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 11th May, 2023 Agenda

HSMAI Revenue Optimization Conference (ROC)

All Day – 9am – 5:30pm (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.

Day 1: Conference Agenda

8:30am Registration, Welcome & Morning Coffee/Tea
9:00am Welcome Message

Welcome from the HSMAI Global CEO & President, Bob Gilbert, Marina Bay Sands & HSMAI Asia Pacific Commercial Advisory Board.

Introduction and overview of the 2-day program by the HSMAI Asia Pacific Commercial Advisory Board.

9:10am Beyond the Forecast: Insights into the Travel and Tourism Industry in APAC

An economic perspective for hoteliers on how the Travel & Tourism Industry will develop over the next 3-5 years. Michael will share the economic forecast and expectations for the next few years.

9:35am Hospitality Industry Forecast: Demand, Pricing and Promotion Insights for Success

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.

9:40am Traveller Tribes: Who will your Guests be in 2033?

How will we travel in 2033? Our latest global research study–Traveller Tribes 2033–the third in a series that launched in 2007, identifies four Traveller Tribes that will develop in the next 10 years. It does so by examining the future forces of change transforming travel, alongside emerging traveller traits, behaviours and preferences, to understand exactly what it is that travellers will want a decade from now.

9:55am How can you attract the new travellers?

Head of CRM and Insights at Banyan Tree Hotels & Resorts

An experienced customer insights and analytics professional with 15 years of experience. Well versed in various research techniques such as market research, user research, design thinking, social listening and digital analytics. Worked on wide-ranging of strategic projects with hands-on experience with brand & marketing initiatives, innovation, product development and customer lifecycle management.

  • Michelle Ng Head of CRM and Insights at Banyan Tree Hotels & Resorts
10:10am Why first-party data is key to Direct Revenue

The value of clean guest data is priceless. In the cookieless world, first-party data is the key to clean and reliable guest data that can help you enhance guest experience. If you’re new to first-party data, Will Howes, Revinate’s Managing Director of Sales will share best-practices and real-life results in this session.

Will Howes from Revinate and an expert hotelier will guide this session.  Don’t miss it!

  • Will Howes Enterprise Sales Director & APAC Sales Manager, Revinate
10:15am How to build your Pricing Strategy in today's reality

In other words, how do you change your offers to better meet the needs of new tribes of travellers?

(Full description coming shortly, stay tuned!)

  • Melinda Yeoh Head, Revenue Management at The Ascott Limited & HSMAI APAC Commercial Advisory Board
11:00am Panel: Focus on Commercial Talent

Leveraging the strengths of individual talents to drive performance and results:

In this session, we explore the concept and best practices of strengths-based talent development as a critical business driver and how to maximise your unique talents to meet specific goals, targets, and/or business needs.

  • Bill Lu Senior Director / Head of Human Resources - South East Asia at Hilton
  • Andrew Chan Founder & CEO at ACI HR Solutions / President & Co-Founder at AiMYJOBS.com
  • Heidi Gempel Managing Partner & Founder at HGE International & Facilitator HSMAI Commercial Advisory Board
11:45am HSMAI in 2023

Lets talk about HSMAI!  A lot has changed over the last few years so we’ll provide you with a quick update from Asia Pacific and from the rest of the world of HSMAI.  We’re 95 years old so there’s a lot of history behind us, and a lot of future infront of us.

12:00pm HSMAI Global Marketing Case Study Winners present their Case Study

HSMAI recently ran a Global Marketing Case Study competition for students. The winners of the Undergraduate competition were from our own local Republic Polytechnic. Heidi Gempel is working with the winning class to bring a presentation of their case study. Get ready to be wowed!

• Muhammad Amirul Bin Abdul Latif • Ong Jing Yun • Liew Jim Yi • Celestine Tan Xuan Ru

From Left to Right: Muhammad Amirul Bin Abdul Latif, Ong Jing Yun, Liew Jim Yi and Celestine Tan Xuan Ru

  • Heidi Gempel Managing Partner & Founder at HGE International & Facilitator HSMAI Commercial Advisory Board
12:30pm - 1:30pm LUNCH and PARTNER SHOWCASE
1:30pm How to Market your F&B outlets

F&B today forms a critical revenue share in our businesses. Join us to get insights on how you can play a critical commercial role in optimizing your assets F&B performance.

You will learn from industry leaders in RM, Marketing, Sales and Operations to get a 360 overview of the function and the role you will play to accelerate recovery for F&B & optimize the asset.

We are very happy to have Andrew Ing from OUE Restaurants in Singapore to share his expertise with you. OUE run brands such as Chatterbox, Takayama, Fufu Pot, Delifrance, Osteria Mozza, Vue and more.

Andrew will be joined by Emmanuel Benardos, Director of F&B at Fairmont Singapore & Swissotel Singapore.

