Sales Leader Forum

November 8, 2023 | Long Beach, CA, 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.

“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
VP, Americas Sales | IHG

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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

2023 Agenda Coming Soon!

2022 Agenda


  • 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 (+ Sales Awards Dinner the evening before)
    • 8:00 am – 2:00 pm
  • HSMAI’s Hotel Management Company Sales & Marketing Executive Roundtable (by invitation)
    • Friday, October 21 (+ Sales Awards 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

Wednesday, October 19, 2022

12:00 – 6:00 pm ♦ Registration & Bookstore Open (Legacy Ballroom Foyer)

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 on the Beans & Barrell Patio with old friends and make some new ones as we kick off the 3rd annual Sales Leader Forum. The reception is included in all conference registrations!

Thursday, October 20, 2022

8:00 am ♦ Partner Showcase & Networking Breakfast

9:00 – 9:45 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.

Hannah Smith 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.

  • Hannah Smith, Senior Consultant, STR

9:45 – 10:30 am ♦ Icon Interview: One-on-One with Roger Dow

Roger Dow led the U.S. Travel Association — the national umbrella organization representing all segments of the $770 billion US travel and tourism industry — as President and CEO for 17 years. As he transitions to his next venture aiming to solve the nation’s hospitality workforce crunch, we’ll have an intimate conversation with him about his legacy of progress and innovation, and his perspective on the future of the travel industry.

  • Roger Dow, Founder, Future Work Solutions (FWS)
  • Bob Gilbert, President & CEO, HSMAI

10:30 – 10:45 am ♦ Break for Coffee & Conversation

10:45 – 11:30 am ♦ A View from the Top

This panel of senior executives will bring cross-disciplinary perspectives to bear on recommendations and insights into the most pressing issues of the day—the digital realities of selling, focusing seller attention to drive growth, demand generation strategies, evolving sales skills for the new world, and more.

  • Moderated by Roger Dow, Founder, Future Work Solutions (FWS)
  • Kimberly Furlong, Chief Commercial Officer, Atrium Hospitality
  • Chris Finelli, VP, Sales & Marketing, Hyatt
  • Raul Moronta, Chief Commercial Officer, Remington Hotels

11:30 am – 1:00 pm ♦ Opportunities & Threats: Strategic Issues for the Short- & Long-Term

Thought leaders and practitioners will share strategic insights on today’s key themes.

Theme #1: Loud Retaining: Strategies to Recharge Your Talent Strategy

We’ve been talking about talent acquisition and retention for years, but even after all that time, the need for talent in hotels has never been greater. Staffing challenges in sales, marketing, revenue optimization, and operations are being felt across all hotel companies at the unit and corporate levels.

It’s more complicated than ever these days with quiet quitting, the great resignation, burned out employees who want better work-life balance including remote work and increased wages,

Sometimes it can feel like the problem is insurmountable. Where to start? Let’s focus on retention…because a bird in hand is worth two in the bush!

We’ll talk about “loud retaining” strategies you can deploy to recharge your talent strategy, among them:

      • building your own pipeline by highlighting professional and personal growth opportunities that can lead to longevity with and loyalty to your company
      • controlling both hard and soft talent acquisition costs and the negative impact they have on your company’s bottom line
      • refreshing your talent experience and putting people at the center of your business growth
      • renewing and enhancing skills across your workforce to give your company a competitive advantage

Kimberly Rath, Co-Founder & Chairman, TalentPlus

Theme #2: Helping Sales Teams be More Effective & Efficient

Leading a sales team to ensure productivity and efficiency is no joke. It is even harder than “normal” in today’s world of remote and hybrid work — for your team and your customers.

As the industry’s recovery continues — and recessionary threats loom — how can you support your team to maintain or grow your margin? What strategies and insights can hotels learn from other industries and industry leaders — especially when it comes to the following issues?

      • Fluid deployment – Making it work at scale
      • Understanding and utilizing technology including 1) the potential for automation throughout the sales funnel (e.g., chatbots, email marketing tools, etc.), and 2) capitalizing on the technology resources you currently have
      • What are the KPIs that we should be paying most attention to?
      • The “right” measures of success
      • Delivering outstanding results with a smaller team (e.g., getting higher value from each sale, communicating in person and digitally/virtually for better results, streamlining processes, etc.)

