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By Robert A. Gilbert, CHME, CHBA, President and CEO, Hospitality Sales & Marketing Association International (HSMAI)
The HSMAI Commercial Strategy Conference 2024 was an incredible event, focusing on the convergence and integration of various commercial disciplines in the hospitality industry. The sold-out crowd was shown a comprehensive view of commercial strategy in hotels, reflecting the industry’s shift towards more integrated approaches to marketing, sales, revenue management, and distribution. We’ll have more articles in the coming weeks highlighting the content and sharing best practices from the conference.
Right now, however, I’d like to talk about one of my favorite moments of the conference celebrating the individuals honored for their contributions to revenue optimization and marketing. Here is a little bit about this year’s honorees.
Revenue Optimization Awards
Dr. Kelly McGuire, Vanguard Award Recipient
Dr. McGuire, managing principal of hospitality at ZS Associates, received the prestigious Vanguard Award for Achievement in Revenue Optimization. Her work includes helping global hospitality clients improve their commercial strategy and operations, utilizing data science, artificial intelligence, and machine learning. Kelly’s extensive background includes senior roles at MGM Resorts International and authorship of two books on analytics in hospitality. She serves on HSMAI’s Americas Board of Directors and holds a Ph.D. from Cornell University.
Scott Dahl, Revenue Optimization Professional of the Year, Corporate
Dahl, senior vice president of sales, marketing, and revenue management at Wurzak Hotel Group, was honored as the corporate Revenue Optimization Professional of the Year. With 30 years in the hospitality industry, Scott has held significant positions at various esteemed organizations and has made notable contributions to the field of revenue management.
Taylor Baca, CRME, CHDM, Revenue Optimization Professional of the Year, Single/Multi-Unit
Taylor Baca, corporate director of revenue management at Balboa Bay Resort & Club, received the award for single/multi-unit Revenue Optimization Professional of the Year. Known for driving exceptional revenue growth and optimizing hotel performance, Taylor has a comprehensive background in revenue management and is an active member of the HSMAI Rising Leader Council.
Marketing Awards
Janelle Hoffman, Marketing Educator of the Year
Professor Hoffman of Scottsdale Community College was awarded the Marketing Educator of the Year. With over 26 years of academic expertise and prior industry experience in hotel sales and marketing, Janelle has significantly contributed to educating future hospitality professionals.
Bob Everin, Marketing Professional of the Year, Corporate
Everin, senior director of media for Marriott Digital Services, was recognized as the corporate Marketing Professional of the Year. With a 35-year career at Marriott, Bob has been instrumental in establishing the company’s digital marketing capabilities and currently drives the strategic vision for Marriott’s media practice.
Holly King, Marketing Professional of the Year, Single/Multi-Unit
King, area director of marketing for White Lodging, received the award for single/multi-unit Marketing Professional of the Year. Holly leads a team responsible for the digital and field marketing performance of 37 hotels and restaurants in Austin, Texas, and has a rich background in boutique and franchise hospitality marketing.
I was truly honored to present this year’s awards to such a group of distinguished leaders who embody the commercial excellence HSMAI strives to recognize. It is a testament to their exceptional skills and dedication that the honorees are held in such high esteem by their fellow professionals. Congrats again!