Hospitality Sales and Marketing Association International
Hospitality Sales and Marketing Association International
 
ROC Education & Networking Events 2018

QUICK LINKS

ROC attendees can receive credit for up to 13 hours of continuing education for CRME and CHDM certification and re-certification.

CERTIFICATION REVIEW COURSES | PARTNER INSIGHTS SESSIONS | GENERAL SESSIONSBREAKOUT SESSIONS

NETWORKING OPPORTUNITIES | FACULTY WORKSHOP


Certification Review Courses | Tuesday, June 19 | 12:304:30 pm

CRME Review Course

As revenue management in the hospitality industry continues to grow as an art and a science, you can confirm and demonstrate your knowledge, experience, and capabilities by earning HSMAI’s Certified Revenue Management Executive (CRME) certification.

Back by popular demand, this face-to-face course is for candidates pursuing the CRME. The course reviews the key concepts covered in the certification study guide. It's a great final “cram session” before the certification exam. Participants have the opportunity to take the CRME exam on site immediately following the review course if they have submitted their application in advance.

Space is limited.

Learn more about this course — and how to be approved to take the exam on site.

Reserve your seat when you register for ROC.

If you are not attending ROC, you may register for this program on its own.

Sponsored by IDeaS Revenue Solutions

CHDM Review Course

This four-hour workshop will review the key components of the Certified Hospitality Digital Marketer (CHDM) certification materials, and is a great final “cram session” before you take the exam. Participants have the opportunity to take the CHDM exam on site immediately following the review course if they have submitted their application in advance.

Space is limited.

Learn more about this course — and how to be approved to take the exam on site.

Reserve your seat when you register for ROC.

If you are not attending ROC, you may register for this program on its own.


Partner Insights Sessions | Tuesday, June 19 | 1:30–4:30 pm

These workshops are open to all ROC registrants and will take place on Tuesday, June 19, 2018, from 1:30-4:30 pm. Each session is designed and sponsored by the designated partner company. Reserve your seat via the ROC registration form. Space is limited.

1:30 – 2:20 pm

  • Booking.com gets personal | Brought to you by Booking.com

With a mission to empower people to experience the world, Booking.com invests in digital technology that helps take the friction out of travel. A key investment area for Booking.com is digital technology that enables personalization. Join this session to understand how Booking.com views personalization, why it’s relevant, and when it’s not (based on data). Booking.com will touch on available tools to influence your property's personalization.

  • More Ways to Optimizing Revenue in the Group Segment | Brought to you by Knowland

Please join us in this session to hone your ability to better predict group trend by seeing a holistic view of any market and any competitive set.

Revenue managers have to consider both group and transient business when forecasting occupancy, establishing rate guidelines and booking parameters. The result of this work cascades throughout the hotel. To forecast or yield without breaking down the business to include the group segment can make for a frustrating and inaccurate outcome. Segmentation is the essential first step to all facets of revenue management that many hotels find challenging.

This session will examine ways to pinpoint future group demand in a market and we look at recently developed technology solutions that allow dynamic views of booking patterns and buying behavior. The session will show how new data helps unite the major group segments by market, chain scale, time of year, day of week, and other helpful perspectives. We’ll also cover ways to understand your market's booking pace that may affect rate decisions you make and sales strategy to which you contribute. The goal of having a set of revenue-optimizing activities that tie together marketing, sales, and RFP evaluation to support forecasting and revenue optimization is now accessible thru new technology.  

  • Why are PWA, AMP, Voice Search, AI and Chatbots Important for a Hotel Website? | Brought to you by Milestone

This is the first installment in a 3-part series on Leveraging Disruptive Technologies and Omnichannel Strategies to Drive Direct Bookings in 2018 and Beyond. This session will help you enable your website for the next decade by driving direct traffic through next-generation SEO techniques in local search, content marketing, and developing quality links.