We’ll also get a real-world case study to illustrate how building effective and efficient sales teams is coming to life in a hotel company today.

      • Dr. Kelly McGuire, Principal, ZS
      • Jeff Patton, Vice President of Sales, Americas, Hilton

Theme #3: Sales in Commercial Organizations: Fueling Collaboration and Avoiding Collision

All commercial disciplines in hotels — including sales, marketing, revenue management, and distribution — are evolving and expanding.  Hotel performance goes up when the walls between the disciplines come down. How we share goals, develop integrated strategies, and determine new measures of success can be the difference between growth and stagnation.

This strategic presentation will help you better understand this evolution so you can lead and adapt accordingly. Among the issues we’ll address are:

      • Being a leader in developing a cross-discipline strategy
      • Adapting execution of goals based on strengths and skills
      • Emerging key measures of success for commercial organizations
      • Increasing need for strong commercial acumen among sales professionals

Allison Handy, Senior Vice President of Sales, Aimbridge

1:00 – 2:00 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

2:00 – 3:30 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.

3:30 – 4:15 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); and, prepare you to work more skillfully with internal teams and external partners to increase sales and optimize revenue.

  • Dan Wacksman, CHDM, CRME, CHBA, Principal, Sassato LLC
  • Holly Zoba, CHDM, Principal, Scout Simply

4:15 – 5:15 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 November 8, 2023, including breakfast, lunch, and the Sales Awards Dinner.


Registration Type Early Bird through October 11
October 12–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!

Health & Safety Protocols: What You Can Expect in Long Beach

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.


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 2023 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 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

2023 Speakers Coming Soon!

2022 Speakers

Roger Dow is the former president and CEO of U.S. Travel Association, the Washington, D.C.-based organization representing all segments of travel in America.

As the leading travel industry advocate, Dow and his team regularly conferred with administration and congressional leaders to advance policies that benefit the broader travel industry. His efforts resulted in major legislative victories, including securing pandemic-related relief for the hard-hit travel industry, establishing and renewing Brand USA, the highly effective national travel and tourism promotion program, and procuring funds to maintain America’s treasured national parks. Dow and U.S. Travel have also been leaders of the Meetings Mean Business Coalition which promotes and defends the value of face-to-face business meetings, trade shows, conferences and conventions, as well as the Let’s Go There Coalition, a domestic initiative to inspire future travel following steep declines associated with the coronavirus pandemic.

For his efforts to unify the travel industry and increase its effectiveness on Capitol Hill, Dow has received multiple honors and awards. Dow has also held seats on several boards, including ASAE, GWSAE, MPI Foundation, PCMA, Tourism Diversity Matters, RE/MAX International, the Travel Institute, and the U.S. Chamber of Commerce Committee of 100, among others.

Prior to joining U.S. Travel in 2005, Dow spent 34 years at Marriott International, rising to senior vice president of global and field sales. Dow served in the United States Army with the 101st Airborne Division in Vietnam, where he received the Bronze Star and other citations. He earned a Bachelor of Science degree from Seton Hall University and was honored as a Most Distinguished Alumnus in 2012. In addition, he holds an honorary degree from Johnson & Wales University.

Chris Finelli, VP, Sales & Marketing, Hyatt

In his role, Chris oversees the commercial performance and sales operations for the Americas Region.   Headquartered in Chicago, Hyatt is a leading global hospitality company guided by its purpose – to care for people so they can be their best. The Company’s portfolio includes more than 1,200 hotels and all-inclusive properties in 72 countries across six continents. He has overall responsibility for driving top line revenues and market share growth for the owned and managed portfolio.   Oversight includes leading the hotels sales strategy and delivery, including regional teams and the sales operational support function.

Finelli joined Hyatt 20 years ago and has held numerous sales leadership roles at well-known brands in Southern California and Chicago markets. Most recently he oversaw the Hyatt Global Sales Team and management of top accounts which included over 100+ sales professionals who represented 26+ brands for business travel, meetings and events, and extended stay to the largest multi-national association and corporate B2B customers.

He is a graduate of the Hotel Management School at University of Nevada Las Vegas and an active participant with their alumni program.  He has served on the PCMA Board and is a frequent speaker and panel participant at industry events including MPI, GBTA ,CEMA and ASAE.

Chris currently resides in Chicago with his wife and two children. In his spare time, he enjoys traveling and spending time with his family.

