HSMAI’s Leaders Reflect on 2024
2024 was a year of modest RevPAR growth for the industry, driven by the recovery in inbound international travel, strong performance in meetings and group events, and continued leisure travel demand.
AI and other technology innovations have begun to reshape our landscape, and we have embraced these changes with enthusiasm and resilience. As we reflect on a transformative year, it is our pleasure to present the 2024 HSMAI Annual Report.
Over the past year, HSMAI has provided solution-oriented insights, highly relevant education, and invaluable resources, while supporting and developing our chapters. Our ambitious goals were designed to deliver value and meet the diverse needs of our member companies and individuals. The success of our efforts is a testament to the hard work and dedication of the HSMAI staff, volunteers, and partners. Thank you to each one of you for your contributions.
The 2024 HSMAI Adrian Awards celebrated the most innovative and successful travel marketing campaigns of the year. The theme for the 68th annual Adrian Awards was "Wish You Were Here," emphasizing the memorable and impactful moments in travel marketing.
The awards included 50 entry categories across four divisions: Advertising, Digital, Public Relations/Communications, and Integrated Campaigns. Each category recognized small, medium, and large budget campaigns.
The Commercial Strategy Conference was a massive success in 2024 with record attendance and overall satisfaction of attendees. The week was filled with expert speakers, intriguing content, and passionate discussions helping attendees navigate challenges, identify new opportunities, and better align their commercial functions, guiding the future course of our industry.
Our educational initiatives and networking opportunities have expanded in both depth and reach. The active participation of our Advisory Boards, Rising Leader Councils, and chapters is a clear indicator of the vibrant community we have fostered.
As we look ahead, we are filled with optimism and excitement for the future. The journey continues, and HSMAI remains committed to equipping you with the necessary tools, insights, and connections to navigate what comes next.
This year, we also pay tribute to Bob Gilbert, whose visionary leadership and unwavering dedication have left an indelible mark on HSMAI and the industry at large. Bob's contributions have been instrumental in shaping our path, and his legacy will continue to inspire us.
The 2024 HSMAI Annual Report reflects our collective achievements. As we celebrate the close of an eventful year and look forward to the new opportunities that await, we thank you for your support of HSMAI. I invite you to explore the report and discover the strides we have made together.
Brian Hicks,
President & CEO
Andrew Rubinacci,
HSMAI Americas Chair
Bob Gilbert: A Legacy of Leadership
In September, we unexpectedly lost someone truly special — Bob Gilbert. He is deeply missed every day by his loved ones, colleagues, and honestly, everyone who had the privilege of knowing him. Bob led HSMAI as president & CEO through the good times and the bad for nearly 30 years. Always with a smile on his face and a word of encouragement for those around him.
Bob was a mentor, a confidant, and a friend. His impact reached far beyond boardrooms and conferences—he touched lives. While we mourn his loss, we also celebrate his legacy of innovation, dedication, and genuine humanity.
Upon his retirement due to a brain cancer diagnosis Gilbert reflected, “I want to express my appreciation for my years at the association, the deep partnerships built with so many of you, and the trust you placed in me to help guide the organization to truly impact sales, marketing, and revenue optimization in the hospitality industry. The hospitality field has always proven its vitality and resilience, evolving with the world’s changes no matter how quickly those changes have happened. We’ve adapted through events like 9/11 and the pandemic and emerged stronger than ever before.”
He added, “In the last year alone, we unveiled HSMAI’s first ever Commercial Strategy Conference, continued the coalition building with other industry organizations like AHLA, HFTP, HEDNA, and more, and launched HSMAI’s Century Campaign to celebrate HSMAI’s 100-year anniversary in 2027 and ensure it is here for members and the industry for 100 more. I owe a debt of gratitude to all of the industry leaders who have served as volunteer leaders for the organization, and a staff of dedicated professionals who have implemented their vision.”
Bob will forever be HSMAI’s North Star.
Connect with HSMAI
Honoring Excellence
HSMAI recognized industry professionals and excellence in hospitality travel marketing through several awards and recognition programs, including the Adrian Awards; Top 25 Minds; Career Achievement; Professionals, and Educators of the Year.
The year began with recognition of the 2023 class of the HSMAI Top 25 Minds in Hospitality Sales, Marketing, Revenue Management, and Distribution. These professionals were recognized in conjunction with the annual Adrian Awards at the New York Marriott Marquis.
HSMAI honored travel marketing excellence at the Adrian Awards Celebration on Tuesday, February 13, at the New York Marriott Marquis in New York, NY with more than 500 industry and agency executives in attendance. This year, the 67th annual competition focused on WanderLOVE, highlighting the most creative and successful campaigns that spark a love for travel and ignite a desire for exploration, and celebrated the people behind the work.
“We had over 800 entries for this year’s competition showcasing the most creative and impactful PR, marketing and advertising campaigns in travel and hospitality, and it was an honor to recognize the innovative minds behind the very best work,” says HSMAI President and CEO, Robert A. Gilbert, CHME, CHBA. “It’s a pleasure to see how this industry continues to inspire travel and create meaningful campaigns that ignite the desire to travel and drive results for hotels and destinations.”
Two industry leaders were honored with HSMAI Career Achievement Awards for their achievements in hospitality marketing and public relations. Jeff Senior, a recently retired Marketing Executive, received the Albert E. Koehl Award for Career Achievement in Hospitality Marketing. Gina Stouffer, President of Lou Hammond Group, received the Winthrop W. Grice Award for Hospitality Public Relations.