SERIES INFORMATION: Leveraging Disruptive Technologies and Omnichannel Strategies to Drive Direct Bookings in 2018 and Beyond – Segmentation, personalization, chatbots, voice search and more…! How does a modern hospitality company survive in this voice-driven, highly mobile world? How do you compete head-on with OTAs spending billions in advertising to drive traffic to their sites? In this series you will learn how modern technologies can be applied to your digital marketing strategy – from website to marketing – to meet these challenges head on.

2:30 – 3:20 pm

  • Booking.com gets personal | Brought to you by Booking.com

With a mission to empower people to experience the world, Booking.com invests in digital technology that helps take the friction out of travel. A key investment area for Booking.com is digital technology that enables personalization. Join this session to understand how Booking.com views personalization, why it’s relevant, and when it’s not (based on data). Booking.com will touch on available tools to influence your property's personalization.

  • More Ways to Optimizing Revenue in the Group Segment | Brought to you by Knowland

Please join us in this session to hone your ability to better predict group trend by seeing a holistic view of any market and any competitive set.

Revenue managers have to consider both group and transient business when forecasting occupancy, establishing rate guidelines and booking parameters. The result of this work cascades throughout the hotel. To forecast or yield without breaking down the business to include the group segment can make for a frustrating and inaccurate outcome. Segmentation is the essential first step to all facets of revenue management that many hotels find challenging.

This session will examine ways to pinpoint future group demand in a market and we look at recently developed technology solutions that allow dynamic views of booking patterns and buying behavior. The session will show how new data helps unite the major group segments by market, chain scale, time of year, day of week, and other helpful perspectives. We’ll also cover ways to understand your market's booking pace that may affect rate decisions you make and sales strategy to which you contribute. The goal of having a set of revenue-optimizing activities that tie together marketing, sales, and RFP evaluation to support forecasting and revenue optimization is now accessible thru new technology.  

  • Drive Higher ROI with Segmentation and Personalization in Paid Media in 2018 | Brought to you by Milestone

This 2nd installment in the "Leveraging Disruptive Technologies and Omnichannel Strategies" series (see below for details), will prepare you to use data to segment and personalize your advertising to convert your audience at a higher level. Learn how Milestone customers drive increases in conversion and achieve 20:1 ROAS through segmentation.

SERIES INFORMATION: Leveraging Disruptive Technologies and Omnichannel Strategies to Drive Direct Bookings in 2018 and Beyond – Segmentation, personalization, chatbots, voice search and more…! How does a modern hospitality company survive in this voice-driven, highly mobile world? How do you compete head-on with OTAs spending billions in advertising to drive traffic to their sites? In this series you will learn how modern technologies can be applied to your digital marketing strategy – from website to marketing – to meet these challenges head on.

3:30 – 4:20 pm

  • Booking.com gets personal | Brought to you by Booking.com

With a mission to empower people to experience the world, Booking.com invests in digital technology that helps take the friction out of travel. A key investment area for Booking.com is digital technology that enables personalization. Join this session to understand how Booking.com views personalization, why it’s relevant, and when it’s not (based on data). Booking.com will touch on available tools to influence your property's personalization.

  • More Ways to Optimizing Revenue in the Group Segment | Brought to you by Knowland

Please join us in this session to hone your ability to better predict group trend by seeing a holistic view of any market and any competitive set.

Revenue managers have to consider both group and transient business when forecasting occupancy, establishing rate guidelines and booking parameters. The result of this work cascades throughout the hotel. To forecast or yield without breaking down the business to include the group segment can make for a frustrating and inaccurate outcome. Segmentation is the essential first step to all facets of revenue management that many hotels find challenging.

This session will examine ways to pinpoint future group demand in a market and we look at recently developed technology solutions that allow dynamic views of booking patterns and buying behavior. The session will show how new data helps unite the major group segments by market, chain scale, time of year, day of week, and other helpful perspectives. We’ll also cover ways to understand your market's booking pace that may affect rate decisions you make and sales strategy to which you contribute. The goal of having a set of revenue-optimizing activities that tie together marketing, sales, and RFP evaluation to support forecasting and revenue optimization is now accessible thru new technology.  