2:00pm Tools to Execute your Commercial Strategy

Which tools are required in your commercial tech stack to allow you to effectively compete and win business? Many new tools have been launched during and since COVID, and some of these tools, combined with your current systems could let you leap ahead of your competitors and enable personalisation, automation and more! This is a must-see session from two experts from two perspectives.

Omar will show us what Hilton can do with their tech stack and then CS Ramachandran will give us a perspective that allows smaller brands and independents to better compete with big brands. Send us your questions in advance as there will be a lot of Q&A’s.

  • Omar Lahrichi Commercial Director Franchise - Asia Pacific, Hilton Hotels
  • C.S. Ramachandran, CRME HSMAI Commercial Advisory Board Member & HSMAI India Chapter Board Member & Vice President, Hotel Revenue Optimization at Preferred Hotels & Resorts
2:30pm Leveraging AI to Optimize Revenue

There is a new focus on leveraging technology to optimize revenue by analysing data. It allows hoteliers to make better business decisions and achieve total revenue optimization. Join us to explore how AI change the way it impacts revenue, pricing and forecasting.

  • Sandy Wee Senior Regional Director of Sales, IDeaS Revenue Solutions
2:45pm Sustainability Panel: Sustainability Insights and Best Practices from Industry Experts

This panel session will feature industry experts who will share their insights and best practices on sustainability initiatives for hotels. The session will start with the sustainability journey of a mid-size regional hotel brand, highlighting how they implemented sustainable practices in various areas such as food waste reduction, sustainable events, and reporting. The panellists will also discuss the benefits of sustainable practices, including how they can drive revenue and increase customer loyalty. The session will be conducted in a panel format, with each panellist speaking for a few minutes on their allocated topic, followed by a Q&A session. This session will be moderated by an expert in the field, ensuring a thought-provoking and engaging discussion for all attendees.

Linking Sustainability to Loyalty & Digital

Travellers are quickly becoming savvier as they place greater importance on travel to heal and reconnect with the world. It is vital for the industry that travel professionals continue to adapt with flexible, sustainable and value-driven options to not only attract consumers but to follow through on the promise to delight travellers from the booking experience to the taxi ride home. Learn how Accor ties Sustainability to Loyalty and to Digital to achieve sustainability AND customer satisfaction!

Linking Sustainability to Revenue Management

Sustainability is becoming an increasingly discussed topic in the hospitality industry, and one thing is clear, it is here to stay. However, for hotel businesses this does not only imply an investment in the short term, but also represents an opportunity to increase their revenues in the long term. As with the case of integrating reputation management with revenue management, the incorporation of sustainability practices and policies into the operation of a hotel business could potentially lead to revenue maximization. It is well established that better reviews and a higher trust score allow hoteliers to increase their price points, while maintaining the same occupancy percentage and market share.

The Impact of Green Innovations on Brand Image

Following on the session on Loyalty & Digital, Elaine Chan from Parkroyal Collection Marina Bay, Singapore will take you through a case study on their journey of renovating and taking sustainability seriously!  The renovation was in 2020 so now we can learn how this has impacted their brand image and how they got to where they are today.

  • Elaine Chan Director of Marketing Communications & Sustainability, Parkroyal Collection Marina Bay, Singapore
4:00pm The Future of Distribution

Are we doing things differently since COVID or are we slipping back to old habits? Some players have made good strides but a lot have not moved at all. Are these non – movers holding the entire industry back? What are the hurdles? Why are they not willing to take some risks? If we don’t move now when demand is at an all-time high, then will we ever move? Do airlines still offer fixed rate corporate contracts? If not, then why are hotels still stuck with it?

  • Sarah J. Montgomery Senior Director, Strategic Accounts, Asia Pacific, Expedia Group
  • Mark Wong Senior Vice President, Asia Pacific - Small Luxury Hotels of the World & Founding Member of the HSMAI Singapore Chapter
  • Jun Lai SVP, Business Growth, DerbySoft
4:45pm Driving Revenue from the Metaverse

This is a very fast way to learn a lot!  Hoteliers have 6 minutes to present a successful best practice.

Millennium Hotels have been working in the Metaverse with their local property, M Social.  Saurabh will take us through a case study of their journey.

5:00pm Generative AI

This is a very fast way to learn a lot!  Hotel leaders will share a successful best practice in 6 minutes and 6 slides.

CS Ramachandran, CRME has been using the AI and will share with you some great ways that hotels can use it to simplify their daily tasks and where this might be going.  Stay for this one, you’ll learn a lot!

  • C.S. Ramachandran
    C.S. Ramachandran Vice President, Hotel Revenue Optimization South Asia, Middle East, Africa & Australasia - Preferred Hotels & Resorts
5:15pm Key Take-aways from the Commercial Advisory Board

Hoteliers from the Commercial Advisory Board will sum up the day!

