HSMAI: A must read for digital marketers

Looking for some inspiration for your digital marketing strategy in 2018? There’s a lot to think about and given all moving parts, it can be challenging to find the right mix of activities to do.

Our latest guide – The Definitive Guide to Hotel Digital Marketing – will give you all the insight you need to deliver a clear, cohesive strategy for 2018. It will help you put your marketing and sales strategy at the top of the agenda so you can get your most valuable guests booking, through the door and turning into loyal brand advocates.


Cendyn logo

Virgin Trains’ Azuma inspires new trend for hipster trainspotter

New findings revealed by Virgin Trains have unveiled trainspotting as the latest emerging hipster trend, as millennials with a thirst for photography, high-speed travel and fast-moving technology declare their love for trains online like never before, the train company informs in a press release.

With barely one year to go until the launch of the new high-tech Virgin trains, interest from millennials shows no signs of slowing down as Azuma continues to spark spikes in conversations on social media. Since announcing the new fleet last year, the train operator has seen three clear peaks in engagement from fans, including Azuma’s inaugural test run to Scotland in August.

Social media analytics platform Talkwalker has also identified more millennial Instagrammers documenting train travel than ever before. #Trainporn and #train_nerds saw a year on year increase in posts of over 200 per cent between January and September 2016-2017, while on #ukrailscene, posts increased by 615 per cent for the same period, with 76 per cent of these posts made by the under 35s.

To delve further into this emerging trend, Virgin Trains worked with subculture expert and author of Style Tribes,Caroline Young, to identify the top next-generation train lovers taking over social media – millennials with a thirst for ‘real’ experiences, photography and a love of technology.

Caroline commented: “This new type of train fan is an avid social media user who seeks unique adventures and experiences that will help them connect with, and impress, thousands of other users. Not only is there a certain ‘geek chic’ attached to the concept of trainspotting, but the journey becomes part of the travel experience as people enjoy the chance to observe scenery, read, listen to music, and even write. Technology is key to their lives, and we know they’re snapping and sharing their real-life experiences more than ever before.”

Caroline continues: “The new Azuma fleet will be giving this new wave of trainspotter something they’ve been excited to see for years – a totally revolutionised fleet of trains equipped with the perfect mix of speed, advanced technology and sleek design that we know the modern rail fan craves.”

The top next generation train fans, as identified by Caroline Young, are:

  1. @AllTheStations. With a social media presence of over 50,000 followers – this young couple charted to fame earlier this year when they challenged themselves to visit all 2,563 stations in Great Britain, capturing a digital documentary as they went – all fuelled by a crowdfunding project
  2. @kings_transports. Dramatic backdrops and a feel of adventure, Marzia and Cekotto have amassed 73,700 followers from around the world
  3. @version3point1. Branded as a ‘train whisperer’, Scotland-based Anne’s page is filled with beautiful photography on sweeping coastlines and her rail travel
  4. @cpsedmonds. Sharing ‘train stuff’ and beautiful black and white architectural shots

Hipster couple, Vicki and Geoff of All The Stations blog, and number one on Caroline’s list, are typical of the next generation train fan. When they visited every national railway station in Great Britain, they regularly posted video content of their coast-to-coast adventure, which took three months to complete and was closely followed by their online millennial audience.

Vicki, who has already visited the Darlington factory where Azuma will be built, said: “We’ve loved the response to our videos, which have now reached more than six million views, as it really shows that there is a growing interest in railways and train travel, and many are younger enthusiasts who, like us, are keen to have an adventure and explore the country by rail.”

Aileen Jordan, Director of Azuma at Virgin Trains on the east coast, said: “We’re really excited to see trainspotting transcend generations and become as popular amongst hipsters as it is with regular fans. Azuma has been sparking conversations on social media since we unveiled the train last year, and we’re delighted it is inspiring a younger train enthusiast. We’re looking forward to exciting even more fans when our trains hit the tracks in a barely a year’s time, and move us into the next era of high-speed passenger train travel.”

