In a recent one-on-one interview recorded during the HITEC 2024 event in Charlotte, Hospitality Net's Simone Puorto sat down with Bob Gilbert, President & CEO of the Hospitality Sales and Marketing Association International (HSMAI). This interview is part of our HITEC 2024 series, where we have engaged with a diverse array of speakers, exhibitors, and visitors to provide in-depth insights into the industry's latest trends and innovations. Gilbert shared insights into HSMAI’s initiatives, particularly the new Commercial Strategy Conference aimed at uniting these traditionally siloed disciplines to drive efficiency and profitability in the hospitality industry.

Introduction and Role of HSMAI

Bob Gilbert begins by explaining his role as President & CEO of HSMAI, a global professional society for sales, marketing, and revenue professionals in the hotel industry. He likens HSMAI's role to that of HFTP in finance and technology, emphasizing their focus on commercial functions within hospitality.

Siloed Teams and the Need for Integration

Simone Puerto highlights the historical rivalry between revenue management and marketing teams. Gilbert acknowledges this issue and discusses HSMAI's efforts to bridge the gap. He describes the evolution of their co-located conferences into a single, unified Commercial Strategy Conference, which has seen record attendance and interest, indicating a successful shift towards integrated strategies.

Focus on Comprehensive Commercial Strategies

Gilbert elaborates on the new conference's focus, which includes not only revenue management and digital marketing but also distribution, loyalty, and the impacts of artificial intelligence. He emphasizes the importance of understanding and leveraging these areas to maximize revenue and profits in the dynamic hospitality landscape.

The Impact of the Pandemic

The conversation shifts to the effects of the COVID-19 pandemic, which forced many organizations to rethink their structures and strategies. Gilbert notes that the pandemic led to the collapse of silos, encouraging cross-skilling and better alignment among different disciplines within organizations. This shift has been beneficial, leading to more efficient operations and strategic alignment.

Future Predictions and the Role of AI

Looking ahead, Gilbert predicts that automation and AI will continue to play a significant role in improving efficiency across sales, marketing, and revenue management. He highlights the potential of AI to analyze vast amounts of data ("dark data") that hotels collect but often fail to utilize effectively. This data can inform tangible strategies to optimize business operations and customer engagement.

Need for a Unified Commercial Strategy

Finally, Gilbert and Puerto discuss the need for a new term that better encapsulates the convergence of revenue management and marketing. While "commercial" is the current term, they acknowledge that the industry may benefit from a more precise nomenclature. The goal is to ensure that everyone in the organization, from owners to asset managers, understands and aligns with the overarching strategy to drive revenue and maximize asset value.

In conclusion, the interview sheds light on HSMAI's efforts to dismantle silos within hospitality organizations, fostering a more integrated and strategic approach to commercial operations. This shift is crucial for adapting to the rapidly changing market dynamics and leveraging new technologies for sustained growth and success in the hospitality industry. This interview is part of Hospitality Net's HITEC 2024 series, providing a platform for industry leaders to share their insights and experiences.

 

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