Shaping the future

Collaborate and Interact with thought-leaders

Join us at Hotel Novotel Amsterdam City in Amsterdam Tuesday 10 April and Wednesday 11 April 2018

Tuesday: HSMAI ROC & DOC and The HSMAI Awards

Wednesday: Curate – An HSMAI Executive Insights Forum (for organisational members only)

Wednesday: MeetConnect – for professionals involved in event and conference purchases and/or booking and administration

Wednesday: The Certified Revenue Management Executive certification, CRME 


Find the best rate and location close to the ROC & DOC and HITEC by pressing here.


Co-located with HITEC Amsterdam

Sign up today!

The prices include: Coffee breaks, lunch, aperitif, wine, dinner with entertainment and awards ceremony.



Meet the team

08:00 Registration, exhibitor showcase, networking and coffee

The vision

09:00 Welcome & update
The changing skills and competences of future commercial leaders
By Ingunn Hofseth, President & CEO, HSMAI Region Europe and each Advisory Board Chair to present/show their vision of collaboration for the future.

HSMAI Region Europe’s President and CEO Ingunn Hofseth

Paul van Meerendonk, CRME, Global Director of Advisory Services, IDeaS and Chair of HSMAI Region Europe Revenue Management Advisory Board

Nina Nieminen, Director of Revenue management and distribution, Sokos Hotels – SOK Travel and Hospitality Industry Chain Management and Chair of HSMAI Region Europe Distribution Advisory Board

Michael Simon, General Manager Distribution Europe, Marriott International and Chair of HSMAI Region Europe Sales Executive Advisory Board

Niklas Schlappkohl,Global Senior Director, Digital Travel Solutions, and Chair of HSMAI Region Europe Digital Marketing Advisory Board

HSMAI Region Europe Innovation Advisory Board and HSMAI Region Europe People & Culture Advisory Board

The opportunity

09:30 Winning your customers with your culture!
Frank Fiskers
, former Scandic Hotels President & CEO
Who will share his thoughts on leadership and Winning your customers with your culture!
Frank Fiskers has held leadership roles in the hotel industry for 25 years across multiple countries throughout Europe and Africa, and has held a number of top executive positions in reputable hotel corporations such as Carlson Rezidor Hotel Group and Hilton Hotels Worldwide. For more than seven years he was the President and CEO of Scandic Hotels and led Scandic to world-wide recognition and multiple awards for its outstanding work within sustainability. Scandic almost doubled from 130 to 230 hotels under his leadership and he raised the group to the strongest share price in the world among all listed hotel companies. Frank left Scandic Hotels 1 July 2017 and he is now nominated to join the Scandic’s Board of Directors from April 2018.
Scandic Hotels' president & CEO Frank Fiskers.

The possibilities

10:00 Innovation in hospitality – is technology doing its job? What is Google doing in the travel sphere with the consumer products they have launched and what will be the impact on your business? Customer behavior & customer centricity – what does this mean for revenue optimization?
Klaus Kohlmayr, Chief Evangelist, IDeaS, has an in-depth conversation with Tim Davis, Managing Director, PACE Dimensions, Satyan Joshi, Hotel Ads Business Leader, Google, and Viola Mueller-Guttenbrunn, Group Director Revenue Management and Distribution at Rocco Forte Hotels, and invites the audience to participate in the discussion.Klaus has challenged the status quo on pricing and revenue management for the last 20+ years. He has co-created new approaches to pricing, developed and successfully implemented services to elevate revenue management and pricing processes across the world. He continues to think different how companies should achieve optimal revenues through forecasting and pricing.

Tim has 20 years international Commercial and General Management experience gained in Hospitality, Travel and Technology industries. In depth expertise in Distribution, eCommerce, Marketing and implementing technology to drive business advantage. Last 3 years transformed business processes and technology across Hotel Operations, Commercial and Finance functions on a worldwide basis. Before he joined Pace he was the SVP Commercial Development & IT at Hilton.

Satyan leads the Hotel Ads Business at Google’s UK Team, where he is responsible for building and maintaining key partner relationships within the accommodation sector and advises on best practices with Hotel Ads. Satyan joined Google in 2005 having already worked in Online Media for seven years, bringing a wealth of established digital experience.

