Hospitality Sales and Marketing Association International
Hospitality Sales and Marketing Association International
ROC Education 2017


ROC attendees receive credit for 8 hours of continuing education for CRME and CHDM certification and re-certification.  Earn an additional 3-5 hours for attending a pre-ROC workshop on Tuesday, June 27.


Opening General Session

Dr. Kelly McGuire, VP Advanced Analytics, Global Analytics for Wyndham Destination Network, and member of HSMAI's Revenue Management Advisory Board

Following Kelly’s address, a panel of industry leaders will bring their diverse perspectives to bear on today's hotel landscape, what the future holds for revenue management in hotels, and other important issues affecting the practice today:

  • Moderated by David Warman Vice President, Revenue Management & Distribution Operations, Four Seasons Hotels & Resorts
  • Lennert de Jong, Director of Distribution and Business Development, citizenM hotels
  • Dave Roberts, Senior Vice President - Consumer Insights and Revenue Strategy, Marriott International
  • Mark Woodworth, Senior Managing Director | Head of Lodging Research, CBRE Hotels | Americas Research
  • Additional panelists to be announced

Awards Ceremony & Lunch General Session

The awards ceremony immediately following lunch will shine the spotlight on the incredible talent and accomplishments of revenue management leaders. We will honor the Vanguard Award honoree for lifetime achievement in revenue management, the Revenue Management Professionals of the Year, and the Certified Revenue Management Executives (CRMEs) in attendance.

Alan Lewis, Managing Director and Partner at LEK Consulting, and co-author of Edge Strategy: A New Mindset for Profitable Growth, will share key insights for how ROC attendees can leverage substantial opportunities for growth that are often hidden in plain sight.

2020 Lightening Round:  Peer-to-Peer Case Studies and Insights

Back by popular demand, during this series of short presentations, engage with subject-matter experts and your peers to understand what revenue management strategies are working, and in what ways. This fast paced format allows you to learn directly from the practitioners behind the case studies. 


Time Title Track


Detailed descriptions, including speaker information, will be updated regularly.  Check back often for the latest details.  

11:15 am - noon Data Science 101 Data & Analytics Details coming soon

Nancy Pyron, Senior Director, Operations Research and Revenue Management, Marriott International

11:15 am - noon Increasing the Efficiency & Effectiveness of Owner Relations Leadership & Influence Details coming soon

Andrew Leber, Senior Vice President, CHMWarnick

11:15 am - noon The Economic & Geopolitical Outlook: What are the risks and opportunities ahead? Environmental Forces Knowing where an economy is headed allows you to make smarter, more confident decisions. The problem these days is that hoteliers and other business leaders have to navigate through an unprecedented minefield of political, economic, and geopolitical hazards. What then is the most likely path for the U.S., Canada, and other economies? Which economic risks and geopolitical hot spots pose the greatest threats to growth --- and how can you best prepare for such events?

Bernard Baumohl will help you understand how exogenous shocks will occur more frequently in the future, with larger impacts on revenues and earnings. You’ll leave understanding what steps you can take to protect your business from such disruptive events.

Bernard Baumohl, Chief Global Economist, The Economic Outlook Group, LLC

1:15 - 2:00 pm Getting the Price Right Data & Analytics While significant efforts and resources have been invested in the Revenue Management science, the art of Pricing has stagnated. Too often, relative positioning to a basket of properties remains the preferred price setting method, different categories of rooms are priced at a set differential. Hotel P&RM organizations need to reinvigorate the art of Pricing – a significant value is at stake. This session will share real life examples of “pricing champions” and their applicability to the hotel industry.

Rasvan Dirlea, Principal, ZS Associates

1:15 - 2:00 pm Speed Networking Leadership & Influence Details coming soon

1:15 - 2:00 pm M&A Two Ways: Financial and Operational Perspectives on Travel Industry Aquisitons Environmental Forces Details coming soon
3:15 – 4:00 pm RM Lessons from Retail and Airline Data & Analytics Details coming soon

Matt Busch, Partner, Revenue Analytics

3:15 – 4:00 pm Eye of the Owner: Asset Optimization Can't Exist Without Revenue Optimization Leadership & Influence Details coming soon
  • Sloan Dean, CRME, Vice President of Revenue Optimization, Ashford Group of Companies, and member of the HSMAI Americas Board
  • Jay Litt, Principal, The Litt Group
3:15 – 4:00 pm Macro Trends in Travel Environmental Forces Details coming soon
4:15 – 5:00 pm Measurements – and how to think about them differently Data & Analytics Details coming soon

4:15 – 5:00 pm Brain Date Roundtables Leadership & Influence Brain Dates are led and moderated by one of your industry colleagues, but the focus is on accessing “the talent in the room.” The interactive format will allow for open dialogue on issues and the sharing of real experiences and insights. Come prepared to participate and share your thoughts and experiences. The goal is for you to leave this session with new knowledge that you can use to immediately impact your business. Specific topics will be announced in advance.

Moderated by Bob Gilbert, President & CEO, HSMAI

4:15 – 5:00 pm What Every Revenue Manager Needs to Know About Digital Marketing Environmental Forces Details coming soon

Chris LaRose, Vice President eCommerce Americas, Hilton Worldwide, and member of HSMAI's Digital Marketing Council 


Preferred Partner

Platinum Partners







Datavision       Duetto       HFTP       Knowland       Leonardo      Navis       Nor1   

Revenue Matters       Revinate       TCRM      Triptease      TSA Solutions      SHR


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