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

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

Access to forward-looking insight provides the best basis for strategic planning. In this session, you will hear the latest forward-looking, on-the-books market insight, including who’s travelling, where they’re booking, and how it is impacting occupancy.

Speaker: Tracy Chua, Strategic Account Director, Amadeus Hospitality

9:45am to 10:15am 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!

10:15am - 10:18am AD BREAK: Cendyn talks about how unified technology transforms the Guest Journey

Description coming soon

10:50am - 11:30am 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

11:35am - 11:55pm 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
12:00pm - 12:15pm Post-Pandemic Sales Mindset, Strategies, and Challenges by Paul Er, Vice President Sales & Marketing, Millennium Hotels & Resorts

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
12:15pm - 12:30pm Trends Defining Travel in 2022: Focus on the Airlines, Airports customer journey by Edward Wright, Regional Vice President Asia at Amadeus Hospitality

As we move into a new phase of travel, we must remain agile and willing to move in the direction of where our travellers are headed. People’s attitudes and behaviours can change when faced with new challenges. And during a global pandemic, it’s more difficult to anticipate their needs as regulations change and sanitary measures come more to the forefront. Earlier in the pandemic, we saw companies react, pivot, conduct trial periods with new processes – all to keep up with fluctuating demand and passenger needs and expectations.

Starting with the search and shopping experience, travellers want transparency, ease, and flexibility,  Airlines can now use a shopping-cart style of booking making it easy for users to save flight offers. This feature aligns with traveller buying habits, especially now as consumers are thinking about and searching for their next trips but may not be ready to book.

12:35pm - 1:30pm - LUNCH & VENDOR SHOWCASE
1:35pm - 1:55pm The Role of Digital Marketing throughout the Customer Journey by Carolina Jung, Head of Activation APAC, Assembly Global

The digital marketing landscape is changing as we embrace a privacy-first ecosystem. Learn how you can leverage 1st, 2nd & 3rd party data and various advertising technologies to drive relevant and personalized experiences with your brand throughout the user journey.

1:55pm - 2:15pm 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.

2:15pm - 2:40pm 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
  • NFT’s
  • Dr. Detlev Remy HSMAI Commercial Advisory Board and Associate Professor at Singapore Institute of Technology
2:40pm - 3:00pm 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.

3:00pm - 3:03pm AD BREAK: Shaping the future of Hospitality by Edward Wright, Amadeus
HSMAI ROC – Agenda
3:35pm - 3:45pm How do we transition to leaner teams by automating? by Sam Samsudi, Regional Director of Sales, APAC, Cendyn

When it comes to AI-driven automation, there’s an inherent tension between operational efficiency and individual relevance.  Hotels want to benefit from automatically personalizing each touchpoint on a 1:1 basis, but that precision can’t sacrifice guest individuality. Even if they accept the necessity of automation for today’s businesses, guests still want relevant communications that feel authentic and genuine.

But achieving automated personalization without sacrificing guest individuality is incredibly difficult due to competing priorities and lack of knowledge.

3:45pm - 4:05pm Using 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


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

A light hearted discussion about automation vs the human touch.

  • Chris Crowley Chief Revenue Officer, Duetto and HSMAI Asia Pacific Commercial Advisory Board Member
  • Michael Marshall Chief Commercial Officer, Minor Hotels & Member of the HSMAI APAC Commercial Advisory Board
  • Melissa Gan Chief Commercial Officer, WorldHotels & Member of the HSMAI APAC Commercial Advisory Board
  • 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
  • Niloufer Turel Pagdiwala Associate Vice President E- Commerce at IHCL
  • Sandeep Nagpal Vice President, Marketing at Cvent
  • Sarel Nair Director of Revenue at IHCL
  • John Thompson Chief Commercial Officer, Salter Brothers Hospitality
  • Akanksha Singh Global Sustainability Manager at Radisson Hotel Group

    Akanksha Singh, Global Sustainability manager at Radisson Hotel Group. She is a results-driven, Sustainability and Business Intelligence enthusiast, with the ability to develop and strengthen global teams to enhance RHG’s sustainability initiatives.

    With experience in green building, renewable energy, management consulting, and hospitality, Akanksha transitioned from architecture to a sustainability career. An IIM Lucknow graduate who is committed to move Radisson Hotel Group to Net Zero.

  • Urvish Dhebar Director of Revenue at The Leela Palace, New Delhi
  • Saurabh Vashisht Corporate Director - Revenue Strategy & Distribution - India & Africa at Sarovar Hotels
  • Chetali Khanna Director of Revenue at Holiday Inn New Delhi International Airport
  • Siddhartha Butalia Chief Marketing Officer, Air India Express
  • Vikram Berry Area Brand and Content Marketing Director at Radisson Hotel Group
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

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.

Jackie DouglasThe HSMAI Masterclasses session, presented by HSMAI Singapore

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

9:10am - 10:40am "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
  • How hoteliers can use data to improve ROI
  • The attendees will simulate a hotel commercial team and work through a case study with Professor Sherri Kimes, Emeritus Professor, Cornell University
10:40am - 11::00am SPEEDY MORNING TEA
11:00am - 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
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: How unified technology transforms the guest journey by Sam Samsudi, Regional Director, Sales - APAC for Cendyn

At a time when hoteliers are being forced to do more with less, hotels are embracing rapid digitization and automation of products and services to keep up with ever-evolving consumer expectations. They are looking for strategic technology partners who can provide them with the scale, reach, and stability to drive efficiencies and performance as the industry returns to recovery and growth. Cendyn is that partner.

The Cendyn Hospitality Cloud provides a broad range of applications and services for activating your unified data across revenue, eCommerce, distribution, marketing, and sales – at scale, in real-time, and across every channel. This unified view of every guest puts hoteliers in control – driving demand, personalizing guest experiences, enhancing loyalty, and accelerating profitable growth.

Cendyn logo

2:45pm - 3:30pm - Shaping the Future of Hospitality by Bernard Tan, Amadeus

Join the Amadeus Team to learn what Amadeus, the largest Travel Technology company in the world, is doing across the Hospitality Division.  The focus today will be on driving Sales, Marketing & Distribution with an Omnichannel distribution Strategy.

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
3:30pm - 3:45pm Closing remarks, Attendee Prize drawn, Certificates of Attendance issued, Photos

There will be a prize draw for those who stay to the end.  You can win 2-nights accommodation at an Outrigger resort in Thailand.

For those who would like a Certificate of Attendance, we will present certificates and take your photo.

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


HSMAI ROC – Agenda
3:30pm - 4:15pm Grab some AFTERNOON TEA and network with colleagues

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.

Start typing and press Enter to search