Set to revolutionise journeys on the East Coast, Virgin Trains’ Azuma will transform the UK rail industry when the new fleet comes into service from December 2018 – 65 trains will provide an extra 12,200 seats and increase capacity into Kings Cross by 28 per cent during peak time. Azuma will slice 22 minutes off East Coast journeys, making London to Edinburgh in just four hours, and London to Leeds in two hours, the norm throughout the day.

Each Azuma train will come complete with distinct new interiors, ergonomically designed seats, enhanced leg room, faster and free* Wi-Fi, power sockets for every seat, more overhead luggage space, a state-of-the-art seat reservation system, and superior catering throughout.

Photo:Virgin Trains’ Azuma inspires new trend for hipster trainspotter. Photo from Virgin Trains.

Petra Götting is new Vice President Sales & Marketing at Deutsche Hospitality

Petra Götting has taken up the position of Vice President Sales & Marketing with Deutsche Hospitality in November. In her new role, which is based at the company’s head office in Frankfurt, she has overall responsibility for the global hotel business. She will work together with the sales team in Frankfurt as well as 14 international sales offices. In addition, she will be in charge of marketing for the Steigenberger Hotels and Resorts, Jaz in the City and IntercityHotel brands, according to a press release from Deustche Hospitality.

The German and Swiss national has 30 years professional experience in the hotel industry. Following early operational roles, she focused increasingly on sales and marketing, an area she has now been working in for 25 years at well-known hotel groups and chains such as Hyatt, Kempinski, The Leading Hotels of the World, Raffles and, most recently, as Vice President Sales & Marketing Europe with Mövenpick. Her career path has led her to various locations including Frankfurt, Cologne, Vienna, Zurich and London.

Petra Götting reports to COO Thomas Willms, who is looking forward to working with her. “We have found an internationally experienced and committed leader for this important role. Ms Götting is joining our hotel business at an exciting time and will undoubtedly help us to continue to successfully navigate our growth.”

Brand Intimacy in Hospitality – How to create closer connections with customers

You are invited to an afternoon event in Oslo at THE THIEF Thursday November 30th and in Stockholm (TBA) Thursday December 7th

The events will take place from 3PM to 6PM

Topic: Brand Intimacy in Hospitality – How to create closer connections with customers 

By Managing Partner for MBLM Scandinavia, Kristiane Blomqvist

As Managing Partner for MBLM Scandinavia, Kristiane Blomqvist is focused on helping organisations leverage their brand to respond quickly to today’s challenges. She is a seasoned brand strategy professional and entrepreneur who is passionate about transformation and enthusiastically explores the impact of the brand on business processes and growth. With 20 years of experience in New York, London and Stockholm, she has worked across a range of industries, with clients such as VisitDenmark, SBE Hotels, Amadeus IT, Trelleborg, PwC, UBS, Telefonica, Siemens and Nordic Cryobank Group. 

Prior to joining MBLM, Kristiane was a VP of Strategy at Sterling Brands and, before that, she worked at Prophet Brand Strategy in London and FutureBrand in New York. Kristiane has a Master of Science in integrated marketing communications from Northwestern University and a BS from Copenhagen Business School. She speaks fluent English, Danish, and Swedish and is conversant in French. She is now based in Stockholm. 

After the presentation we will have Q&A followed by drinks and snacks.

Sign up for Oslo here. Its free for HSMAI members to attend:

Sign up for Stockholm here. Its free for HSMAI members to attend:


About MBLM: MBLM is the Brand Intimacy Agency. Founded in 2004, we are an independent global network of 9 offices dedicated to elevating company strengths and creating resilient brands that lead, inspire and endure by nurturing strong connections with customers. Our research and thinking on Brand Intimacy, a new paradigm that leverages and strengthens the emotional bonds between a person and a brand, has recently been published as a manual for the modern marketer.

About HSMAI Region Europe: HSMAI – Hospitality Sales and Marketing Association International – is a global organization founded in the US in 1927. The Hospitality Sales and Marketing Association International (HSMAI) Region Europe is the European arm of the organisation. 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.

Please visit us at: hsmai.eu

HSMAI and Hotelchamp webinar on Personalisation and Persuasion, the key to increase direct bookings

In co-operation with HSMAI Region Europe’s close partner Hotelchamp, we are delighted to be able to invite you as partaker of the HSMAI and Hotelchamp webinar on Personalisation and Persuasion, the key to increase direct bookings, held between 4 PM and 5 PM CET (please check your local time on registration page) on Thursday 19 October 2017.

