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.

HSMAI Region Europe partners new initiative: The Hospitable Cities

In London on Friday 7 April 2017 EP (Entrepreneurs Innovation Centre (EP-IC) and eHotelier are welcoming leaders to share their experiences and thoughts on the factors that create an hospitable destination.

The aim of the day is to create an interactive forum to debate and discuss how cities can change and the role that hospitality can play in that change.

More and more people are traveling globally and cities are facing challenges. Therefore the way cities address these challenges evolve, and how they welcome their visitors is becoming increasingly important.

Hospitality has a central role to play in the economies and success of cities – so how can we work together to offer the best levels of service against this difficult backdrop.

There is real change in the air and there are many cities and countries working on new methods and ways of improving both tourism and the way they interact with visitors.

The summit is for real change in hospitality and to explore what we need to do for the future.

The event will be hosted at Nomura Bank in the City of London and broadcasted live to over 20 hotel schools around the world. HSMAI Region Europe now becomes a partner for the new initiative, The Hospitable Cities. At this same event HSMAI will for the first time hand out the European Service Awards.

The event is limited to 250 senior industry stakeholders from the four key sectors of destinations, operators, suppliers and educators.

The event format will be highly interactive through engaging international keynote speakers, facilitated leadership workshops, networking sessions and leadership panel sessions, to create genuine areas of discussion and material, actionable insights.

Speakers have been selected specifically, based on their leadership influence on destination management around the world, including Africa, London itself, Europe, Dubai, Canada and Australia.

We are delighted to welcome students from International Hotel Schools to present their thoughts and ideas on the day as well as students from 20 invited schools via a live video feed.

The updated programme will be uploaded soon.

Photo: The Hospitable Cities 2017, to be held i London on 7 April. Digital photo processing: Jarle Petterson/HSMAI.

HSMAI Region Europe and Travel Industry Club Germany (TIC) to co-host the pre-ITB event at the Sofitel Berlin Kurfürstendamm

Join us for an afternoon on the topic of “Customer centricity in a digital world” and more. We promise you an afternoon of discovery, expression, humour and meaningful content.

12:00–17:00 Tuesday 7 March 2017

The main speaker of the event is Steven van Belleghem, and his session will last for three hours.

Steven is a thought leader on the transformation of customer relationships and the future of marketing. He is an expert in inspiring companies to become true customer-centric organizations in this high speed digital world. He is also the author of three bestselling books. His most recent book, When Digital Becomes Human, received the award of “Best Marketing Book of 2015”.

We are delighted to have Steven as a speaker at our annual pre-ITB event in Berlin. We need to focus on the urgent need for an extreme transformation of the customer relationship in today’s high speed digital world.

Steven’s presentation had our dealers spellbound. He gave our organization a digital wake-up call with great humor and now a new world with exciting perspectives is waiting to be discovered.

Steve Vanslype, Manager Marketing & Communication Vans, Mercedes-Benz

Steven is a regular keynote speaker at our events & every time his performance is an absolute highlight. He has a very unique & authentic style: leveraging a combination of academic depth and well-reasoned cases, he spices up his presentations with a great sense of humor.

Anthony Belpaire, Google

The Sofitel Berlin Kurfürstendamm. Photo from hotel website.
The Sofitel Berlin Kurfürstendamm. Photo from hotel website

Ingunn Hofseth will present HSMAI Region Europe new initiative, the Service Pledge; an initiative to improve the quality of service overall in the industry.

Following, Dr. Peter Agel, Global Segment Leader – Hotels, Oracle and Vice President, Travel Industry Club, will present the results of a Phocus Wright based Consumer Research study, followed by a vibrant panel discussion.

The panel will be chaired by Peter O’Connor, Dean of Academic Programs at ESSEC Business School, while Christoph Führer, Managing Director, FCM Travel Solutions & DER Deutsches Reisebüro GmbH & Co. OHG, and Chinmai Sharma, Chief Revenue Officer at Taj Hotels Resorts and Palaces, will be in the panel.

Networking and drinks will conclude an afternoon filled with meaningful content, interesting insights, humour and discovery.

