Latest news with #HSMAI
Hospitality Net
14-07-2025
- Business
- Hospitality Net
The Evolving Commercial Landscape: Key Takeaways from HSMAI's 2025 Strategy Conference
Three members of our leadership team from Cogwheel attended The HSMAI Commercial Strategy Conference in Indianapolis in June 2025. The conference was dominated by three major themes: artificial intelligence's impact on marketing, the realignment of commercial strategy through data storytelling, and the growing need for authenticity in audience segmentation. Each insight reflects not only where the hospitality industry is headed but also what hotel marketers and revenue teams must do now to remain competitive. Here are our three top takeaways, with context, facts, and Cogwheel's evolving approach to each. AI, AI, AI… and Yes, More AI—But SEO Is NOT Dead Let's address the elephant in the conference hall: if you didn't hear the term 'AI' at least 15 times per session, were you even paying attention? The HSMAI event made it clear that artificial intelligence is top of mind across all commercial functions, but particularly in marketing and sales. That said, the chatter often masked a more balanced reality—AI is here, but SEO is far from obsolete…and AI is NOT destroying marketing. For starters, what AI giveth, it doesn't always giveth accurately. Studies by Stanford in 2024 show AI language models can deliver factual correctness only around 52%–60% of the time when asked direct queries—a coin toss at best. And while AI is great at binary questions ('Does the Marriott Chicago offer parking?'), it's nearly useless at context-heavy, personalized travel planning. For example, try asking ChatGPT, 'what's the best pet-friendly hotel in Chicago?' At best, you'll get a generic list that you could have gotten through a regular Google search. AI doesn't—and won't for some time—know what is 'best' for you or what you mean by 'nearest' or 'luxury'. Make no mistake…AI HAS and WILL get better. But then there's Google's rollout of Search Generative Experience (SGE) that we have all seen. It gives AI-generated answers into search results, and early data suggests this has triggered traffic declines for hotel brand sites. Some hotels have been quoted they are experiencing a 19% drop in organic search traffic. But we have always known that part of our organic SEO traffic was attributed to simple, black-and-white answer queries like: 'Is the spa open past 9pm?' or 'What's the valet fee at Hotel X?' These queries do not contribute meaningfully to driving new business. With our own Cogwheel Analytics data of the past two years across hundreds and hundreds of branded properties, we are seeing an organic drop…BUT…we are also seeing an INCREASE in 'direct' traffic. This is traffic that comes to a property page with no other link or search assistance. This all combines to point towards the need to focus on ensuring hyper-accurate content, but NOT panicking about a meaningful loss of exposure and awareness. At least not if you prep your property correctly. At Cogwheel, we've been guiding our clients toward GEO With SEO: Generative Experience Optimization with Search Engine Optimization. We're adjusting content strategies to be AI-friendly while still rooted in traditional SEO best practices. That means structured data, schema markup, DEEPLY informative landing pages, and more human-readable content that answers both AI and user intent. Our enhanced SEO packages are future-proofing visibility in both search engine results and AI-fed experiences. Hotel Commercial Strategy Must Be Integrated and Data-Driven One of the most refreshing shifts at this year's conference was the focus on true cross-functional integration. No longer can sales, marketing, revenue, and distribution operate as isolated departments with overlapping agendas. Today's commercial leaders are expected to lead a holistic strategy, and storytelling is their most effective tool. The message was clear: KPIs like ROAS (Return on Ad Spend), once considered the pinnacle metric of performance, are now just one (small!) part of a broader dashboard. Speakers Derek Brewster from Lotte Hotels & Resorts and Dan Fernandez from Concord Hospitality emphasized more multidimensional metrics like booking lift, channel mix, and campaign traffic quality as top indicators of success. These are better aligned with long-term profitability and owner value creation, which is increasingly under scrutiny. Another recurring theme was the misused (but real) concept of the funnel. While some of you roll your eyes at this cliché, the data supports its continued SIGNIFICANT relevance. Expedia's 2023 Path to Purchase report