Recognition of excellence continued at HSMAI’s Commercial Strategy Conference in Charlotte. Both the Revenue Optimization and Marketing Professionals of the year, and the Vanguard Award for Achievement in Revenue Optimization Award Honorees were celebrated respectively with special VIP breakfasts.
The honorees were:
Vanguard Lifetime Achievement in Revenue Optimization: Dr. Kelly McGuire, managing principal, hospitality of ZS Associates
Revenue Professional of the Year: Scott Dahl, senior vice president of sales, marketing, and revenue management at Wurzak Hotel Group (Corporate)
Revenue Professional of the Year: Taylor Baca, CRME, CHDM, corporate director of revenue management at Balboa Bay Resort & Club (Single/Multi-Unit)
Marketing Professional of the Year, Corporate: Bob Everin, senior director of media for Marriott Digital Services
Marketing Professional of the Year, Single/Multi-Unit: Holly King, area director of marketing of White Lodging
Marketing Educator of the Year: Professor Janelle Hoffman. Scottsdale Community College
The honors continued is sales in November, presented at the HSMAI Sales Leader Forum in Washington, DC. Honored were:
Lifetime Achievement Award in Sales: Dan Surette, Chief Sales Officer, Omni Hotels & Resorts
Sales Professional of the Year: Dayna Zeitlin, Director of Sales and Marketing, Sofitel New York
HSMAI in the Media
Membership Matters
HSMAI’s Organizational Members continued their strong support for the association and its’ mission, with 75 companies participating in 2024 with 1553 potential members. The much-anticipated Curate event was held in Washington, DC and with a focus on Artificial Intelligence it drew an attendance of 40 executives from 53% of the Organizational Memberships.
Six companies engaged as Global Organizational Members in 2024: Amadeus, Cendyn, Duetto, Lighthouse, Preferred Hotels and Rategain.
In 2024, the HSMAI Americas Chapters continued to lead in hospitality sales, marketing, and revenue education within their local markets. They crafted unique programs specifically tailored to address the current conditions and demands of each area. These initiatives included breakfast series, workshops, and half-day programs featuring interactive educational formats. Ten chapters grew membership over 10% over last year. Additionally, the HSMAI Chapter Boards worked closely together throughout the year, sharing responsibilities and focusing intently on meeting the educational needs of their respective local markets.
Chapter Highlights
Greater Denver
The Greater Denver Chapter was successfully developed and launched on August 1st, 2025. Supported by development grants from Lighthouse, Screen Pilot, Visit Aurora, CoralTree Hospitality, and Sage Hospitality Management, membership grew from 25 members at inception to 75 by year-end.
Arizona
Executive Director Joanne Winter celebrated her 30th anniversary with the HSMAI Arizona Chapter. Under her leadership, the chapter remains one of HSMAI’s strongest, raising over $212,000 in partnership revenue and in-kind donations last year.
Greater New York
In 2024, the Greater New York Chapter hosted 10 educational and social events, including the HSMAI Intercollegiate Virtual Conference and the 28th Annual Frank W. Berkman Tourism Achievement Awards Dinner. They achieved nearly a 20% year-over-year increase in attendee participation.
Puerto Rico
HSMAI Puerto Rico hosted several half-day workshop-style events and focused on creative marketing to ensure their communications reached people across the island. In 2024, they produced 14 creative campaigns and 49 reels and posts on social media, increasing their social followers by 25%.
South Florida
Hosted their 39th Annual Gala in October, celebrating the best in the market. Awards were given for Sales & Marketing Professional of the Year, Revenue Manager Professional of the Year, General Manager Professional of the Year, Innovation Award and President's Award.
Las Vegas
With over 100 attendees at each educational event, the HSMAI Las Vegas Chapter has established a market standard for high quality educational programming. This is proven with a 20% increase in attendance compared to the previous year. They introduced a series of themed programs titled, "Collaboration is Key to the Win."
Central Florida
In 2024, they chapter successfully completed nine events: two in sales, three in marketing, two in revenue, and two social events. They achieved a 19% increase in meeting attendance and an 18.63% growth in overall membership. The key to the chapter's success was the high-quality education provided through events such as Destination Marketing Update, They’re Back! International Travel Update, The Road Ahead & Navigating Tomorrow, and Distribution & How Revenue Optimization Happens.
By The Numbers
12,000+
200
Membership Mix
Certifications
Commercial Strategy Events
It was a year of change for HSMAI’s biggest event, with the introduction of the HSMAI Commercial Strategy Conference in Charlotte, NC. The sold-out event, an evolution of HSMAI’s Marketing Strategy Conference and HSMAI ROC, brought together a record-breaking 860 industry professionals from 152 unique hotel brands and management companies, and more than 40 partner companies, from across the hospitality sector to explore the latest trends, strategies, and innovations shaping the future of commercial success in the industry.
The commercial strategy focus extended to the HSMAI Sales Leader Forum. Additionally, CURATE focused on the impacts of AI on commercial organizations for HSMAI’s Organizational Company representatives. And 2024 saw the debut of the HSMAI Commercial Futures Forum, held in conjunction with AH&LA’s Hospitality Show.
And, HSMAI also brought together senior commercial leaders at a series of 9 face-to-face Executive Roundtables. The cohorts assembled included Revenue, Sales, Marketing, Distribution, and Hotel Management Company executives, and provided a one-of-a-kind opportunity for these senior executives to have meaningful dialogue with their peers in a confidential environment.
More than 1,400 industry professionals attended these HSMAI events.