With 25+ years in the hotel industry, Kimberly Furlong serves as Chief Commercial Officer (CCO) of Atrium Hospitality, one of the nation’s largest hotel operators. Atrium Hospitality’s commercial division offers specialized services spanning sales, marketing, digital, analytics, distribution and revenue management. To deliver targeted results, Kimberly drives the commercial division’s innovation as she leads the company’s multimillion-dollar investments in data science and forward-looking technology blended with the team’s extensive working knowledge of diverse hotel brands, including Hilton, Marriott, IHG, and Wyndham. Prior to being CCO, Kimberly was Senior Vice President, Revenue Strategies at award-winning Atrium Hospitality. She joined Atrium Hospitality as one of the first members of the executive leadership team, which grew the company into a leading hotel operator. Before Atrium, Kimberly was Vice President of Revenue Management for TPG Hotels & Resorts. Her career also includes executive revenue management and sales and marketing positions with Hersha Hospitality and Lodgian, Inc. She is a member of the Marriott Distribution Strategy Advisory Committee, Marriott Full Service Sales and Marketing Advisory Council, Hilton’s Distribution Advisory Council, and the IHG Owners Association Global Sales Committee, among other hospitality industry participation opportunities. Kimberly is a guest speaker and mentor for students at The Ohio State University.

Allison Handy, Senior Vice President of Sales, joined Aimbridge in December of 2021 through the acquisition of Prism Hotels & Resorts. Allison spent 15 years at Prism, most recently as a partner overseeing Sales, Marketing and Revenue Optimization. Throughout that time she developed the overall sales culture, created the company’s field marketing platform and established the sales training curriculum to ensure her topline teams delivered best in class results for their owners. Allison was also responsible for all marketing and public relations initiatives to promote Prism across the industry and generate new management contracts for the company. Before joining Prism, she spent nearly a decade working for Interstate Hotels & Resorts and MeriStar Hotels & Resorts in various sales capacities throughout northern and southern California.

Allison has been actively involved with HSMAI serving on the sales advisory board for the last 3.5 years and helping to launch the Rising Sales Leaders program for the organization. She graduated from the University of Southern California in Los Angeles with a degree in Business Administration and an emphasis in entrepreneurial studies. Additionally, she studied internationally through the University of Pittsburgh’s Semester at Sea Program, gaining valuable experience and perspectives while traveling and studying in South America, Africa and Southeast Asia.

Allison currently lives in the San Francisco Bay Area with her husband, twin daughters and son, as well as a chocolate lab and tabby cat. She enjoys traveling the world, cooking, hiking, biking, and spending time with her family.

Karen Laos is a leadership coach equipping women to stand out with confidence. She champions female business leaders to own their value and find their voice so they can be seen and heard. She also works with teams to create cultures of trust and function at their best.

She has coached leaders at Facebook, Google, Netflix, Yahoo!, Sony, Microsoft, Fidelity, Charles Schwab, Trip Advisor, Bacardi, Levi, and more. Karen was HR Director for Gensler Architecture, trained teams at Gap Inc, Wells Fargo, and taught Organizational Development at the Fashion Institute of Design and Merchandising.

She was the Senior Advisor to Program Delivery for Decker Communications, where she managed and mentored a team of facilitators delivering programs around the world. Karen coached executives on how to influence and speak more effectively. Her passion lies in developing others and she has done this throughout her career of nearly three decades.

Dr. Kelly McGuire is Managing Principal, Hospitality, ZS Associates, where she is responsible for helping global hospitality clients improve their commercial strategy and operations, and to find impactful uses for data science, artificial intelligence and machine learning to support their commercial strategy. Prior to joining ZS, she was senior vice president, revenue management for MGM Resorts International. She is the author of two books on analytics in hospitality, “Hotel Pricing in a Social World and The Analytic Hospitality Executive”. She holds a MMH and a PhD in revenue management from the Cornell School of Hotel Administration, and serves on HSMAIs America’s Board.

Raul Moronta is an accomplished commercial strategy executive with passion for revenue generation and developing high performing teams. He joined Remington in 2020 as Chief Commercial Officer and has over 25 years of experience in operations and revenue management. Most recently, Raul was the Senior Vice President of Revenue Management for Crescent Hotels & Resorts. Prior to Crescent, Raul held several senior level positions at Starwood Hotels & Resorts and Hersha Hospitality Management.