shows that U.S. travelers visit an average of 277 pages of travel content over a 70+ day booking journey…and then take an additional 60 days before their check-in date. The conference presentations backed this up! And while last-minute bookings exist, they're the exception, not the rule. Marketing strategy must reflect this longer research-to-booking cycle. Ownership of results also stood out as a leadership principle. Several panelists shared both wins and failures, emphasizing the importance of learning from both. Campaign didn't meet its goals? Great—what insight did we gain? Campaign exceeded expectations? Perfect—how can we replicate that performance next quarter or next year? At Cogwheel, we're merging storytelling with data through customized analytics dashboards. We help clients visualize multi-channel performance over time, not just week-to-week or month-to-month. And by integrating campaign data with operational results, we're telling stories that resonate with asset managers, ownership groups, and stakeholders—not just marketing teams. Audience Segmentation and the Call for Authenticity The third key takeaway—one still evolving into a broader theme—was the critical importance of segmentation and authenticity. The days of creating marketing for 'everyone' or assuming internal stakeholders know 'our guest' better than the data are over. Let me say that again…they…are…OVER. At HSMAI, several sessions stressed that brands must reassess their true audience. Are your campaigns designed for your loyal customers, or are they reaching potential new ones? The difference is huge and usually overlooked. The key is moving from assumption-based or opinion-based personas to data-defined segments. That means pulling insights from booking trends, user behaviors, geographic origin data, and campaign engagement, not just gut instinct or what your brand-book wants you to be. It also means tailoring tone and content accordingly. Today's traveler is allergic to anything inauthentic. Your messaging can't sound like a brochure for a unicorn petting zoo. It has to be real, grounded, and aligned with the motivations of the customer. Multi-channel engagement is critical here. Effective segmentation doesn't stop at knowing who your audience is—it's about delivering personalized content across platforms where they spend time. Paid media, especially targeted paid social, plays a growing role in this. Simple creative—when it's specific and audience-informed—often outperforms elaborate campaigns. And of course, none of this works if organic and paid channels aren't aligned. At Cogwheel, we're refining our audience segmentation models using both first-party analytics and third-party insights. We're combining that with tailored creative strategies across display, search, paid social, and email, always anchored in authentic messaging. Whether it's a simple story about why a boutique hotel matters to a certain neighborhood or a short-form video on Instagram, the voice must be real. Final Thoughts And, our very own CEO, Stephanie Smith, spoke about the tried and true creation of hotel marketing budgets, which still has a ways to go to truly be done to solve commercial strategy issues. The HSMAI Commercial Strategy Conference reinforced that while technology is changing the landscape, the fundamentals of hospitality marketing remain constant: know your audience, align your strategy, and tell the truth, backed by data. AI is transforming how travelers access information, but it isn't replacing the need for a deep search strategy. Commercial leaders are being asked to connect the dots across departments and timeframes. And marketing content, more than ever, must reflect not just what the brand wants to say, but what the customer needs to hear. At Cogwheel, we're committed to helping our clients navigate all of this change with clarity, creativity, and measurable impact. Because while the tools may evolve, the mission remains the same: reaching the right guest, at the right time, with the right story. About Cogwheel Marketing Cogwheel Marketing™️ is a full service digital marketing agency specializing in branded hotels, first leveraging brand systems then coupling that with supplemental strategies to maximize total online presence. Their reporting and business intelligence tool, Cogwheel Analytics, aggregates data from multiple sources to allow companies to identify trends and opportunities in their online presence. Our defined processes ensure the best positioning for your hotel against the competitive set and against other hotels of the same brand. Let us work with your sales and revenue management teams to identify and close the gaps and target your ideal guests. View source