Following the afternoon event, on the same evening TIC is hosting their annual Awards Night at the same venue. We are happy to announce that TIC is offering a special price for HSMAI members to sign up for the Awards Night at a rate of EUR 99 per person, as opposed to the regular rate of EUR 199 per person for non-members.

In order to get this very special price, please email Benedicte:: bgb@hsmai.no


For HSMAI and TIC Members: EUR 149
For Non-HSMAI and Non-TIC Members: EUR 199

Sign up here:

About TIC:


The Travel Industry Club connects decision makers from the entire leisure and business travel industry. The club of the “Travel Makers” was established in 2005 and soon the idea to create a networking platform for decision makers and leading managers from the travel industry has become a success story: Currently the club has over 750 members.

The diversity of the travel industry reflects itself in our activities. The Travel Industry Club sees itself as the “Think-Tank” of the travel branch. We are innovative, like to look forward and challenge the norms of the industry.

The topics offered by the Travel Industry Club not only cover a wide spectrum but are also future orientated. This is reflected in our events calendar, which now features over 50 events per year, which amongst others include: Member Lounges, Award Nights, Networking Events and Symposia. For further information please visit www.travelindustryclub.de

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.


The leading meeting place of the industry.


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.


Our values show in all we do – from the development of activities to communication with our members and partners.

  • engaging
  • enabling
  • connecting

Please visit us at: hsmai.eu


Top photo: Steven van Belleghem lecturing on digital development.

HSMAI Region Europe Digital Marketing Event for the third time at WTM London

More than 100 people attended the third annual HSMAI Region Europe Digital Marketing event at WTM London on Tuesday 8th November 2016.

See photos below. See you again next year!

Pictures from HSMAI Region Europe Distribution & Marketing Strategy Conference, Stockholm

Photo: Panel discussion at Distribution & Marketing Strategy Conference on topic ‘Evolving distribution landscape and its effect on the requirements for the Sales Manager of the future’. Panelists: Michael Simon, General Manager Distribution EMEA and APAC, Marriott International; Nina Nieminen, Director of Revenue Management and Distribution, SOK Travel and Hospitality Industry Chain Management (Sokos Hotels); and Nat Estis Green, Senior Global Solutions Engineer, Duetto. Panel moderated by Martin Creydt, Resigning COO, Scandic Hotels.

HSMAI Region Europe held its first Distribution & Marketing Strategy Conference in Stockholm on Thursday 10th November 2016.

The conference took place in a wonderful setting at the Operakällaren venue in central Stockholm and consisted of presentations from many of the Hospitality Industry’s top leaders and other inspirational thinkers as well as a panel discussion on Evolving distribution landscape and its effect on the requirements for the Sales Manager of the future. A part of the day was also an Unconference session – an interactive participant-driven session where conference attendees came up with topics they wished to discuss with their peers at the conference.


HSMAI Region Europe DOC – Digital & Distribution Optimization Conference 29th March 2017

The first HSMAI Region Europe Digital & Distribution Optimization Conference DOC will take place in Amsterdam Wednesday 29th March 2017 at the same time as the 7th Annual HSMAI Region Europe Revenue Optimization Conference ROC. DOC will become one of HSMAI Region Europe’s annual key events and it is meant to replace the annual Digital Marketing Conference as well as the Distribution & Marketing Strategy Conference.

The DOC and ROC conferences as well as the Annual HSMAI Region Europe Awards on 29th March and several by-invitation-only Think Tanks on 30th March are co-located with HITEC Amsterdam. Read more about the collaboration in the press release here.

Digital Marketing and Distribution are closely intertwined and the feedback from many of our members and advisors has encouraged us to create more occasions to combine these two topics. Co-locating DOC and ROC will allow us to hold two of our key events simultaneously and for the attendees from both events to attend some key sessions together. Additionally, on Thursday 30th March 2017 at the same location we will have many smaller by-invitation-only Think Tanks for about 15 people each for people directly in the industry and our sponsors. The topics we will have for the Think Tanks are: Digital Marketing, Revenue Management, Distribution, Customer Loyalty and Relationship Management, Sales, Service Operation, and Event Marketing. After gathering of each individual Think Tank in the morning, the groups will all come together over 2 hour working lunch in order to discuss and share the key takeaways with each other.

