HSMAI ROC – Agenda


The agenda for the HSMAI Revenue Optimization Conference has been developed by the senior leaders in Revenue Management and Commercial areas to ensure we are providing the most appropriate sessions for hotels and resorts to attend to learn more about how you can increase your revenue and profit!  Lots of hotel speakers will share their experience and knowledge with the audience.

Day 1 – Thursday 9th June Agenda

HSMAI Revenue Optimization Conference (ROC)

All Day – 9am – 5pm (then networking drinks until 6:30pm)

The only place to see the Hotel leaders in Revenue Management, marketing, commercial and sales in the Asia Pacific sharing their insights and knowledge on trends in Hotel Revenue Optimization, Distribution, Pricing, Data, marketing and more.

9:00am - 9:10am Welcome address by Bob Gilbert, Maunik Thacker & Heidi Gempel

Welcome from the HSMAI Global CEO & President, Bob Gilbert and Maunik Thacker, Senior Vice President Marketing, Marina Bay Sands & HSMAI Asia Pacific Commercial Advisory Board

Introduction and overview of the 2-day program by Heidi Gempel, Managing Director, HGE International& member of the HSMAI Asia Pacific Commercial Advisory Board

  • Bob Gilbert President & CEO, HSMAI
  • Maunik Thacker Senior Vice President Marketing at Marina Bay Sands &Chair HSMAI Asia Pacific & HSMAI Commercial Advisory Board
  • Heidi Gempel Managing Partner & Founder at HGE International & Facilitator HSMAI Commercial Advisory Board
9:10am - 9:30am KEYNOTE: Tourism Economics - Beyond the Forecast: Insights on the Travel & Tourism industry in APAC by Michael Shoory, Tourism Economics

An economic perspective for hoteliers on how the Travel & Tourism Industry will develop over the next 3-5 years.

9:30am - 9:45am Insights from data for the Asia Pacific Region by Tracy Chua, Strategic Account Director, Amadeus Hospitality

Forward data looking at channels and segments in Asia Pacific. Speaker: Tracy Chua, Strategic Account Director, Amadeus Hospitality

9:45am - 10:10am Focus on the Customer Journey


10:10am to 10:30am Research in Action: F&B research revealed By Sherri Kimes, Emeritus Professor, Cornell University

F&B accounts for a significant percentage of revenue in APAC.  As such, there are many opportunities for RM, but how should you approach it?  The answer may surprise you!’

Professor Sherri Kimes has conducted extensive research in Asia Pacific around all things Food and Beverage.  In this session, Sherri will reveal some of the findings and how Revenue Management should approach F&B.  Don’t miss this!

10:30am - 10:33am AD BREAK: Cendyn talks about .(TBA)

Description coming soon

11:00am - 11:45am Owners expectations for 2022-23 (hear from a panel of Owners)

Hear from the owners!  We’ll ask them questions like these:

    • What are they focusing on this year and looking ahead to next year?  Beautiful conference room at The Castlereagh Boutique Hotel Sydney
    • What do owners see in terms of hotels’ performance post-pandemic? Would this impact their future investment in the industry? Such as more resorts than city hotels?
    • For existing hotels, what do owners see as good performance hotel besides making a profit and
    • What are the practices hotels are adopting that add value to the asset
    • Future hotel development/renovation: what do owners see in terms of meeting space, hotel rooms, and what would be the right direction for design to fit the post-pandemic environment.

Contact us to submit questions you would like us to ask the owners.

Facilitator: Cat Wu, Corporate Director of Revenue Management at Rosewood Hotels

11:45am - 12:05pm Changing the focus from Revenue to Commercial

Bringing together different commercial leaders across the hospitality industry is an interesting juggling act especially with the growing disciplines in e-commerce, revenue management, digital and sales. So, how can your property move from RevPAR to GOPAR?  This session will focus on the skills and core competencies your commercial team will need to compete in 2022 on onwards, and provide examples of how you can bring them altogether into one team.

  • Liz Perkins Vice President, Revenue Management & Commercial Services at Hilton APAC
12:05pm - 12:20pm Post-Pandemic Sales Mindset, Strategies, and Challenges

We have entered a new era of hospitality and travel. As sales professionals and leaders, it is imperative that we shift our mindset and adopt certain strategies that will lead to effective change in our approach to sales.  How should we be embracing this new mindset, and how are we managing current challenges presented to salespeople due to the impact of the pandemic.

The sales role was changing prior to the COVID pandemic as customers are looking for more for a “trusted advisor” and a lot of sales work is now done in the virtual environment.  This requires different skills and competencies.  As staff numbers have been consolidated, it has been necessary for salespeople to work more closely than ever before with their peers in marketing and revenue, as well as with salespeople previously working in different areas.

Which of these changes will remain and which will might go?  What is the future of the Sales role?