Jeff Patton has served almost 30 years in the hotel industry, all of which have been spent in Sales & Marketing ranging from Focus Service, Branded Full Service, Destination Resorts and Luxury hotels. Jeff currently serves as the Vice President of Sales for the Americas for Hilton overseeing the managed estate of hotels and resorts. Prior to accepting this role Jeff oversaw Hilton Direct for 2 years in Dallas which is the business unit inside of Hilton Worldwide Sales that provides managed account support for small events as well as Business Development. Life before Hilton had Jeff serving as the Senior Vice President of Sales & Marketing for Remington Hotels, one of the largest hotel management companies in the United States. Jeff specialized in the Hilton Family of Brands Portfolio of Hotels for Remington overseeing Sales & Revenue Strategy.

Kimberly Rath, Co-Founder and Chairman for TalentPlus, helps leaders achieve their highest potential through talent-based strategies and solutions. She is committed to helping others realize their potential and create a leadership legacy that has enduring impact and ensures a fulfilling and meaningful future for others. Through her leadership, Kimberly has delivered tremendous outcomes for some of the world’s most well-known brands, including Estée Lauder, Ferragamo, Delta Airlines, UCLA Health, University of Kansas Health System, The Ritz-Carlton, and KSL Resorts. She has helped organizations identify, cultivate and align individual talents to role performance by focusing on “The Science of Talent.”

An innovator and visionary, Kimberly has been at the forefront of thinking about talent her entire career. The solutions provided by Talent Plus are unparalleled in the industry, and her philosophy of customer service, relationship and caring has been the springboard for its growth. An entrepreneur at heart, Kimberly feels a kinship with those starting up new organizations and is fueled by their enthusiasm to challenge
the status quo and bring new or improved solutions to the market.

Practicing what she preaches, Kimberly has invested the time and energy to create a best-in-class culture at Talent Plus. The company has been named seven times in the Top 10 of Fortune 100 Best Companies to Work For by the Great Place to Work Institute.

Hannah Smith is a Senior Consultant in the Consulting Division of STR (STR, Inc.). STR provides clients from multiple market sectors with premium, global data benchmarking, analytics, and marketplace insights. STR was acquired in October 2019 by CoStar Group, Inc. (NASDAQ: CSGP), the leading provider of commercial real estate information, analytics and online marketplaces.

As a member of the Consulting team for STR, Hannah focuses on providing custom data and analytics solutions to clients using STR’s extensive database. Projects include comp set selection and optimization, target market analysis, and corporate reports and dashboards, providing clients a detailed view of portfolio performance. She is an experienced speaker at industry conferences and events, and also assists in the production of industry articles, reports, and videos. Hannah earned her bachelor’s degree from Cornell University’s School of Hotel Administration.

With over 20 years of senior level experience in hotel marketing and travel distribution, Dan Wacksman has recently launched a new company, Sassato, to help hotels and travel related businesses to improve their performance in marketing, distribution, technology, and implementations. Prior to this, Dan was Senior Vice President of Marketing and Distribution for Outrigger Hotels and Resorts, where he oversaw Marketing, Digital, Loyalty/CRM, Contact Center Operations, OTA relationships, and overall distribution strategy. Previous roles include Managing Director for GTA China and Regional Director for GTA Asia, where he had overall responsibility for offices throughout the region (at the time GTA was one of the world’s largest wholesalers), General Manager of, an Online Travel Agency based in Beijing, and Director of Strategic Development for Travelport where he was involved in acquisitions and strategic initiatives.

Holly Zoba, CHDM has 15 years of experience in hotel Sales and Marketing, with Hospitality Partners and the Aurora Foundation, both in property level and corporate roles. She has also spent the last 10 years in hotel training and development as the SVP of Signature Worldwide and now as the architect of Influencer Sales Training. Recently she received a certification as a full stack web developer, MERN stack, and has contributed to the development of several web applications. Her company, Scout Simply, provides digital sales training through her Influencer Sales program as well as sales and marketing employee development through education, coaching, consulting and audits. Holly is a frequent speaker at industry conferences and has also authored multiple articles in industry publications.

Reservations can now be made at the Hilton Long Beach at the special HSMAI Sales Leader Forum rate of $205 a night.

