Puneet Mahindroo, Chair HSMAI Asia Pacific Revenue Advisory Board and  

Tejveer Bedi, President, HSMAI Singapore will welcome everyone and give you a quick overview of what’s in store for you over the next 2 days.

In an industry experiencing constant disruption, let’s start the day with an update on the latest innovations and emerging  trends in the hotel industry.

Presented by Hermione Joye, Industry Head APAC Travel, Google

In today’s dynamic media landscape, measurement must evolve to keep pace with the challenges and opportunities of a cross-platform world. Joe will introduce you to a segmentation landscape that goes beyond traditional age/gender demography alone, seamlessly linking cross-platform measurement insights with audiences to help transform the way the media industry conducts business and to enable audience-based buying.

Presented by: Joe Nguyen, Senior Vice President Asia Pacific, comScore Inc.

The organisers of todays conference, the Hospitality Sales & Marketing Association International is a 90-year old industry association that brings the local industry many benefits and we will provide a short update of how you can get involved.  Don’t worry, no sales pitches, just great information and tools to help you grow your career.

Presented by Heidi Gempel, Facilitator, HSMAI Revenue Advisory Board and Managing Director, HGE International.

Total RM Deep Dive – Optimizing Ancillary Revenue: Presented by Dr Detlev Remy, Singapore Institute of Technology

Achieving Total Hotel Profit Optimization by definition requires knowing each guest’s total value. But what does this mean when considering the array of experiences now available at a city hotel, a resort, or a destination hotel? The challenge is how to optimize many diverse types of ancillary spend during a guest’s stay at the right price, to the right guest, at the right time, through the right channel. This session will provide best practices for using the data at your disposal—whether small, medium, or big—to optimize profits from an area that at best has been an afterthought.

Total RM Deep Dive – Optimizing Restaurant Profit: Presented by Ana Ovtchinnikova, Accor Hotels Asia Pacific

In this session, we pull back the curtain on Accor’s Restaurant Revenue Management program to demonstrate Total Revenue Management in action, from a working hotel’s perspective. The examples, tools, and results from real property outlets will be highlighted to help you apply these same techniques in your own organization.  Don’t miss out on this and learn to drive greater profit in your hotel restaurants.

Keep Up with The Shifts in Customer Behaviour to Deliver Relevant and Personalized Products and Pricing

Shailesh Pallipurnam from IHG will present a Case Study on how a hotel used the data they have on hand to improve their ROI.  Learn how they did it – you can do it too.

Presented by Bilal Chamsine, an experienced Owners Representative and an expert in how Revenue Managers should be working with the Property Owners.  Learn a few tricks to help you foster a great relationship with your property owner.

The roles of the Sales, Marketing and Revenue people in hotels has been constantly changing over recent years.  At this session, you will learn the unique take Wyndham has on the role of each department.  Framed against the full Customer Journey, this session will give you some clear tactics to improve your revenue; and work more collaboratively with your colleagues in Sales & Marketing.

Presented by: Tony Gothard, Senior Director Revenue, Sales & Marketing, Wyndham Hotel Group

Blockchain is the latest trendy product that has the world talking!  Find out what is really is, what it can do (and can’t do) and where the experts think this technology might be used in the hotel industry.  Ram has done the research for you on this topic so save yourself a lot of time and come and hear the ‘Executive Summary” of Blockchain in Hospitality!

Presented by CS Ramachandran, CRME, Director Revenue Management – South Asia, Middle East and Africa at Preferred Hotels & Resorts

Running a hotel successfully is not an easy job, if your hotel is not like a well-oiled

machine, things will breakdown from time to time. In other words, if your hotel does not have the right set of technology & systems (read Grease) in place, there will always be common revenue opportunities that you will miss. During this session we will discuss some of the commonly missed revenue opportunities and how to tap them. We will ensure your hotel emerges well-greased at the end of this presentation.

Note: This session is a vendor session presented by Kamesh Shukla, Senior Vice President Sales – Asia Pacific, Middle East & Africa for RateGain

Every journey begins with understanding the starting point.  How can hotels and resorts use powerful reporting tools to more quickly and effectively grow sales, out-think the competition and start their journey to effective revenue management.

Note: This session is a vendor session presented by Patrick Andres, Rainmaker, Senior Vice President Asia Pacific, Middle East & Africa

Global spending on conferences and events continues to rise, and the need for hotels and event managers to capture more meetings & events revenue by understanding demand patterns and setting better pricing structures is critical. Join us for an exclusive workshop to learn how to apply new techniques and principles to the conferences and events business that will help drive sales, revenue and profitability outcomes.

