Welcome to the 2026 HSMAI Academy Masterclasses. This year we have a variety of classes in this room and another stream in the Room across the hallway.

Revenue management is entering its most disruptive decade. AI systems can now price better, forecast faster, and optimize more consistently than most human revenue managers — and the discipline’s traditional value proposition is eroding in real time. But the role isn’t disappearing. It’s shifting. In this session, I’ll make the case that the revenue manager of the next decade is an architect, not an operator: the governor of AI systems, the interpreter of what data actually means, and the orchestrator of total commercial strategy. Attendees will walk through the four pillars of the new role, see a concrete 90-day blueprint, and complete an on-the-spot audit of their own time — the first step toward redesigning their own job before someone else does it for them.

“Learn about HSMAI Certifications and self-paced courses programs all created by Hoteliers for Hoteliers helping you to upskill quickly with industry-relevant short courses and certifications to prove that “you already know”

Welcome to the 2026 HSMAI Academy Masterclasses. This year we have a variety of classes in this room and another stream in the Room across the hallway.

Start the day with Dr. Michael A. Kruesiand Assoc. Professor Kiattipoom (Poom) Kiatkawsin, PhD from the Singapore Institute of Technology for a hands-on sessionto help you clarify where AI can help you and which tools to use./

This workshop takes a problem-led approach to help participants first map their own pain-points then co-design the efficiency surgery using the 4D framework. Lastly, discover AI tools matched specifically to their diagnosed problems./span>

“Learn about HSMAI Certifications and self-paced courses programs all created by Hoteliers for Hoteliers helping you to upskill quickly with industry-relevant short courses and certifications to prove that “you already know”

This interactive masterclass is designed for hotel sales and revenue management professionals who want to master smart revenue management techniques, critical KPIs, and strategic upselling to dramatically improve profitability in meeting and event spaces. We will cover Meetings & Events KPIs and strategies, Intelligent Meetings & Events optimisation, Automated total revenue forecasting and planning and Strategic Upselling and practical application through a case study.

What You’ll Experience:

Commercial decisions are only as good as the data behind them. This session introduces the Guest Value Journey — a five-stage operating model that aligns Marketing, Sales, Revenue, and Operations around a single purpose — and identifies the key metrics that tell you whether each stage is working. Attendees will leave with a clear picture of which data points drive guest satisfaction and sustainable profit, and how to use them to make better commercial decisions at every stage of the guest journey.

• 1. The metrics that actually matter
  Walk away with the 10 data points that tell you whether each stage of the Guest Value Journey is working — two per stage, from IGP Revenue Share in Attract to Advocacy Impact in Review. Stop reporting on RevPAR alone and start reporting on what drives sustainable profit.
• 2. One model, four departments, one purpose
  See how the Guest Value Journey gets Marketing, Sales, Revenue, and Operations working from the same playbook instead of pulling against each other. Each stage has a clear owner, a clear hand-off, and a clear definition of “done.”
• 3. The honest trade-off you’ll need to defend
  Learn why RevPAR and RGI may flatten — or even dip — when you put the guest at the center, and why GOP, Profit Per Guest, and Customer Lifetime Value rise to more than make up for it. Leave with the language to defend this shift to owners, asset managers, and brand partners.