Viola specialices in Revenue Management, Strategy, Business Development, Creativity, Online Marketing, Data Analysis, Training, People Development. She joined Rocco Forte Hotels after a few years as independent consultant, and a few years as Regional Director Revenue Management Europe at FRHI Hotels & Resorts.

10:45 Coffee break and exhibitor showcase

11:05 How to avoid being completely irrelevant in 2018

Social Media blueprint for brands, what is next for social media and how to stay ahead of the curve this year – The changing consumption of media: Digital Era
By Steve Bartlett, CEO, Social Chain
Steve is the 25-year-old CEO of The Social Chain Group. The Social Chain Group deliveries annual revenues in excess of 100m and consists of over 20 companies within Marketing, Media, Commerce, and Technology. Steven founded two of the flagship companies within the group; Social Chain and Media Chain. Social Chain is now Europe’s leading social marketing agency working with brands such as Coca Cola, Apple, FIFA and Warner Music. Media Chain is one of the largest media owners in the world, reaching billions of people online every month. Steve is now an established speaker, investor and was recently named the most influential young entrepreneur in the industry. We will end the session by interviewing Steven about the change in consumer behaviour in the hotel and travel industry the way he sees it.

12:30 Lunch and networking

13:30 The Expert Debates

Kelly McGuire, Senior Vice President, Revenue Management & Direct Marketing, MGM Resorts International

Steven Dow, CRME, Vice President of Revenue Management – Europe, Diamond Resorts International, and Vice Chair HSMAI Region Europe Revenue Management Advisory Board

Kelly McGuire and Steven Dow introduce industry experts with opposing viewpoints that challenge the status quo and will help set the stage for innovation and change in the industry.

14:00 New metrics / KPI
Cindy Estis-Green will introduce the topic of new metrics and the need to look to the future for these. Stan Josephi will present the result of the HSMAI survey on Revenue Management Metrics. Followed by a panel discussion with the following:

Cindy Estis-Green, Co-founder and CEO, Kalibri Labs (chair)

Philip Gardner, Vice President, Revenue Management, Europe, InterContinental Hotels Group (IHG)

Luc Boschmans, Vice President Asset Management Europe at Host Hotels & Resorts

Stan Josephi, Senior lecturer Hotel Revenue Management, NHTV

Christian Gamsgrø, Commercial Director Norway, Scandic Hotels

15:00 Coffee break and exhibitor showcase

Collaborate and Action

15:30 Roundtable discussions
Concurrent sessions held by specialists in their respective fields.
Three sessions.
  1. How restaurants can work with Revenue Management
  2. The importance of online reputation
  3. Social Branding 2018
  4. Emerging challenges and opportunities in Hotel Online Distribution
  5. Localization & the Emerging Market Traveler
  6. Using AI to expand your revenue potential with CRM throughout the guest journey
  7. Take back your business – boost direct with true
  8. Is upsell revenue a priority for your company in 2018? Learn what you are missing, from the Industry Leader
  9. Has my crystal ball stopped working?
  10. Navigating the changing distribution landscape
  11. Stop pricing like your grandma!
  12. The European Path to Hotel Booking: What Boutique Hoteliers Need to Know
  13. Digital storytelling
  14. Tours and Excursions – Engaging the Hotel Guest throughout their Journey

1. AccorHotels: Restaurant Revenue Management Works!
Revenue optimisation can happen whether your Restaurant is quiet or busy! Learn about some of the innovations in this space and how Revenue Management can be applied to your Food & Beverage.
Kate Walsh, Director, Total Revenue Management Global at AccorHotels

2. Lifted Imaging: The importance of online reputation
The importance of online reputation, how to manage it, how it’s not going away, but bring it all back around to good old customer service. Ultimately it’s how we treat customers and how they behave due to that treatment that will allow us to optimise on revenue.
Victoria Pearce, Reputation Marketing Consultant, Lifted Imaging

