Conference Schedule

See the Commercial Strategy Week schedule for details on all other events happening in Dallas.


12:00 – 5:00 pm Registration Desk & HSMAI Bookstore are Open
12:30 – 4:30 pm CHDM Review Course
separate fee applies; followed by optional exam administration for those who submitted their certification application in advance
1:30 – 4:30 pm Partner Insights Workshops
included in conference registration


8:00 am Registration Desk & HSMAI Bookstore are Open
8:00 – 9:00 am Partner Showcase & Breakfast*
9:00 am – 10:00 pm

WELCOME & KEYNOTE: Travel Recovery Promises More Surprises Ahead

Clayton Reid and Katie Briscoe, MMGY Global CEO & President respectively, have worked with companies around the world to reset strategy, understand the new traveler, and develop relevant marketing initiatives that are driving important success stories. Considered some of travel’s top marketing and strategic planning minds, they have continually led our industry through recovery with timely and important views. In a joint discussion Clayton and Katie will share actionable insights around a series of timely topics related to leisure, commercial, and group segments.

10:00 – 10:30 am Partner Showcase: Break for Coffee & Conversation
10:30 – 11:15 am


  • 1st Party Data: Optimizing the Opportunities and Mitigating the Challenge
  • Avoiding Post-Pandemic Legal Landmines
  • Beyond Rooms: Positioning Ancillary Outlets to Drive Revenue
11:30 am – 12:15 pm

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!

12:15 – 1:15 pm Lunch & Partner Showcase
1:15 – 2:15 pm

View from the Top: Leading Marketing in a Post-Pandemic Landscape

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.

2:15 – 2:30 pm Partner Showcase
2:30 – 3:15 pm


  • CRM 2022: The Miracle Vaccine For What Ails Your Marketing
  • Defining Success in the New Market
  • The Best Stories Start with Listening
3:30 – 4:15 pm


  • COLLABORATE: Tactical Roundtables on Big Issues
  • Make the Most of Automation Efficiencies in Paid Media
  • Capitalize on Commercial Strategy to Drive Market Share
4:30 – 5:00 pm

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.

5:00 – 6:30 pm Reconnection Reception* **
Wrap up the Marketing Strategy Conference and kick-off HSMAI ROC; included in all conference registrations


Consider making the most of your travel and staying for HSMAI ROC!