You are invited to join us on Wednesday 11 April

The events industry is booming — so how can you stay ahead?

Whether you consider yourself an events expert or are new to the industry, chances are you want to give yourself an edge over the competition.

When: Wednesday 11 April 2018
Where: Hotel Novotel Amsterdam City in Amsterdam
Time: 11:30 – 17:00, followed by drinks and networking

Sign up today for FREE!

You are invited to join us for free on Wednesday 11 April

  • You are invited for lunch.
  • You are invited to join the presentation of the result of the new HSMAI Event Trend Barometer.
  • You are invited to hear an interesting debate about meetings and events and the future.
  • You are invited to hear our members speak about Digital Storytelling and Social Branding.
  • You are invited to meet our exhibitors.
  • You are invited to meet HSMAI global, european and dutch leadership and many of our members.

Who are we?

HSMAI is a global organisation that has been around for over 90 years. Our members come from the hotel, travel and event industry.

On 10 and 11 April we are hosting many events in Amsterdam.

As user and buyer of events you are invited to join us for FREE, but you have to sign up here!

If you are a member of HSMAI, it is FREE to attend too! Sign up today!


11:30–13:00 Registration, lunch and meet the exhibitors and HSMAI

13:00–13:40 Digital Storytelling

Victoria Pearce, Reputation Marketing Consultant, Lifted Imaging.
Victoria has been working many years for TripAdvisor and she will share with us how clever content and strong storytelling skills can combine to actively engage an audience in an increasingly noisy and crowded environment.
This session will cover the basics to help you start creating awesome wow factor stories to amplify your brand’s presence on sites such as Facebook and Instagram. We will be looking at several examples such as winning strategies.

13:40–14:20 Social branding. A tool for relevance and success in the digital age

Babak Behrad, Creative Planner, Trigger.
What makes a brand successful in the digital age? Where traditional brands focus on positioning their brands in the minds of their customers, digital brands focus on positioning their brands in the lives of their customers. But, incorporating your brand in the life of the consumer is no easy task. By understanding your consumers practical, emotional and social needs, your brand can stay relevant within various stakeholders. This presentation will offer theories and practical examples on how your brand can use social branding to achieve consumer loyalty and growth.
October 2015 Trigger was named the world’s best creative PR agency at the Global SABRE Awards in Miami. At the same time, the campaign “Stop the Wedding” for Plan Norway was voted the third best of the world. Trigger competed against more than 400 of the premier PR agencies in the world. The award is conducted under the auspices of The Holmes Report, a leading PR magazine with long traditions for studying and analyzing the global PR industry.

14:20–15:50 Meet the exhibitors and HSMAI

15:50–16:10 HSMAI Event Trend Barometer –  Presentation of findings

By Bas Lemmens, CEO at (part of

With more than 18 years of experience in the travel and hospitality industry, Bas Lemmens is the Co-founder of and has served in various roles within the European hotel business including,,,, and, handling global business development accounts in addition to product acquisition and revenue management.


16:10–17:00 Debate on meetings and events – and the future

Moderator: Bas Lemmens, CEO at (part of




17:00–18:00 Drinks and networking

More about HSMAI Region Europe

HSMAI Hospitality Sales & Marketing Association International is a global organisation founded in America in 1927. HSMAI Europe is the European arm of the membership association. HSMAI Region Europe is committed to growing business for the hotel, event and travel industry and their partners, and is the industry’s leading advocate for intelligent, sustainable revenue growth on a local, national and European level. The association provides practical tools, insights, and cutting edge expertise to enable knowledge sharing and enhance professional development as well as fuel sales, inspire marketing, transform businesses digitally and optimise revenue.


Warm Regards,
Ingunn Hofseth
President & CEO
HSMAI Region Europe