Around the world, hotels are searching for solutions to increase sales through their direct channels and improve their digital guest experience. With the majority of guests now booking online, technology has completely disrupted the traditional hotel distribution model, forcing hoteliers to revise their strategy in order to compete in this new digital ecosystem.

But by combining intuitive personalisation and tailored persuasion techniques, it is now possible to provide your website visitors with the same unique and individual experience that your hotel is famous for. Learn how to engage and interact with potential guests and optimise your direct channels to regain control of your revenue, profitability, customer engagement and data!


Hotelchamp: Jess Enright
Positioner: Fabian Messer

Welcome, one and all!

Register today!

HSMAI Holland Event: Pricing beyond Rate Parity

After the successful meetings in Amsterdam before the summer we would like to invite you to the 3rd RevenueProfs session (2017) on September 26th at the Dutch Design Hotel Artemis in Amsterdam.

Sign up here!

The program will be as follows:

13:30-14.00 Arrival & registration

14:00-15:00  Pricing beyond Rate Parity
The do’s and dont’s about pricing and how pricing can boost your profitability.
By Joanna Schröder: VP Revenue Management, Deutsche Hospitality and member of HSMAI Region Europe Advisory Board

15:00-15:30  Coffee break and networking

15:30-15:50 Roundtable discussions – Session 1
Concurrent sessions held by specialists in their field, on the following 3 topics:

1.Shifting revenue share from OTA to direct — Strategies to increase direct bookings

Even shifting just a few rooms per day from OTA bookings to direct bookings can make a big impact to your hotel’s profits. But how can hotels implement a successful direct booking strategy? There is more to it than simply setting up a hotel website. In this roundtable, we’ll talk about key strategies that hotels need to know to boost direct bookings. Specifically, we’ll cover website and booking engine optimization, and how to use the same tactics that OTAs use on their own websites to increase bookings. We’ll also discuss how digital marketing plays an important role in the sales cycle and how to use it to direct traffic to your own site instead of OTA sites.

by John Power, VP of EMEA Sales at Travel Tripper

2. OTA Insight – Navigating the changing distribution landscape

Using Smarter data insights to optimise pricing and revenue strategies across online channels.

by Thierry Collard, Business Development Manager Benelux & Nordic Countries, OTA Insight

3. ‘True customer relationship management: the key to your guests’ loyalty’

In this roundtable discussion, we’ll discuss how leveraging data within a CRM can pave the way for hoteliers to improve communication channels, learn more about their guests with every interaction and ultimately, drive brand loyalty.

by Keith Povah, Sales Manager EMEA, Cendyn

15:50-16:20 Roundtable discussions – Session 2
A repetition of the above mentioned roundtable session 1, in order to allow participants to cover topics of their own choice.

16:20-16:40 Roundtable discussions – Session 3

A repetition of the above mentioned roundtable session 1, in order to allow participants to cover topics of their own choice.

16:40-18:00 Drinks and networking



We look forward to welcoming youat Dutch Design Hotel Artemis between 13.30 and 14.00. The program starts at 14.00.

Sign up here

See you there!

Best regards,
Rob van der Beek
Chairman RevenueProfs Taskforc



HSMAI Region Europe welcomes TripAdvisor onto three new Advisory Boards

HSMAI Region Europe today announced that TripAdvisor has joined three new advisory boards: Service Operation, focusing on HSMAI Region Europe’s newly-developed “Winning for Customers – The Service Pledge” programme; the Customer Loyalty & Relationship Advisory Board; and the Destination Marketing Advisory Board. TripAdvisor, the world’s largest travel site, is already an active member of the Digital Advisory Board.

TripAdvisor will be attending HSMAI Region Europe’s leadership day in Frankfurt in early September, and the 2017 agreement also sees a number of TripAdvisor employees joining HSMAI Europe as corporate members.