  • Driving Direct Revenue & Optimizing Marketing Spend Through Analytics and Competitive Benchmarking | Brought to you by Milestone

Benchmark your digital presence versus your competitors. Compare your readiness for the latest digital trends such as voice search, mobile competitiveness, AMP, website technology, search visibility, omnichannel marketing, and more vs. competitors and industry benchmarks. You'll leave ready to use data analytics to determine digital marketing channel effectiveness and prioritize marketing spends.

This is the 3rd installment in the 3-part series on "Leveraging Disruptive Technologies and Omnichannel Strategies to Drive Direct Bookings in 2018." Segmentation, personalization, chatbots, voice search and more…! How does a modern hospitality company survive in this voice-driven, highly mobile world? How do you compete head-on with OTAs spending billions in advertising to drive traffic to their sites? In this series you will learn how modern technologies can be applied to your digital marketing strategy – from website to marketing – to meet these challenges head on.


Faculty Workshop | Tuesday, June 19 | 1:30–4:30 pm

Enhancing Your Revenue-Management Curriculum With New Cases and Engagement From the Field

The Faculty Workshop is for faculty members seeking to bolster their revenue-management curriculum and enhance the learning experience for students (both in and out of the classroom). You’ll leave the workshop with:

  • A roadmap for building your own industry–academia partnerships, and tips for working with revenue-management professionals to develop student projects that enhance the classroom experience.
  • Access to resources and contacts from HSMAI’s Revenue Management Advisory Board that can help you develop successful industry–academia partnerships.
  • Insights from chief revenue officers about:
    • real-life revenue-management problems and solutions presented in a case-study format.
    • current hot topics that they want tomorrow’s revenue-management professionals to know about.
  • A personal network of like-minded peers with whom you can share best practices for courses, assessment, and supporting materials and technology.

Special thanks to the STR Share Center for its support of this workshop.


General Sessions | Wednesday, June 20 | Morning, Mid-Day, & Afternoon

Keynote: The Economic & Geopolitical Outlook: What are the risks and opportunities ahead?

Knowing where the 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., Canadian, 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

No Bull: The Great Debate

This interactive session  a cross between "Shark Tank" and "Crossfire" — will go deep to examine two sides of two big issues facing today's revenue management leaders around the globe.

1. Man v. Machine: With advances in AI and machine learning, what is the future for humans in revenue management?

2. The Future of Loyalty: Do loyalty programs still have a place with today's consumers, or is loyalty is dead requiring us to find another way forward?

  • Dr. Kelly McGuire, SVP, Revenue Management, MGM Resorts International
  • Calvin Anderson, CRME, SVP & Chief of Revenue Optimization, RLH Corporation
  • Steven Dow, CRME, Vice President of Revenue Management, Diamond Resorts International, and Vice Chairman of the Board for Revenue Management for HSMAI Europe
  • Neal Fegan, CRME, Chief Revenue Officer, Total Revenue Uplift
  • Monica Xuereb, Chief Revenue Officer, Loews Hotels & Co.

Executive Perspective: Think Like an Owner

Owners invest in hotels with the expectation of a good return, and task their asset managers with optimizing the short- and long-term value of the asset — the hotel. At the same time, revenue managers are charged with optimizing revenues and profits on a more immediate scale. Both players are intimately intertwined and dependent on each other for success. Unfortunately, there is often a gap — in terms of perspective and knowledge — between the two.

Spend this session with experienced asset management executives who will provide you with valuable insights to increase your “asset management acumen” when it comes to the business of hotels.

  • Moderated by Dr. Lalia Rach, Founder and Partner, Rach Enterprises
  • Frank Calaguire, Principal, SCS Advisors, Inc.
  • Robert Hayward, Senior Vice President, CHMWarnick
  • Chris Nixon, VP Revenue Optimization, Ashford, Inc.
  • Liz Perkins, SVP - Corporate Strategy & Reporting, Apple REIT

Awards Ceremony

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.


