Attracting roughly 950 hospitality executives, the Hospitality Sales and Marketing Association International recently concluded its second Commercial Strategy Conference.
Held in conjunction with the Hospitality Industry Technology Exposition & Conference put on by Hospitality Financial and Technology Professionals, the 2025 Commercial Strategy Conference took place June 16-18, at the Indianapolis Convention Center. Over the course of three days, attendees engaged in pre- and post-conference workshops, certification review courses, invitation-only roundtables, a partner showcase and main-stage sessions.
“The 10 percent growth of the Commercial Strategy Conference in just its second year is a powerful reflection of the industry’s hunger for collaboration, innovation and unified commercial leadership,” Brian Hicks, president & CEO of HSMAI, said in a statement. “It’s clear that the convergence of sales, marketing, revenue and distribution isn’t just a concept, it’s the future. We’re proud to provide a platform where hospitality leaders can come together to learn, share and shape what’s next.”
The event underscored the growing momentum behind the integration of sales, marketing, distribution and revenue optimization, according to HSMAI. This year’s conference emphasized aligning strategies across disciplines to drive profitability throughout the customer journey. Programming was designed to help commercial teams better leverage data, adapt to shifting consumer behavior and embrace innovation across every function, according to HSMAI.
The 2025 program was shaped by a dedicated planning committee of 38 professionals from HSMAI’s Sales, Marketing and Revenue Optimization Advisory Boards, representing 44 industry-leading organizations. HSMAI acknowledged the support of its 2025 conference partners, which included IDeaS Revenue Solutions; Cendyn; Flexpay; FLYR Hospitality; Lighthouse; SiteMinder; Tambourine; Amadeus; GCommerce x Metadesk; Kalibri Labs; Plusgrade; Revenue Analytics; Sojern; Venuelocity; Curacirt; Directful; Flip.to; LodgIQ; The MODIV Group; Lotus Marketing; RageGain; Sabre; Visiting Media; Wunderkind; Canary Technologies; Cvent; DerbySoft; Duetto; Expedia Group; The Guestbook; HFTP; Ideas Collide; Laasie; Milestone; Nuitee; Priceline Agoda; PricingService.ai; RoomPriceGenie; SHR (Access Hospitality); SOARR Services; Triptease; and Upstream Works.
The 2026 HSMAI Commercial Strategy Conference will take place June 16-18 in San Antonio.