2025 Commercial Strategy Week Agenda
(Formerly the Revenue Optimization Conference - ROC)
3-DAY PROGRAM-AT-A-GLANCE
DAY 1 - 28TH MAY
GET CERTIFIED CHSL or CRME
DAY 2 - 29TH MAY
CONFERENCE & AWARDS DAY
- Commercial Strategy Conference (ROC)
- Commercial Awards APAC
DAY 3 - 30TH MAY
CLASSES & BREAKOUTS
- Chief Commercial Leader Roundtable
- HSMAI Masterclasses
- Partner Insights Sessions
CONFERENCE TOPICS
- Welcome Message
- Beyond the Forecast – the Economic outlook for APAC
- Leadership keynote
- Demand data update
- How Travellers are booking in 2025
- Driving Excellence: Building a Unified Commercial Strategy
- From Gen Z to boomers: How to build a cohesive, inclusive workplace
- Mini-Roundtable discussions – 12 topics to choose from
- The enduring relevance of retail travel agents: Why human expertise still matters
- Keynote: AI and EI: The Magic Formula to drive Sales?
- Updates on Distribution – the changes you need to know
- The Upgrade Economy: How Smart Hotels Maximize Guest Spend
- From SEO to AIO: How to Optimize Your Hotel for AI-Generated Recommendations
- Beyond RevPAR: The Hidden Metrics that Drive Profitability
- B2B Sales
MASTERCLASS TOPICS
- Traveller Trends in APAC
- Price to alue Analysis (How to price your rooms and Menu items
- Elevate your Revenue with these 5 proven Strategies
- Beyond RevPAR: Hidden Metrics that drive Hotel Profitability
- Using AI to integrate the data you have from various systems (and make snses of it)
- Personalization That Pays: The Upsell Strategies Hotels Need Now
- How to create efficient property level commercial teams
- Selling Events space
- Data Visualization for Commercial teams
GET CERTIFIED OR JUST LEARN MORE
CONFERENCE DETAILED AGENDA
29th May 2025
9:00AM to 5:30PM
8:15 AM
REGISTRATION & COFFEE TIME
Registration is open and grab some coffee, we will be starting off at 9AM so be ready! Visit our partners to learn how their products & services can help you and your business thrive.
9:00AM
WELCOME ADDRESS
Welcome from Jackie Douglas, President, HSMAI Asia Pacific. Inreoduciing HSMAI’s new Global President, Brian Hicks, fresh from a long-running hotel carerr, who will kick off the day with a welcome message and his vision for HSMAI.
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Kenneth Leong Executive Director | Integrator, Engagements, Partnerships, Marina Bay Sands Singapore
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9:15AM
Driving Excellence: Building a Unified Commercial Strategy
The economic and geopolitical risks and opportunities ahead in Asia Pacific. We don’t have a crystal ball but can help you identify the most probable forecast The economic and geopolitical risks and opportunities ahead in Asia Pacific. We don’t have a crystal ball but can help you identify the most probable forecast The economic and geopolitical risks and opportunities ahead in Asia Pacific. We don’t have a crystal ball but can help you identify the most probable forecast The economic and geopolitical risks and opportunities ahead in Asia Pacific. We don’t have a crystal ball but can help you identify the most probable forecast
A look ahead: A deep-dive into how travellers are booking in 2025 and what it means for your business
Time TBA
A Look Ahead
We don’t have a crystal ball but can help you identify the most probable forecast The economic and geopolitical risks and opportunities ahead in Asia Pacific. We don’t have a crystal ball but can help you identify the latest travel trends.
A look ahead: A deep-dive into how travellers are booking in 2025 and what it means for your business
9:55AM
Driving Excellence: Building a Unified Commercial Strategy
The economic and geopolitical risks and opportunities ahead in Asia Pacific. We don’t have a crystal ball but can help you identify the most probable forecast The economic and geopolitical risks and opportunities ahead in Asia Pacific. We don’t have a crystal ball but can help you identify the most probable forecast The economic and geopolitical risks and opportunities ahead in Asia Pacific. We don’t have a crystal ball but can help you identify the most probable forecast The economic and geopolitical risks and opportunities ahead in Asia Pacific. We don’t have a crystal ball but can help you identify the most probable forecast
A look ahead: A deep-dive into how travellers are booking in 2025 and what it means for your business
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Additional Speakers coming soon
10:10AM
How travellers are booking in 2025
The economic and geopolitical risks and opportunities ahead in Asia Pacific. We don’t have a crystal ball but can help you identify the most probable forecasThe economic and geopolitical risks and opportunities ahead in Asia Pacific. We don’t have a crystal ball but can help you identify the most probable forecast The economic and geopolitical risks and opportunities ahead in Asia Pacific. We don’t have a crystal ball but can help you identify the most probable forecastt The economic and geopolitical risks and opportunities ahead in Asia Pacific. We don’t have a crystal ball but can help you identify the most probable forecast
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Katie Moro VP Data Partnerships, Hospitality at Amadeus and Member of the HSMAI Americas Board of Directors
10:30AM
MORNING TEA & PARTNER SHOWCASE

