Hotel Online  Special Report


 HSMAI / NYU Industry Strategy Conference Will Explore
the Subject of 'Return On Investment'
in Sales and Marketing
5th Annual Event to be Held at Westin Times Square Hotel
in New York on Sept. 15, 2005

MCLEAN, VA (Aug. 4, 2005) – Travel and hospitality industry leaders and sales and marketing experts in both the business and leisure travel sectors will discuss and explore various topics relating to the subject of return on investment (ROI) in today’s fast changing landscape for both sales and marketing strategies as the focus for the Fifth Annual HSMAI/NYU Industry Strategy Conference.  The event will be held in New York on Sept. 15, 2005 at the Westin Times Square Hotel from 11:30 am-4:30 pm.

“Over the course of the day, we will explore what is happening in hotels, hotel companies, and destinations and provide insights into measurement and accountability that our industry is grappling with.  No one has the exact solution for the myriad of ROI questions in sales and marketing, but opening a candid and frank dialogue about these challenges is long overdue for our industry,” said Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI.

“The format will include a series of one-on-one interviews, rather than speeches, as well as targeted panels and audience interaction to provide an in-depth viewpoint and insight into some of the trends that will impact all of us in the coming year,” added Dr. Lalia Rach, Associate Dean, New York University Tisch Center for Hospitality, Tourism and Sports Management.

“This strategy conference will provide industry executives and sales and marketing directors with tools and information useful in planning 2006 budgets,” said Gilbert, adding:  “Anyone concerned with business in 2006, and looking for the knowledge and tools to get ahead, should take a serious look at attending this forward-thinking conference that will delve into the issues weighing most on our minds.”

The one-day event will focus on the questions of how to measure ROI, starting and/or improving your Customer Relationship Management (CRM) activities and thinking of CRM as a philosophy to move your business of the online channel forward, what is the most effective advertising, how traditional advertising has changed with the advent of the online channel and how rapidly the world has adopted the online channel as a source of information and purchases.

The program will begin with a “State of the Industry Update” by several key research organizations which will set the stage for further discussion throughout the day.

Session 2 will focus on CRM with a view of how some smart companies are succeeding to give front line employees both the tools and the empowerment to take care of and generate repeat customers.

Session 3 will be devoted to the subject of “Maximizing Advertising Dollars On Line versus Off Line.”  Experts from various media and industry segments will examine how E-commerce is progressing and what to expect in the near future.

Session 4 will look at the “Evolving Role of Sales” and ask the question “Is Direct Sales Dead?”  Panelists will look at how to differentiate products and develop relationships that result in sales.

Session 5 will be a keynote address from an industry expert who will summarize the key points from the previous sessions and articulate a strategy that will benefit most companies looking to improve ROI with sales and marketing tools.

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: Is it ROI, Return On Investment or ROL, Return on Loyalty / Richard K. Hendrie / January 2005
The Best Survival Strategy in Hospitality Is the Proactive Strategy / Max Starkov and Lalia Rach / Oct 2001

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