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24 April 2018

HSMAI’s Inaugural “Curate” Digs into Critical Issues in Hospitality

Executive Insights Forum Convenes Delegates from 41 Hotel Companies and Partners

  • HSMAI’s Inaugural “Curate” Digs into Critical Issues in HospitalityHSMAI’s Inaugural “Curate” Digs into Critical Issues in Hospitality
  • HSMAI’s Inaugural “Curate” Digs into Critical Issues in HospitalityHSMAI’s Inaugural “Curate” Digs into Critical Issues in Hospitality

Hospitality industry senior executives from sales, marketing, and revenue management disciplines convened for the first-ever Americas-region Curate: An HSMAI Executive Insights Forum, on April 18 and 19 at Terranea Resort in Ranchos Palos Verdes, California. The event, exclusive to companies that are Hospitality Sales and Marketing Association International (HSMAI) organizational members, generated thought-provoking conversations on issues of interest and relevance to all hospitality industry professionals.

"Curate is a rare opportunity for hospitality companies to interact about strategic issues and explore the implications of the interdependency across the disciplines of sales, marketing, and revenue management disciplines," said Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI. "The issues discussed will inform our program of work throughout the year."

Prior to Curate, attendees took part in a survey which identified priority issues to focus on during in-person discussions and shed light on commonalities and differences in perspectives of the three disciplines.

Some of the most thought-provoking conversations examined the strategic challenges for the industry and for each of the three disciplines—sales, marketing, and revenue management. Top challenges identified by the senior executives ranged from improving talent acquisition/retention to enhancing customer/guest experience and branding to keeping abreast of cutting-edge technology and mastering data analytics.

The forum included a stirring keynote presentation on ecommerce by Raphael Lanfant, director of strategic partnerships for Alibaba Group North America. Lanfant shared lessons from the ecommerce landscape in China and challenged attendees to follow suit in their own approaches to ecommerce.

A total of 55 delegates were in attendance, representing most of HSMAI's 60 organizational members, which include major hotel brands such as Accor, Best Western, Hilton, Hyatt, IHG, Marriott, MGM Resorts, Interstate, and Wyndham, as well as leading partner organizations and educational institutions.

Curate is a keystone benefit of HSMAI organizational membership. HSMAI introduced its organizational membership category November 2017. For organizational membership, the company is the HSMAI member, and multiple corporate employees have access to a wide range of unique member benefits. There are several levels of membership for companies, based on their company size. To learn more about Curate and organizational member and to view a list of member companies, visit


The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners, and is the industry's leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals & their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as HSMAI ROCET, Adrian Awards, and Revenue Optimization Conference. Founded in 1927 and celebrating 90 years in 2017, HSMAI is an individual membership organization comprising more than 7,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at,, and

Sales & MarketingDigital MarketingInnovationUSA & CanadaUnited StatesCA

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