HSMAI Curate: An Executive Insights Forum

Curate is an exclusive benefits for Organizational Member companies of HSMAI.  Executives from these companies have the rare and unique opportunity to discuss emerging industry trends and issues while engaging with each other in a highly interactive format.  The forum is also unique in that it provides an opportunities for sales, marketing and revenue management executives across a wide array of companies to discuss the implications of these trends across each discipline.

Fall 2023
November 7, 2023, Long Beach, CA


Demystifying Artificial Intelligence — HSMAI’s 2023 Curate Executive Insights Forum will focus on the third major inflection point of technology and its implications to hospitality. The internet and mobile were game changers for hospitality commercial leaders. Artificial intelligence will be the same.

At Curate we’ll discuss the transformative impact of AI in hospitality and travel by defining it, understanding the use cases for the hotel industry and, learning from case studies in other industries. We will also help you develop a road map for you and your organization and discuss how the organizational leadership will adapt in the future.

Curate will offer a unique opportunity for attendees to gain valuable knowledge, network with peers, and stay ahead of the curve in leveraging AI technologies to enhance guest experiences, optimize operations, and drive business growth.



6 p.m. – 8 p.m.                  Welcome Reception


8:30 am                               Breakfast

9am – 9:30 am                 Welcome and Introductions

What is Curate? Why are we here. Rules of engagement.

9:30am–10:30am           Session #1: WHAT DECISION MAKERS NEED TO KNOW/DIGESTING AI

Ben Heller, AI Transformation Manager, Google Cloud: Ben Heller will kick off our day with an overview of artificial intelligence and set the stage for the rest of our day.

10:30a.m.–10:45a.m.    Networking break

10:45am – 12:30pm      Session #2: CASE STUDIES

Moderated by Felix Laboy, Executive, Shift Digital.

Felix Laboy, Executive, Shift Digital:  Felix Laboy will be moderating our Case Study Session, bringing a wealth of industry experience to offer insights and a Q&A with case study presenters from within and from outside the industry.

12:30 pm – 1:30 pm      Lunch

1:30 pm – 3:00 pm         Session #3: THE FRAMEWORK AND ROADMAP

Jessica Jarvis, Principal, ZS Associates: Jessica Jarvis will facilitate an interactive session outlining framework of how organizations can adopt AI platforms and navigate change.

3:00 pm – 3:15 pm         Networking Break

3:15 p.m. – 4:15 pm       Session #4: THE LEADERSHIP

Terry Jones, President, ON, Inc:  Closing out the day will be 30 Year Travel and IT veteran Terry Jones. He is a speaker who’s not only an expert in the field but also the founder of Travelocity.com and Founding Chairman of Kayak.com. Terry Jones will share insights into what it takes to innovate and lead in today’s fast-paced environment.

4:15 p.m. – 4:30 p.m.     Wrap-up and next steps

4:30 p.m. – 6:30 p.m.     Reception with Sales Leader Forum attendees


Attendees may be interested in staying an extra day to attend the Sales Leader Forum starting on Wednesday, November 8th. Registration for this event is separate from Curate and has a fee.


Hilton Long Beach — Registrants should make guestroom reservations before the block cutoff date of October 13, 2023.

Organizational Members will receive exclusive invitations. Contact Bob Gilbert @ bgilbert@hsmai.org for additional information.

Spring 2023

HSMAI Virtual Curate Spring 2023: Beyond Burnout

The HSMAI Foundation’s 2022-23 State of Talent Report identified “Mental health, safety, and wellbeing” as one the top issues facing sales, marketing, and revenue professionals. To provide insight on solutions, Hamza Khan, Speaker, Author and Leadership Expert, shared his wisdom from his research and his book, “The Burnout Gamble,” in this video series exclusively for HSMAI Organizational Members.

Watch Videos

Fall 2022

October 18-19, 2022
Frisco, TX

Commercial Strategy

HSMAI’s Curate 2022 focused on how to design and build a commercial- centric organization that is strategically designed to optimize profits.

The evolution within the hospitality industry to break down silos between commercial disciplines — especially sales, marketing, revenue management, and distribution — has accelerated. And the emergence of the word “commercial” in titles at the property and corporate levels has created much conversation about strategy, organizational design, and scope in recent months.