HSMAI in the Media
Professional Development
In 2024, HSMAI launched the highly anticipated Certified Hotel Sales Leader (CHSL) certification and published the accompanying extraordinary study guide, with each chapter contributed by leaders and experts in the field of hospitality sales leadership. In June of 2024, the CHSL joined our array of world-recognized professional certifications, including the Certified Revenue Management Executive (CRME), first introduced in 2006; the Certified Hospitality Digital Marketer (CHDM), launched in 2012; the Certified in Hospitality Business Acumen (CHBA), added to our curriculum in 2010; and the relaunched Certified Revenue Management Analyst (CRMA), now two years old in its present form, designed for hospitality students and professionals in the industry who do not yet have significant revenue management backgrounds but who aspire to the role.
The year saw significant increases in volume for all our certifications and for those keeping their certifications current by recertifying. In 2024, nearly 600 people applied for the CRME, close to 300 people applied for the CHDM, about 75 people registered for the CHBA, and almost 200 people registered for the CRMA. The new CHSL, only 6 months after its launch, had 65 applicants by the end of the year.
The CRME and CHSL need to be recertified 3 years after an individual earns the certification or last recertified, and the CHDM needs to be recertified after 2 years. In 2024, nearly 350 people recertified their CRME or CHDM.
HSMAI continued to offer Essentials™ online instructor-led and self-paced classes in partnership with our outstanding instructors, with more than 70 people registering to take a live-instructor or self-paced version in Hotel Revenue Optimization Essentials (HROE), Hotel Digital Marketing Essentials (HDME), and the newly launched online Hotel Data Analytics Essentials (HDAE).
As 2024 closed, we were preparing a detailed update to the CHDM certification study guide and curriculum, with the goal of publishing a new book in the first quarter of 2025.
We were delighted to continue to facilitate a great many major hotel management companies and hospitality partners as they sought to educate and certify their professionals in one or more of HSMAI’s certifications, and numerous companies further affirmed their recognition of the value of our offerings by making one or more of our certifications a requirement for their employees working in that discipline.
HSMAI in the Media
HSMAI Foundation Focus:
Success of the HSMAI Foundation Century Campaign
In 2024, the HSMAI Foundation made significant strides in its mission to attract, develop, and engage hotel sales, marketing, revenue management, and distribution professionals.
Among the standout achievements was the release of the third annual "State of Talent" report, which has become a crucial resource for the industry by highlighting current trends and offering actionable recommendations. This year, the report drew attention to emerging needs and strategies to enhance talent management across the sector.
Below are 2024 accomplishments in each of HSMAI Foundation’s pillars.
Attract:
Awarded the Mike Dimond Grant to four exceptional recipients, supporting their educational pursuits in hospitality.
Granted funding to support four HSMAI Chapter student events, engaging with 280 students and providing them valuable industry exposure.
Hosted the virtual Intercollegiate Student Conference with over 300 participants, fostering a collaborative environment for learning and networking.
Develop:
Launched the new HSMAI Certified Hotel Sales Leader (CHSL) certification, setting a benchmark for professional excellence in hotel sales.
Funded groundbreaking research on hospitality commercial functions career pathing in collaboration with ZS Associates, offering fresh insights into career development in hospitality.
Supported the Mike Leven Leadership Conference, attended by 100 HSMAI Chapter leaders, focusing on cultivating leadership skills within the industry.
Published a special report on commercial structures in hospitality, engaging with Penn State, which has provided foundational data influencing organizational strategies.
Engage:
Funded three HSMAI Rising Leaders Councils, each dedicated to fostering young professionals’ growth and engagement within the industry.
Commissioned cutting-edge research on the application of AI in Talent Development, aligning our workforce with technological advancements.
Renewed partnerships with Women in Travel Thrive & AHLA, strengthening our commitment to diversity and inclusion within the hospitality sector.
The Foundation continued its commitment to the HSMAI Foundation Century Campaign, launched as part of the build-up to HSMAI’s 100th anniversary in 2027. Our fundraising efforts included $752,796 raised since 2023 and contributions from 207 unique donors - including $77,523 in donations in tribute to Bob Gilbert.
The Foundation’s media and communication efforts also saw considerable success with seven major media interviews, 123 placements, and extended coverage of the State of Talent report, ensuring that our message and mission reached a broad audience.
With nearly 80 unique pieces of content published this year, the HSMAI Foundation continues to lead the conversation on best practices and trends that are shaping the future of talent in hotel sales, marketing, revenue management, and distribution.
Thank you to our 21 Corporate Talent Partners in 2024, whose support made our work possible.
