Connect with HSMAI



Good Company

Realizing that we needed to better serve the increasing number of HSMAI members who work at the corporate level, in 2018 we debuted an Organizational Membership category — in which a company is the member and a set number of company employees have access to standard HSMAI benefits along with exclusive events,
content, and other resources.

Organizational Membership has been a major success for us:

A total of 59 companies signed up, representing 1,244 individual hospitality sales, marketing, and revenue-optimization professionals, and 70% of new organizational members opted into a local HSMAI Chapter.

We produced two invitation-only Curate events at Terranea Resort in Ranch Palos Verdes, California, and the Hyatt Regency Baltimore Inner Harbor — Executive Insights Forums powered by unique experiences, original research, and cross-disciplinary conversation around five priority issues identified by attendees.

The priority issues we “curated” in 2018 were:

• Mastering data analytics

• Being innovative

• Talent acquisition and retention

• Inadequate technology platforms

• Distribution costs

Using insights collected at Curate, we generated a variety of content focused on the priority issues, including two Best Practices Guides, 12 issues of the Executive Insights newsletter, educational programs at other HSMAI events, and more.


Adrian Awards Celebrate Superheroes

The 2017 HSMAI Adrian Awards competition culminated with the Gala at the New York Marriott Marquis, celebrating innovators in hospitality advertising, digital marketing, and public relations before more than 800 industry professionals.

Established in 1956, the Adrian Awards recognize marketing achievements across multiple segments. Winners are selected by senior industry and media experts from more than 1,200 entries. Best of Show Awards went to Platinum Award winners as follows:

(Tie) Advertising “Best of Show” – Newfoundland and Labrador Tourism; agency, Target 

(Tie) Advertising “Best of Show” – Marriott International; agency, GREY New York 

Digital Marketing “Best of Show” – Amelia Island; agency, Paradise Advertising and Marketing

Public Relations “Best of Show” – Mexico City Tourism Board; agency, Weber Shandwick

The following are Platinum Award winners in the advertising, digital marketing, public relations, and integrated marketing divisions:

Advertising Platinum Winners:
Company; Agency
Space Florida; Paradise Advertising and Marketing
VisitBritain; Expedia Media Solutions
Maine Office of Tourism; BVK
Newfoundland and Labrador Tourism; Target
Marriott International; GREY New York

Digital Marketing Platinum Winners:
Company; Agency
Four Seasons Hotel New York Downtown; Connelly Partners
Best Western Hotels & Resorts; Ideas Collide
Newfoundland and Labrador Tourism; Target
Amelia Island; Paradise Advertising and Marketing
Orlando Magic; Net Conversion
Aruba Tourism Authority; Concept Farm

Public Relations Platinum Winner
Company; Agency
Greater Fort Lauderdale Convention and Visitors Bureau; Finn Partners
Singita; Imagine Communications
Marriott Hotels; Catalyst PR
Fairmont Hotels & Resorts
Finger Lakes Tourism Promotion Agency; Quinn
Xanterra Parks & Resorts/Grand Canyon National Park Lodges; Percepture
Mexico City Tourism Board; Weber Shandwick
Visit Salt Lake

Integrated Marketing Platinum Winners
Company; Agency
Hilton Hotels + Resorts

HSMAI/National Geographic Traveler Leader in Sustainable Tourism Award: Terranea Resort

HSMAI/Libris by PhotoShelter Pioneer in Visual Storytelling Award: Aruba Tourism Authority and Concept Farm


Chapters Create Community

HSMAI chapters throughout the U.S., Mexico, Canada, and Brazil welcomed more than 12,500 industry professionals to events during 2018. Among the most notable were the Arizona chapter’s 50th Anniversary celebration, Brazil’s Sales & Marketing Conferences, and the Greater New York chapter presenting its inaugural ICON award to Michael A. Leven, Chairman and Chief Executive Officer of Georgia Aquarium, in recognition of his exceptional career, support of the industry, and immeasurable philanthropic accomplishments. Chapter leaders also gathered at regional HSMAI Mike Leven Leadership Forums in Arizona, Chicago, and Washington, DC, focused on chapter and professional development.


Conferences Make Connections

Since 2003, HSMAI has been producing interactive strategy conferences focused
on disciplines important to its members and the industry.

HSMAI’s conferences address the issues and challenges that professionals are facing, summarize the implications, and provide solutions and strategies for immediate use. 2018’s signature HSMAI Americas events included:

HSMAI Digital Marketing Strategy Conference

A record 351 senior leaders in hospitality marketing convened at the New York Marriott Marquis in late February. Attendees gathered to learn digital strategy best practices and connect with colleagues and industry partners for innovative solutions for hotel marketing. The theme of this year’s conference was “It starts with strategy.” The event opened with an engaging keynote presentation by Heath Slawner on “It Starts with Why.” Breakout sessions throughout the day featured sessions on data, customization, AI, and the intersection of digital marketing and revenue management. The conference also included the release of the new Certified Hospitality Digital Marketer (CHDM) study guide, Hospitality Digital Marketing Essentials: A Field Guide for Navigating Today's Digital Landscape.