At Curate 2022, we dove into how we can harness the innovation and technology that has emerged from the convergence of sales, marketing, and revenue optimization to create holistic commercial strategic organizations. To accomplish this, we learned from leaders and case studies from inside and outside the hotel industry, interactive discussions, and collaborative brainstorming.


Spring 2022

HSMAI Curate Presents:
Commercial Talent Recruitment & Retention During Recovery

Spring 2022 Virtual Program

MODULE 1              MODULE 2          MODULE 3

The pandemic has disrupted the hospitality industry, and many commercial sales, marketing, and revenue optimization professionals are dealing with the ramifications on a daily basis. One key area of impact has been on attracting and retaining talent.

The spring 2022 Curate Presents program features an on-demand video series that highlights trends and covers insights and tips from hospitality thought leaders on attracting, retaining, and developing talent.

Pre-read material: HSMAI Foundation “State of Hotel Sales, Marketing, and Revenue Optimization Talent: 2020-2021” Special Report.


Distant and Distracted: Recruiting and Retaining Talent in an Uncertain, Hybrid World

Presenter: Debra Jasper, Ph.D., Founder and CEO, Mindset Digital

The expectations of today’s workforce have changed. How you recruit, onboard, and retain talent must change, too. That means breaking old rules, choosing the essential over the expected, and rethinking just about everything. In this session, international keynote speaker and Mindset Digital Chief Executive Officer Debra Jasper will cover how to:

  • Leverage more agile and engaging approaches to recruit and retain top talent
  • Design recruitment campaigns that capture attention and drive results
  • Fully optimize your recruiters’ online presence (now, more than ever, people are connecting with you virtually)
  • Use gamification, leaderboards, and simple rewards (think water bottles and T-shirts) to transform how you onboard and train your teams

Job seekers have lots of options these days. This fast-paced session will explain how to embrace — and showcase — new approaches that will elevate your outreach and help you stand out from the crowd.


Trends in Engaging Commercial Talent in Hospitality

Panelists: Mike Gamble, HSMAI Americas & HSMAI Foundation Board Member, Searchwide Global; Ken Greger, HSMAI Foundation Board Member, August Leadership; moderator Michelle Woodley, HSMAI Foundation Chair, Preferred Hotels & Resorts

This session will discuss the executive recruiter perspective on the current state of hospitality talent, the roles of company culture and DEI in retention post-pandemic, and what companies can do to help their employees stay engaged.


Development, Upskilling, and Reskilling for a More Resilient Team

Panelists: Linda Gulrajani, HSMAI Revenue Management Advisory Board Past Chair, Marcus Hotels & Resorts; Theo Holloway, HSMAI Marketing Advisory Board Chair, BWH Hotels & Resorts; Eric Kreins, HSMAI Sales Advisory Board Chair, Hilton; moderator Juli Jones, HSMAI Vice President

This session will discuss the sales, marketing, and revenue optimization perspective on how a renewed focus on professional and personal growth and development within your team can encourage longevity with and loyalty to your company.

Additional HSMAI content on navigating the commercial talent landscape:


Prior Curate Content

Curate Presents Interviews – Leadership in Challenging Times

» CINDY NOVOTNY — HSMAI Award for Lifetime Achievement in Sales

» LELAND PILLSBURY — Albert E. Koehl Award for Lifetime Achievement in Hospitality Marketing

» ROBERT CROSS — Vanguard Award for Lifetime Achievement in Revenue Optimization

» MENTAL RESILIENCE: DR. JANNELL MACCAULAY, leadership/performance specialist and HSMAI ROC 2020 speaker

» RESONANT MARKETING: MIRI RODRIGUEZ, author of Brand Storytelling: Put Customers at the Heart of Your Brand Story

» LEGAL ANALYSIS: GREG DUFF, chair of Foster Garvey’s hospitality, travel, and tourism practice

Curate Update Fall 2019: How Are Our Attendees Feeling About the Economy?

Recap Spring 2019: HSMAI’s Curate Event Explores AI and Innovation

Recap Fall 2018: Hospitality Executives Tackle Technology and Distribution Challenges at HSMAI’s Curate

Recap Spring 2018: HSMAI’s Inaugural “Curate” Digs into Critical Issues in Hospitality


Our thanks to the organizations who committed to HSMAI Organizational Membership in 2022.