For today’s commercial leaders, harmonizing the intricate connections between sales, marketing, revenue management and distribution—the core commercial disciplines—is essential for maximising enterprise profitability.

This won’t be your traditional panel! Join us as we illustrate what it truly means to ‘break down silos’ and collaborate as a Commercial Strategy team. We’ll discuss what works, what doesn’t work, and leave you with new strategies for you to take back to your team.

Join us as we hear unique forward-looking insights that align booking behaviours across all stages of the traveller experience to help you better understand:
*Booking behaviours as guests are planning their business or leisure travels
*How Artificial Intelligence can influence success strategies
*Your guide to implementing a data driven strategy to capture more business where and when guests are booking

Step into the captivating world of luxury retail and discover how its groundbreaking innovations are reshaping hospitality. In this dynamic session, you’ll explore how iconic luxury brands create immersive experiences, seamlessly integrate digital with physical environments, and elevate service through high-touch clienteling. Learn how sustainability and authentic storytelling are redefining modern luxury values, why building community is critical for luxury brands today, and how bold cross-industry collaborations are setting new standards of excellence. Drawing from compelling global examples and insightful data, this talk will challenge and inspire you to reimagine your hotel’s guest experiences, foster deeper guest connections, and position your property at the forefront of luxury hospitality innovation.

The question everyone has been asking. ‘Please explain the Tech Stack for the Commercial Team?’ This session focuses on building a tech stack that aligns with your hotel’s strategic goals. The key is to start with a clear roadmap of what you want to achieve, and then choose the technologies that best support that vision. System integration plays a critical role. Selecting solutions that seamlessly work together, while ensuring no redundancy or overlap. Philip will highlight the importance of integrating a Customer Data Platform (CDP) to unlock personalisation opportunities and provide a holistic view of the guest journey and will also share some success stories!

In today’s competitive hospitality landscape, marketing and revenue management share a common goal: driving and maximizing demand. Yet, differing KPIs, fragmented data, and reactive strategies often keep these two disciplines operating in silos, limiting their collective impact.

Join us for an engaging session that explores how to break down these barriers and create a unified approach to demand optimization. We’ll dive into three key areas:

• Exploring AI in Revenue Optimization – Understand how different types of AI and forecasting methods perform in driving more accurate and proactive revenue strategies.
• Bridging Needs Between Teams – Learn what digital marketers need to succeed and how revenue professionals can better support and collaborate with them.
• The Three Pillars of Demand Optimization – Discover a practical framework for aligning marketing and revenue management efforts around shared goals, data, and strategies.

In today’s workplace, the generational divide is often highlighted, yet we all seek the same things: belonging, meaning, and appreciation. This panel explores 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.

HSMAI updates on what’s happening in APAC and the globally. What can your association do for you?

We will host concurrent sessions of small roundtable discussions facilitated by specialists in their respective fields. Roundtable attendees will also have the opportunity to ask specific questions. There is only 1 round so choose your topic carefully. More information coming soon.
This year we have:

1. Structural Change in Commercial Areas with Clara Lee and William Browne from Pan Pacific Hotels Group
2. Optimising Sales Processes with Pariva Rustagi from Hilton
3. Influencing Without Authority: Strategies to Secure Support for Your Commercial Plans with Omar Lahrici from Hilton
4. Winning in a Crowded Market: Tactics for Standing Out Among Other Hotels, OTAs & Travel Agents with Marisa Nolan from ProfitRoom
5. Rocketing Beyond Rooms Revenue: Aligning Commercial & Operational Strategies For Total Profit Optimization with Joey Kang from Otelier
6. The Prodigal Child Returns: Rethinking F&B Revenue Management with Puneet Mahindroo
7. If your data is telling you to jump, do you know why? with Pallavi Nirula Nath from Maverx
8. From Insights to Income: Unlocking Direct Revenue Through Guest Data in the Hotel Market with Philippa Lucas-Puri from Revinate
9. The AI Advantage in Hotel Digital Marketing with Charitya Kandage from EME
10. The Evolving Role of Hotel Revenue Management in Light of AI Advancements with Karen Wong from Shangri-la Hotel Group

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

Discover the MICE Revolution with “AI & Smart Tech for Future-Ready Event Success”! Uncover how artificial intelligence and cutting-edge technologies transform the Meetings, Incentives, Conferences, and Exhibitions industry. Learn about innovative solutions that enhance event planning, execution, and attendee experiences, ensuring your events are future-ready and successful.

Search engines are no longer just about keywords – they’re becoming intelligent, conversational and personalised. This session will explore how AI is transforming the way people get inspired and plan travel, and what that means for hotel bookings and online strategy. From SEO to AIO, get ahead of the curve and make sure your hotel is part of the conversation!

Lightning Rounds are short, 6-slides, 6 minute sessions and will provide you with some quick best-practices. Get your phone ready for the photos.

This year we have:

1. From Research to Practice: Solutions for Reducing Administrative Burdens in Commercial teams – Celine Quek, Republic Polytechnic
2. Beyond RevPAR: The Hidden Metrics That Drive Hotel Profitability by Anders Johannson, Demand Calendar
3. Human decision-making in RMS Systems by Basak Benizci Guillet, Griffith University, Australia

Hotels focus on room rates—but what about everything else guests are willing to pay for? Travellers don’t just spend on luxury; they spend on convenience, comfort, and control. When an upgrade means fast-tracking through airport security or getting into a room early, it’s an easy “yes.”
In this session, we’ll share real traveller behaviour, 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.

Distribution is changing (again). Learn what’s happening and how you should respond. Trip.com are making moves and AI taking over travellers searches, We’ll be confirming the hotel speaker to co-ordinate this best -practices session shortly.

Shaping Your Commercial Strategy
Unlock future opportunities in APAC hospitality, including the China market, with Lighthouse at HSMAI ROC 2025. We’ll help you go From Data Overload to Actionable Insights, illuminating key travel trends and the journey From Searches to Stays. Forget the crystal ball – we provide the most probable forecast to optimize your revenue. Get ready for actionable takeaways on understanding future demand.

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.

The 2025 Inaugural Trailblazer Awards will be presented by the CEO & President HSMAI Global, Brian Hicks. Natasha Mehta from Sommet Education Business Solutions will present the Glion/Les Roches Prize.
The five finalists are:
* Kaylee Lee, Cluster Revenue Manager, The Central Private Hotel and The Dairy Private Hotel by Naumi Hotels
* Pia Chen, Sales Executive, Luxury Travel | Sales, Marina Bay Sands
* Ivan Khrolenkov, Cluster Director of Revenue, Sofitel Bangkok Sukhumvit
* Izaac Chan, Digital Acquisition Manager – Asia, Accor
* Leo Fyot, Cluster Revenue and Distribution Manager, GCP Hospitality