For our 7th Annual ROC (Revenue Optimization Conference) you can sign up already here

See you in Amsterdam end of March!

Sign up now below to secure the Early Bird rate for you and your team – save up to EUR 130 on some of the tickets

PLEASE NOTE: For qualified DOC registrants, HITEC Amsterdam will provide one complimentary, non-transferable registration which entitles the recipient to two days access to the HITEC Amsterdam exhibit hall and general sessions. HITEC Amsterdam concurrent educational sessions are not included. Comp registrations are only available to qualified DOC attendees directly from the industry and cannot be used by suppliers or vendors, consultants, nor personnel, dealers, distributors, subsidiaries, investors, partners/associates or family members of exhibiting companies. HSMAI Region Europe will automatically register all qualified registrants directly with HITEC Amsterdam. Your contact information will be provided to HFTP, the host of HITEC Amsterdam, for the purpose of communicating with you about your registration. If you prefer to NOT be registered for the complimentary exhibit hall pass, please email us at postbox@hsmai.eu

Please also note that we have different pricing for HSMAI members and non-members. The tickets marked with “from Industry” are for people working directly in the Hospitality Industry (hotels, restaurants, airlines, car rentals, destination companies and others), and the “for Supplier” tickets are for individuals from supplier organisations that market to the industry.

Sign up now: Amsterdam 29th and 30th March 2017

In between our many events this autumn we at HSMAI Region Europe have been working on our plans for Amsterdam at end of March 2017. As many of you have heard and can read more about the partnership in our press release here, we are co-locating some of our annual key events with HITEC Amsterdam, taking place at RAI Convention Centre in Amsterdam on 28th to 30th March 2017.

By co-locating our events with HITEC Amsterdam we are looking forward to continuing the great partnership we have with HFTP who are the organisers of the world’s largest Hospitality Industry Technology Exposition and Conference (HITEC) which brings together over 5,500 individuals from the hospitality technology community and is held each year in a different city in the United States. HITEC Amsterdam will be a smaller version of the same concept taking place in Europe. Frank Wolfe, the CEO of HFTP is so innovative and hard-working, and we look forward to working closely with his team on the events.

On Wednesday 29th March we will organise our 7th Annual HSMAI Region Europe Revenue Optimization Conference (ROC Europe) as well as our Digital and Distribution Conference (DOC Europe), the two events bringing together industry leaders and top professionals in Revenue Management, Digital Marketing and Distribution across Europe. The conferences are followed by our annual HSMAI Region Europe Awards in the same evening.

On Thursday 30th March we organise several by-invitation-only Think Tanks of about 15 people each on the following topics: Revenue Management, Distribution, Digital Marketing, Customer Loyalty and Relationship Management, Sales, Service Operation, and Event Marketing. The Think Tanks are for high-level professionals working directly in the hospitality industry and some of our sponsors. After the morning of individual Think Tanks, over a 2 hours long working lunch the groups come together to share and discuss the key takeaways.

We look forward to these events and look forward to seeing many of you there!

Sign up already now for DOC here to secure Early Bird Rate

Sign up already now for ROC here so you can secure Early Bird Rate

Have a wonderful day!

Ingunn Hofseth. Thumbnail

Warm regards,
Ingunn Hofseth
President & CEO
HSMAI Region Europe

HSMAI Region Europe Profile: Terri Scriven from Google

Terri Scriven
Head of Hospitality and Tourism
Google UK

Terri is also the Vice Chair of HSMAI Region Europe Digital Marketing Advisory Board.

Q: What does a day at work consist of for you?

A: As the Head of Hospitality and Tourism for Google UK, my role is to partner with Hotels, accommodation providers and Tourist Boards to build their brands online and drive more traffic to their websites. No day ever remotely the same, which is what I love about the role.