Hospitality Net
06-07-2025
- Business
- Hospitality Net
Crafting a Hotel Marketing Budget: Goldilocks and the 3 Bears
At the HSMAI Commercial Strategy Conference on June 17, Stephanie Smith of Cogwheel tried to change mindsets about how backwards most hotel marketing budgets are created. There are 3 ways to create a hotel marketing budget: Too Little – Take last year's budget and add 10% Too Much – Take your top line forecast then budget 3-8% towards marketing Just Right – Follow the following steps to property justify a targeting hotel marketing budget Steps to Creating a Hotel Marketing Budget Without following this framework as a hotel commercial team, you will never be able to solve issues or reach team goals. Otherwise, we are left trying to stretch dollars across various tactics too thin. Define Gaps and Goals Determine a Strategy (as a team) Solve with Specific Tactics Allocate funds and budgets — Source: Cogwheel Marketing & Analytics Sample Hotel Commercial Scenarios and How to Solve with Hotel Digital Marketing Then, Stephanie walked through 6 different commercial strategy scenarios and how to plan against them for marketing. Each of these gaps or goals are generally sales or revenue problems that hotel marketers need to plan to help solve. In each scenario, we walk through the steps above to see how different strategies and budgets can solve various gaps or achieve specific goals. Scenario 1: Our market is heavily saturated with hotels of the same brand, we are not getting our fair share Scenario 2: Group PACE has dropped, so we are relying more on transient in specific quarters Scenario 3: Demand in the market has softened, everyone is fighting over the same business Scenario 4:We have a newly rebranded hotel, RAMP is slow, no one knows us as the new name. Scenario 5: It is the middle of the month, and we are not going to meet this month's budget. Scenario 6: Profit is low due to OTA commissions. To see the sample strategies, tactics and budgets used to solve against these scenarios, please review the entire deck presented at the conference: Download here Lastly, a chart of digital marketing KPIs, not just ROAS and cheat sheet to align the customer journey funnel and their aligned tactics, KPIs and costs. About Cogwheel Marketing Cogwheel Marketing™️ is a full service digital marketing agency specializing in branded hotels, first leveraging brand systems then coupling that with supplemental strategies to maximize total online presence. Their reporting and business intelligence tool, Cogwheel Analytics, aggregates data from multiple sources to allow companies to identify trends and opportunities in their online presence. Our defined processes ensure the best positioning for your hotel against the competitive set and against other hotels of the same brand. Let us work with your sales and revenue management teams to identify and close the gaps and target your ideal guests. View source
Hospitality Net
01-07-2025
- Business
- Hospitality Net
HSMAI's 2025 Commercial Strategy Conference Draws Record-Breaking Attendance and Accelerates Commercial Integration Across Hospitality Sectors
McLean, VA – The Hospitality Sales and Marketing Association International (HSMAI) successfully concluded its second Commercial Strategy Conference, which took place June 16–18, 2025, at the Indianapolis Convention Center. The event welcomed a record-breaking 950 commercial professionals from across the hospitality industry, underscoring the growing momentum behind the integration of sales, marketing, distribution, and revenue optimization. Held in conjunction with the Hospitality Industry Technology Exposition & Conference (HITEC) put on by Hospitality Financial and Technology Professionals (HFTP), the 2025 event expanded on its sold-out debut with enhanced programming and a broader mix of participants. Over the course of three days, attendees engaged in pre- and post-conference workshops, certification review courses, invitation-only roundtables, a robust partner showcase, and mainstage sessions featuring influential voices from within and beyond the hospitality sector. The 10% 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. 