Reserve your room online

HSMAI Sales Leader Forum Partnership Tiers

Platinum Partner


  • 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


  • 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 


  • 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.


  • 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 |

Ready to Sign Up? Complete the SLF Partner Commitment Form and return to

Representatives from these companies attended the Sales Leader Forum 2022.

Aimbridge Hospitality
Aloft Nashville West End
Atrium Hospitality
Beaver Creek Lodge
Best Western Hotels & Resorts
BWH Hotel Group
Casa Monica Resort & Spa
Coraltree Hospitality
Crowne Plaza Minneapolis West
ESA Management, LLC
Expedia Group
First Hospitality
Graduate Hotels
Grand Bohemian Charleston
Grand Bohemian Charlotte & Asheville
Grand Bohemian Hotel Greenville
Grand Bohemian Hotel Mountain Brook
Grand Bohemian Orlando
Great Ohio Lodges
Greenwood Hospitality Group
HEI Hotels & Resorts
Hilton Anatole
Hilton Worldwide Sales
Holiday Inn San Antonio Riverwalk
Hyatt Corporation
IDeaS Revenue Solutions
IHG Hotels & Resorts
InterMountain Management
Johnson & Wales University-Providence
JW Marriott Savannah Plant Riverside District
Kalibri Labs
Karen Laos Consulting
Kessler Collection
Marcus Hotels & Resorts
MGM Resorts International
Milestone Inc.
Mohegan Sun
North Central Group
Omni Hotels & Resorts
Opal Hotels Group
Otesaga Resort Hotel/The
Pacifica Hotels
Park MGM
Parks Hospitality- Cary Collection of Hilton Hotels
Parks Hospitality Group
Pima Community College
Preferred Hotels & Resorts
Real Hospitality Group
Red Roof
Regency Hotel Management
Remington Hotels
Revenue Analytics
Sassato LLC
Scout Simply
SearchWide Global
Spire Hospitality
Star Performance, Inc.
TAJ Hospitality Management
Terranea Resort
Terrapin Hospitality
The Woodlands Hotel
University of North Texas
University Place Hotel and Conference Center
US Travel Association
Wyndham Hotels & Resorts

Health & Safety Protocols

For everyone who has registered, thank you for committing to join us. Our advisory board team has worked hard to plan an incredible conference for you!

HSMAI is committed to providing a safe, healthy, and rewarding experience for everyone in attendance. We continue to monitor the situation and develop guidelines and protocols as needed for in-person events, following the most up-to-date guidance from the Center for Disease Control (CDC), World Health Organization (WHO), local hosts, and Florida health authorities.

We all play a role in stopping the spread. If you have not already been vaccinated (and boosted if eligible) against Covid-19, we strongly encourage you to do so. Find a Covid-19 vaccine near you.

General Information and Safety Precautions

  • Consider wearing an optional well-fitting mask to help protect yourself and others, according to the latest CDC guidelines (
  • Follow current CDC guidelines on quarantine and isolation following exposure to an individual with Covid-19.
  • Test to prevent spread to others.
  • Attendees are encouraged to get the Covid-19 vaccination and stay up-to-date on vaccines.
  • Wash your hands frequently, use hand sanitizer as needed, and avoid touching your face.

Personal Protective Equipment (PPE)

HSMAI will provide the following personal protective equipment (PPE) items at the event while supplies last.

  • Face Masks
  • Hand Sanitizer
  • Disinfectant Wipes

Covid-19 Symptoms Self-Screening

Covid-19 affects people in different ways. Infected people have had a wide range of symptoms — from mild symptoms to severe illness – that may appear 2-14 days after exposure to the virus. So, it is important to conduct a self-assessment regularly.

All HSMAI event attendees are required to self-screen prior to being on-site.

If you have any of the following symptoms wear a well-fitting mask and be tested for Covid-19 before coming to any HSMAI event:

  • Fever (temperature over 100 degrees Fahrenheit) or chills
  • Cough
  • Shortness of breath or difficulty breathing
  • Fatigue
  • Muscles or body aches
  • Headache
  • New loss of taste or smell
  • Sore throat
  • Congestion or runny nose
  • Nausea or vomiting
  • Diarrhea

Hotel Resources

If you are staying at a hotel while attending an HSMAI event, visit the hotel’s website directly for their related resources and information.

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