Hospitality Sales and Marketing Association International
Hospitality Sales and Marketing Association International
Hospitality Sales and Marketing Association International
ROC RECAP: Highlights from HSMAI’s Revenue Optimization Conference (ROC) Americas 2017

July 10, 2017

McLean, Virginia 13 July 2017—Best practices and new developments in revenue management brought a record 638 hospitality professionals to Toronto in late June for the Hospitality Sales and Marketing Association International’s (HSMAI) Revenue Optimization Conference (ROC) Americas.


HSMAI’s ROC drew 115 unique hotel companies with corporate revenue management executives in attendance. The one-day conference featured inspiring general sessions lead by industry thought leaders, engaging breakout sessions, and face-time with 35 product and service providers at the partner showcase.


The general sessions also provided a forum for the presentation of awards to experienced and emerging leaders in the field of hospitality revenue management. HSMAI’s highest honor for revenue management—the Vanguard Award for Lifetime Achievement in Revenue Management—was bestowed upon Dr. Sheryl Kimes, professor at and former dean of the Cornell University School of Hotel Administration.

“HSMAI’s ROC is a prime opportunity for attendees to stay on top of developments in revenue optimization,” said Bob Gilbert, CHME, CHBA, president and CEO of HSMAI. “Lessons learned at the conference have direct relevance to, and impact on, the success of attendees and the business of the hotels they represent.”


Thirty people also received their HSMAI certifications after attending review courses in Toronto, 24 received their CRMEs (Certified Revenue Management Executive) and six CHDMs (Certified Hospitality Digital Marketer). Educational programming was just one reason attendees flocked to ROC. Networking was also a big draw, as the conference was a rare chance for revenue management professionals to meet others who work in similar roles and who face and have been able to conquer similar challenges. HSMAI Helps also enlisted attendees to complete 600 hygiene kits for Clean the World.

An overwhelming 96 percent of attendees surveyed would recommend HSMAI’s ROC to colleagues.

Press coverage and content recaps of the Revenue Optimization Conference include the following:

“5 takeaways on the state of revenue management” (Hotel News Now)
“Hotel revenue managers no longer ‘behind the scenes’” (Hotel News Now)
“A look at Marriott’s approach to data science” (Hotel News Now)
“Google’s perspective on the hotel industry” (Hotel News Now)
“The Psychology of Pricing: Takeaways from HSMAI ROC 2017” (Rainmaker)
“HITEC-ROC: Disruptive Pricing Strategies Require Innovation” (Duetto)
“ROC Conference Recap 2017” (Cleveland Research)

HSMAI educational opportunities for revenue managers continue this fall with HSMAI’s ROCET conferences in Houston, Charlotte, and Atlanta.


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