3. Social branding. A tool for relevance and success in the digital age.
What makes a brand successful in the digital age? Where traditional brands focus on positioning their brands in the minds of their customers, digital brands focus on positioning their brands in the lives of their customers. But, incorporating your brand in the life of the consumer is no easy task. By understanding your consumers practical, emotional and social needs, your brand can stay relevant within various stakeholders. This presentation will offer theories and practical examples on how your brand can use social branding to achieve consumer loyalty and growth.
October 2015 Trigger was named the world’s best creative PR agency at the Global SABRE Awards in Miami. At the same time, the campaign “Stop the Wedding” for Plan Norway was voted the third best of the world. Trigger competed against more than 400 of the premier PR agencies in the world. The award is conducted under the auspices of The Holmes Report, a leading PR magazine with long traditions for studying and analyzing the global PR industry.
Babak Behrad, Creative Planner, Trigger

4. Fornova: Emerging challenges and opportunities in Hotel Online Distribution
Learn more about what is affecting your cost of acquisition across both direct and indirect channels and find ways to use the intelligence to reduce your cost of distribution to increase net RevPAR.
Arunn Ramadoss, Director of Marketing at Fornova

5. Localization & the Emerging Market Traveler
Niklas Schlappkohl, Global Senior Director, Digital Travel Solutions,

6. Cendyn: Using AI to expand your revenue potential with CRM throughout the guest journey
Gain actual intelligence (AI) from your hotel CRM to amplify hotel offerings and cut through the noise of the crowded travel space. In this session, we’ll discuss how to consolidate and leverage your hotel’s valuable data to create meaningful, personalized experiences that drive engagement, direct bookings, loyalty and higher ROI while putting guests at the center of what you do. With an AI foundation, we’ll show you how hoteliers have made more informed decisions to expand their marketing reach, be quicker to market and track real-time success for their properties.
Jeff Down, Regional Director of Sales – EMEA, Cendyn

7. Duetto: Take back your business – boost direct with true personalization
Michael Schaeffner, Director DACH, Duetto

8. NOR1: Is upsell revenue a priority for your company in 2018? Learn what you are missing, from the Industry Leader 
Stuart Derricott, Director Of Business Development – UK and Ireland at Nor1.
Darko Bosancic, Regional Director, Business Development- EMEA, NOR1

9. Infor: “Has my crystal ball stopped working?”
A frequent discussion with hoteliers is the unpredictability of the market and the changing behaviour of their guests. It is becoming harder to predict what will happen in the coming months.
Weeks that would normally be busy appear quieter, whilst weeks that are expected to be slow fill with unexpected demand. Guests seem to behave in ways that they never used to before. The change is blamed on many things: ease of booking, transparency of supply, the OTAs and even the millennials. Is there anything we can do to make our business easier to forecast?
The answer is YES. Let us share some insights on how to better forecast your business and how to better understand your guest’s behaviour.
Niels Mekenkamp, ‎Director Hospitality Pre-Sales – EMEA – ‎Infor

10. OTA Insight: Navigating the changing distribution landscape. 
Use smarter data insights to optimise pricing and revenue strategies across online channels.
Tijl Speetjens, Business Development Manager Benelux & Nordic Countries, OTA Insight

11. IDeaS: Stop pricing like your grandma!
Join IDeaS in this thought-provoking roundtable discussion on pricing. Hotels are now able to price in so many ways – by person, all inclusive, agile, BAR by XYZ … ultimately the journey is to offer consumers the relevant, granular and personalized choices during their shop and booking path, and pricing needs to follow accordingly.
Neil Corr, Senior Consultant, EMEA, IDeaS

12. The European Path to Hotel Booking: What Boutique Hoteliers Need to Know
With the rise of OTAs, Metasearch sites, and more, travellers are overrun with options for searching and booking their hotel. Intercepting these travellers and ensuring they book direct is a rising concern of boutique hoteliers and doing so can be daunting. In this presentation, we’ll reveal our latest insights on European hotel booking trends, including analysing one boutique hotel guest from dreaming to booking and demonstrate the importance of getting that direct booking. We’ll translate these data points into marketing takeaways, arming hoteliers with the tools and strategies necessary to decrease dependence on OTAs and drive more direct bookings.
Peter Shin, Partnerships and Development, Sojern