11:00AM
From Gen Z to boomers: How to build a cohesive, inclusive workplace
In today’s workplace, the generational divide is often highlighted, yet we all seek the same things: belonging, meaning, and appreciation. This panel explored how workforce diversity, particularly across age groups, is a key to success. Our industry thrives on diverse perspectives, but how do we retain both younger and older talent? Are we focusing too much on generational differences instead of fostering communication and collaboration?
Industry leaders discuss how to bridge the age gap, dispel the stigma surrounding generational divides, and create an inclusive, thriving environments for all
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Additional Speakers coming soon
11:30AM
Meet the Corporate Buyers
In today’s workplace, the generational divide is often highlighted, yet we all seek the same things: belonging, meaning, and appreciation. This panel explored how workforce diversity, particularly across age groups, is a key to success. Our industry thrives on diverse perspectives, but how do we retain both younger and older talent? Are we focusing too much on generational differences instead of fostering communication and collaboration?
Industry leaders discuss how to bridge the age gap, dispel the stigma surrounding generational divides, and create an inclusive, thriving environments for all
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Additional Speakers coming soon
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Navodit Srivastava Senior Regional Sales Director, Asia Pacific Hospitality Cloud, Cvent and National Advisory Board, HSMAI Singapore
1:00PM
LUNCH, NETWORKING & PARTNER SHOWCASE
Enjoy a delicious lunch prepared by Marina Bay Sands especially for us. Our Partners are ready and waiting to solve common problems in hotels in APAC. Make sure you carve out some time to talk to them.
A look ahead: A deep-dive into how travellers are booking in 2025 and what it means for your business
2:00PM
MINI ROUNDTABLES
We will host concurrent sessions of roundtable discussions facilitated by specialists in their respective fields. Roundtable attendees will also have the opportunity to ask specific questions. You will be able to take part in 2 Roundtables so choose carefully. More information coming soon. If you have suggestions, please let us know here.
3:00PM
The Upgrade Economy: How Smart Hotels Maximize Guest Spend
Hotels focus on room rates—but what about everything else guests are willing to pay for? Travelers don’t just spend on luxury; they spend on convenience, comfort, and control. When an upgrade means skipping security or getting into a room early, it’s an easy “yes.”
In this session, we’ll share real traveler behavior, exclusive Plusgrade data, and simple, proven strategies to drive guest-led revenue—without selling harder. Because when travelers feel in control, they spend more—and they come back.
3:45PM
AFTERNOON TEA & PARTNER SHOWCASE

4:30PM
AI and EI: The Magic Formula for Success?
This session focusses on the importance of utilizing AI, a tech platform and good old fashioned business development as a foundation for any successful hotel. Learn the right the skillset and mindset needed to capture more than fair market share through human efforts supported by modern tools.
5:00PM
CAST YOUR VOTE @ HSMAI APAC COMMERCIAL AWARDS 2025
Your name could be here!
Apply for a Trailblazer Award before 30th April. Checkout the details and apply here
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Additional Speakers coming soon
5:45PM
JOIN US FOR NETWORKING & CANAPES OVERLOOKING MARINA BAY
In today’s workplace, the generational divide is often highlighted, yet we all seek the same things: belonging, meaning, and appreciation. This panel explored how workforce diversity, particularly across age groups, is a key to success. Our industry thrives on diverse perspectives, but how do we retain both younger and older talent? Are we focusing too much on generational differences instead of fostering communication and collaboration?
Industry leaders discuss how to bridge the age gap, dispel the stigma surrounding generational divides, and create an inclusive, thriving environments for all

MASTERCLASSES & INSIGHTS AGENDA
30th May 2025
9:00AM to 4:30PM
4:30PM
AI and EI: The Magic Formula for Success?
This session focusses on the importance of utilizing AI, a tech platform and good old fashioned business development as a foundation for any successful hotel. Learn the right the skillset and mindset needed to capture more than fair market share through human efforts supported by modern tools.