In this session, explore how hoteliers can make smarter and faster decisions with demand intelligence. Learn how this unique data empowers both marketing and revenue teams to align on strategy to drive measurable uplift.

In a landscape where guests are seeking meaning, not just amenities, traditional resort planning approaches—driven by product, rates, and availability—are losing traction. This session offers a practical look at how customer-centric thinking can reshape the way resorts plan, price, and prioritise.
We’ll explore how commercial leaders can:
• Shift from inventory-led to intent-led segmentation
• Identify guest decision drivers to design offers with purpose
• Align marketing, sales, and revenue efforts around guest value moments, not just booking data
Whether you’re leading a single property or a regional team, this session will challenge how you define “strategy” and offer a clear path to aligning your commercial plan with what today’s guests truly care about.

In the competitive resort market, every guest touchpoint is an opportunity to create value — for the guest and the business. Drawing on his extensive experience in hospitality retailing, Mark Shrives from Marriott shares proven strategies to elevate your resort’s retail approach. From crafting irresistible packages to leveraging upsell opportunities and personalisation, this session will explore how to drive incremental revenue and improve the guest experience. Attendees will leave with actionable tips, fresh ideas, and the inspiration to make retailing a powerful pillar of their resort marketing strategy.

As AI reshapes how travelers discover resorts, visibility is no longer about traditional SEO. Learn how leading hospitality brands are preparing their digital footprint for Google’s Search Generative Experience (SGE), ChatGPT, and the next generation of travel discovery. From structured content to personalization and guest data strategy, this session will help your resort stay visible — and bookable — in the age of AI. Attendees will also receive a fabulous Guide for Resorts to get you setup for GEO (GenerativeAI Engine Optimisation).

For many resorts, restaurants and bars are seen as guest amenities. But the most successful properties turn them into destinations in their own right—venues that attract locals, create buzz, and drive significant revenue beyond room nights.

In this session, industry leaders will share how they position F&B outlets as signature experiences: from concept design and storytelling to partnerships, events, and digital discovery. The discussion will explore what it takes to draw diners who aren’t staying overnight, while still enhancing the overall resort experience.

👉 Interested in practical strategies to grow your outlet’s top line? Join our Day 2 class, “F&B Growth Blueprint: What the Successful Do Differently,” for a deeper dive into the tactics behind the success stories.

HSMAI updates on events and education in APAC followed by an update from the Phuket Hotels Association

As resorts strive to offer not just luxury but meaningful impact, this session brings a refreshing perspective to hospitality. Join our great speasker from Banyan Tree Group, as they explores how resort brands can leverage brand and improve guest experiences.

Great resort marketing isn’t just about products — it’s about emotional connection. This session explores how visuals, messaging, and on-site experiences come together to tell your brand story and drive direct bookings. Discover how design, UX, and persuasive content can create a powerful digital narrative that inspires and converts.

Explore how resorts across Asia are partnering with digital creators to craft authentic brand narratives, attract ideal guests, and drive bookings. Moderated by Sunny Yu of Andaz, this panel brings together top travel storytellers who excel at cinematic content, purpose-driven messaging, and immersive storytelling—offering actionable strategies to build campaigns that feel genuine and resonate deeply.

Our research uncovers a clear message: APAC travellers are willing to spend more for tailored, efficient, and memorable experiences,” said Tony Marshall, VP Managing Director APAC, at Agilysys. “Hotels that fail to offer personalised guest experiences are leaving substantial revenue on the table. Join Khun March to discover critical strategies for cultivating guest loyalty, encouraging rebookings, and maximising revenue through hotel upgrades and cross-selling opportunities.

What are Muslim travellers looking for when researching and booking hotels? Verifiable proof of Muslim-friendly services and amenities. Drawing on fresh survey from the GMTI 2025 insights, Fazal Bahardeen from CrescentRating & HalalTrip,  explains what matters most and how to package it for conversion.

Every resort has pools, buffets, and beds with high thread counts — but none of those are why guests return or recommend. In today’s market, travel is self-expression: people buy the story they’ll tell, not the room they’ll sleep in.

This session unpacks how resorts can shift from selling utility to creating belonging. Alexander Eaton will reveal the blind spots of traditional marketing, demonstrate how to transform “generic” properties into viral storytelling engines, and outline a practical four-pillar framework for designing signature rituals, amplifying guest-generated content, and cutting through OTA clutter.

Walk away knowing how to stop competing on features and start competing on feelings — because beds are forgettable, but belonging is unforgettable.

Jane Zhong, Regional VP Sales & Marketing at Hyatt, sits down with Rajitha Dahanayake, CEO of EME, to unpack how marketing KPIs have shifted over time. From measuring performance in new ways to preparing content for the AI-driven search era, this rapid-fire conversation will highlight what matters most for today’s hotel marketers—and what to leave behind.

2026 is coming soon! How are you setting your strategy to meet your budget? Learn about the industry changes that will require different thinking in your 2026 strategy and tactics

This is not yet another industry talk. It is a wake-up call. In a world where 73% of bookings start on mobile but less than 25% of hotel sites are optimized, survival is no longer about star ratings, it is about digital competency. This presentation by Samantha Williams from Profitroom dives deep into the harsh truth of today’s bookings battlefield, where your biggest competitor may be your own broken guest journey. From loyalty-fueled growth to social media-driven bookings and seamless personalisation, discover the guide for not just staying relevant but thriving in this highly competitive space. If you are ready to stop investing into the OTAs and start owning your guest relationships, this session is just for you.

China’s travellers are evolving fast — and 2026 will bring new expectations, new channels, and new opportunities. In this session, Jane Zhong, Regional Vice President Sales & Marketing for Hyatt, will share practical strategies to connect with Chinese guests at every touchpoint, from digital discovery to on-property experience. Learn how to stand out in a crowded market, deliver moments that resonate, and turn first-time visitors into loyal advocates.

As the hotel industry faces rising costs, shifting traveler behaviors, and growing competition, relying on gut feel is no longer enough. In this fast-paced session, discover the four key challenges holding hotels back and explore how data-driven revenue strategies can turn volatility into opportunity. Learn how automation, AI, and a unified approach to revenue and profit can help hotels move beyond guesswork and thrive in today’s dynamic market.

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.