ShareBy Brian Hicks, President & CEO, HSMAI
The pace of change in hospitality is no longer linear. It is layered, fast-moving, and often ambiguous. In that kind of environment, how and where we come together as leaders matters more than ever.
As an industry, we benefit from gathering in many ways. Large-scale conferences remain essential. They offer breadth of insight, exposure to new ideas, and the energy that comes from bringing the industry together at scale. They help us see around corners and stay connected to the broader landscape.
At the same time, there is also value in more focused environments. Settings that allow leaders to slow down, engage more deeply, and work through the complexities behind the ideas.
That is where Curate comes in.
On April 15 in Atlanta, HSMAI will convene a select group of Organizational Members for Curate: A Commercial Futures Forum, an intentionally intimate and highly interactive experience designed for senior leaders shaping the future of commercial strategy.
Curate is exclusive by design. Participation is limited to HSMAI Organizational Member companies, ensuring that the conversation reflects a shared level of perspective, accountability, and influence.
That dynamic creates a different kind of dialogue. One that is candid, practical, and immediately relevant.
The theme for this year, Money and Magic: An Immersive Leadership Lab, speaks directly to a challenge we see across the industry.
We are not short on ideas. Innovation, creativity, and ambition are abundant.
What remains difficult is translating those ideas into sustainable and scalable commercial success.
That is the tension between Magic and Money.
Magic is the spark. It is brand, experience, and differentiation.
Money is the discipline. It is alignment, execution, and measurable return.
The leaders who will define the next era of hospitality are those who can bring the two together consistently and intentionally.
Curate is designed to explore that intersection in real time.
This is not a passive environment. Throughout the day, participants will engage in guided working sessions, peer exchange, and applied exercises that challenge how they interpret data, make decisions, and create value across their organizations.
In a time when complexity is the norm and expectations continue to rise, having both perspectives matters.
And having the right room for the right conversation can make all the difference.
For more details on our Spring 2026 Curate, and to register, visit: https://americas.hsmai.org/eventshome/hsmai-curate/.