Speaker: Paul Er, Vice President, Sales & Marketing, Asia, Millennium & Copthorne International Hotels

  • Paul Er Vice President Sales & Marketing Asia at Millennium Copthorne
12:20pm - 12:40pm Loyalty's Back, Stronger Than Ever! Are You Ready? by Renato Gualberto, Director of Revenue Management, Sky City Hotels New Zealand

Hotel companies are increasingly reporting growth in their direct channels, thus reducing reliance on third-party distribution resulting in stronger margins. This session will focus on how loyalty programmes can play a critical role in driving sustainable growth for your business whilst increasing customer engagement.

  • Renato Gualberto Director of Revenue Management, Sky City Hotels, NZ & HSMAI Commercial Advisory Board
12:35pm - 12:38pm AD BREAK: Amadeus talks booking engines by Edward Wright, Amadeus
12:45pm - 1:45pm - LUNCH & VENDOR SHOWCASE
1:45pm - 2:05pm The Role of Digital Marketing throughout the Customer Journey by Assembly Global
  1. Using 1st, 2nd and 3rd party data for profiling and targeting the right customers, through different channels and platforms across the customer journey.
  2. Limitations due to loss of 3rd party cookies and data privacy.
  3. Relevant and contextual messaging at different touch points throughout the journey.
  4. Personalized Content to drive conversion.
  • Additional Speakers coming soon
    Additional Speakers coming soon
2:05pm - 2:25pm What happens when you really do use consumer data in a more integrated way to drive decisions? By Ivy Esquero, Director Planning, Strategy & Insights-APAC, Hilton

Hear from a hotelier who dedicates 100% of her time to data insights. Ivy has some case studies from Hilton on the magic things you can achieve from using consumer and social data to drive audience understanding and some practical ways to use it to drive stronger connection with consumers.


Ivy Esquero

Director, Planning, Strategy & Insights – Asia Pacific


2:25pm - 2:45pm Research in Action: Hoteliers' take on Attribute based pricing by Dr Basak Guillet, Prof. of Revenue Mgmt at Hong Kong Polytechnic University

Attribute Based Pricing (ABP) is hotel’s specific pricing strategy of their products and services at an attribute level, requiring the hotelier to completely break down their product bundles to allow hotel guests to build and price their ideal room during the booking process using individual attributes of the room and rate plan. We conducted semi-structured in-depth interviews with 19 executive-level industry professionals and 4 academic experts to build a framework for attribute-based pricing implementation in the hotel industry.

  • Basak Denizci Guillet, PhD, CHE HSMAI Commercial Advisory Board and Professor of Revenue Management at the School of Hotel & Tourism Management at the Hong Kong Polytechnic University.
2:45pm - 2:55pm HSMAI Update: What can your association do for you? By Heidi Gempel

It’s great to have everyone together in-person again.  So we can get to know each other better, Heidi will chat about associations and what associations can do for you and the industry.  Focus is on HSMAI of course.

  • Heidi Gempel Managing Partner & Founder at HGE International & Facilitator HSMAI Commercial Advisory Board
HSMAI ROC – Agenda
3:30PM - 3:50PM The Metaverse explained by Dr. Detlev Remy, Assoc. Professor, Singapore Institute of Technology

Detlev will cover:

  • What is it?
  • How does it work?
  • What are the implications for the hospitality industry?
  • What are the benefits for the hospitality industry
  • Dr Detlev Remy HSMAI Commercial Advisory Board and Associate Professor at Singapore Institute of Technology
3:50pm - 4:05pm The topic on everyones' minds: TALENT

More details coming soon!

4:05pm - 4:45pm KEEP CALM And Automate everything (or not?) Facilitated by Chris Crowley, Duetto

Detailed description coming soon!

  • Chris Crowley Chief Revenue Officer, Duetto and HSMAI Asia Pacific Commercial Advisory Board Member
  • Puneet Mahindroo Founder and Chief Executive Officer at Rev-Mantra Pte. Ltd.
4:45pm - 5:00pm The HSMAI COmmercial Advisory Board members will wrap up the day with a list of take-aways before we all head for the bar
5:00pm - 6:30pm Networking drinks and canapes

HSMAI Singapore Board at Marina Bay Sands 2016Join 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’!

Day 2 – Friday 10th June Agenda

HSMAI Academy Masterclasses

Morning Session – 8:30am – 1:00pm

The Masterclasses will be hands-on workshop-style educational session where you can apply learning to your own property with the help of the hotel experts in the room.   This workshop has been developed by HSMAI with the expert knowledge of senior hotel marketers.  Space is limited.

Tech Innovations Show

Afternoon Session – 2:00pm – 4:30pm

During the pandemic, Tech vendors have been madly working away at developing new features and new products for the Hospitality industry.  Get yourself updated on the latest technology to solve your challenges in one morning at the HSMAI Tech Innovations Show.

These sessions are designed by our Conference partners and for the first time, they are free to do a sales pitch and show off their products!

This will be followed by presentation of “Certificate of Attendance” to all those who would like one, presented by Sandeep Ghandir from Accor and a long-time HSMAI Singapore Chapter Board member.