ROC Breakout Sessions | Wednesday, June 20 | Morning & Afternoon

Time Title Track
11:15 amnoon Analytics 101 Data & Analytics
11:15 amnoon Think Like an Investor Leadership & Influence
11:15 amnoon Run an Effective Paid Marketing Effort from the Revenue Management Office RM
12:151:00 pm The Art of the Possible: AI & Machine Learning in Hotels Data & Analytics
12:151:00 pm Start with Ancillary Revenue: Taking Revenue Management Beyond Rooms Leadership & Influence
12:151:00 pm The Good, The Bad, and the Ugly of Social Media Beyond RM
3:15–4:00 pm Metrics – What’s best when and for what? Data & Analytics
3:15–4:00 pm Close the Gaps for Performance Optimization Leadership & Influence
3:15–4:00 pm Trends in Distribution Beyond RM
4:15–5:00 pm The Future State and Opportunities of Hotel Analytics Data & Analytics
4:15–5:00 pm Integrating Automation Leadership & Influence
4:15–5:00 pm Loyalty Today: The Implications of a Changing Landscape for Revenue Management Beyond RM

Networking Opportunities

Research in Action Presentations & Reception | Tuesday, June 19 | 4:30–6:30 pm

CALL FOR PAPERS: If you have research you’d like to present, please submit an extended abstract (3 pages maximum including tables/figures and references) and short bio (100-150 words) no later than April 30, 2018 to jjones@hsmai.org. Your abstract should include sufficient detail to demonstrate the purpose of the paper, the study's results, and the relevance of the study for revenue management practitioners. There are no specific formatting requirements. All submissions will be peer reviewed with authors notified of acceptance by May 8, 2018. Those selected will receive a complimentary registration to ROC.

This pre-ROC workshop will feature faculty members’ applied research. Faculty presenters will provide insights that offer applications and solutions to the revenue management and digital marketing challenges of driving measurable short-term results while simultaneously keeping an eye on future developments and opportunities. Research In Action gives faculty members the opportunity to share best practices and network with industry professionals and their peers.

VIP Reception Honoring CRMEs | Tuesday, June 19 | 79 pm

This by-invitation-only reception is exclusively for faculty, ROC speakers, award winners, Revenue Management Advisory Board members from around the globe, and Certified Revenue Management Executives (CRMEs). Should you have received an invitation, but can't find it? Please let HSMAI know.

Thanks to IDeaS, Booking.com, & Rainmaker

ROC 'n' Run or Walk | Wednesday, June 20 @ 6:15 am & Thursday, June 21 @ 6:30 am

Get out for a bit of exercise while getting to know other attendees! The guided routes will give you 30 minutes of easy and enjoyable running or walking (no running will be faster than conversational pace). Each run and walk is limited to the first 30 people who sign up.

Meet in front of XX. We’ll go (rain or shine) at a relaxed pace (approximately 4 miles for runners and 2 miles for walkers).

Direct questions to Juli Jones or Lou Zameryka.

Reserve your spot in your conference registration form.

HSMAI Helps | Wednesday, June 20 | All Day

During breaks in the program on Wednesday, spend a little time connecting with your fellow attendees while giving back to our host city.

In partnership with Clean the World, we will build 600 hygiene kits to leave behind for shelters in Houston. 

Spend as little as 10 minutes at this “Open House” volunteer opportunity to make an impact. Every minute counts as we prepare these valuable kits made of recycled soap, shampoo, and other left-over hygiene products from hotels throughout North America.

Made possible by Rainmaker & STR

Did you know?

More than 2 million bars of partially used hotel soap are thrown away every day in the United States.

According to the World Health Organization, millions of young lives could be saved with access to bar soap and hygiene education.

Participate in HSMAI Helps to:

BUILD BONDS: Making connections with other attendees that will reach far beyond your time at ROC.

PROVIDE HOPE and CHANGE LIVES: Giving much-needed hygiene products to people struggling to meet their family’s basic needs, and understanding how something so simple can have a profound impact on someone’s life.

Headshot Studio | Wednesday, June 20 | All Day

Take advantage of this convenient opportunity to update your personal brand with a new, professional headshot — for free!

Brought to you by IDeaS - A SAS COMPANY


REGISTER NOW | ROC HOME