In 2021 we’ll address the latest data, research, and new developments in marketers’ efforts – online and off – to connect with, track, and influence changing consumer sentiments throughout all phases of travel.

At the end of the day, you’ll walk away with specific, practical recommendations to sharpen your action plan and thought-provoking, challenging ideas to guide your strategies – all aimed at fueling recovery, increasing revenue, driving direct bookings, and taking the agony out of marketing in a digital world.

Attendees receive credit for 8 hours of continuing education for CRME and CHDM certification and re-certification. Additional hours can be earned by participating in pre-conference learning.

Tuesday, September 28, 2021

KEYNOTE: Who is the Post-Covid Traveler?

GENERAL SESSION: Drive Leisure Demand & Engage the Leisure Traveler

As we look ahead to the rest of 2021, assuming continued progress with vaccinations and an improving consumer and macroeconomic environment in many regions around the world, the pace of the global recovery will continue to accelerate. While trends will vary by region, overall leisure demand will strengthen further into the summer months and beyond.

Join this session to learn expert tips, tactics and strategies to continue to attract and maintain that loyal, leisure, flexcation traveler!

    • Ashish Arya, Global Head of Strategy & Marketing, Travel & Tech, Pinterest
    • Marina MacDonald, CHDM, CMO, Red Roof, and chair of HSMAI’s Americas Board of Directors
    • Andrew Kandel, Director, Head of Sales, Waze
    • Romina Rozensztajn, Global VP, ResortPass
    • Moderated by Dan Wacksman CHDM, CRME, CHBA Principal Sassato LLC, and past chair of HSMAI’s Marketing Advisory Board


This panel of leading hotel marketing executives will bring their diverse perspectives to bear on current events in the hotel marketing landscape, what the future holds for marketing hotels in the digital world, and other important issues affecting the industry today. It is a candid conversation with actionable insights that you’ll only hear at HSMAI – the industry’s only organization committed to fueling sales, inspiring marketing, and optimizing revenue for hotels and their partners.

    • Dorothy Dowling, Senior Vice President and Chief Marketing Officer, Best Western Hotels & Resorts
    • Caroline MacDonald, Group Vice President Sales & Marketing, Rosewood Hotel Group
    • Moderated by Mary Gostelow, Founder, Gostelow Report & Girlahead

THE LIGHTNING ROUND: Insights Worth Sharing

It’s an HSMAI tradition: marketing executives will share their interesting ideas and case studies for driving revenue and profit. In 6 minutes & 40 seconds, each will share best practices with practical takeaways that you can use to sharpen every-day skills and boost property performance, or strategic insights that broaden your perspectives and help you better understand key issues and concepts that impact the strategic and leadership aspects of the marketing discipline.

You’ll hear from:

    • Jessica Davidson, CHDM, SVP, Digital, Wyndham Hotels & Resorts…on the road trip traveler
    • Monty White, CHDM, Director of Marketing, Irving TX CVB…on a staycations campaign case study
    • Holly Zoba, CHDM, Principal, Scout Simply…on how marketers can support their company’s sellers’ use of LinkedIn and positioning on it
    • Jeff Brainard, Vice President, Sales and Marketing, Southern Management…on a hybrid meeting program case study
    • Stuart Butler, CHDM, Chief Marketing Officer, Myrtle Beach Convention & Visitors Bureau…on getting back to basics with a focus on content, data, and customer experience

Tuesday, September 28, 2021

Nine breakout sessions over the course of the day will address the most important issues facing hotel marketers. Additional information, including speakers, is added regularly. Topics on tap include:

They said what?! Using social media to ensure tap into current trends and ensure your customers are heard

Your customers are always talking (a lot). With constantly evolving trends and opinions, being able to tap into these insights in real-time can give you a marketing edge. In this session we will give you some tips and tools to harness these insights to stay relevant. We’ll cover:

    • Social platforms & the features you may want to harness in the current landscape (and the KPIs tied to them).
    • Tools and resources to identify relevant consumer insights and trends.
    • How to obtain actionable insights from social media to drive your marketing strategy.

