HSMAI’s Registration & Bookstore will be at the Omni Dallas, outside of the Dallas Ballroom on the 3rd floor.

  • Monday, September 27 | 12:00 – 5:00 pm
  • Tuesday, September 28 | 8:00 am – 6:00 pm


1 Individuals who are directly employed by hotel brands, management companies, ownership groups, independent hotels and resorts, DMO’s, restaurants and attractions
2 Individuals from supplier organizations who market to hotel/associate professionals
2 Full-time faculty or student members
Join HSMAI today to save on registration fees. 
HSMAI ROC is the day after the Marketing Strategy Conference, on Wednesday, September 29, 2021. 

Make Your Case to Attend & ROI Calculator

Need help convincing your supervisor to let you attend the HSMAI Marketing Strategy Conference? Customize this message and send it to them.


Based on the latest guidance from the CDC for indoor gatherings, HSMAI will require masks to be worn throughout all indoor events in Dallas regardless of attendees’ vaccination status.
Learn More


HSMAI’s Registration & Bookstore will be at the Omni Dallas, outside of the Dallas Ballroom on the 3rd floor.

Avoid the lines and pick up your badge early. This is also the place to get your questions answered about everything else happening during “HSMAI Week” in Dallas.

  • Monday, September 27 | 12:00 – 5:00 pm
  • Tuesday, September 28 | 8:00 am – 6:00 pm
  • Wednesday, September 29 | 8:00 am – 3:00 pm


Complimentary HITEC Registration

For qualified HSMAI conference registrants, HITEC will provide one complimentary, non-transferable registration which entitles the recipient to three days of the exposition, access to exhibitor tutorials, TechTalks, and the HITEC keynote sessions (a $350 value). Comp registrations are only available to qualified hotel buyers and cannot be used by suppliers or vendors, consultants, nor personnel, dealers, distributors, subsidiaries, investors, partners/associates or family members of exhibiting companies.

If you qualify, HSMAI will automatically register you for the complimentary HITEC pass. If you prefer to not be registered for that pass, please let the HSMAI team know.

Cancellation Policy

Cancellations received four weeks prior to the conference will receive a full refund less a $100 administrative fee. Cancellations received between four and one week out are entitled to a 50% refund, or 100% roll-over to the 2022 conference. Cancellations received within one week will not be refunded, except in the case of a medical emergency (including if you are required to quarantine due to covid exposure). The transferring of a registration to a colleague is free of charge, and must be requested in writing. All cancellations and transfers must be submitted in writing to

Substitution Policy

A transfer of your full registration is permitted prior to the conference by submitting a written request to Onsite transfers must be accompanied with proof of the original confirmation letter. Only one transfer is permitted per original registrant. The individual submitting the transfer request is responsible for all financial obligations (any balance due) associated with that substitution. Badge sharing, splitting, and reprints are strictly prohibited.

Hotel Group Pricing/Promo Codes

Hotel companies can enjoy significant savings on Marketing Strategy Conference registration when they sign up five or more people from the same company. The discount is $50 off per registration.

  • For 2021 only: If at least one person in your group is an HSMAI member, all in your group can get the member price and take the discount off of that.
  • If anyone in your group also registers for HSMAI ROC, save $100 off the combo price.

Contact Mandie Hart at +1 703.506.2025 or to register your team.

Earn Certification Credits

You will be eligible to receive up to 12 hours of continuing education for CRME and CHDM certification and re-certification for attending the full conference on September 28.


If you register online, you will immediately receive an electronic confirmation of your registration. If you faxed, mailed, or called in your registration and have not received a confirmation within 10 business days, please contact

Consent to Use of Photographic Images

Registration and attendance at, or participation in, HSMAI meetings and other activities constitutes an agreement by the registrant to the use and distribution of the registrant or attendees’ image or voice in photographs, videotapes, electronic reproductions and audiotapes of such events and activities by HSMAI.

Special Accommodations

HSMAI is committed to providing access to all individuals attending the conference. Those needing any special accommodations (e.g., sign-language interpretation, large-type print materials, etc.) should email Juli Jones.

Registration Help

If you have any questions regarding your registration, please contact Mandie Hart at +1 703.506.2025 or