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HSMAI Holding Workshop -  “Strategic Thinking: Innovative Training
for Improving Hotel Profitability,” Oct. 23-25 2006 in Partnership
with Lynn University, Boca Raton, Florida
MCLEAN, VA (Aug. 24, 2006) – The Hotel Directors of Sales and Marketing Special Interest Group of the Hospitality Sales & Marketing Association International (HSMAI), announces its inaugural three-day intensive workshop, “Strategic Thinking:  Innovative Training for Improving Hotel Profitability,” which is designed around the renowned hotel management simulation called HOTS (Hotel Operations Tactics and Strategy).  The event will be presented Oct. 23-25 in partnership with Lynn University’s College of Hospitality Management as an offering from the HSMAI University. 
This is the first time this simulation and course has been available to a professional association.  Previously it has been available only as a core management course from such companies as Marriott, Intercontinental and Hilton, or as an upper-level course at noted hotel schools such as Cornell, UNLV, UMass and Penn State, where it has become the worldwide standard for management development in the hospitality and leisure time industries. 
“This is a rare and wonderful opportunity, and HSMAI is thrilled to bring such valuable and cutting-edge content to the industry at-large,” states Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI.
The course is designed around dynamic state-of-the-art, hands-on techniques.  Course lessons are immediately applied to a real-to-life, computer-based hotel, in real time, and in a head-to-head competitive environment.  Participants will take over the management of a failing property and devise and implement a business plan that returns the hotel to full market contention.  In the process, participants will strengthen management skills in:
• Targeting and implementing priorities that drive business results.
• Using financial statements to drive decision making.
• Driving revenue by aligning the hotel to the market positioning statement.
• Implementing strong revenue management fundamentals.
• Creating timely and cost-effective sales programs.
• Efficiently analyzing the market and financial feasibility of revenue producing investments.
• Gaining and using a “total hotel – cross functional” lens to more effectively implement business decisions. 
The program is ideally suited for general managers, directors of sales and marketing, directors of revenue management and other hotel executives. 
The course will be presented by Peter Starks, MSc., MBA, CHE, FHCIMA, who has over 25 years of experience in the hospitality and tourism industry improving the effectiveness and efficiency of both private and public sector organizations.  He is also the managing director of Training Technology International, LLC, which provides traditional and computer-based training solutions in the international hotel industry, including the pre-eminent HOTS Management Simulation used in this course.
The workshop rate reserved prior to Oct. 1 is $795 for HSMAI members and $950 for non-members (which includes a one-year HSMAI membership).  After that date, the cost goes to $845 and $1,000 respectively.
Expedia is the sponsor of the conference.  For additional sponsorship opportunities, please contact Melanie Penoyar at 703-245-8037 or
Lynn University in Boca Raton, FL, is a private, co-educational university awarding bachelor’s, master’s and doctoral degrees – including a Bachelor’s of Science in Hospitality Administration and an MBA specializing in Hospitality Management through the University’s College of Hospitality Management.  Founded in 1962 and accredited by the Southern Association of Colleges and Schools, Lynn stresses individualized learning based on the discovery and development of individual potential and learning styles.  The university currently enrolls more than 2,600 students representing 45 states and 93 nations.  Its specialty programs include a Conservatory of Music, a School of Aeronautics, and the Institute for Achievement and Learning, which is an international pioneer in developing successful teaching strategies for students with learning differences.  For more information on Lynn University, visit 

 Hospitality Sales & Marketing Association International
8201 Greensboro Drive, Suite 300
McLean, VA 22102
phone: (703) 610-9024

Also See: HSMAI's 7th Travel Internet Marketing Strategy Conference Set for Dec. 6, 2006 in Sunny Isles, Florida / August 2006

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