I started this morning at 6am with a personal training session, which pushes me out of bed and past my breaking point, also the only time I can do with a 3 year old. I then head into the office for a breakfast meeting with my Analytical Consultant, who is brilliant and is working on a new Direct Booking solution for search to link STR performance and Search demand so the hotels can optimise and push search to close occupancy gaps instead of discounting and allowing the OTAs to scoop up.

I then typically have 2 client meetings on key topics aligned to our joint business plans – today I am meeting with the VP of Marketing and Ecommerce at Hilton on their Direct Booking strategy and quest toward further automation, followed by a meeting with Hostelworld on their 2017 plan. I then have a little time to structure my speech for Next week’s Hoseasons conference as well as the 3 conferences I will speak at the following week at World Travel Market (it is conference season so I have nearly 1 event a week).

Yet last week was very different as I facilitated Stretch, a Women’s Leadership course we run and had time In Dublin with the team.

I race home at 5:45 to make it back in time to do ‘fun time bath time’ with my daughter and read her two stories before bed. Then a quick dinner before I clear the inbox and wind down with my husband.

Q: What’s the best part of your job?

A: The people and the continuous challenge. We are constantly testing and iterating our product to improve the consumer experience but also the performance for advertisers. At first it felt like drinking through a firehose, but now I love the state of being uncomfortably excited, on the edge of my seat and working to constantly learn and develop myself and the team.

Q: Do you have anyone you’ve looked up to?

A: I am lucky to have many senior role models at Google, who inspire me to push myself outside of my comfort zone, be intentional with my career. Eileen Naughton who was the UK MD has just started a role as the Head of people and HR for Google – she optimises what it means to be a good coach and has instilled coaching fundamentals in all I do with my team. Sheryl Sandberg truly inspires me with her boldness to author ‘Lean In’ and inspire a following to do the same. We teach much of what she recommends in ‘Stretch’ and more and I feel more confident myself as I progress through my career.

Q: Do you have any nice traditions at your office?

A: I love the TGIF tradition which was originally started by Larry and Sergey on a Friday afternoon as a meeting to update teams on the latest product developments over a beer. Google is now 18 and it continues weekly to this day (only now on a Thursday to be broadcast as a catch up on Friday with our Global time zones) with Sundar, Larry and Sergey leading on key topics and the latest product developments.

Q: How long have you been a member of HSMAI?

A: For the last 2 years.

Q: What do you think is the best thing about HSMAI?

A: The education and networking opportunities to ensure hotels and hospitality companies can learn from each other and stay competitive in this increasingly changing landscape.

Q: Are there any activities or projects you think HSMAI should start up?

A: I love HSMAI Region Europe’s new mentoring programme and think we can extend this to virtual mentoring via Skype or hangouts with a larger Base.

I think HSMAI Region Europe should partner with a leading Hotel University and line up internship and buddies to get our future recruits off to the best start and inspire them on Digital Marketing career potential.

Q: Describe your perfect weekend.

A: This last weekend was pretty perfect. Ballet for my daughter on a Saturday morning, trip to the farmers market and dinner party with friends. Then on the Sunday I met a friend in town from NYC for brunch, took my daughter to the zoo and had a late afternoon picnic in Regents Park.

Q: If you were trapped on a desert island, what would you take with you, if you could choose one thing?

A: Helicopter.

Q: What is the title of the book about your life?

A: Stop running, Start Transforming

Q: What is your next travel-destination?

A: We just got back from an amazing holiday in Mauritius. True Paradise. After WTM I am heading to LA for Phocuswright and to Mountain View for an Executive Summit with Premier Inn.

Q: Do you have any special hobbies?

A: I wish I had time for hobbies, other than my love for Travel. We are very much focused on house renovation at the moment and have knocked down the kitchen to build an extension…so my hobby is currently all about the design, build and interior fit out.

Q: Thank you for your time. Do you have any personal comments?

A: HSMAI in Europe has such promise and becomes more professional and impactful each week. I have enjoyed being a member of the Digital Marketing Advisory Board and look forward to helping to take it to new heights.

Top photo: Terri Scriven, Head of Hospitality and Tourism, Google UK