Mandy Gill, VP-Global Marketing US & Canada, Marriott International

Beyond Rooms: Positioning Ancillary Outlets to Drive Revenue

  • Nancy Johns, SVP of Interactive Marketing + Digital Solutions, Crescent Hotels & Resorts
  • Sara Harper, Corporate Director of Marketing & E-Commerce, KSL Resorts

Avoiding Post-Pandemic Legal Landmines

  • Greg Duff, Principal, Foster Garvey PC

1st Party Data: Optimizing the Opportunities and Mitigating the Challenge

Capitalize on Your Loyal Customer Base to Drive Share of Wallet

Creating a Commercial Strategy: Aligning Marketing, Revenue Management, and Sales to Maximize Revenue & Shift Share

Practical Ways to Make the Most of Automation in Marketing

Defining Success in the New Market

Reimagining & Monetizing Social Media

COLLABORATE: Deep Dive Discussions on Strategic Issues

Industry experts and well-known keynoters offer lots of takeaways and insights, but HSMAI also believes that it is important to make time to allow attendees to learn from one another. This portion of the program will spark attendee conversation, engagement, and peer-to-peer learning, taking advantage of the collective brain power at the Marketing Strategy Conference.

It will be an open exchange – in small groups – of ideas, experiences, and insights that leverages the talent in the room, and leaves you with new connections and knowledge that you can use to immediately impact your business.

Check the app onsite for the topics that have been determined by attendees!

Monday, September 27 | 12:30 4:30 pm

CHDM Review Course

This four-hour workshop will review the key components of the Certified Hospitality Digital Marketer (CHDM) certification materials, and is a great final “cram session” before you take the exam. Participants have the opportunity to take the CHDM exam on site immediately following the review course if they have submitted their application in advance.

It is the day before the HSMAI Marketing Strategy Conference, and 2 days before HSMAI ROC. Space is limited, and an additional registration fee is required.

Learn more about this course — and how to be approved to take the exam on site.

Reserve your seat when you register for ROC.

If you are not attending ROC, you may register for this program on its own.

Facilitated by Holly Zoba, CHDM, Principal, Scout Simply, and past chair of HSMAI’s Marketing Advisory Board

Tuesday, September 28 | 12:30 4:30 pm

CRME Review Course

As revenue optimization in the hospitality industry continues to grow as an art and a science, you can confirm and demonstrate your knowledge, experience, and capabilities by earning HSMAI’s Certified Revenue Management Executive (CRME) certification.

Back by popular demand, this face-to-face course is for candidates pursuing the CRME. The course reviews the key concepts covered in the certification study guide. It’s a great final “cram session” before the certification exam. Participants have the opportunity to take the CRME exam on site immediately following the review course if they have submitted their application in advance.

It is the day before HSMAI ROC. Space is limited, and an additional registration fee is required.

Learn more about this course — and how to be approved to take the exam on site.

Reserve your seat when you register for ROC.

If you are not attending ROC, you may register for this program on its own.

Facilitated by Tim Wiersma, CRME, Founder and Principal, Revenue Generation, and past chair of HSMAI’s Revenue Optimization Advisory Board

Sponsored by IDeaS Revenue Solutions

Live, in-person, on-site, face-to-face…not virtual. HSMAI is bringing two major Commercial Strategy events to Dallas in September: the Marketing Strategy Conference, September 28, and HSMAI ROC Americas, September 29. The time has come to renew, rebuild, and recover.

HSMAI Commercial Strategy events will reflect the emerging convergence of sales, marketing, revenue optimization, and other commercial functions, under one umbrella. The cornerstones of HSMAI’s events in Dallas are the conferences, but there are many other learning opportunities during the week.

Partner Insights Workshops – Monday, 9/27
Sponsored by Milestone, 3 different workshops will be offered at 1:30 pm, 2:30 pm, and 3:30 pm. Specific details on workshop topics will be shared in July!

HSMAI Executive Roundtables (by invitation only)

  • Chief Marketing Officer – Monday, 9/27
  • Chief Digital Officer – Monday, 9/27
  • Chief Loyalty Officer – Monday, 9/27
  • Chief Revenue Officer – Thursday, 9/30