Roundtable (Invitation only)

  • HSMAI Chief Commercial Officers Roundtable – 11:00am – 2:00pm

If you would like to be invited to the Roundtables, please contact us:

from 8:30am: Registration, Exhibitor Show and Morning coffee/tea
9:00am - 9:10am Welcome to HSMAI Masterclasses Morning

Jackie DouglasThe HSMAI Masterclasses session, presented by HSMAI Singapore

Welcome, and agenda for the day by Jackie Douglas, President HSMAI Asia Pacific

9:10am to 9:20am Introduction to HSMAI Academy

HSMAI Academy logoLearn 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 and Digital Marketing – the right courses for you
  • How General Managers and Executive Team members can get up to speed on Commercial topics
  • Local Chapter Educational Workshops
  • From single courses for 1 person to complete Learning Management System with over 200 courses.

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

9:20am - 10:50am "Building your Commercial Acumen" Masterclass #1
You will learn:
  • How to read, and gain insights from data and reports and turn that into commercial actions that increase ROI
  • Live examples of how hoteliers can use data to improve ROI  by Ivy Esquero, Director of Planning and Insights – APAC, Hilton International
  • The attendees will simulate a hotel commercial team and work through a case study with Professor Sherri Kimes, Emeritus Professor, Cornell University
10:50am - 11::10am MORNING TEA and VENDOR SHOWCASE
11:10am - Midday "How to use content to maximise online conversions" Masterclass #2

This workshop will cover the topics of content and rich media specifically for the hotel marketers and distribution people.

Content matters.

It represents one of your hotel’s key “salespeople,” available to guests whenever and wherever they are along their purchase path. Whether your guests are dreaming, planning, booking, experiencing, or sharing, content performs a vital role in the process:

  • It inspires guests when they’re dreaming
  • It answers questions when they’re planning
  • It provides assurance when they’re booking
  • It offers guidance while they’re experiencing your destination
  • And it inspires, reminds, and delights them and others as well when they’re sharing their experience with friends, family, and colleagues.
You will learn
  • A guide to developing your hotel Content Strategy
  • Knowledge of best practice for hotel content
  • Type of content to use in different situations
  • Learn about Rich Media
  • Learn about content distribution tools
  • Ivan Cintado APAC Market Director for The Hotels Network (THN)
  • Additional Speakers coming soon
    Additional Speakers coming soon
  • Kamesh Shukla Executive Vice President Commercial- Asia Pacific, Middle East & Africa at RateGain
Midday - 1pm "Total Revenue Forecasting" Masterclass #3

Total Revenue Forecasting (TRF) is under discussion nowadays, as many businesses realize the opportunities and the revenue potential of Total Revenue Forecasting.   TRF is often the first step towards implementing “Total Revenue Management” so get started with this masterclass by Associate Professor, Dr. Detlev Remy from the Singapore Institute of Technology and a member of the HSMAI APAC Commercial Advisory Board.  Detlev is joined by Anders Johannson, CEO & Founder, Demand Calendar.

What will you learn:

  • What is TRF?
  • Why you should apply it
  • How to move forward
  • What is needed to get started
  • How will it work and;
  • The benefits and implications.
1:00pm - 2pm LUNCH and VENDOR SHOWCASE
2:00pm - 2::45pm - CENDYN -Topic by Sam Samsudi, Regional Director, Sales - APAC for Cendyn

Description coming soon

Speaker: Sam Samsudi, Cendyn

Cendyn logo

2:15pm - 3:00pm - Integrated Booking Suite by Bernard Tan, AMADEUS

Description to come…

Speaker: Bernard Tan, Director of Reservations and Guest Management Solutions, APAC

  • Bernard Tan Director of Reservations and Guest Management Solutions - APAC at TravelClick, an Amadeus Company
HSMAI ROC – Agenda
3:00pm - 3:15pm Grab some AFTERNOON TEA and head back into the room
3:15pm - 4:00pm Cvent - Topic TBA

CVent partners with HSMAI to deliver education on Groups and Meetings for hotels

4:00pm - 4:10pm Closing remarks
4:10pm - 4:20pm Closing remarks, Certificates of Attendance issued, Photos

For those who would like a Certificate of Attendance, this is the session for you.

Take a selfie or reel to share on your social pages:

Class photo showing their certificates


Day 1  & Day 2

Partner Showcase

Thursday & Friday – 8am – 5pm

Our partners will be there to showcase their products so please head over to their tables and talk to them. This event comes to you at a low price because these partners sponsor the event.  You will have a chance to chat with Cendyn, The Hotels Network, Duetto, Revinate, SuccessGlo, CVent and more about their products and how they can help you.

Make Your Case to Attend & ROI Calculator

Need help convincing your Manager?

Need help convincing your supervisor to let you attend the HSMAI ROC Asia Pacific Conference and Commercial Strategy Summit? Customise this message and send it to them.

ROC Virtual Conference

On Wednesday the 15th June there will be a virtual event for those that could not attend the conference in Singapore. Recorded sessions from the conference will be scheduled with speakers  available for live Q&A at the end of each session.

HSMAI ROC – Agenda
Contact Us

Send us a message for any queries you have about HSMAI Asia Pacific and we'll get back to you as soon as we can.

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