Corporate Talent Partners
HSMAI Foundation Executive Council
Chair: Lori Kiel, CHDM, Chief Commercial Officer, The Boca Raton
Vice Chair: Amanda Voss, CMP, VP of Sales, MGM Resorts International
Treasurer: Katarina Stanisic, Managing Director – Marketing, BWH Hotel Group
Immediate Past Chairman: Michelle Woodley, President, Preferred Travel Group
HSMAI Foundation 2024 Board Members:
Anil Aggarwal, CEO, Milestone
Anna Blue, President, American & Hotel Lodging Foundation
Phill Burgess, CHA, VP Sales and Revenue Strategies, Athena Hospitality
Lovell Casiero, Senior Vice President of Sales & Marketing, PM Hotel Group
Matthew Clyde, President, Ideas Collide
Lexy Coley, Corporate Director of Talent Development, Omni Hotels
Kathleen Cullen, CRME, Executive Vice President, PTG Consulting
Jeff Doane, CHBA, Chief Commercial Officer, Omni Hotels & Resorts
Angie Gadwood, Senior Vice President, Sales, Wyndham
Dawn Gallagher, Chief Commercial Officer, Crescent Hotels and Resorts
Mike Gamble, President & CEO, Searchwide Global
Michael Goldrich, CHDM, CRME, CEO, The Hotels Network
Kristi Goshow, Chief Commercial Officer, KSL Resorts
Noreen Henry, CMP, Chief Revenue Officer, Sojern
Robert Kwortnik, Associate Professor, Cornell University
Dr. Breffni Noone, Professor, Penn State University
Anna Paccone, CHDM, VP Digital/eCommerce, Aimbridge Hospitality
Alyssa Petty, Director, Global Sales Excellence, IHG Hotels & Resorts
Bernadette Ruby, VP of Sales, Amadeus Hospitality
Deb Surden, Senior Director, Market Management Expedia Group
Telesa Via, Head of Sales, IHG Hotels & Resorts Luxury & Lifestyle Americas
HSMAI Global
Global
2024 was a year of change for all the HSMAI global Regions. Leadership in AsiaPacific, Europe, the Middle East, the Americas Regions connected on a monthly basis throughout the year to monitor trends and identify areas where collaboration could occur and held a retreat in Lisbon. Leaders across the global regions celebrated the legacy of late President & CEO Bob Gilbert as they welcomed new CEO Brian Hicks.
A major development was the formation of a LATAM region, with chapters in Columbia, Mexico, Chile, and Peru. Some of the Global highlights achieved include the following:
Middle East & Africa
Continue to grow our annual gem the Commercial Strategy Conference held in Dubai in November… We now reached 358 in attendance (14% growth vs. 2023)
Welcomed 3 new Organizational Hotel members bringing it up to13 MEA Brands + the 6 Global Org Members
Total of 70 events were delivered in 2024 engaging with 1663 Executives in total to include the popular month Dubai social; Thirsty Thursday, 4 Executive Round tables, advisory board meetings and 7 educational events
Launched a new mentorship program “Marketing Master Mind” and grew our Revenue Mentorship Program on its second year
HSMAI Certifications continue to increase in awareness and popularity in MEA especially CHBA with total new 67 Certifications in 2024
AsiaPac
Held successful ROC event in Singapore in May a Marina Bay Sands
Big push in India Chapter
Restarted Hong Kong Chapter
Digital Marketing Strategy Conf in Thailand
Commercial Strategy Conferences in Korea and India
PowerUp Education & Networking chapter events now running in 13 cities
Continued expansion of Academy online educational programs
Europe
Recurring Events
Breakfast or Afternoon Educational Meetings + Networking
Held several times per year in the following cities:
Paris, London, Amsterdam, Stockholm, Copenhagen and Oslo
Connecting Future Leaders
Took place three times per city in London & Oslo
Hosted once in Berlin
Yearly Networking Event: Took place in Berlin in March in collaboration with HFTP in conjunction to ITB
Events & Conferences
HSMAI Europe Leadership Day 2024 – London (January)
ROC 2024 – London (January)
HSMAI Awards Europe – London (January)
Pre-Workshop: CRME Workshop + Global Exam – London
2 Curate Sessions (Virtual & In-Person)
Exclusive Think Tanks & Roundtables
Expansions & New Initiatives
Successful Expansion of HSMAI Europe to:
The Netherlands (DigiTech & Future You launch)
Greece, Portugal, and Spain
Education & Career Initiatives
4th Edition of the Commercial Summer Camp – Lisbon, Portugal
New Future of Sales Conference – London & Oslo
Launch of the Commercial Career Start Program – Hotel Schools & Universities
Rising Leader Council – Continued Expansion
Student & Industry Engagement: 3rd Edition of HSMAI Europe Student Conference – Hospitality Unlocked
Media & Thought Leadership
Global Managing Directors
Jackie Douglas, AsiaPacific
Mona Faraj, Middle East
Ingunn Hofseth, Europe
Gabriela Otto, LATAM
HSMAI in the Media
Community of Support
HSMAI Organizational Members
HSMAI Americas Executive Committee
Immediate Past Chair
John Washko
Vice President of Sales & Marketing
Mohegan Sun
Chair
Andrew Rubinacci, CHSP
Chief Advisory Officer
FLYR
Treasurer
Stephanie Glanzer, CMP
Chief Sales Officer and SVP
MGM Resorts
Chair Elect
Michael Innocentin
Chief Marketing Officer
Omni Hotels & Resorts
Vice Chair
Agnelo Fernandes
Chief Executive Officer
Cote Family Companies
HSMAI Americas Board Members
Michael Klein
Vice President of Global Revenue Management, Hyatt Hotels
Leora Lanz, ISHC
Assistant Dean Academic Affairs, Boston University School of Hospitality Administration
Monique Lee
Vice President, Sales, G6 Hospitality
Flo Lugli
Principal, Navesink Advisory Group, LLC
Kevin McAteer
Senior Vice President, Sales and Marketing, Concord Hospitality