“We are very happy to continue the partnership with TripAdvisor and to have them active on our Advisory Boards,” says HSMAI Europe President and CEO Ingunn Hofseth,” adding: “In business today it’s all about the customer experience. Everything is getting more and more transparent, booking and search engines become more professional. Margins for errors are so small. Together with highly educated professionals HSMAI Region Europe has worked out a generic method and process to build a service quality strategy for change management and relation management and we are now hosting educational programmes for candidates who would like to become HSMAI-certified Executive Coaches for our new programme, Winning for Customers – The Service Pledge. TripAdvisor is the perfect partner for us.”

Helena Egan, TripAdvisor’s Global Director of Industry Relations, adds “We are pleased to be expanding our cooperation with HSMAI Europe to engage with the hospitality industry and drive awareness of the benefits of working with TripAdvisor.”


HSMAI – Hospitality Sales and Marketing Association International – is a global organization founded in the US in 1927. The Hospitality Sales and Marketing Association International (HSMAI) Region Europe is the European arm of the organisation. The Hospitality Sales and Marketing Association International (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. www.hsmai.eu

About TripAdvisor

TripAdvisor, the world’s largest travel site*, enables travellers to unleash the full potential of every trip. With more than 535 million reviews and opinions covering the world’s largest selection of travel listings worldwide — over 7 million accommodations, airlines, attractions, and restaurants — TripAdvisor provides travellers with the wisdom of the crowds to help them decide where to stay, how to fly, what to do and where to eat. TripAdvisor also compares prices from more than 200 hotel booking sites so travellers can find the lowest price on the hotel that’s right for them. TripAdvisor-branded sites are available in 49 markets, and are home to the world’s largest travel community of 415 million average unique monthly visitors,** all looking to get the most out of every trip. TripAdvisor: Know better. Book better. Go better.

TripAdvisor, Inc. (NASDAQ:TRIP), through its subsidiaries, manages and operates websites under 20 other travel media brands:

www.airfarewatchdog.com, www.bookingbuddy.com, www.citymaps.com, www.cruisecritic.com, www.familyvacationcritic.com, www.flipkey.com, www.thefork.com (including www.lafourchette.com, www.eltenedor.com, www.iens.nl and www.dimmi.com.au), www.gateguru.com, www.holidaylettings.co.uk, www.holidaywatchdog.com, www.housetrip.com, www.jetsetter.com, www.niumba.com, www.onetime.com, www.oyster.com, www.seatguru.com, www.smartertravel.com, www.tingo.com, www.vacationhomerentals.com and www.viator.com.

*Source: comScore Media Metrix for TripAdvisor Sites, worldwide, May 2017
**Source: TripAdvisor log files, Q1 2017

Photo: HSMAI and TripAdvisor. Montage: The HSMAI newsdesk.

HSMAI Awards 2016

Europe’s Top 20 Extraordinary Contributors to the Industry in Sales, Marketing and Revenue Management were named during HSMAI Region Europe’s awards ceremony in Amsterdam on Wednesday 29 March 2017, in which Best in Class winners were also named in several categories.

“The hospitality and travel industry requires creative thinkers and innovators. The HSMAI Region Europe Top 20 honours these top achievers in sales, marketing, and revenue optimisation of hospitality, travel and tourism organisations for their accomplishments. The people nominated for this list have also made incredible contributions to the industry as a whole, not just the companies they are representing,” says HSMAI Region Europe President and CEO Ingunn Hofseth.

The RAI Amsterdam Convention Centre served as scene for HSMAI Region Europe’s 7th Annual Revenue Optimisation Conference, as well as the Digital and Distribution Optimisation Conference and the awards ceremony, taking place in the evening, characterised by entertainment and high spirits, with world-class keynote speakers presenting earlier during the day.

Please see photo gallery at bottom of page.

