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By Robert A. Gilbert, CHME, CHBA, President and CEO, Hospitality Sales & Marketing Association International (HSMAI)
During the summer, I wrote that the evolution within the hospitality industry to break down silos between commercial disciplines – especially sales, marketing, revenue management, and distribution – continues to accelerate…and there have been lots of questions about commercial strategy.
Recently in Frisco, we met with representatives from our organizational members at our Curate Executive Insights Forum. We learned, collaborated, and delved into many of the questions around building a commercial centric organization. As we see from the polling of attendees, the need for commercial excellence in the hospitality industry is apparent and multifaceted.
Curate came at a critical time for many companies. While 34% of people in the room considered their companies well on their way or as a commercial effectiveness leader, the majority had made some progress or were in the initial stages of defining priorities.
While the majority of companies attending Curate are at the initial stages of their journey or have only made progress in some areas, all benefited from the case studies and leadership stories from industry experts, visiting the Dallas Cowboys World Headquarters, and hearing about the power of relationships from Dallas Cowboy EVP, Chad Estis.
ZS’s Mike Moorman set the stage for the concept of commercial excellence (slides here) and presented a framework on 12 key drivers (slides here). Like the need for it, the implementation of commercial effectiveness is complex, and the drivers included everything from market insights to pricing strategy to cross-functional organization design and alignment.
Curate was a thought-provoking day. We’ve captured some key insights in this month’s Executive Insights newsletter, exclusive content for you, associates of HSMAI organizational members. We look forward to continuing the conversation of the industry’s evolution towards commercial excellence.
We’ve recapped Curate in a series of articles for our Organizational Members here:
Curate Session Recap: The Definition: Achieving Commercial Excellence
Curate Session Recap: The Current State of Commercial
Curate Session Recap: The Framework and Roadmap
Curate Session Recap: The Star
Curate Session Recap: The Leadership
Thank you to Curate attendees for your contributions to the discussion and to our task team for helping set the content and agenda.
2022 CURATE PLANNING TASK TEAM
| Jamieson Asselta
IDeaS Revenue Solutions |
Agnelo Fernandes
Terranea Resort |
Christen Garb
Hyatt |
Kaaren Hamilton
Sonesta |
| Jennifer Hill
Kalibri Labs |
Lori Kiel
Kessler Collection |
Marina MacDonald
Red Roof |
Kelly McGuire
ZS |
| Breffni Noone
University of Pennsylvania |
Stephanie Ochs
IHG |
Sharon Paine
IHG |
Andrew Rubinacci
Aimbridge Hospitality |
| Ken Tutt
Accor |
John Washko
Mohegan Sun |