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. Brian Hicks, President & CEO of HSMAI This year's conference emphasized aligning strategies across disciplines to drive profitability throughout the customer journey, from acquisition to loyalty. Programming was designed to help commercial teams better leverage data, adapt to shifting consumer behavior, and embrace innovation across every function. Artificial intelligence (AI) emerged as one of the most prominent themes featured across both general sessions and breakouts. Attendees gained strategic and tactical insights from how AI is transforming the guest journey, to hands-on demonstrations of prompt engineering and workflow optimization. Speaker Benu Aggarwal, President & Founder of Milestone, Inc., spoke on AI's Impact on Hospitality Commercial Strategy, revealing the critical AI-driven insights commercial leaders need to know to drive revenue. Additional speakers showcased AI's ability to enhance collaboration, surface new revenue opportunities, and break down internal silos, offering a glimpse into how the technology is already reshaping the industry. From the moment a traveler dreams of their next getaway to the final booking confirmation—and even beyond—AI is revolutionizing every touchpoint of the consumer journey. Guests and meeting planners are using AI to discover brands, compare hotels, and design smarter, more personalized experiences for themselves. Whether it's planning a leisure trip or organizing a complex event, AI is reshaping the way decisions are made and how preferences are matched. Dr. Kelly McGuire, Principal, McRevenue and HSMAI Americas Board Member One of the most dynamic sessions was the return of Thunderclaps, a high-energy segment where industry leaders delivered rapid-fire, seven-minute presentations. Topics ranged from automation and SEO to revenue strategy, persuasive communication, and platform innovation—offering attendees fast, focused ideas they could immediately apply. The strength of the Commercial Strategy Conference lies in its leadership. Crafted by hoteliers, for hoteliers, 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 gratefully acknowledges their contributions, along with the generous support of our 2025 conference partners: Preferred : IDeaS Revenue Solutions : IDeaS Revenue Solutions Platinum : Cendyn, Flexpay, FLYR Hospitality, Lighthouse, SiteMinder, Tambourine : Cendyn, Flexpay, FLYR Hospitality, Lighthouse, SiteMinder, Tambourine Gold : Amadeus, GCommerce x Metadesk, Kalibri Labs, Plusgrade, Revenue Analytics, Sojern, Venuelocity : Amadeus, GCommerce x Metadesk, Kalibri Labs, Plusgrade, Revenue Analytics, Sojern, Venuelocity Silver : Curacirt, Directful, LodgIQ, The MODIV Group, Lotus Marketing, RageGain, Sabre, Visiting Media, Wunderkind : Curacirt, Directful, LodgIQ, The MODIV Group, Lotus Marketing, RageGain, Sabre, Visiting Media, Wunderkind Bronze : Canary Technologies, Cvent, DerbySoft, Duetto, Expedia Group, The Guestbook, HFTP, Ideas Collide, Laasie, Milestone, Nuitee, Priceline Agoda, RoomPriceGenie, SHR (Access Hospitality), SOARR Services, STR CoStar, Triptease, Upstream Works, Women in Travel THRIVE : Canary Technologies, Cvent, DerbySoft, Duetto, Expedia Group, The Guestbook, HFTP, Ideas Collide, Laasie, Milestone, Nuitee, Priceline Agoda, RoomPriceGenie, SHR (Access Hospitality), SOARR Services, STR CoStar, Triptease, Upstream Works, Women in Travel THRIVE Media: Hospitality Upgrade The 2026 HSMAI Commercial Strategy Conference will take place June 16-18, in San Antonio, Texas. Additional information on HSMAI's Commercial Strategy Conference can be found at About HSMAI The Hospitality Sales & 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 and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Marketing Strategy Conference, Adrian Awards, Sales Leader Forum, and HSMAI ROC. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at
Hospitality Net
04-06-2025
- Business
- Hospitality Net
LodgIQ Sponsors the HSMAI Commercial Strategy Week 2025, Co-located with HITEC in Indianapolis
Sunnyvale, CA – LodgIQ, a leading provider of AI-powered revenue management technology for hotels, has announced its sponsorship of the Hospitality Sales and Marketing Association International (HSMAI) Commercial Strategy Week 2025. This sponsorship reflects LodgIQ's ongoing support for advancing revenue management towards commercial strategy and underscores its role as a trusted technology partner for hospitality revenue leaders. Held June 16-18, 2025, in Indianapolis and co-located with HITEC, HSMAI's Commercial Strategy events serve as a focused gathering point for commercial executives in sales, marketing, and revenue optimization. LodgIQ's sponsorship supports HSMAI's mission to elevate the practice of hospitality revenue management through education, certification, and industry collaboration. HSMAI continues to raise the bar for commercial strategy in our industry, and we're proud to stand behind that mission, said Vincent Ramelli, CEO of LodgIQ. ' Their conferences offer an essential platform for