On 21st February, 2023 the Hospitality Sales and Marketing Association International (HSMAI) convened Chief Commercial Officers from the hospitality industry to discuss the current challenges and opportunities in the Asia Pacific region. The meeting took place at the Hilton Orchard Hotel in Singapore and covered a range of topics that are affecting the industry.
One of the main topics of discussion was the future of distribution. The leaders expressed their concern that hotels may be stuck in the pre-COVID way of managing distribution, and they would like to support the industry by developing best practices and providing support to those seeking to modernize their distribution strategies. The aim is to ensure that hotels can keep up with the evolving distribution landscape in the hospitality industry.
Other challenges that were discussed included making data more consumable for commercial teams, ensuring a return on ad spend (ROAS) when targeting Gen Z in China, and managing the return of the Chinese market now that borders are open. With high occupancy levels already in place, hotels are looking for solutions to accommodate the increasing demand.
Another challenge highlighted was how to balance getting things done while still fostering innovation. As more people start to travel again and global team meetings resume, it can be challenging to find a balance that allows for progress while still encouraging new ideas.
To address these challenges, HSMAI announced four commercial strategy conferences in the Asia Pacific region for 2023. These include:
- Revenue Optimization Conference in Singapore on 11th-12th May
- Commercial Strategy Conference in Seoul, Korea on 23rd June
- Commercial Strategy Conference in Delhi, India on 21st July
- Digital Marketing Conference in Phuket, Thailand on 23rd August.
These conferences aim to bring together industry leaders to share their experiences and best practices to address the current challenges and opportunities.
Talent acquisition and management were also discussed, with a focus on nurturing students to see the hospitality industry as a viable career option. During the COVID-19 pandemic, the industry was severely impacted, and there is a perception that it may not be a stable industry to work in. To overcome this, HSMAI will guide the industry on how to make current staff more efficient and how to learn the new skills required to manage the current customer journey.
In conclusion, the HSMAI meeting provided a platform for Chief Commercial Officers in the hospitality industry to come together and address current challenges and opportunities in the Asia Pacific region. The hospitality industry is facing a range of challenges, but with the right strategies, innovative ideas, and collaboration, it can continue to evolve and thrive. The conferences announced by HSMAI aim to bring hotel commercial professionals together and provide the necessary support to navigate these challenges successfully.
HSMAI Asia Pacific