HSMAI Top 20 2016

Thomas Adler, VP Global Revenue Strategy, Melia Hotels International
Richard Biggs, Sr. Vice President – Rev Ops & Distribution, Carlson Rezidor Hotel Group
Dirk Bremer, President, Travel Industry Club
Adriaan Coppens, CEO and Founder, OTA Insight
Steven Dow, VP Revenue Management Europe, Diamond Resorts International
Helena Egan, Global Director of Industry Relations, TripAdvisor
Martin Gahn, CEO and Founder, Top Gain Quality Coaching
Erik-Jan Ginjaar, Managing Director, Postillion Hotels
Chevy Kelly, Managing Director, Deckchair
Paul van Meerendonk, Director Global Advisory Services, IDeaS
Jon Murphy, Director of Revenue, Kaleidoscope Collection
Nina Nieminen, Director of Revenue Management, SOK Ltd
Perra Petterson, Owner, Benchmarking Alliance
Hans Poortvliet, Managing Director, HSMAI Nederland
Stan van Roij, VP Hospitality Solutions, Infor
Joanna Schröder, VP Revenue Management, Deutsche Hospitality
Terri Scriven, Industry Head, Hospitality, Google UK
Rich Tuckwell, Global VP of Sales and Marketing, Avvio
Rajesh Vohra, Director, Sarova Hotels/Hedna
Carl Weldon, COO Europe, Hospitality Financial and Technology Professionals (HFTP)

All presented in this video clip:

The Best in Class Winners

Best Brand Experience in Year 2016: Social Media

Gold: Jaz Hotel GmbH

The jury says:

The winner of this award has a clear focus on social media and it shows! Their Social Wall on their website not only indicates the social media activity of the brand itself, but also that of the users and guests in their hotels. Their equaliser on the website for example shows the users what’s happening in their properties at that very moment by combining factors such as occupancy, users on property page of the website, social activity etc.
The way the video of the grand opening of their Amsterdam property was integrated into a branded player, placed on travel, music and lifestyle blogs, and published on all of their Social channels and promoted on Facebook (with a dedicated budget) resulted that this video by itself has now been viewed over 125,000 times on YouTube and other channels.
It’s obvious that the winner of this year’s Best Brand Experience in Year 2016: Social Media – GOLD Award is on a very succesfull Social Media journey reaching an impressive and fast growing brand awareness. Therefore the winner is Jaz Hotel GmbH.

Exceptional Product/Service Launch of Year 2016

Gold: Diamond Resorts International
Honourable mention: Steigenberger Hotels AG

The jury says:

Introducing new travel products to the general public, as well as showcasing their own properties, had been a strong focus for the last 5 years for this company. To achieve that dream, this year’s winners needed to find a new

  • thinking strategy
  • technology focus
  • and supplier feeds

And they did! Working to a tight deadline, they built the website look and feel, including all content and copy to reflect their ethos within 6 months. And not just that! The 3 platforms they created completed over 500 orders with £ 350,000,- in revenue in just a couple of months.

And the future looks bright, too! In January 2017, this year’s winner officially went live to the world both online and mobile compatible. In the first 24 hours the website received over 5000 hits. And to date: With 0 marketing, and 0 spending behind this project so far, they have generated just under another £350,000.

It’s because of this that the Exceptional Product/Service Launch of Year 2016 GOLD award goes to Diamond Resorts International.

Best Social Responsibility Initiative of Year 2016


Honourable mention: Stayokay

The jury says:

The winner of this award aims to establish an innovative, holistic sustainable hospitality concept that makes it easier for migrants (often refugees) to organise a self-supported, independent life in the Netherlands.
They have two goals:

To create a place for migrants within an existing community where they can work, stay and create with people that share similar values. In other words: an environment where ‘Newcomers’ and the existing society are there to help eachother.
To prove that social causes and economically sustainable business concepts can go together.

The concepts they designed together with various partners (including The Hotel school of the Hague) are centred around the vision that ‘One’s hospitality reflects one’s culture’ These concepts have the active support of the Dutch Prime Minister.
It’s because of this that the Gold Award for Best Social Responsibility Initiative of Year 2016 goes to Pitztop

Outstanding Achievement in Year 2016 in Revenue Management

Gold: AccorHotels Germany GmbH

The jury says:

The winner in this category realised that most us by now have easily access to all rooms related data, have meaningful analysis and KPI’s to analyse our room performance, are experts in RM for rooms, BUT what about MICE?

And thus decided to go forward and decided to THINK TOTAL!

So they built an impressive and innovative Mice Tracker that provides access to all relevant function space data and creates significant KPI’s and dashboards for analysing their function space performance.

