Hotel Online  Special Report


 Agenda Set for HSMAI / NYU Stategy Conference on ROI
in Today's Changing Sales and Marketing Landscape
5th Annual Event to be Held in New York on Sept. 15, 2005
MCLEAN, VA (Aug. 25, 2005) – Travel and hospitality industry leaders and sales and marketing experts in both the business and leisure travel sectors will find a dynamic agenda of hot topics relating to return on investment (ROI) in today’s fast changing landscape for sales and marketing strategies when the Fifth Annual Hospitality Sales & Marketing Association International (HSMAI)/NYU Industry Strategy Conference convenes in New York on Sept. 15, 2005 at the Westin Times Square Hotel from 11:30am - 4:30pm.
“Timed to coincide with strategic planning and budgeting for 2006, this conference will provide sales and marketing professionals in hospitality and travel with valuable information and ideas about measurement and accountability,” said Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI.
“The program will lend itself to free and open thinking by way of targeted interviews with top executives and panel discussions with industry experts that encourage audience interaction,” added Dr. Lalia Rach, associate dean and director, New York University Tisch Center for Hospitality, Tourism and Sports Management.
Following is the conference agenda: 
11:30am - 11:45am:     Welcome and Presentation of HSMAI/NYU Excellence in Sales & Marketing Strategy Award 
11:45am - 12:00pm:     Lunch
12:00pm - 12:30pm:     Examining Sales and Marketing Expense Trends.  Mark Woodworth, executive vice president, PKF Hospitality Research, will release for the first time at this conference the results of a new HSMAI/PKF survey examining the shifts in hotel sales and marketing expense trends. 
12:30pm - 1:00pm:       Examining Trends in Customer Relationship Management (CRM).  Dr. Lalia Rach, associate dean and director, Tisch Center will interview an industry expert in CRM and explore their perceptions about how to measure the ROI on CRM initiatives.
1:00 pm - 1:30pm:        Examining the ROI in Customer Relationship Management.  Maureen O’Hanlon, senior consultant, Prism Partners and current Chair, HSMAI, will moderate a panel of industry practitioners and thought leaders as they debate the ROI of CRM and discuss various ways their companies measure CRM.
1:30pm - 1:45pm:         Break
1:45pm - 2:15pm:         Maximizing Your Advertising Dollars – Offline vs. Online.  Dr. Lalia Rach will interview two media buyers for large travel industry marketing and advertising companies to discuss the purchasing shifts in traditional print and electronic media. 
2:15pm - 2:45pm:         Examining the ROI in Advertising.  Robert A. Gilbert, CHME, CHA, president & CEO, HSMAI, will moderate a panel of industry practitioners and thought leaders as they debate the ROI of online vs. offline advertising.
2:45pm - 3:15pm:         The Evolving Role of Direct Sales.  Dr. Lalia Rach will interview two corporate sales executives to discuss the challenges faced by front line sales people today and the investments necessary to capture a ROI in sales and marketing human capital.
3:15pm - 3:45pm:         Is direct sales dead?  Moderated by Fran Brasseux, executive vice president, HSMAI. A panel of corporate sales executives and their customers will discuss the pros and cons of how to do effective direct sales today.
3:45pm - 4:30pm:         Closing Keynote
A leading industry company will illustrate a “new generation” of thinking about sales and marketing.  They will illustrate examples of how they have redefined ROI in the travel industry.
4:30pm:                        Conference wrap-up

Sponsors for the event include American Express, TIG Global, and Newmarket International.  Information on sponsorships is available from HSMAI Director of Development Melanie Penoyar at (703) 610-9024 or
Registration fees are $195 for members and $345 for non-members (which includes a one-year membership in HSMAI).  There will be a student/faculty rate at a 50% discount.  All fees increase $50 after Sept. 1, 2005.  
The Preston Robert Tisch Center for Hospitality, Tourism and Sports Management at New York University is a dynamic and growing educational and research center founded in July of 1995.  The Tisch Center offers an extensive complement of hospitality, tourism and sports management academic programs of study including two bachelor’s degree programs, three master’s degree programs, and certificate programs.  The curriculum focus is on asset management, financial analysis, destination management, marketing, and customer relationship management.
HSMAI is an organization of sales and marketing professionals representing all segments of the hospitality industry.  With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry, and bringing together customers and members at 15 annual events, including HSMAI’s Affordable Meetings, HSMAI’s Meeting Quest shows and the HSMAI World Quest events.  Founded in 1927, HSMAI is an individual membership organization comprising nearly 7,000 members worldwide, with 38 chapters in the Americas region.

Hospitality Sales & Marketing Association International, 
8201 Greensboro Drive, Suite 300, McLean, VA 22102, 
phone (703) 610-9024
Also See: Hotels Increase Marketing Budgets by 6.1 Percent in 2004; Hotels Continue to Shift Marketing Dollars from Advertising to Person-to-Person Selling / PKF Study / June 2005
U.S. Hotels Staff Up - Rising Benefit Costs at Highest in 15 Years / Mark Woodworth / May 2005

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