 In this workshop, we will discuss the following:

• Understand key concepts and current trends of meetings & events revenue management
• How to make sense and better utilise data from sales & catering systems
• Learn best practices and strategies in meetings & events revenue management
• How to use new tools to enhance strategic decision making and increase revenue growth

Note: This is vendor workshop presented by Russell Britton and Tracy Dong from IDeaS Revenue Management Solutions

Learn about the applications hotels are using bots for.  Bebot is an AI powered chatbot concierge for travellers in Japan, being developed by the world’s leading experts in artificial intelligence and data science from 8 countries. Bebot brings 5 star hospitality to your guests and business efficiency to your organization.

Presented by Akemi Tsunagawa, Founder & CEO, Bespoke Inc.

Willingness to pay – considering the value customers are paying for in pricing and product design

• Identify an approach to test customers’ willingness to pay for different product
• Sharing of real life examples in driving increased revenue through understanding customer’s willingness to pay for different products

This session is followed by a short Q&A on the strategy of either a transparent rates or a differential rate strategy.

Presented by: Limin Cheng, Director of Revenue & Distribution Management, Marina Bay Sands, Singapore

Does the Revenue Team really have a view of the actual cost of direct business? How much paid traffic is actually booking through an OTA?  (does the same thing happen to OTA’s?)

Join this team debate for an interactive session where we pitch two teams against each other, arguing the case:

Is Direct Business really profitable?

Teams are as follows:

Arguing that Direct Business IS profitable are:

• Fanie Swanepoel, Senior Vice President, Revenue – Marina Bay Sands
• Kamesh Shukla, Senior Vice President Sales – Asia Pacific, Middle East & Africa – RateGain
• CS Ramachandran, CRME, Director Revenue Account Management, India, Middle East & Africa, Preferred Hotels & Resorts

Arguing that Direct Business IS NOT profitable is:

• TBC
• Tony Gothard, Senior Director Revenue, Sales & Marketing, Wyndham Hotel Group South East Asia & Pacific Rim
• Brian Koroll, Director, Hey Travelista

You get to decide who wins!  Using an app, the audience will comment and vote on the debate.  

Facilitated by: Patrick Andres, Vice President Asia Pacific and Middle East, Rainmaker

Target markets, source markets?  Isn’t that the role of the Sales & Marketing team? In this session, we’ll  talk about:

1. Things to consider in deriving the Total Guest Value metric for your top source markets
2. Using this data in prioritizing hotel marketing, sales and revenue therefore optimizing results for the property
3. Going Deeper: Top questions you need to know about your Top 5 source markets

Presented by Devdutta Banerjee, Area Director of Revenue Management – Asia Pacific at Movenpick Hotels & Resorts

Join us for cocktails and networking at the beautiful Sands Expo venue overlooking Marina Bay.  Canapes and wine, beer and juices will be served. We’d love to meet you after the event.  Bring your badge so we know you’re ‘one of us’!

The HSMAI Academy Day, presented by HSMAI Singapore

Welcome, and agenda for the day by Joey Kang, Rainmaker.

Do you want to get validation that you are a proficient Revenue Manager? HSMAI have been certifying expert revenue managers for over 10 years now.  The CRME certification proves your ability as a revenue manager.  Come to this session and find out how the certification works and get an overview of the topics covered in the process.  Many people say they revenue management experience, to stand out from the crowd, prove your ROI with a globally-recognised certification.

This session will give you an overview of the curriculum and requirements to become a CRME.  If you’re currently working towards your CRME, this will be a great face-to-face addition to your studies.

The CRME designation is recognition that you are:

• A professional in the field of revenue management and clearly conversant with its intricacies and importance
• Competent to develop an infrastructure to support revenue management within the framework of an organization
• Able to maximize revenue opportunities and optimize profits by managing revenue
• Capable of making informed decisions to accept or reject pieces of business to meet overall organizational goals
• Proficient at the art and science of revenue management

Facilitator: Paul van Meerendonk, CRME, Director Advisory Services, IDeaS & Chair, HSMAI Revenue Advisory Board, Europe

Learn more about the CRME on our HSMAI Academy website.

Brian Koroll,

This session will cover the curriculum from one of the ten courses in our ‘Certificate of Revenue Management (Hospitality) program. Brian Koroll is a very experienced Director of Revenue and has worked for global brands, integrated resorts and local brands and is an expert trainer who will keep you entertained whilst you learn about this important topic.