In addition to this they developed a user-friendly tool with automatic daily data transfer of their function space performance and trained their Revenue Managers extensively in order to successfully analyse and optimise their function space revenues. Altogether a textbook example to the jury of how to create and implement a well-designed innovative product. And that is why the Outstanding Achievement 2016 in Revenue Management GOLD Award goes to AccorHotels Germany GmbH.

Nominees-Technology Innovator of the Year 2016

Emerald Forest Hotel
IDeaS – An SAS Company
Shopping Minds

Gold: IDeaS – An SAS Company

The jury says:

Revenue managers and marketers at hotels have struggled to develop cohesive strategies that align both marketing efforts and revenue management strategies to help hotels drive the most profitable business. These departments have often worked in silos and are unable to measure or attribute success of their efforts since one is responsible for driving business and the other for yielding it.

The winning product this year collects and aggregates online shopping data from over 5,000 websites globally that equates to 85 million “looks and books” each day. Totaling in over 40 billion consumer data points enabling hoteliers to access this forward-looking data within the same interface as their revenue management system, i.e. Hotels now have the insight to offer

  • more personalized promotions to their actual guests
  • as well as their potential guests(!) that may be shopping their competition
  • as well as direct their advertising spend on dates, markets and/or consumers that are most likely to book their hotel.

This solution helps hotel marketers to become aware of the greatest revenue opportunity at their hotels as well as where their ROI on advertising spend will deliver the best ROI.

It’s because of this that the Technology Innovator of the Year 2016 GOLD AWARD goes to IDeaS – An SAS Company.

The Service Award 2016 Powered by HSMAI Region Europe

Gold: Prize Holding GmbH

The jury says:

The winner in this category became the first hotel chain in Germany to introduce mobile check-ins using the prizeotel app for iOS and Android, thereby offering guests an all-in-one solution. Thanks to its integrated concept, the app is unrivalled by similar products on the market. What makes it unique is it’s 2-way interface between the app and the hotel system, door locking system and payment processor.

In other words: the guests use their smartphone to open their room and call the lift via a simple Bluetooth connection. All this of course conform the latest safety standards (including transmition by encrypted data), but still able to provide information, such as credit card details and door lock activation.

By 2016, more than 6000 downloads had been confirmed and the average number of monthly bookings made using the app is more than 500 for all three hotels.

It’s because of this that the Gold Customer Service Award goes to Prize Holding GmbH.

Company Culture

Gold: Nordic Choice Hotels

The jury says:

The owner, CEO and several of the top management in this hotel chain travel in their area for one month, in an effort to meet as many employees as possible.

While – and by doing so – they create a meeting place where both management and staff can listen, learn, inspire and be inspired at the same time. And this includes all(!) staff, as they realise that, due to the growth of their company, the distance between the decision makers and the hotels getx bigger. Therefore they make it a priority to personally meet the people who greet their guests every day – such as housekeeping, reception, breakfast staff, janitors and so forth – and tell them how important their efforts are.

In addition to this they make sure that they meet witht heir local suppliers and have press meetings in every destination.

Because of all this and the combination of Staff, Suppliers & Press in one laser focused event (making it not only efficient, but also very effective)the jury recognises the Nordic Choice Hotels with the Gold Award for Company culture.

The jury finds the NCT concept of Nordic Choice Hotels so strong and all-encompassing that it also awarded the Nordic Choice Hotels with the 2016 Gold Award for Communication.

Best Digital Marketing Campaign in Year 2016 in the Travel and Hotel Industry

Honourable mention: Postillion Hotels

The Service Pledge Award 2016

There’s also a main prize, awarded to the organisation demonstrating a particular advancement within several of the above-mentioned criteria over a couple of years, pertaining to how integration of efforts within several fields of operation have contributed to the improvement of the customers’ user experience and the credibility of the Service Pledge.

Gold: Aria Hotel Budapest by Library Hotel Collection

This award will handed out in April.

Top photograph: The HSMAI European Awards winners in Amsterdam on Wednesday 29 March 2017. Photographer: Arnold van West.

Margitte Verkruijsse-Reiner joins HSMAI Region Europe team

HSMAI Region Europe have hired Margitte Verkruijsse-Reiner part time until mid-June, to coordinate and finalise the content for the Digital Expert programme for HSMAI Region Europe.