  • Melissa Gan Chief Commercial Officer, WorldHotels & Member of the HSMAI APAC Commercial Advisory Board
  • Melinda Yeoh Head, Revenue Management at The Ascott Limited & HSMAI APAC Commercial Advisory Board

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’!



2 Day pass to the conference and Masterclass day: Free for HSMAI members or from US$295 for Hoteliers


  • 1 Full day of Conference sessions, panels and interactive sessions
  • 1 Full day of Masterclasses specifically designed for Hoteliers
  • Welcome Coffee/Tea both days
  • Morning & Afternoon Tea both days
  • Full buffet Lunch both days
  • Certificate of attendance from HSMAI for those who stay all day for the Masterclasses

Day 2 – Friday 12th May, 2023 Agenda

HSMAI Academy Masterclasses

Morning Session – 8:30am – 4:00pm

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.

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.

Roundtables (Invitation only)

  • HSMAI Chief Sales & Marketing Officers Roundtable – 9:30am – 12:00pm
  • Lunch for both groups – 12:00pm – 1:00pm
  • HSMAI Chief Revenue Officers Roundtable – 1:00pm – 3:30pm

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



2 Day pass to the conference and Masterclass day: Free for HSMAI members or from US$295 for Hoteliers

1 Day Pass to the Masterclasses on 12th May only: Free for HSMAI Members or US$175 for non-members.


  • Full day of Masterclasses specifically designed for Hoteliers
  • Welcome Coffee/Tea
  • Morning & Afternoon Tea
  • Full buffet Lunch
  • Certificate of attendance from HSMAI for those who stay all day for the classes


8:30am - 9:00am Registration, Welcome & Morning Coffee/Tea
9:00am - HSMAI and Academy Update

Meet your MC for the day, Shengwen Chua from Four Seasons, then 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 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 Training Day organised by HSMAI Academy and the Singapore Chapter.

Shengwen Chua Hilton Hotel

Shengwen Chua
Director of Marketing, Four Seasons Singapore

Shengwen Chua, Director of Marketing for the Four  Seasons Singapore will be the MC for the day.

9:10am Masterclass: How to apply Revenue Management Concepts to your Restaurant

The session will introduce hoteliers to the skills and knowledge required to formulate revenue management strategies to optimise demand in the restaurant.  You will learn:

  • Apply Revenue Management concepts in the restaurant
  • Gather relevant data for revenue-related KPI’s calculation for demand forecasting
9:50am Masterclass: Optimize Meeting & Events Revenue with Automation

In today’s environment of travel rebound, rising demand and higher costs, it’s important to realize the full potential of every single revenue stream. Especially for Meetings & Events (M&E), it represents up to 60% of overall revenue for many hotels. Come join this masterclass to understand automation and innovation in M&E revenue management. And how pricing and forecasting drive higher profits and efficiencies.

11:00 Masterclass: TRM – Start Now!

Come to this masterclass and learn how to create a 7-step plan for navigating through Total Revenue Management (TRM) and how to develop a detailed plan for a successful implementation. The class includes instruction from Assoc. Prof. Detlev Remy, a sample plan from a real hotel and the full TRM Whitepaper from HSMAI.

11:45am Masterclass: Total Revenue Forecasting (TRF)

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”.

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.
12:30pm - 1:15pm LUNCH
1:15pm Masterclass: The Effective Hotelier - How to make the most of your Time

During this Class, you will learn how to get additional 2.5 hours of productive time every day! You will learn 3 techniques most effective people use to make the most of their time. You will also receive templates you can use to implement these techniques for yourself and your teams.

  • Heidi Gempel Managing Partner & Founder at HGE International & Facilitator HSMAI Commercial Advisory Board
2:00pm Masterclass: Connecting the Dots with your Data

Travelers create millions of data points along their guest journey. From their initial search to booking the room type to purchasing amenities along the way, a new data point is created any time a guest clicks, calls, or emails. Even after the guest is on the property, every housekeeping call, late check-out request, and cocktail order can reveal even more valuable insights about that individual guest as well as broader audiences and niche segments. When you can connect and analyse those data points, you can see each traveller’s story. This includes what they like and don’t like, as well as the types of travel experiences and services they are looking for. Once you can see that story, you can start creating more meaningful guest experiences at every touchpoint, including the marketing campaigns, website content, and on-property experiences that your guests will want to return to again and again.

2:45pm Masterclass: The Influential Hotelier - How to move from Insight to Action

During this class, you will learn how to present data insights. Learn the 3 critical steps for a successful and impactful revenue meeting that will drive change. Receive a copy of the revenue meeting agenda you can implement in your hotel.

  • Heidi Gempel Managing Partner & Founder at HGE International & Facilitator HSMAI Commercial Advisory Board
3:30pm - 4:00pm Closing and AFTERNOON TEA

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 IDeaS, Amadeus, OTA Insight, Revinate, Derbysoft, & Duetto about their products and how they can help you.

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