In keeping with its role of educator, trend spotter and advisor, HSMAI created this top-level executive forum, which stands for Travel & Hospitality Innovation, Network, Knowledge (THINK), for discussions and debates on the most interesting and impactful issues facing the hospitality, travel and tourism industry.

According to Bob Gilbert, CHME, CHA, president and CEO of HSMAI, "Branding is very much at the forefront of our industry. How our industry can maximize and capitalize on this concept is what headlines our agenda.

The first in a series of three forums planned for 2000 and designed specifically for top level executives (vice president and above), each Executive THINK focuses on a single topic that is thoroughly examined in a multi-part program.

The first part of the "Branding" program consisted of a panel of experts from within and outside the hospitality industry, presenting their insight and experience. The four panelists for the "Branding" program were: Michael Glavin, managing director, CMG Advertising (representing Virgin Atlantic); Lauren Holden, global trend analysis & design, Nike; Gary Goldberg, vice president, product development, Priceline.com; and David Goetzl, senior editor, Advertising Age. Mary Pat Sullivan, publisher, Leisure Travel News was moderator.

The second part of the program was an interactive brainstorming session with all the participants facilitated by Dr. Lalia Rach, dean, Center for Hospitality, Tourism and Travel Administration, New York University, at which time the issue was discussed in an open forum.

While HSMAI will release a white paper written by Dr. Rach on each Executive THINK, the following addresses a few points of interest and questions considered in the just completed "Branding" session:

• While the consensus is that "Branding is as important to the industry as we thought," noted Dr. Rach, "yet the level of success among the segments varies."

• What does the future hold for destinations and others within the private sector to co-partner and establish a brand?

• What are the ways and means that the hotel industry can co-brand with areas outside of, but related to, the industry?

• In the branding process, how important is the personality behind the product? Nike and Virgin Atlantic - two highly successful companies with equally charismatic and dynamic leaders, have been credited with revolutionizing products in their industry.

• The success factor has been far greater with consumer products verses hotels or destinations. The reasons why and the importance of market share was explored.

HSMAI will also hold its Annual Sales & Marketing Summit themed "The Future is Now". Are You Ready?" July 27-29 with an expanded educational program featuring keynote speaker Seth Godin, vice president marketing for Yahoo! and best selling author of "Permission Marketing;" Aliza Sherman, founder and president of Cybergrrl.com; Ed Barlow, noted futurist, and other featured speakers. An extensive series of educational tracks will deliver cutting-edge content for directors and senior level sales and marketing executives in the hospitality industry.

HSMAI is the leading organization of sales and marketing professionals representing all segments of the hospitality industry. With a strong focus on education, HSMAI has become the industry leader in identifying and communicating trends in the hospitality industry while operating as a leading voice for both hospitality and sales and marketing management disciplines. Members can access a wide variety of educational tools and enhance their skills and expertise to increase business and enrich their careers. Founded in 1927, HSMAI is an individual membership organization comprised of over 5,000 members representing 76 chapters in 35 countries worldwide.