Her last job was at SnapShot, where she worked with business development related to educating customers of all sizes, on data, analytics and demand management. Her attention for detail, great sense of humour and dogged perseverance resulted in a large number of European independent hotels, groups, but also global brands, being introduced to the SnapShot Analytics and Demand Management applications. Before joining SnapShot she was the Sales director for Sabre in Europe.

“Margitte has been an active HSMAI member in both her previous jobs, and is very familiar with our organisation. We are looking forward to working in close cooperation with her for next couple of months, in order to complete the training programme, from her base in Amsterdam,” says HSMAI Region Europe President and CEO Ingunn Hofseth, adding:

“The Digital Expert programme is a high-level Digital Marketing programme HSMAI Region Europe is working on, in cooperation with many of our supporters and advisors. The programme is scheduled to start in Europe in mid-June. We would like to extend our warm gratitude to Avvio, for all their help and support.»

“We also owe a big thank you to some of our Digital Marketing Advisory Board members, who have been very helpful. The Distribution Advisory Board will also be providing content for the programme,” Ingunn Hofseth says.

The programme will be available online by mid-June.

Photo: Margitte Verkruijsse-Reiner to coordinate and finalise the content for the Digital Expert programme for HSMAI Region Europe. Montage: The HSMAI.eu newsroom.

The latest in hospitality Revenue Management, Distribution and Digital Marketing trends presented in Amsterdam 29–30 March

Europe’s  number one leading annual events for Revenue Management, Digital Marketing and Distribution for the hospitality industry is taking place in Amsterdam on Wednesday and Thursday 29–30 March, co-located with HITEC Amsterdam 2017 – and you are very welcome to attend.

hsmai-roc-europe“This is HSMAI Region Europe’s 7th Revenue Optimization Conference, with the added value of Digital and Distribution Optimization, held as a two-day event in Amsterdam’s RAI Exhibition and Convention Centre,” says HSMAI Region Europe President and CEO Ingunn Hofseth, who is pleased to welcome professionals of the entire industry, as they convene in Amsterdam on Wednesday 29 March.

Please visit hsmairoc.eu for further details.

“We hope to see as many of our esteemed colleagues as possible, for a day full of top experts and inspirational speakers, sharing their insights and tips on Revenue Optimization, Digital Marketing and Distribution. In the evening, find out who will get all the awards at the Awards Ceremony,” she says, with an added reminder that the following day’s schedule contains so-called think tanks on Digital Marketing, Revenue Management, Distribution, Customer Loyalty & Relationship Management, Sales, and an introduction to HSMAI Region Europe’s Revenue Management, Digital Expert and Service Pledge training programmes.

Day 1 programme: hsmairoc.eu/hsmai-region-europes-7th-annual-revenue-optimization-digital-marketing-and-distribution-for-the-travel-hospitality-and-event-industry-2017/

Day 2 programme: hsmairoc.eu/think-tanks/

CRME workshop

HSMAI DOC Europe.A workshop, including exams for the CRME (Certified Revenue Management Executive) certification is also set to take place on the second day of the two-day conference, for which you may find detailed information on this page:


HSMAI Awards

Both days will offer a host of leading experts within their respective fields, and then, of course, there’s the HSMAI European Awards 2016, to be held in the RAI Exhibition and Convention Centre in the evening of Day 1.

The Awards 2016 will recognise the people and companies that deserve to be awarded for their great work in Hospitality this year.

HITEC Amsterdam 2017

HITEC Amsterdam 2017.
HITEC Amsterdam 2017.

HSMAI Region Europe’s ROC and DOC conferences are co-located with HFTP’s HITEC Amsterdam 2017, also taking place in the RAI Exhibition and Convention Centre between 28 and 30 March. Please vitis their designated event website here.

HSMAI Region Europe ROC Preferred Gold Partner

ideas logo

HSMAI Global Partner

HSMAI Region Europe Annual Gold Partner

HSMAI Region Europe ROC Gold Partners


Photo: HSMAI Region Europe’s ROC and DOC conferences will take place in Amsterdam’s RAI Exhibition and Convention Centre on 29 and 30 March, alongside HFTP’s HITEC Amsterdam 2017.