13. Digital storytelling
Put your hotel ahead of the competition on all digital fronts. Travel Tripper’s managed digital marketing services help you to maximise marketing euro’s to compete effectively against OTAs with bigger budgets, ultimately driving trafic and direct bookings to your own hotel website.
Real Time Ads (RTAs) achieve record-breaking returns on your ad spend. RTAs use real-time information populated directly from the booking engine into Google AdWords. Now we can display your current room rate, occupancy rate, rooms available, and number of recently booked rooms directly within Google search ads. Our studies show that by using Real Time Ads, you’ll see significant increases in conversion rates and decreases in cost per conversion, and you can expect to more than double your return on ad spend.
Levi Silver, Head of Sales, EMEA at Travel Tripper.

14. Tours and Excursions – Engaging the Hotel Guest throughout their Journey
Mark Bolan
, Regional Manager Viator, EMEA, TripAdvisor

Roundtable discussions – Session 2
A repetition of the above mentioned roundtable session 1, in order to allow participants to cover topics of their own choice.

Roundtable discussions – Session 3
A repetition of the above mentioned roundtable session 1, in order to allow participants to cover topics of their own choice.

17:00 We are now ready to present back to the wider group from the roundtables sessions the concrete actions everyone can take.
Are we ready? 

Adriaan Coppens, Co-founder & CEO at OTA Insight

Ujjwal Suri, VP distribution solutions, Fornova

Victoria Pearce, Reputation Marketing Consultant to the Travel Industry

Fabian Specht, Managing Director IDeaS EMEA

Michael Simon, General Manager Distribution Europe, Marriott International and Chair of HSMAI Region Europe Sales Executive Advisory Board

Michael Schaeffner, Director DACH, Duetto

Kate Walsh, Director, Total Revenue Management Global at AccorHotels

 The HSMAI Awards
18:00 Drink reception

18:30 The HSMAI Awards
Welcome by HSMAI

Sit-down three-course dinner with Awards and entertainment

Alejandro Fuentes is confirmed as the entertainment for the Award Ceremony. There will be a DJ, sax, drums, songs and great entertainment from them.

23:00 Closing

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PLEASE NOTE: For qualified ROC/DOC registrants, HITEC Amsterdam will provide one complimentary, non-transferable registration which entitles the recipient to two days access to the HITEC Amsterdam exhibit hall and general sessions. HITEC Amsterdam concurrent educational sessions are not included. Comp registrations are only available to qualified ROC/DOC attendees directly from the industry and cannot be used by suppliers or vendors, consultants, nor personnel, dealers, distributors, subsidiaries, investors, partners/associates or family members of exhibiting companies. HSMAI Region Europe will automatically register all qualified registrants directly with HITEC Amsterdam. Your contact information will be provided to HFTP, the host of HITEC Amsterdam, for the purpose of communicating with you about your registration. If you prefer to NOT be registered for the complimentary exhibit hall pass, please email us at

Please also note that we have different pricing for HSMAI members and non-members. The tickets marked with “from Industry” are for people working directly in the Hospitality Industry (hotels, restaurants, airlines, car rentals, destination companies and others), and the “for Supplier” tickets are for individuals from supplier organisations that market to the industry.

CANCELLATION POLICY: Cancellations received three weeks prior to the conference will receive a full refund less a 75 Euro administrative fee. Cancellations received between three and one week out are entitled to a 50% refund. Cancellations received within one week will not be refunded. All cancellations must be received in writing.

A Big Thank You to our Partners!

HSMAI Region Europe Amsterdam events co-located with HITEC Amsterdam

HSMAI Region Europe Diamond Sponsor

HSMAI Region Europe Audiovisual Sponsor


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HSMAI Region Europe ROC & DOC Gold Sponsor

HSMAI Region Europe ROC & DOC Gold Sponsor

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HSMAI Region Europe ROC & DOC Silver Sponsor

HSMAI Region Europe ROC & DOC Silver Sponsor

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