View More Photos from Digital Marketing Conference

HSMAI Revenue Optimization Conference (ROC)

On June 19–20, 2018, 623 hospitality professionals gathered in Houston for education and insights into revenue management at ROC Americas.

HSMAI’s ROC drew corporate revenue management executives from 110 unique hotel companies and 48 hotel properties. The two-day conference featured inspiring and engaging general sessions led by industry thought leaders, interactive breakout sessions, and countless opportunities to connect face to face with 42 product and service providers at the partner showcase.

A highlight of ROC was the two-part interactive session “No Bull: The Great Debate,” in which presenters debated two timely questions for the hospitality industry: “With advances in AI and machine learning, what is the future for humans in revenue management?” and “Do loyalty programs still have a place with today’s consumers, or is loyalty dead?”

View More Photos from ROC

HSMAI’s ROCET: Revenue Optimization Convergence Education & Training

ROCET conferences delivered tactical, strategic, and leadership insights for hotel revenue managers and the full hotel executive team to help develop a collaborative approach to total hotel revenue strategy. ROCET events were held in seven cities in the U.S. and Canada.



  • Adrian Awards Gala

  • Digital Marketing Strategy Conference

  • Revenue Optimization Conference (ROC)

  • Executive Roundtables

  • Curate: An HSMAI Executive
    Insights Forum

  • Mike Leven Leadership Conference


  • HSMAI Executive THINK


Training and Certification Soars

HSMAI introduced certification for hotel sales professionals nearly 30 years ago. In 2018, HSMAI continued to offer training and certification in several disciplines, including sales, revenue management, business acumen, and digital marketing.

In 2018, 

• 255 people earned their CRMEs, bringing the total CRMEs worldwide to 1,689;

• 68 people earned their CHDMs, bringing the total CHDMs worldwide to 644;

• 46 people earned their CHBAs, bringing the total CHBAs worldwide to 463.

Also in 2018, we added a fourth certification, the Certified Revenue Management Analyst (CRMA), a student certification.  Created by hoteliers for those studying to join the industry, the CRMA recognizes students for their understanding of the application of revenue management concepts.

On March 1, 2018, we published the new CHDM Study Guide, Hospitality Digital Marketing Essentials: A Field Guide for Navigating Today’s Digital Landscape, and worked with our Revenue Management Advisory Board on the update of the CRME Study Guide, The Evolving Dynamics of Revenue Optimization, 3rd Edition, with expected publication in the first quarter of 2019.

Our certificate programs, Sales2Win, with certificate courses in Account Management and Select Service Selling, and RO2Win, our revenue management training for non-revenue managers and new revenue managers working in hospitality, continued to offer important education to many in the industry.

At the Digital Marketing Strategy Conference and the Revenue Optimization Conference (ROC) in 2018, HSMAI again offered review classes for the CRME and CHDM exams, and videotaped the presentations at the conferences, making them available free to HSMAI members on our LMS.  


Unique Executive Experiences

HSMAI brought together executives from leading hotel companies at unique interactive programs, including:

HSMAI Executive Roundtables

These are networks of like-minded senior hotel leaders that meet periodically at face-to-face forums. HSMAI brings together Chief Marketing Officers, Chief Digital Marketing Officers, Chief Sales Officers, Chief Revenue Officers, and Hotel Management Company Sales and Marketing Executives throughout the year for discussion of best practices, challenges, and innovation.

Executive THINK: Travel & Hospitality Innovation,
Networking & Knowledge

@ CES: HSMAI’s Executive THINK at CES 2018 was a multi-day event and included private tours of two of the major components of CES, which features more than 3,600 exhibitors from around the world unveiling the latest products and services across the full spectrum of consumer technologies.  The executives in attendance received a briefing by a CES economist, attended appointments, keynotes, and targeted sessions (Google Assistant, In Market, IBM Watson, NextDoor private social network, CMO panel), and had a curated tour with group appointments at the exhibits of global giants LG, GoPro, Intel, Qualcomm, Samsung, Bosch, and Panasonic.

@ Fast Company Innovation Festival:  Executives taking part in the event were immersed in a world of innovation, best practices, and ideas. HSMAI partnered with Fast Company to provide a curated experience for our attendees, allowing them to choose from a wide variety of offerings at the Innovation Festival — capped off by a daily debrief with their hospitality peers to explore the implications for the hospitality industry.


