|MCLEAN, VA (Oct. 31, 2006) – To provide professionals in the hospitality
industry with the opportunity to prominently showcase and market their
talents and expertise, the Hospitality Sales & Marketing Association
International (HSMAI) has developed certification programs for individuals
in both hospitality sales and marketing and in revenue management, adding
to their prestigious Certified Hospitality Marketing Executive (CHME) designation.
“Achieving either of these prestigious designations demonstrates an
individual’s high level of knowledge, experience, and ability,” states
Fran Brasseux, executive vice president of HSMAI. “A testimony to
one’s credibility and know-how in a demanding and volatile business, certification
status also increases a person’s value to employers, maximizes confidence,
and improves the industry by raising performance standards, practices and
The certification process entails meeting minimum qualifications and
taking an online examination. In order to meet the criteria as a
candidate, applicants must be currently and actively employed in the hospitality
industry, including lodging, airlines, cruise lines, car rental companies,
convention and visitors bureaus, and other related segments, such as vendors
CHSC (Certified in Hospitality Sales Competencies)
Those engaged in hospitality sales and marketing can achieve
a CHSC (Certified in Hospitality Sales Competencies) certification, recognizing
that one has demonstrated:
A high level of performance and knowledge.
A commitment to impeccable standards and ethics.
An understanding of what it takes to compete and succeed in the hospitality
Strong leadership ability and management skills.
To be eligible for the CHSC, candidates must complete a pre-qualification
application and then pass an examination. For more details on qualifications
and the application process, visit http://www.hsmai.org/resources/certification.cfm.
With the assistance of the Hotel Directors of Sales & Marketing
(HDOSM) Special Interest Group (SIG) Advisory Board, a comprehensive study
guide and online examination has been developed and are available in both
English and Spanish.
Showing tremendous support for the new program and demonstrating its
forward-thinking business philosophy and willingness to invest in their
management team, InterContinental Hotels Mexico has committed to certify
their key hotel directors of sales and marketing through the process.
“We see the tremendous value in this in terms of a way to really differentiate
our sales force, showcase their extreme level of professionalism, and provide
them with the resources to rise even higher above the competition,” states
Alejandro Watson, Director of Marketing & Sales-Mexico Region.
CRME (Certified Revenue Management Executive)
For those engaged in revenue management, HSMAI offers CRME,
Certified Revenue Management Executive. A CRME recognition demonstrates
that one is:
A professional in the field of revenue management and clearly conversant
with its intricacies and importance.
Competent to develop an infrastructure to support revenue management within
the framework of an organization.
Able to maximize revenue opportunities and optimize profits by managing
Capable of making informed decisions to accept or reject pieces of business
to meet overall organizational goals.
Proficient at the art and science of revenue management.
The study guide that examination candidates will use is Defining
Revenue Management: Top Line to Bottom Line, published by the HSMAI Foundation
(free to candidates paying the application fee). The special report
published in 2006 was researched and written by Kathleen Cullen and Caryl
Helsel, partners, Inspire Resources, a hospitality consulting firm, and
developed with the help and advice of HSMAI’s Revenue Management Special
Interest Group Advisory Board.
The HSMAI Revenue Management Certification Committee is made up of
an impressive group of professionals: Angel Vazquez, director of
revenue management and E-commerce, Tecton Hospitality; Bonnie Buckhiester,
president & CEO, Buckhiester Management USA Inc.; Elizabeth Cambra,
corporate director of revenue optimization, Outrigger Enterprises Group;
Geert Mol, senior RM consultant, Amadeus Hospitality Business Group; Jeff
MacLennan, director of revenue management, Sunburst Hospitality Corp.;
Jim Kasper, revenue manager, Stein Eriksen Lodge; Juston Parker, vice president,
King Pin of revenue management, Aspire Marketing; Todd Arviso, senior corporate
director of sales, pricing and revenue management, Accor North America;
and Warren Jahn, graduate teaching associate, University of Tennessee-Knoxville.
To find out more about obtaining a CRME designation, visit http://www.hsmai.org/resources/certification.cfm.
The cost of applying for each program is $75 for HSMAI members and
$100 for non-members. Members who meet the criteria for certification
will pay $295 to take the examination; non-members pay $395. For
each re-examination, a non-refundable fee of $40 will be assessed.
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 annual events. Founded in 1927, HSMAI is an individual
membership organization comprising nearly 7,000 members worldwide, with
36 chapters in the Americas Region.