & Threats: Strategic Issues for Short & Long-Term

About “Strategic Issues” Sessions: A thought leader will share strategic insights on each issue to get you thinking about it in new ways. Then we’ll make time to allow attendees to learn from one another and leverage the wisdom of the crowd for an open exchange of ideas, experiences, and insights that leaves you with new connections and knowledge that you can use to immediately impact your business.
  • Strategic Issue #1: Working with Owners
  • Strategic Issue #2: Today’s Customers
  • Strategic Issue #3: Communication & Collaborating with Commercial Colleagues

2:45 – 4:15 pm ♦ COLLABORATE: Deep Dive Discussions on Strategic Issues

Deep dives will focus on the day’s Strategic Issues. 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.

4:15 – 5:15 pm ♦ The Lightning Round

It’s an HSMAI tradition: Sales leaders will share their interesting ideas and case studies for driving revenue and profit.

In 6 minutes & 40 seconds, each will share best practices with practical takeaways that you can use to sharpen every-day skills and boost property performance, or strategic insights that broaden your perspective and help you better understand key issues and concepts that impact the strategic and leadership aspects of the sales discipline.

We’ll get “lightning bolts” from:

  • Bob Anderson, President, Star Performance
  • Chris Hardy, CRME, Vice President, Commercial Strategy, Parks Hospitality Group
  • Jamie Gagnon, Executive Director of Sales, Belagio
  • Katy Gettinger, Vice President, Sales, Preferred Travel Group
  • Scott Dahl, SVP Sales, Marketing & Revenue Management, Wurzak Hotel Group
  • Sofya McIntosh, ComOps
  • Stephanie Ochs, Vice President, Revenue Management, IHG

5:15 – 6:30 pm ♦ Closing Reception

Registration includes the welcome reception on November 12 and the entire program on November 13, 2024, including breakfast, lunch, and closing reception.


Registration Type Early Bird through October 16
October 17–Onsite
Hotel/Associate1 $795 / $1150 $995 / $1350
Partner/Supplier2 $895 / $1250 $1095 / $1450
Faculty or Student HSMAI members3 $398 / na $398 / na
Hotel Group Pricing Hotel companies can enjoy significant savings when they register THREE or more people from the same company. The discount is $50 off per person. Contact Mandie Hart at +1 703.506.2025 or to register your team.

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
3 Full-time faculty or student members
4 Join HSMAI today to save on registration fees.

Register now!


Cancellation Policy

Cancellations received four weeks prior to the conference will receive a full refund less a $100 administrative fee. Cancellations received between four and one week out are entitled to a 50% refund, or 100% roll-over to the 2025 conference. Cancellations received within one week will not be refunded, except in the case of a medical emergency (including if you are required to isolate due to covid exposure). The transferring of a registration to a colleague is free of charge, and must be requested in writing. All cancellations and transfers must be submitted in writing to

Substitution Policy

A transfer of your full registration is permitted prior to the conference by submitting a written request to Onsite transfers must be accompanied with proof of the original confirmation letter. Only one transfer is permitted per original registrant. The individual submitting the transfer request is responsible for all financial obligations (any balance due) associated with that substitution. Badge sharing, splitting, and reprints are strictly prohibited.

Hotel Group Pricing/Promo Codes

Hotel companies can enjoy significant savings when they register three or more people from the same company. The discount is $50 off per person. Contact Mandie Hart at +1 703.506.2025 or to register your team.

Earn Certification Credits

You will be eligible to receive up to 8 hours of continuing education for CHSL, CRME, and CHDM certification and re-certification for attending the conference.


If you register online, you will immediately receive an electronic confirmation of your registration. If you faxed, mailed, or called in your registration and have not received a confirmation within 10 business days, please contact

Consent to Use of Photographic Images

Registration and attendance at, or participation in, HSMAI meetings and other activities constitutes an agreement by the registrant to the use and distribution of the registrant or attendees’ image or voice in photographs, videotapes, electronic reproductions and audiotapes of such events and activities by HSMAI.

Corporate Confidentiality, Antitrust Guidelines, & Code of Conduct

Attendees at HSMAI’s events must agree to follow HSMAI’s statement on corporate confidentialityantitrust guidelines, and code of conduct.

Special Accommodations

HSMAI is committed to providing access to all individuals attending the conference. Those needing any special accommodations (e.g., sign-language interpretation or large-type print materials) should email Juli Jones.

Registration Help

If you have any questions regarding your registration, please contact Mandie Hart at +1 703.506.2025 or

Eric Kreins is Assistant Managing Director, Sales for Hilton Worldwide Sales, and chair of HSMAI’s Sales Advisory Board.

Check back a little closer to the event for more speaker details!

Book Your Room

As HSMAI has a contracted room block at the Capital Hilton located at 1001 16th Street NW, Washington, DC.

We encourage all of our attendees to stay in the official HSMAI housing block. Visit Hotel Registration to see available options.

No reservations will be accepted after October 27, 2024.

Beware of Unauthorized Hotel Solicitations

The Capital Hilton is the only official hotel provider associated with HSMAI’s 2024 Sales Leader Forum. Other hotel resellers may contact you offering accommodations for your trip, but they are not endorsed by or affiliated with HSMAI.

Finalize Your Sales Leader Forum Partner Position

Return your completed commitment form to Mark Primuth, Partnership Manager at

All Partners Receive The Below Benefits:

  • Option to add A La Carte Activations for additional price
  • Wi-Fi & Electric Included at Exhibit Displays
  • Pre & Post Event Registration Lists (No Email Addresses)
  • On-Site partners receive a physical copy of the attendee list including emails
  • Logo & Company Profile in Conference App
  • Option to share educational content with attendees
  • Logo recognition in conference marketing
  • On-Site Recognition as a Partner

Co-located Event Partnership Opportunities

Executive Roundtables: Thursday, November 14, 2024

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.

  • 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: $7,500
  2. Hotel Management Company Sales & Marketing Executive Roundtable: $7,500

Interested in learning more? Contact:

Mark Primuth
HSMAI Partnership Manager
T: 571-762-4379 |

Ready to sign up? Complete the SLF Partner Commitment Form today!

Representatives from these companies are attending the Sales Leader Forum 2024:

  • Check back a little closer to the conference!

Download the “I’m Attending” image here to share your excitement and spread the word about HSMAI Sales Leader Forum 2023.

2023 Platinum Partner


2023 Silver Partners


2023 Bronze Partners