Awards Honor Excellence

HSMAI honors outstanding individuals each year with prestigious awards recognized throughout the hospitality industry, including:

Lifetime Achievement

The distinguished careers of two industry leaders were celebrated with HSMAI Lifetime Achievement awards at the annual Adrian Awards Gala. Edwin “Ed” Fuller, president, Laguna Strategic Advisors, was honored with the 2017 Albert E. Koehl Award and Terence “Terry” Gallagher, president, Lou Hammond Group, New York, was honored with the 2017 Winthrop W. Grice Award for Public Relations.

Ed Fuller

Ed Fuller

Terry Gallagher

Terry Gallagher

Vanguard Award for Lifetime Achievement in Revenue Management

This award honors revenue management professionals who have left
an indelible mark on the field of pricing and revenue optimization
in the hospitality industry.

2018 Honoree:  Robert (“Bob”) G. Cross, chairman of Revenue Analytics

2018 Honoree:
Robert (“Bob”) G. Cross, chairman of Revenue Analytics


HSMAI’s Revenue Management Professionals of the Year

Nominations for the Revenue Management Professionals of the Year come from HSMAI chapters and the industry at large, and nominees represent the very best in the hospitality industry in revenue management. 

Derek Brewster, director of revenue  management at Lotte New York Palace, Single/Multi-Unit Revenue Management Professional of the Year.

Derek Brewster, director of revenue
management at Lotte New York Palace, Single/Multi-Unit Revenue Management Professional of the Year.

Cassandra (“Cassie”) Bond, CRME,  CHRM, regional vice president of revenue management for Chesapeake Hospitality, Corporate Revenue Management  Professional of the Year.

Cassandra (“Cassie”) Bond, CRME,
CHRM, regional vice president of revenue management for Chesapeake Hospitality, Corporate Revenue Management
Professional of the Year.


The HSMAI Top 25

Every year, HSMAI spearheads an effort to identify the “The HSMAI Top 25: Extraordinary Minds in Hospitality Sales, Marketing, and Revenue Optimization” as picked by their peers. Chosen for their creativity, ingenuity, drive and impressive successes, they are individuals who excel in their field and are at the top of their game. 


• Chris Anderson, Chief Commercial Officer, White Lodging

• Krista Bentley, Strategic Accounts Director, Expedia Media Solutions

• Michael Cady, VP, Marketing, Charlestowne Hotels

• Adriaan Coppens, Chief Executive Officer, OTA Insight

• Kelly Dalton, Director of Communications, Best Western Hotels and Resorts

• Kyle Rutledge Edmiston, Assistant Secretary, Louisiana Office of Tourism

• Elliott Ferguson, President & CEO, Destination DC

• Leon Goldberg, Complex Director Sales & Marketing, New York Marriott Marquis & The Sheraton New York Times Square

• Terri Haack, President, Terranea

• Katie Johnson, Senior Director of Branding & Marketing, Two Roads Hospitality

• Christine Lawson, SVP, Loews Sales Organization, Loews Hotels & Co.

• Robert Levine, Vice President Hotel Revenue Optimization & Customer Care, Seminole Gaming

• Sarah Beam Lukas, Director,, The Ritz-Carlton Hotel Company

• Kerry Mack, EVP of Revenue & Distribution, Highgate

• Mariana Mechoso Safer, SVP, Global Marketing, HEBS Digital

• Chris Nixon, AVP of Revenue Optimization, Ashford

• Joelle Park, Senior Director All Suites Marketing, Hilton

• Tammy Peter, VP Distribution & Connectivity Strategy, Wyndham Hotel Group

• Tim Peter, President, Tim Peter & Associates

• Tim Sullivan, Chief Sales & Marketing Officer, Cendyn

• Jenny Thomassian, Head of Travel Marketing & Sales, Google

• Amanda Voss, Vice President of Sales, Park MGM Las Vegas

• Dan Wacksman, Senior Vice President of Marketing and Distribution, Outrigger Hotels and Resorts

• Kurt Weinsheimer, Senior Vice President of Property Solutions, Sojern

• Ernest Wooden, President and CEO, Los Angeles Convention & Tourism Board


Established in 1983 to serve as the research and educational arm of the Hospitality Sales and Marketing Association International, in 2018 the HSMAI Foundation established a new mission statement:

To elevate the overall caliber and performance of sales, marketing, and revenue management professionals in the global hospitality industry by driving initiatives that will attract new talent, develop emerging talent, and engage existing talent.

To bring this vision to life, the foundation launched its first ever capital campaign. This is an industry-wide effort to raise funds in support of talent development.

Learn More:

View the Flip Book

Foundation Partners

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To learn more contact:

Fran Brasseux
Executive Director

Mindy Milby
Campaign Counsel

All gifts are tax deductible to the fullest extent of the law.