You will learn:

• What segmentation is
• Why hotels segment their markets
• How to define each segment e.g. Corporate, Events, Wholesale, Retail etc (We can use a handout for this??)
• Is a channel the same as a segment?
• How to use this segmentation to gain insights and improve bottom line results
• Understand different consumer behaviours in difference channel
• Understand the different terms and strategies around using Segments vs Channels vs personalised offer

Trainer: Brian Koroll, Director, Hey Travelista

All business need some data to improve their business.  The Hotel Industry is data rich but information poor. This session explains how to get the data you need, what you can use it for and will cover some case studies on how hoteliers have improved their business using data and Business Intelligence.

You will learn:

• Where is data available (it’s easier than you think)
• How to read, and gain insights from data and reports
• How to present data in a visual way to make it easy to understand for your audience
• What is the ‘right data to use at the right time to make the right decisions’

Speaker: Apo Demirtas, Ph.D. CEO, Intelligent Hospitality 

Competitive Value Assessment Case Study

A look at the strategy behind pricing your rooms based on insights into the guest’s perceived value of a hotels product and service offering.  Learn how to do your own Value Assessment in this lively session with one of our most popular trainers. 

Speaker: Pallavi Nirula Nath, Founder, RevMax Technologies Pte.Ltd and Vice President, HSMAI Singapore 

Celeste will demonstrate how a revenue leader can facilitate a whole organisation to work towards driving bottomline revenue. She will do so by sharing real-life traits that will evoke the participants with out of the box perspectives on smart approach to execution.

Speaker: Celeste Loh, Senior Business Consultant, Rainmaker

A very interesting session for GM’s, Revenue and Marketing folks: 

• An Overview of GDS ( Volume, Business, Reach, Global footprint, Travel Agency community)
• Wearing the Travel Agents Hat “ How Travel agents navigate GDS”
• GDS Marketing / Best Practice
• New Generation Travel Agents / Why it’s important for revenue managers to understand the GDS for growing their market share

Speaker: Navodit Srivastava, Founder & CEO at Levitate

Learn about the educational offerings from HSMAI’s Academy and how you can qualify, enrol and continue to grow your career.

• How to get certified in Revenue Management, Digital Marketing and Business Acumen
• Getting started in Revenue Management – the right courses for you
• How General Managers and Executive Team members can get up to speed on Revenue Management
• Local Chapter Educational Workshops

Its all about helping hoteliers of all levels grow their skills and knowledge.

Speaker: Fabian Bartnick, Vice President Asia Pacific, LodgIQ

Every journey begins with understanding the starting point.  How can hotels and resorts use powerful reporting tools to more quickly and effectively grow sales, out-think the competition and start their journey to effective revenue management.

Note: This session is a vendor session presented by Patrick Andres, Rainmaker, Senior Vice President Asia Pacific, Middle East & Africa

Global spending on conferences and events continues to rise, and the need for hotels and event managers to capture more meetings & events revenue by understanding demand patterns and setting better pricing structures is critical. Join us for an exclusive workshop to learn how to apply new techniques and principles to the conferences and events business that will help drive sales, revenue and profitability outcomes.

 In this workshop, we will discuss the following:

• Understand key concepts and current trends of meetings & events revenue management
• How to make sense and better utilise data from sales & catering systems
• Learn best practices and strategies in meetings & events revenue management
• How to use new tools to enhance strategic decision making and increase revenue growth

Note: This is vendor workshop presented by Russell Britton and Tracy Dong from IDeaS Revenue Management Solutions

 Join us for a Training Workshop style session on improving your pricing strategy and tactics. You will learn:

• How to measure NetRevenue
• How to optimize using NetRevenue metrics
• How to calculate your actual cost of distribution by channel
• Managing revenue in an Under-performing market

Facilitator: Fabian Bartnick, Vice President, LodgIQ

Gain actual intelligence (AI) from your hotel CRM to amplify hotel offerings and cut through the noise of the crowded travel space. In this session, we’ll discuss how to consolidate and leverage your hotel’s valuable data to create meaningful, personalized experiences that drive engagement, direct bookings, loyalty and higher ROI while putting guests at the center of what you do. With an AI foundation, we’ll show you how hoteliers have made more informed decisions to expand their marketing reach, be quicker to market and track real-time success for their properties.

Speaker: Mike Goldenberg, Senior Vice President Business Solutions & APAC General Manager, Cendyn

Closing session.  Certificates of Attendance issued.  Take a selfie to share on our social pages:   

Facebook HSMAI Asia Pacific

Patrick Andres, Senior Vice President, Asia Pacific, Middle East & Africa, Rainmaker