Kelly McGuire
Principal, ZS
Mark Molinari, CRME
SVP, Revenue Management & Commercial Strategy, Venetian Las Vegas
Katie Moro
Regional Vice President of Demand360 Data Partnerships, TravelClick, an Amadeus company
Jeff Patton
VP Sales Operations, Americas Hilton
Garth Peterson, CRME
Area Vice President of Global New Business, IDeas Revenue Solutions
Scott Pusillo, CRME
VP and Head of Sales, Sabre Hospitality Solutions
Jennifer Schneider, CRME
Senior Director Revenue Optimization – Upscale, Choice Hotels
Michael Shiwdin
Vice President, Guest Intelligence and Engagement, Wyndham Hotels & Resorts
Ed Skapinok
Chief Commercial Officer, Appellation
Jeff Spaccio
SVP, Enterprise & Brands, Tambourine
Dan Surette
Chief Sales Officer, Omni Hotels & Resorts
Haley White
Senior Director Global Strategic Accounts, Expedia Media Group Solutions
DC Becker
Principal, Titan Group
Brian Berry
Executive Vice President of Commercial Strategy, Pyramid Hotel Group
Nelson Boyce
Managing Director of Travel, Google
Dawn Briggs
Senior Director, Global Strategic Accounts, Sojern
Chris Davidson
Executive Vice President, Travel Intelligence, MMGY Global
Sean Dee
EVP & Chief Commercial Officer, Outrigger Resorts and Hotels
Vanessa Eller
Regional Manager West Coast, Booking.com
Andre Fournier
Executive Vice President of Sales, Marketing & Revenue, CoralTree Hospitality
Mike Gamble
President & Chief Executive Officer, Searchwide Global
Mandy Gill
Vice President of Marketing – United States and Canada, Marriott International
Kristi Goshow
Chief Commercial Officer, KSL Resorts
Allison Handy
Senior VP of Sales, Aimbridge Hospitality
Adam Hayashi, CRME
VP, Revenue Management, Fairmont Hotels & Resorts
Brian Hicks
Senior Vice President of Commercial & Revenue Management – Americas, IHG
Rhett Hirko, CRME
Vice President of Global Revenue Optimization, Preferred Hotels & Resorts
Jay Hubbs, CHDM
Vice President of Advertising, Marketing, Innovation, and Analytics, BWH Hotel Group
Lisa Jordan, CHDM
Senior Director, Digital Marketing, Red Roof
Lori Kiel, CHDM
Chief Commercial Officer, The Boca Raton Resort and Club
HSMAI Foundation Executive Committee
Chair
Lori Kiel, CHDM
Chief Commercial Officer
The Boca Raton
Vice Chair
Amanda Voss, CMP
VP of Sales
MGM Resorts International
Treasurer
Katarina Stanisic
Managing Director – Marketing
BWH Hotel Group
Immediate Past Chairman
Michelle Woodley
President
Preferred Travel Group
HSMAI Foundation Board Members
Anil Aggarwal
CEO, Milestone
Anna Blue
President, American & Hotel Lodging Foundation
Phill Burgess, CHA
VP Sales and Revenue Strategies, Athena Hospitality
Lovell Casiero
Senior Vice President of Sales & Marketing, PM Hotel Group
Matthew Clyde
President, Ideas Collide
Lexy Coley
Corporate Director of Talent Development, Omni Hotels
Kathleen Cullen, CRME
Executive Vice President, PTG Consulting
Jeff Doane, CHBA
Chief Commercial Officer, Omni Hotels & Resorts
Angie Gadwood
Senior Vice President, Sales, Wyndham
Dawn Gallagher
Chief Commercial Officer, Crescent Hotels and Resorts
Mike Gamble
President & Chief Executive Officer, Searchwide Global
Michael Goldrich, CHDM, CRME
Chief Experience Officer, The Hotels Network
Kristi Goshow
Chief Commercial Officer, KSL Resorts
Noreen Henry, CMP
Chief Revenue Officer, Sojern
Robert Kwortnik
Associate Professor, Cornell University
Dr. Breffni Noone
Professor, Penn State University
Anna Paccone, CHDM
VP Digital/eCommerce, Aimbridge Hospitality
Alyssa Petty
Director, Global Sales Excellence, IHG Hotels & Resorts
Bernadette Ruby
VP of Sales, Amadeus Hospitality
Deb Surden
Senior Director, Market Management Expedia Group
Telesa Via
Head of Sales, IHG Hotels & Resorts Luxury & Lifestyle Americas
Advisory Boards
Complementing the work of HSMAI’s chapters, HSMAI’s advisory boards connect members with common interests across geographic boundaries in the Americas region. Each advisory board guides HSMAI’s strategic direction as it relates to their dedicated subject matter, resulting in face-to-face and virtual education, special resources, insights, and more that are specific to their particular area of expertise.
FUELING SALES
The Sales Advisory Board is demonstrating the value and relevance of the sales function by focusing on its four key priorities, and advocates that all sales leaders make these priorities their own:
Reduce industry wide cost of sales/customer acquisition to improve profitability, and fight commoditization of hospitality services in the purchaser’s mind so that hoteliers are not just selling on price.
Promote innovative recruiting and talent development practices, including career-pathing and leadership development for hospitality salespeople.
Enhance sales force business acumen in order to increase productivity and improve the buying-selling process; improve sales forecasting and pipeline management methodologies; and, encourage the use of technologies that assist these efforts.
Develop efficient sales practices for hotels, including aligning sales with operations, revenue management, and ecommerce, while reducing costs. This includes implementing effective performance measures (e.g., conversion, speed, filling need periods, profitability, etc.) and simplified reward systems that keep salespeople focused on the goals of the overall enterprise.
Members include:
CHAIR: Gissell Moronta, CMP
Senior Vice President, Sales and Marketing, Atrium Hospitality
Bob Anderson
President, Star Performance, Inc.