revenue, marketing, and commercial leaders to deepen their expertise, share best practices, and engage in high-value networking. LodgIQ's revenue optimization platform leverages advanced machine learning to provide dynamic, real-time pricing recommendations tailored to each hotel's market conditions, competitive set, and booking patterns. Its intuitive design and automated workflows allow revenue managers to streamline their day-to-day processes and focus on strategic decision-making. The industry's most forward-thinking technology conversations will happen in Indianapolis this June, and our presence there, through our support of HSMAI, is a commitment to innovation and education, added Ramelli. We're not just providing a tool; we're building a way to elevate revenue management into commercial strategy. During this 2025 edition of the HSMAI Commercial Strategy Week, the LodgIQ expert team stands ready to welcome the many attendees who want to learn more about the latest advancements in hotel revenue intelligence and explore partnership opportunities. LodgIQ™ is a leading AI-enabled revenue management platform for the hospitality industry, transforming data integration and decision-making for hotel commercial teams. Our platform consolidates Revenue, Sales, and Marketing data, providing insights into market trends and consumer behaviors for strategic, data-driven decisions. LodgIQ offers a real-time, comprehensive view of key metrics, enhancing room rate adjustments, marketing campaigns, and sales strategies. Committed to optimizing operations and maximizing revenue, LodgIQ is the essential tool for unified commercial strategies in hospitality. Currently working with over 550 hotels, LodgIQ's products combine sophisticated machine learning with an intuitive and powerful user interface, delivering advanced recommendations and actionable analytics. LodgIQ is headquartered in Silicon Valley, with offices in New York City, and Bangalore. For more information visit Alex Woolsey Vice President of Business Development View source
Travel Daily News
29-05-2025
- Business
- Travel Daily News
HSMAI launches new edition of CHDM Study Guide
HSMAI releases the 7th edition of its CHDM study guide, updating hospitality professionals on AI, OTT, revenue management, and evolving digital strategies. McLEAN, VA – The Hospitality Sales and Marketing Association International (HSMAI) has released the 7th Edition of Hospitality Digital Marketing Essentials, the Certified Hospitality Digital Marketer (CHDM) certification study guide – the most comprehensive and up-to-date resource for hospitality professionals looking to deepen their digital marketing knowledge or prepare for the globally recognized CHDM certification. Each CHDM certification applicant receives a digital copy of the guide, which is also available as a standalone educational tool for hoteliers and hospitality leaders seeking to stay competitive in a rapidly evolving digital landscape. The 7th edition features expanded content across all sections to reflect the major shifts in digital marketing since the last edition in June 2023. New for this year are four chapters designed to reflect the current demands and intersections of hotel commercial strategy: Over-the-Top (OTT) Advertising for Hotels; A Hotel Marketer's Guide to Revenue Management; Hotel Distribution Essentials for Marketers; and The Interdependence of Sales & Marketing. Other key updates include the latest developments on Google, Meta, and OTAs – covering new offerings, advertising processes, and platform evolutions—as well as an updated chapter on Artificial Intelligence, complemented by AI-related insights and actionable strategies woven throughout the guide. 'The 7th edition reflects the pace and complexity of digital transformation in hospitality,' said Nancy Johns, CHDM, Head of Marketing at JC Resorts and Chair of HSMAI's Marketing Advisory Board. 'It's a reference for anyone looking to lead strategically in marketing, sales, or revenue optimization. The added focus on AI, new media channels, and cross-functional collaboration makes it an indispensable tool.' Created for hospitality marketing, sales, and revenue optimization professionals, the CHDM certification and study guide empower individuals to level up their skills, pivot into digital roles, or better understand how digital impacts every corner of commercial strategy. The Hospitality Sales & 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 and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Commercial Strategy Conference, Sales Leader Forum, and Adrian Awards. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region.
