COMMERCIAL STRATEGY CONFERENCE: 14th MAY, 2025
BREAKOUT SESSIONS AGENDA
REVENUE & DISTRIBUTION STREAM - HELICONIA ROOM 3304
SALES & MARKETING STREAM - CASSIA ROOM 3404
1:30PM
WELCOME ADDRESS
Welcome and agenda for the session. Introducing LiMin Cheng as the Emcee for the sessions.
1:40PM
APAC Market Performance & Outlook Trends
“Take a deep dive into the current number trends and the outlook for the APAC markets – get familiar with how it’s performing and what’s ahead for 2026 to 2027.
1:50PM FINISH
1:55PM
How AI Is Redefining the Role of the Revenue Leader?
Last month, we dissected a coming “Epic Disruption”: AI’s quiet reallocation of pricing decision rights. It’s a structural shift that demands a structural response. If the threat is a redistribution of authority, then survival isn’t about fighting the technology, but about repositioning before the shift is complete. The critical question for every revenue leader is no longer “Will AI change my job?” but “What is the value I provide once AI can price better than I can?” Join the expert who has consistency predicted the evolution of revenue management’s role in Hospitality, Professor Sherri Kimes. Sherri will also explain some research conducted to analyse the impact of AI-powered pricing decisions on the humans using the systems. You might be surprised!
2:05PM FINISH
2:05PM
Revenue Leaders Panel
In this session, we’ll dive into three key areas to help you unlock greater profitability:
• Thoughts on the changing role of the Revenue Manager.
• Forecasting in a time of constant volatility.
• Modern skills for Revenue Managers, how to upskill in a fast-changing environment
• Leveraging AI to monetise the Guest Journey while it’s happening.
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Karen Wong Group Assistant VP, Revenue Optimization, Shangri-La Group and National Advisory Board, HSMAI Hong Kong & Macau
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Additional Speakers coming soon
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Cat Yehong Wu, CRME Executive Director, Revenue Management & Innovation, Fairmont Singapore & Swissôtel The Stamford
2:30PM FINISH
1:30PM
WELCOME ADDRESS
Welcome and agenda for the session. Introducing xxxxxx as the Emcee for the sessions.
1:40PM
Navigating the New Era of APAC Travel:
What Guest Sentiment Reveals for 2026–27
The millions of visitors who arrived across APAC in the last 12 months have brought the region’s hospitality sector to a critical crossroads — where record-breaking demand meets inflationary pressure, overtourism, and operational strain. Drawing on the analysis of millions of guest reviews across Singapore, Hong Kong, Bangkok, Jakarta, and Sydney, this session delivers an exclusive sentiment benchmark and translates it into practical commercial strategies for marketing, operations, and revenue teams to strengthen pricing power and drive total profitability.
1:50PM FINISH
1:55PM
SALES & MARKETING FOR C&E AND F&B
How can Marketing work with Sales to improve C&E and F&B sales? How can hotels measure the value of that marketing? What sort of experiences are C&E venues proposing to their potential clients? (More details coming soon)
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Additional Speakers coming soon
2:30PM FINISH
2:35PM
Fireside Chat with a Marketing Agency
In AI-powered search, competition is fierce: only a handful of hotels are selected. This session explores how hotels can optimise, what is the first step to take? How ca hotels measure their impact in AI search results. Why technical aspects like structured content, schema and reputation signals – together with clarity, consistency, and credibility – can make the difference between being consistently recommended or completely overlooked.
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Sarawut Tantichote Senior Director of e-Commerce & Digital Advertising, Minor Hotels – Corporate Office
2:45PM FINISH
2:35PM
How to Increase your Ancillary Revenue
In this session, we’ll break down how to identify untapped revenue opportunities across your property, from F&B and experiences to services and partnerships. You’ll learn how to apply practical upselling and value-added strategies that not only increase guest spend but also enhance the overall guest experience.
We’ll also explore how revenue management principles can be extended beyond rooms—helping you optimise pricing, packaging, and performance across multiple departments.
Walk away with clear, actionable ideas you can implement immediately to unlock new revenue streams.
Bonus: All attendees will receive an exclusive HSMAI whitepaper on ancillary revenue to continue the learning beyond the session.
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Additional Speakers coming soon
2:50PM FINISH
2:50PM
THE STATE OF DISTRIBUTION & CORPORATE TRAVEL STUDY
This hands-on, practical session will guide attendees through a framework to design or refine their own commercial tech stack. Focused on actionable insights, this workshop is ideal for those looking to optimise their technology for commercial growth without the complexity of large-chain requirements.
This interactive session will cover:
Map the Customer Journey
Identify gaps in your current setup
Tools to Evaluate Tech Partners
Integration Planning
Tools & Templates provided
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Additional Speakers coming soon
3:25PM FINISH
2:50PM
MODERN SALES: CONTRACTING, B2B, Social Selling
This session will discuss the latest changes to the sales professionals role in Hospitality.
This interactive session will cover:
Modern Contracting practices, B2B Planning,Social Selling
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Additional Speakers coming soon
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Heidi Gempel Managing Partner & Founder at HGE International & Facilitator HSMAI Commercial Advisory Board
3:25PM FINISH
3:30PM - 4:00PM
AFTERNOON TEA & PARTNER SHOWCASE
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- Why strategic clarity is the missing link in many high-performing hotels
- The 3 common traps commercial leaders fall into—and how to avoid them
- A simple decision-making filter to help your team prioritize what matters most
- How to lead conversations that connect the big picture to daily tasks
- Tools to align meetings, metrics, and mindset for commercial focus