Allyson Antin
Lecturer, Boston University
Ilena Basore, CHDM
Director of Strategy, Tambourine
Mercedes Blanco, CMP
Chief Partnerships Officer, The Hotels Network
John Brosnan
Vice President – Sales, First Hospitality
Katie Davin, CHSE
Associate Professor, Johnson & Wales University-Providence
Christopher Finelli
Vice President, Sales & Marketing, Hyatt
Mike Francis
Business Consulting Manager – Travel & Hospitality, ZS
Emily Friel
Director of Sales, Amadeus Hospitality
Jamie Gagnon
Executive Director of Sales, Bellagio
Katy Gettinger
Vice President, Sales, Preferred Travel Group
Chris Hardy, CRME
Vice President, Commercial Strategy, Parks Hospitality Group
Alice Harrington-Caravello
VP, US Account Sales, Marriott International
Amy Infante
CEO & Visionary, GitGo
Lori Kiel, CHDM
Chief Commercial Officer, Kessler Collection
Eric Kreins
Assistant Managing Director of Sales, Hilton Worldwide Sales
Yola Marshall
Vice President America Sales, IHG Hotels & Resorts
Aaron Mayo
VP-Group Sales, Loews Hotels & Co.
Kyle McEachran
Sales Development, Travel, GOOGLE
Sofya McIntosh
VP, Sales and Enterprise Solutions, Kalibri Labs
Lefty Novotny, CHSE
President, Master Connection Associates
Marina Olson
Director, Global Sales, Wyndham Hotels & Resorts
Ben Premack
Commercial Director, Grand Wailea, a Waldorf Astoria Resort
Travis Rank
Senior Director, Worldwide Sales, BWH Hotels
Christopher Riccardi, CHDM
SVP, Global Sales Strategy, KSL Resorts
Craig Shoffit
Area Manager, East, IDeaS Revenue Solutions
Kim Snow, CRME, CHDM
VP Commercial Strategy, Aimbridge Hospitality
Ken Tutt
Executive Director, Hotel Sales & Marketing, Accor
Kristi White
Vice President, Data, Reporting, and Analytics, Groups360
Paula Zeller
Divisional Vice President of Sales & Marketing, Remington Hotels
INSPIRING MARKETING
The Marketing Advisory Board monitors the landscape of hotel marketing and identifies ways that HSMAI can better serve the discipline, redefine the value the organization provides in this area, and inspire modern marketers in today’s world.
CHAIR: John Jimenez, CHDM
VP of E-commerce, Noble Investment Group
Douglas Abbott
VP of Commercial Strategy, GitGo Group
Laura Allen, CHDM
Regional Director of Digital Marketing, LBA Hospitality
Rachel Benes
Group Account Strategist, Tambourine
Mauri Berry, CHDM
Vice President of Marketing & Digital Strategy, Remington Hospitality
Sean Brevick
Vice President, Global Field Marketing, IHG Hotels & Resorts
Craig Carbonniere, CHDM
Senior Director of Sales, Milestone Inc.
Denise Chapman, CHDM
Director of Marketing, Hotel Del Coronado
Cristina DiStefano, CHDM
Director of Enterprise Marketing, Oneida Nations Enterprises/Turning Stone Resort
Britt Estes, CHDM
Senior Director, Digital Marketing, Sage Hotel Management
Yvett Evans
Senior Client Partner, Meta
Dan Fernandez
VP of Digital Marketing, Concord Hospitality
Isaac Gerstenzang, CHDM, CRME
Vice President Digital Marketing & CRM, Atlantis Paradise Bahamas
Ben Golson
VP Digital Marketing & eCommerce, McKibbon Hospitality
Steven Gottlieb
Executive Vice President, Commercial, Graduate Hotels
Betsy Haubert
Director, Customer Engagement, Marriott International
Sarah Heatherly, CHDM
Corporate Director of Digital Marketing & Communications, InterMountain Management
Theodore Holloway, CHDM
Senior Director Loyalty, Customer Engagement, BWH Hotels
Nancy Johns, CHDM
SVP of Integrated Marketing + Digital Solutions, Crescent Hotels & Resorts
Meghan Joseph
Travel Industry Manager, Amazon Ads
Tina Markowitz
VP Digital Marketing Media & Analytics, Cendyn
Jeremy Murray, CHDM
Senior Corporate Director of Ecommerce, HHM Hotels
Rory Peska
VP Ecommerce, Aimbridge Hospitality
Taryn Proctor
Account Executive, Sales Travel, GOOGLE
Kaitlin Pulvino, CHDM
Corporate Director Brand Marketing, Kessler Collection
Dave Rhein, CHDM
Director of Marketing and Branding, CoralTree Hospitality
Sine Scott, CHBA, CHDM
Executive Director, e-Commerce and Digital – North and Central America, Fairmont Hotels
Ed Skapinok
Chief Commercial Officer, Appellation
Stephanie Smith, CHDM
CEO & Digital Matriarch, Cogwheel Marketing
Joe Spirito
Vice President, Demand Generation Advisors, Amadeus
Bob Thiraphoj
Corporate Director of E-Commerce and interim Head of Business Travel Sales, Atrium Hospitality
Juliette Tiriolo
Senior Director, Digital Acquisition, Choice Hotels
Nima Vaez-Zadeh, CRME
Director of Key Accounts, Hopper
TJ Walz
VP, Data Strategy & Performance Analytics, MMGY
Monty White, CHSC, CHDM
Senior Director of Marketing Communications, Visit Irving
Rebecca Zook, CHDM
Corporate Director of Marketing, Oxford Collection
OPTIMIZING REVENUE
The Revenue Optimization Advisory Board is advancing the revenue optimization discipline by providing leading education, a best practices exchange, thought leadership and networking for revenue professionals, other sales and marketing professionals, and senior management in the hospitality industry. Members include:
CO-CHAIR: Nicole Young, CRME
Sr. Corporate Director, Commercial & Revenue, Rosewood Hotel Group
CO-CHAIR: Christian Boerger, CRME, CHDM, CHBA
Principal Industry Consultant, Travel & Hospitality, IDeaS Revenue Solutions
Dr. Chris K. Anderson
Profession, Operations and Analytics, Cornell University
Jeff Borman
VP Revenue Optimization, Ashford
Dana Cariss, CHDM
VP, Revenue Strategy + Distribution, CoralTree Hospitality
Libbi Carlson, CRME
Vice President of Revenue Strategy, Remington Hotels
Karen Codilla, CRME, CHDM
Corporate Director of Commercial Strategy, Prince Resorts
Heidi Cosio
SVP, Revenue Strategy, Aimbridge Hospitality
Vincent Cuneo, CRME, CHDM
Vice President of Revenue Strategy, AutoCamp Hospitality Group
Scott Dahl
SVP Sales, Marketing & Revenue Management, Wurzak Hotel Group
Bill Daviau
VP & Head of Business Intelligence, Lighthouse
Nick Doble
Area Manager, Booking.com USA Inc.
