Sales Leader Forum

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.

“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

Need help convincing your supervisor to let you attend the HSMAI Sales Leader Forum? Customize this message and send it to them.

Who Should Attend?

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

Agenda

Highlights

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

Certified Hotel Sales Leader (CHSL) Review Course
- Tuesday, November 12, 2024
- 12:30 – 5:00 pm
- Separate fee applied
HSMAI Curate (by invitation for Organizational members)
- Tuesday, November 12, 2024 (+ reception the evening before)
- 8:00 am – 6:30 pm
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

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.

12:30 – 5:00 pm ♦ Certified Hotel Sales Leader (CHSL) Review Course

This course covers the key concepts outlined in the CHSL study guide, and is a great last “cram session” before taking the certification exam. A separate fee applies.

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

When your job hinges on how well you talk to people, you learn a lot about how to have conversations — and that most of us don’t converse very well. Celeste Headlee has worked as a radio host for decades, and she knows the ingredients of a great conversation: Honesty, brevity, clarity and a healthy amount of listening. In this insightful talk, she will share useful rules for having better conversations, and for being a more impactful sales leader.

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

Aran Ryan, Director of Industry Studies, will present Tourism Economics’ latest insights on the impacts of the US presidential election, the current mindset of travelers, and industry performance expectations — all so sales leaders can be prepared to make smarter, more confident decisions.

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, Dan Surette, Chief Sales Officer for Omni 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. Nominations are open until September 16!

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…with Thought Leader Allison Handy, EVP Commercial, Aimbridge Hospitality
Strategic Issue #2: Today’s Customers…thought leader to be announced soon!
Strategic Issue #3: Communication & Collaborating with Commercial Colleagues…thought leader to be announced soon!

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
Scott Dahl, SVP Sales, Marketing & Revenue Management, Wurzak Hotel Group
Sofya McIntosh, SVP Sales & Customer Success, ComOps
Stephanie Ochs, Vice President, Revenue Management, IHG
Emma Scher, Sr Lead of Customer Success, AI Products, ZS

5:15 – 6:30 pm ♦ Closing Reception

Registration

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

FEES

Registration Type	Early Bird through October 16 Member⁴/Nonmember	October 17–Onsite Member⁴/Nonmember
Hotel/Associate¹	$795 / $1150	$995 / $1350
Partner/Supplier²	$895 / $1250	$1095 / $1450
Faculty or Student HSMAI members³	$398 / na	$398 / na
CHSL Review Course add-on	$175 / $225	$225 / $275
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 mandie.hart@hsmai.org 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
⁴Join HSMAI today to save on registration fees.

REGISTRATION POLICIES

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 mandie.hart@hsmai.org.

Substitution Policy

A transfer of your full registration is permitted prior to the conference by submitting a written request to mandie.hart@hsmai.org. 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 mandie.hart@hsmai.org 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.

Confirmation

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 mandie.hart@hsmai.org.

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 confidentiality, antitrust 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 mandie.hart@hsmai.org.

Speakers

Bob Anderson is President/Owner of Star Performance, Inc., and a contributing author to the HSMAI Certified Hotel Sales Leader Certification (CHSL). In 2015, HSMAI selected him as one of the Top 25 Extraordinary Minds in Hospitality Sales, Marketing, and Revenue Management. He is currently a member of the HSMAI Sales Advisory Board.

The International Hospitality Institute recently selected and awarded Bob as a Global Top 15 Trainer in Hospitality for 2021.

Bob has been married for over 39 years and has three wonderful children and three grandchildren. He likes to read, work out, and watch hockey…Go Minnesota Wild!!!!!

Jamie Gagnon is the Executive Director of Sales for Bellagio and is celebrating her 25th year in Hotel Sales. She specializes in elevating the guest experience and cultivating a work environment that allows people to thrive and grow. She is credited for her creativity and passion for learning. She sits on the HSMAI Sales Advisory Board and is a past President of the Las Vegas Hospitality Association. Jamie thrives on connection and building relationships. She teaches and practices yoga and believes how you live your life on that mat translates to how you live your life off the mat.

A 25 year veteran of the hospitality industry, Chris Hardy has served in leadership roles at hotel, regional, and corporate levels with global brands including Hilton, Marriott, and Wyndham. He is active in industry organizations including HSMAI and has contributed to articles and content for industry publications. He received a B.S. in Hospitality Management from Keuka College and holds certifications from HSMAI and Cornell University.

Chris currently serves as Vice President for Commercial Strategy at Parks Hospitality Group where he focuses on team member development as well as developing strategies that drive top line revenue, increase market share and profitability.

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

Sofya McIntosh is a seasoned hospitality professional with 25 years of experience in both hotel operations as well as technology sales leadership with a proven track record of delivering strong results. Sofya has a deep knowledge of revenue management, business intelligence and profit optimization solutions and services in the hospitality industry. Sofya acts as a strategist and relationship builder, working with current and potential customers to assess their business needs, market conditions, and industry trends to help them maximize their revenues and profitability.

Prior to joining ComOps, Sofya worked with several leading business intelligence/revenue optimization firms including TravelClick, Rainmaker, Oracle, Hotel Effectiveness and Kalibri Labs

Sofya holds a BS in Business Law from Moscow Academy of Economics and Law and enjoys traveling, cooking, taking salsa lessons and spending time with her two daughters.

Emma Scher is a dedicated data strategist with a passion for the hospitality industry. Currently, Emma is the Senior Lead of Customer Success on the AI Products at ZS Associates where she partners with restaurant, airline, and hotel companies to deploy AI solutions supporting personalization, experimentation, optimization, and use of generative AI. Prior to her time with ZS, Emma gained extensive experience working with several industries to improve the usability of data and to deploy new solutions. This experience includes managing revenue strategy with MGM Resorts International and leading a technical analytics team for Aristocrat Gaming. Emma holds a Bachelors in Science from the Cornell University School of Hotel Administration where she focused her studies on analytics and data science.

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

Hotel & Travel

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.

Partnership

Finalize Your Sales Leader Forum Partner Position

Return your completed commitment form to Elise Rhinehart at elise.rhinehart@hsmai.org

Partnership Commitment Form

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 Digital Materials
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)