Anja Fiedler, CRME, CHBA
Executive Director, Revenue Management Integration, Fairmont Hotels and Resorts
Yvonne Gu McDowell, CRME, CHDM, CHBA
Director, Revenue Strategy, MACNAUGHTON
Matthew Guglielmetti
Associate Principal, Travel & Hospitality, ZS
Renee Haddad, CRME
Director, Hotel Revenue Optimization, Preferred Travel Group
Jennifer Hill, CRME, CHDM
VP, Commercial Strategy, Kalibri Labs
Marie-Claire Louillet, DBA, PHD
Professor, ITHQ
Tess McGoldrick
Vice President, Travel & Hospitality, Revenue Analytics
Jeff Michael, CRME, CHDM
SVP Commercial Strategy, Pacifica Hotels
Monika Morrobel, CRME, CHDM
Senior Corporate Director of Commercial Strategy, Kessler Collection
Scott Muety, CRME
Vice President, Revenue Management, Viceroy Hotel Group
Darryl Neser
VP, Franchise Revenue Management Services, Wyndham Hotel Group
Dr. Breffni Noone
Professor, Penn State University
Stephanie Ochs
Vice President, Revenue Management | Franchise US, IHG
Sharon Paine
In transition
Dan Reeder
Director of Revenue Management, Hilton
Steven M. Rubin
VP of Revenue, Schulte Hospitality
Matt Schalk
VP Revenue Management, Hyatt Hotels Corporation
Jennifer Schneider, CRME
Senior Director Revenue Management, Upscale, Choice Hotels
Debbie Sparks
Senior Director, Global Revenue Management Field Support, Marriott International
Parul Suri
VP- Head of Revenue, Placemakr
Michael Toon
Sr. Director | Revenue Management, BWH Hotels
Debra Wolman
Group Vice President, Americas, Duetto
Jeff Young, CRME, CHDM
Vice President, Revenue Management, Marc & Rose Hospitality
GLOBAL DISTRIBUTION
HSMAI’s Global Distribution Advisory Board monitors the landscape of hotel distribution and identifies ways that HSMAI can better serve the discipline.
CHAIR: Sarah Fults
Vice President, Distribution, MGM Resorts International
Sam Al Asmar
VP Revenue, Rotana Hotel Management Corporation PJSC
Brij Bhushan Chachra
Vice President – Revenue Management & Distribution, The Indian Hotels Co. Ltd.
Daniel Conti
Sr. Director Distribution Strategy, Hilton
Andrea Daniels
Director, AMER Distribution & Intermediary Strategy, IHG
Greg Duff
Principal and Chair of Hospitality, Travel and Tourism Practice, Foster Garvey PC
Paolo Federico
Senior Vice President, Revenue Management & Distribution, Jumeirah Group
Sydney Goodwin
Director of Automated Distribution, Omni Hotels and Resorts
David Henry
SVP Distribution Business & Product Management-Digital, Accor
Michael Hucho
Owner & Founder, michaelhucho.de Management Consultant
Nathan Kellar
Senior Director Distribution US/CAN + Global Wholesale, Marriott International
Lauri Mussa
Corporate Director of Reservations & Distribution, Rosewood Hotels & Resorts
Vikram Pradhan
Senior Vice President, Wyndham Hotels & Resorts
Dave Roberts
Professor, Cornell University
Sandra Sari
Sr. Director, Distribution Product & Systems, Four Seasons
Rising Leader Councils
HSMAI’s Rising Leader Councils are professional development and advocacy groups, comprised of up-and-coming professionals working in a mix of hospitality roles (e.g., hotel on-property, regional, or corporate, DMO, DMC, Management Company, brand or partner, etc.).
The Rising Leader Council is part of the HSMAI’s respective Advisory Board’s work to cultivate the next generation of industry leaders by providing this unique opportunity for emerging professionals to advance their skill sets, shape the future of HSMAI, network with peers, and contribute to the industry and the Advisory Board via their insights, feedback, and thought leadership.
2024 Rising Marketing Leader Council
Madison Allen
Sr Digital Marketing Manager Cogwheel Marketing
Hannah Brown, CHDM, CHBA
Senior Marketing Activation Consultant BWH Hotels
Steven Chrappa
Director of eCommerce Hard Rock Hotel New York
Lauren Foster
Field Marketing Associate Manager IHG Hotels & Resorts
Abbie Gillespie, CHDM
Field Marketing Manager Sonesta Hotels
Hannah Kuharik
Web & Digital Manager Ocean Casino Resort
Luisa Laurelli
Account Director Madden Media
Kiley Merrill
Strategy Lead Virtuoso
Emma Moore, CHDM
Corporate Manager of Digital Marketing LBA Hospitality
Jennifer Padilla
Account Director The Point PR
Meredith Pittman, CHDM
Manager of Marketing & Digital Strategy Remington Hotels
Jessie Radcliff, CRME
Director of Revenue Management & Marketing Perdido Beach Resort
Jessica Ratliff, CHDM
Digital Marketing Manager Aimbridge Hospitality
Natasha Roque
Manager, MDS Guide (Marriott Digital Services, Customer Success) Marriott International
Savannah Stone
Senior Account Manager Google
Teaonca White
Manager of Marketing & Digital Strategy Remington Hospitality
2024 Rising Revenue Optimization Leader Council
Sanana Alizada
Revenue Manager, Fairmont Hotels & Resorts
Taylor Baca, CRME, CHDM
Corporate Director of Revenue Management, Balboa Bay Resort
Jonathan Cleveland
Revenue Management Analyst, Southwest Airlines
Ryan Combs
Area Director of Revenue Management, Hyatt
Hrushikesh Datar, CRME
Decision Analytics Manager, ZS Associates
Abby Epstein
Product Owner, Revenue Analytics
Morgan Gahagan
Revenue Manager, Loews Hotels
Charity Hanke
Corporate Revenue Strategy Manager, Oxford Hotel Collection
Rachel Kremnitzer
Regional Revenue Manager, Hilton
Emmy McDaniel
Revenue Manager, Loews Hotels
Christoph McLaughlin
Vice President of Asset Management Strategy, Ashford Inc.
Chelsey Ong, CHDM, CRME
Area Director of Revenue Management, Pacific Hospitality Group
Dev Patel
Co-Founder, CRO, Aatmos Management
Emily Peck
Director of Revenue, Owned and Operated Assets, KOA
Jess Robinson, CRME
Senior Director of Revenue Management, The Resort at Pelican Hill
Miyuki Sasada
Senior Account Manager, Booking.com
Kari Speckmeyer, CRME
Revenue & Inventory Manager, Pasea Hotel & Spa
Justin Strodtman
Corporate Area Director of Revenue Strategy, Crescent Hotels & Resorts
Amanda Waite, CRME
Market Director of Revenue Strategy, Sonesta
Laura Walters, CRME
Area Director of Revenue Strategy, Dragonfly Strategists
2024 Rising Sales Leader Council
Kathryn Alioto
Area Director of Sales, Aimbridge Hospitality
Susana Chan
Reservations Manager, IHG - Regent Santa Monica Beach
Megan Chase
Sales & Event Manager, The Otesaga Resort Hotel
Kayla Church
Sales Team Lead, Sojern
Katlynne Eastin
Sr Mgr Solutions Consulting, Strategic Accounts, SiteMinder
Haley Farmer
Sales Manager, Parks Hospitality
Danielle Fournier
Sales Manager, Hilton Denver Inverness
Tayla Hull
Convention Sales Manager, ARIA Resort & Casino
Max Ingerman
Convention Sales Manager, MGM Resorts International
Jenna Keegan
Regional Director of Sales, Aimbridge Hospitality
Kate Lee
Assistant Director of Sales, Kessler Collection
Victoria Maino-McDermott
Area Director of Sales, Aimbridge Hospitality
Jake Moreland
Global Sales Manager, Hyatt Hotels Corporation
Mandy Murray
Area Director of Sales, Aimbridge Hospitality
Megan O'Neill
Convention Sales Manager, MGM Grand | MGM Resorts International
Cecilia Quinones
National Sales Manager, Bellagio Resort and Casino
Angelique Rodas
Senior Sales Manager, New York LaGuardia Marriott
Kristina Taylor
Regional Sales Manager, Lighthouse, formally OTA Insight
Tre Wilke IV
Sales Manager, Evans Hotels
Chapter Presidents
Greater New York | Derek Brewster
Southern Colorado | Raymond Martinez
South Florida | Christina Davis
South Florida | Peter Ricci
Central Florida | Hal Fickett
Ohio | Nicholas Janysek
Los Angeles | Kenan Tekin
Hawaii | Ben Premack
Arizona | Kerrell Dunsmore
Chicago | Adrianna Rak
Mid South | Amy Gray
Ontario | Leon Mulder
Quebec | Malika Amer-Ouali
British Columbia | Nick Warriner
Minnesota | Riana van Staden
Wisconsin | Matt Peschke
Missouri | Todd Hotaling
Nashville | Tana Fils
Tennessee Valley | Robert Lewis
Boston | Debbie Tappan
San Diego | Cory Falter
South Carolina | Jason Hope
North Carolina | Claire Kauserud
Las Vegas | Ashley Lowe
Puerto Rico | Jessica Banchs
Washington DC | Christopher Zindash
Austin | Sean Foley
Seattle | Jennifer Walker
